Tourism Australia Case Study

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Tourism Australia Case Study

  1. 1. Case Study: Tourism Australia Work in Oz www.myspace.com/workinoz <ul><li>Objective: </li></ul><ul><li>Engage an 18-30 year old international audience to enable them to learn more about holidaying in Australia and also share their travel experiences. </li></ul><ul><li>Content: </li></ul><ul><li>The profile included a range of interactive and informative content such as travellers tips videos, soundboard, testimonials, info on jobs/ travel/ accomodation, competitions and a viral Aussie Mates application which users could drag their top friends into and designate as Tour Guide, Jillaroo, City Slicker or Lifeguard to then embed on their profile. </li></ul><ul><li>Results: </li></ul><ul><li>Over 162,000 page views </li></ul><ul><li>Over 112,000 unique visitors </li></ul><ul><li>Average time spent of 5 mins 4 seconds (total time spent 397 days!) </li></ul><ul><li>5,375 friends </li></ul><ul><li>839 comments </li></ul><ul><li>Over 8,000 clicks on links to external Australian Government related sites. </li></ul>
  2. 2. Case Study: Tourism Australia Work in Oz www.myspace.com/workinoz <ul><li>Competitions </li></ul><ul><li>As a way to further engage users on the profile, Tourism Australia ran a competition allowing them the chance to realise their dreams and win a Working Holiday visa in Australia. They had to comment on the profile in 25 words or less in answer to the question: </li></ul><ul><li>&quot;Why do I want to experience a working holiday in Australia?&quot; </li></ul><ul><li>This competition had a real life impact for users and attracted over 450 entries. </li></ul>

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