Above-the-line media (print, radio and banners) was used to recruit 500 social media influencers in a teaser campaign.

The 500 participants then shared the campaign through their social networks. Awareness of The Human Brochure exploded with earned media.

During the Human Brochure weekend, social media was the key channel in promoting Canberra. Using #humanbrochure, all posts were captured on humanbrochure.com.au.

31,406 applications

81 million earned media impressions

#1 trending Tweet for three days

7,782 Tweets

4,952 Instagram pics

92% of posts extremely positive