The Challenge

Australia’s capital city had a reputation for being dull. Traditional tourism advertising didn’t have the power to change perceptions.

The Insight

Holiday decisions are based on peer reviews and travel blogs. People needed to learn about Canberra from first-hand travel recommendations.

HUMAN BROCHURE

We recruited 500 leading social media influencers and gave them the best experiences Canberra had to offer to share with their social networks.

Using #humanbrochure, every Tweet, Instagram and Facebook update was published on humanbrochure.com.au - unedited and unfiltered.

Results

81 million earned media impressions

#1 trending Tweet for three days

92% extremely positive posts