Australia's new "top streamer" tells a "new story" about outbound travel

Who is Australia's new top influencer? With the booming tourism industry, how does Tourism Australia provide a new social media solution for outbound tourism marketing? This article will introduce the entire process of Tourism Australia's content marketing, hoping to be helpful to everyone.

“What? This is Australia’s new top trending trend?”

Recently, a cheerful and cute kangaroo appeared on the startup screen of Weibo. In the screen, it not only playfully knocked on everyone's mobile phone screens, but also led everyone to visit Australia's tourist attractions and experience Australia's unique natural scenery and cultural arts.

This energetic kangaroo is called Ruby and is the newest Tourism Ambassador of Tourism Australia. She loves traveling and eating, has a very cheerful and enthusiastic personality, and her favorite thing to do is to make new friends and travel around Australia with them.

"Seeking a chance encounter, super cute, seeking selfies, take me along..." For a time, netizens enthusiastically expressed their love for Ruby, as well as their curiosity and interest in traveling to Australia on Weibo. This made the Australian destination and Ruby quickly become hot topics on Weibo.

Later, @Australia Tourism officially released the animated film "G'day" starring Ruby. In the film, the unicorn Louie followed Ruby on a journey to Australia, visiting landmarks and experiencing Australian hospitality. During this journey, people have a deeper understanding of the deeper meaning behind "G'day": this Australian greeting is full of warm and hospitable customs and customs, and also reflects Australia's open arms to welcome tourists. Many netizens left messages on the @Australia Tourism's Weibo brand homepage, saying that they also want to travel to Australia with Ruby!

1. The various presentations of hot topics create a new “top stream” for outbound tourism

From the Ruby image breaking through the circle, to the animated film attracting attention, to users recommending the destination, the Australian Tourism Board presented new ideas for content marketing in the outbound tourism industry on the Weibo platform.

Users are attracted to travel to certain places largely because they are attracted by the unique local resources. Therefore, the first step in spreading the word about a tourist destination is to let more users see its differentiated characteristics, thereby stimulating their desire to search and learn more.

#It turns out that Australia's top streamer is this# As a highly social and interesting topic, it successfully aroused users' curiosity and desire to explore. In the vote initiated by @新浪旅游, netizens voted for their favorite Australian top streamer. In the end, Ruby won the support of 38% of netizens with her cute image and enthusiastic personality. Her support rate exceeded that of Australia's classic attractions and other representative animals, making her a veritable new "top streamer" in Australia. The topic once ranked 15th on the Weibo hot search list, laying the foundation for Ruby's explosive popularity.

Why is Ruby so quickly remembered and loved by the public? Let's take a look at the secrets behind it.

As Australia's tourism ambassador, Ruby is conscientious and responsible. She actively and diligently "operates on duty" @ Tourism Australia's official Weibo in her own style. Her self-introduction attracted many comments and interactions from travel experts. Ruby carefully responded to a series of comments: the little secrets of kangaroos' pockets, fresh selfies, favorite ginger beer, kangaroos' "acrobatics" of standing up with their tails... The full fun attracted more users to stop and leave messages, and netizens called her "the cutest official Weibo".

After gaining a lot of favorability on Weibo, Ruby announced that she would soon fly to Chengdu, China, and meet netizens offline through the "Come to Australia, say hello" event. @Annie_uu, @西西里玩不停 and many other experts shared their check-in experience under the topic #澳洲顶流原始是它#. At the Australian Tourism Bureau's official brand pop-up store located in Chengdu Sino-Ocean Taikoo Li, users can take photos with the oversized kangaroo Ruby, watch animated micro-films, and check in at decorations full of Australian elements.

Later, Ruby also visited Beijing, Shanghai and Guangzhou, and interacted with netizens through offline large screens, attracting many friends to stop.

With the combination of online and offline content, an extremely interesting hot search topic made Ruby popular online, while attracting users to check in offline, quickly narrowing the distance between users and the destination, and presenting Australian tourism vividly and lively to users.

Choosing a destination for outbound travel is often an act that involves a long decision-making cycle. The explosion of short-term hot topics quickly catches the attention of people interested in travel, and the subsequent travel recommendation topics can fully absorb the traffic and present the destination in a diversified way, allowing users to further pay attention to the destination and accelerate the process of recommendation and growth.

After achieving a hot topic, @Australia Tourism Bureau met users' needs for further understanding of the charm of destination tourism through the topic #How many surprises does Australia have#. Different from interesting topics, #How many surprises does Australia have# focuses more on comprehensive travel guides such as Australia's nature, culture, and food. Travel experts and experts in various fields shared their beautiful memories of traveling in Australia, presenting a more colorful travel destination.

As Ruby went viral, this type of content that continued to deeply interpret the destination became the focus of users' searches and understanding, which made the topic #Australia has many surprises# reach the 29th place in the hot search list. Australia's diverse natural scenery and local customs were displayed in a centralized manner through the topic, ultimately achieving the goal of guiding users' consumption decisions.

Overall, Ruby's cute image and social personality aroused users' desire to pay attention and interact. Then, the interesting hot search topic #澳洲顶流原始是它# helped Ruby's popularity and influence break through the circle, attracting traffic to offline check-ins and then further back to online sharing. The comprehensive tourism hot search topic #澳洲还是多少钱# took over the traffic and achieved the conversion of planting grass. The Australian Tourism Bureau has opened up a marketing path on Weibo from paying attention to image, sharing content, to planting grass for destination tourism.

2. Aggregate diverse content to create a showcase for your destination

From a macro perspective, today's tourism industry has been endowed with stronger cultural and entertainment attributes, and has become a comprehensive interest field covering all interest circles. For outbound travel, it is necessary not only to accurately reach the core interest groups of outbound travel through content, but also to impress potential interest groups through different entry points and cover users in all directions.

Throughout the event, @Tourism Australia and @Sina Travel jointly created the main topic of the event #Come to Australia and say hello#, which has been read over 240 million times in the two weeks since its launch. Bloggers from various fields, cultural tourism and media blue V accounts jointly participated in the topic content co-creation. In this comprehensive topic, there are travel photographers such as @超级小包总 who have a deep understanding of Australia and show their beautiful scenery through their photographic works; there are also bloggers from other fields such as @毒舌电影 who use their professional perspectives to let the local customs and people reach different groups of people with different interests.

The official Weibo accounts of tourism bureaus and hotels across Australia also continued to recommend their travel experiences in the topic. @Australia Queensland Tourism recommended the unforgettable experiences of flying in the sky and diving in the sea, and @Capella Hotels and Resorts showcased the profound cultural heritage and artistic aesthetics of its newly opened Capella Sydney Hotel.

The official Weibo accounts of travel media such as @悦游中国 and @Voyage新旅行 also previewed and showcased Ruby and the animated film "G'day" in the topic. There are also many cross-border blue V official accounts participating in the dream linkage: @武汉自然博物馆 recommended the Australian-related exhibition in the museum, and @咪咕足球 introduced the Women's World Cup to be held in Australia. A series of topic content allows users to experience the diverse charm of Australia from different angles such as culture, museums, and sports.

The content of various official media will be displayed on Weibo, which will improve the authority and depth of the content information and achieve cross-speech promotion for different groups of people.

Various Weibo accounts shared their impressions and experiences of traveling in Australia in various forms. In addition to videos, pictures and texts, there are also long articles with in-depth analysis and live broadcasts with full communication. After the micro-film "G'day" was released, @Sina Travel published a long article, detailing the destinations Ruby visited in the micro-film and showing Ruby's same travel check-in routes; @Travel Date Live Broadcast @Australian Tourism Bureau and many travel experts, everyone recalled their travel experience in Australia together, and @Australian Tourism Bureau also gave a lot of practical travel suggestions.

At the same time, Weibo is a platform for aggregating a variety of content, and celebrity-related content is highly discussed, which also provides opportunities for destination promotion to leverage the celebrity effect. @Australia Tourism Bureau once released photos of celebrities checking in Australia, fully attracting the attention of fans through the celebrity effect.

Weibo itself is not only a content aggregation platform, but the homepage brand accounts of various overseas tourism bureaus on Weibo have also become a window for displaying comprehensive information.

Users often have a long decision cycle for outbound travel. During this process, they will learn about the destination's policies, strategies and other detailed information from official channels. With official endorsement, the Weibo brand accounts of overseas tourism bureaus have become their preferred channel for collecting and obtaining information. Local information, cultural activities, local scenery, fun guides...all kinds of information and news can be displayed in an orderly manner on the Weibo brand account homepage.

@Australian Tourism Bureau has released the topic #100 Ways to Play in Australia# on its official Weibo account, providing users with a series of travel guides. It has also released theme events such as the Sydney Vivid Lights Festival, where users can browse and search for various information through brand accounts and get a comprehensive understanding of local special events.

Overall, the @Australian Tourism Bureau brand account has taken on the traffic brought by hot topics, locked in the core demand group for destination tourism, and made the brand account a long-term content outlet. At the same time, Weibo's diverse information aggregation capabilities and rich resources of experts can meet the needs of cross-circle dissemination of outbound travel content and achieve coverage of potential interested groups.

3. Final Thoughts

Tourism Australia has provided a new social media solution for outbound tourism marketing by creating a highly social Ruby image, making rational use of different types of hot search topics, cleverly linking online and offline, having brand accounts take over traffic after hot topics are ignited, and using Weibo as a window to display diverse information.

Clour believes that for an industry with strong inclusiveness and universality such as outbound tourism, only by closely combining the detonation of hot spots in the early stage with the aggregation and dissemination of content in the later stage can the promotion and detonation of the destination be achieved. Using social media to drive hot spots and using hot spots to drive content display is an important trend in the future of outbound tourism marketing.

Author: TopKlout

Source: WeChat public account "TopKlout"