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VisitCanberra Seeks 101 Social Media Savvy Locals

March 15, 2014 Social Media No Comments Email Email

To mark Canberra’s 101st birthday, VisitCanberra today launches its recruitment phase for social media savvy and passionate Canberrans to apply for one of 101 spots on www.101humans.com.au

Successful applicants must have a flair for telling stories and like discovering and sharing new things. They’ll receive a taste of the very best tourism experiences the city has to offer, enjoying exclusive after hours events. They will also get the opportunity to invite a local and interstate friend or relative to Canberra at the end of October to share in one of 101 VIP experiences. Interstate guests will enjoy a two-night stay at a range of Canberra accommodation properties. Events

The 101 humans and their visitors will share their experiences with their family, friends and networks through social media channels using their own words, images and videos.

The content will be aggregated onto the humanbrochure.com.au website.

VisitCanberra Director Ian Hill said the tourism body recognises the power of locals as brand ambassadors for this city. There are a growing number of interstate domestic visitors coming to Canberra to visit their friends and relatives – around 34 per cent according to Tourism Research Australia’s latest National Visitor Survey.

‘We also have research, through the Centenary of Canberra’s Ask Canberra survey, that says visiting friends have a higher propensity to stay in hotels but that locals’ and their visiting friends’ awareness of what to do and where to stay was low,’ Mr Hill said.

‘There’s a great opportunity to grow awareness and visitation to Canberra by connecting potential visitors with locals through stories and experiences that they can relate to.’

‘The campaign will actively involve the successful 101 local humans in destination activities and provide them with the tools and channels to share and amplify their stories with potential visitors.’

Tourism is worth more than $1.65 billion to the ACT economy, employing about 16,000 Canberrans. Through this campaign VisitCanberra has been working with more than 60 tourism industry partners on the advocacy campaign and has leveraged additional financial and in-kind contribution in addition to its financial investment of $350,000 in 2013-14 for this innovative campaign.

Examples of VIP experiences include:

  • Meeting Australian War Memorial Director Dr Brendan Nelson and attending a wreath laying ceremony with an Afghanistan veteran, taking a behind-the-scenes sneak peak of the First World War galleries that open in 2015 and then being driven in a Bushmaster to the Australian War Memorial’s Mitchell Annexe for a tour.
  • Breakfast and a morning ride along a segment of the new 150km Centenary Trail with inspirational Canberran and paralympian Michael Milton who runs his own cycling business Big Foot Adventures.
  • An escorted tour of Poachers Pantry Smokehouse including a master class on traditional techniques of curing and smoking of meats (not normally open to the public) and tasting of smoked meats and Wily Trout wines from the vineyard.
  • An exclusive family friendly pyjama party at the National Dinosaur Museum, including an interactive (behind the scenes) private tour with access to some of the most unique and significant fossils and minerals on display.

To apply, Canberrans need to be social media savvy and live within a 101-km diameter of the Canberra GPO. VisitCanberra will use a social media-monitoring tool to measure applicants’ social media credentials, looking at both their reach and sentiment of content posts. Applications close 10 April.

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