06 Nov 2013
Words Tim Admin

4,000 Tweets, 1,000 Facebook Posts, from 250 Humans in Canberra

The first round of social media savvy Australians have a tweet-worthy time in our nation’s capital An estimated 4.2 million Australians were able to share in the experiences of the 250 lucky ‘Humans’ that travelled to Canberra for the first weekend of The Human Brochure. Thousands of tweets, Facebook posts, Instagram pictures and Foursquare check-ins were posted over the past weekend, as the first round of Humans to visit Canberra shared their experiences of our nation’s capital with their extensive social media networks. The Human Brochure is a world-first advocacy campaign from Australian Capital Tourism that will bring 500 social media savvy Australians to Canberra for a free ultimate weekend getaway – the only condition being attendees had to share their experiences via social media. This past weekend saw the first group of 250 Humans take on Canberra and resulted in an onslaught of #HumanBrochure across all social media channels. It’s estimated this reached over 4.2 million Australians, with the hash tag trending in the top five for most of the weekend, beating out the Windows 8 launch, Halloween and even Justin Beiber for a short time. The campaign website, www.humanbrochure.com.au, was launched prior to the weekend, and is now continuing to aggregate all content using #HumanBrochure to ultimately create the world’s first Human Brochure all about Canberra. Sentiment analysis of social media activity over the weekend showed visitors overwhelmingly had a positive experience, sharing thousands of unique updates, comments, reviews, photos and videos of their time in Canberra. Ian Hill, Director of Australian Capital Tourism, said “The weekend was a big success with a fantastic level of engagement and sharing. The campaign has been designed to broaden the appeal of the ACT and show the real side of what our fabulous destination has to offer. “Whether they were an adventurer pedalling up and down Mt Stromlo, a foodie enjoying their seven-course degustation menu, one of the arts and culture group gathering in the gallery or one of our fun families that met Lauren Jackson at the AIS, everyone had a great story to tell and a fabulous experience in Canberra”. Douglas Nicol, Creative Partner and Director at The Works, the agency that created the campaign, added “The concept was simple, get social media influencers to experience Canberra and tell people about it, and that’s exactly what they’ve done across all social media platforms. The numbers are beyond our expectations and importantly the sentiment is also tremendously positive.” The next round of 250 Humans will visit Canberra 15 – 17 February 2013. For more information, visit www.humanbrochure.com.au.