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Tourism Australia tops 5 million Facebook fans

November 11, 2013 Headline News, Social Media No Comments Email Email

egtmedia59Tourism Australia has taken another big step in its ambition to create the ‘world’s biggest social media team’. Its Facebook page,, has topped five million fans worldwide – confirming its status as the most popular tourism destination page on the planet.

In 2012, Australia was the most popular travel destination on Facebook, Google+ and Instagram and it is becoming even more popular.

Tourism Australia managing director, Andrew McEvoy, said the page’s popularity on the global social stage has significantly enhanced the organisation’s Mulia-Balimarketing impact, with social media now deeply ingrained in all of Tourism Australia’s campaigns.

“Tourism Australia’s hugely popular Facebook page puts Australia and our incredible tourism offerings in front of a global audience of five million highly engaged people, who advocate our country on a daily basis sharing their photographs, experiences and dream Australian destinations,” McEvoy said.

“Social media has become a crucial ingredient to the success of our campaigns, evident in our Best Jobs in the World campaign that was driven largely by social media with 612,000 worldwide applicants. And it will be instrumental again when we launch our new Food and Wine campaign next year,” he added.

Earlier this year Tourism Australia shared its social media successes, tips and hints with Australia’s tourism industry by publishing ‘The World’s Biggest Social Media Team’ on slideshare: The presentation has received 150k views so far and the team has presented its strategy to over 10k industry members helping and encouraging more operators to engage with audiences on social media.

Tourism Australia has not been afraid to court controversy on the popular Facebook page, with the recent post of “Big Baz” the kangaroo quickly going viral causing a stir around the world–p3O1-LI.

“Everyday we’re increasing our presence on social media, including major Asian social media platforms such as Weibo and Tudou. We know more people now search and book their holidays online and there’s a huge opportunity here for operators to plug into and get their products and experiences noticed on a global stage,” McEvoy said.

This latest social media milestone coincides with Tourism Australia’s executive general manager marketing, Nick Baker, being crowned Marketer of the Year at the Association for data-driven marketing and advertising (ADMA) 2013 Awards. Mr Baker was acknowledged for Tourism Australia’s highly successful activities in social media.

As well as the largest destination page on Facebook, Tourism Australia’s also boasts the most followed destination on Google+ and Instagram, with nearly 300,000 followers on the photo sharing site and over 400,000 photos submitted to Tourism Australia’s unique #seeaustralia hashtag.

Out of interest, the top five Facebook pages in terms of fan numbers (non travel related) were recently: 1. Facebook itself; 2. YouTube; 3. Rihanna; 4. Eminem; 5. CocaCola. All had over 60 million likes.

Edited by : Peter Needham

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