Tourism Australia targets social media
SYDNEY – One of the world’s most influential bloggers, The Sartorialist, will visit Australia this month as part of a new Tourism Australia initiative to target social media opinion leaders.
The Satorialist, aka Scott Schuman, who was rated by Time Magazine as one of the world’s top 100 design influencers and by The Observer as the 20th most powerful blog in the world, will visit Australia in April.
His New York based blog site (http://thesartorialist.blogspot.com/) currently receives in excess of 36 million visits per annum, with many visitors joining in the conversation via interactive blogging.
Schuman has been invited as part of Tourism Australia’s new push to invite leading online opinion leaders to experience Australia.
Tourism Australia Managing Director Geoff Buckley said the addition of the Visiting Opinion Leaders Programme to Tourism Australia’s existing public relations activities provided new ways to reach consumers in the rapidly changing communications landscape.
“In addition to traditional advertising there are so many more ways to reach consumers today, particularly in the digital environment,†Buckley said.
“We know that the consumers we target – Experience Seekers – are very active in the digital space which is a key reason why we are targeting digital opinion leaders who have a vast audience and influential voice.
“Traditional media outlets and travel journalists are still very relevant in promoting Australia to the world.
“However, we recognise there are new and emerging opinion leaders, such as bloggers, who generate very high traffic and have a vast fan base which often extends across several countries.
Other opinion leaders who will be visiting the country in the coming months include:
Andy Rouse, a nature blogger based in the United Kingdom, with in excess of 50,000 hits per month; Lesmads.de, aka Julia Knolle, based in Germany, who writes a blog about lifestyle, fashion, design and photography, and has in excess of 210,000 visits and 830,000 page views per month; and Yibo FAN or ‘The Colourful Map’ – one of China’s top travel bloggers.
Ian Jarrett
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