Icon’s recruitment of celebrity Insta-snappers to showcase the Great Ocean Road has been well received by fans. The state’s first social media-centric tourism campaign reached an audience of more than 600,000 in the first three days, according to the creative agency Icon.Inc, and sister public relations agency icon.pr.
Eleven celebrities and bloggers including Home & Away star Ada Nicodemou, Mamamia writer Em Rusciano and model Alex Davis took to the Great Ocean Road from Port Fairy to Queenscliff for ‘The Great Instameet’.
The aim was to encourage Victorians to take the water-fringed journey for a long weekend winter break.
With a theme #mondaysthenewsunday, their 170 Instagram photos received more than 350,000 likes.
Icon managing director Joanne Painter said the success of the Instameet highlighted the potential of social media to drive awareness.
“More and more consumers are using digital and social platforms exclusively to research, book and share their travel experiences. For marketers these platforms offer a great opportunity to build genuine engagement as well as drive enquiry,” she said.
Director of Great Ocean Road marketing Roger Grant said they chose against going the usual campaign way, instead using the innovation of Instagram and believes it paid off.
“We want people to look at the region in a different way. Because the Great Ocean Road region is so familiar, everyone thinks they know it. Our aim was to present the region in a new way and give people a taste of what it has to offer,” Mr Grant said.