Social Tourism by NSW

Daemon Group is the agency behind a social media tourism campaign called "7 Days in Sydney". Their client Tourism New South Wales paid for Dearbhla and Chris (aka Dervs and Cuzzy) to spend 7 days in Sydney guided by a local.

The two students (Dervs from Dublin Ireland and Cuzzy's from Leeds in England) got an all expenses paid trip to Sydney. In return they had to share their experiences using numerous blogs, videos and pics generating content for the most popular Social Media networks.

Below is the content output from the 7 days campaign

twitter: @7daysinsydney
blog: 7daysinsydney.wordpress.com/
YouTube: www.youtube.com/seesydney
faceboook: www.facebook.com/seesydney
Flickr: www.flickr.com/photos/7daysinsydney
Email: sevensinsydney@yahoo.com.au

On the back of 7 days in Sydney, Tourism NSW also ran a twitter campaign with Virgin Airlines aimed at young travellers from Los Angeles. Jade Broadus, 25, Bobby Christian, 24 and Rob Blasko, 26, were challenged to tweet 4320 times during a 72-hour stay in Sydney. This was for every minute they were there.

NSW tourism minister Jodi McKay said the campaign had already been a huge success, with its website clocking up 7 million hits in one month as a result of the competition to find the trio.

"We've had a positive response to the competition with young Americans lining up for the challenge to put their tweeting skills to the test and experience the best of what Sydney has to offer," said the tourism minister.

Twittervison at Mobile Monday

Mobile Mondays is a global network of people interested in the growth of the mobile content and applications. It's a NFP movement and has grown across the planet as people choose to begin coordinating events of interest and 'mobilising' the local industry.

The Mobile Monday chapter in Melbourne and Tourism V1ctoria put together a mobile strategy challenge to a panel of mobile industry experts. The 5 presenters only had 5 minutes each to impress Tourism Victoria and the audience with their mobile strategy pitch.


The pitch presenters included

• Ruwan Weerasooriya CEO CafeScreen


• Tim Beveridge the Strategy Planner from eServices Group


• Leigh Monti Director at Mdigital


• Mark McCormack the CEO at Loop9


• Dave King from the Royals




Organisers connected an internet enabled laptop to a projector and displayed Twitter on a screen for the audience. The audience then provided real-time feedback on the event, making comments and providing their own rating about the speakers and issues being raised. This discussion thread (ref search under #momomelb) continued the following day extending the life of the conference topic beyond the event itself.




Below is a profile of each of the company's represented,

CafeScreen is a digital out of home media company operating a network of 100+ large format digital panels in CBD cafes. CafeScreen also operates Australia’s largest network of free WiFi hotspots and all sites are capable of bluetooth broadcast. www.cafescreen.com.


eServices Group which is a division of Clemenger gave a interesting pitch
is an online marketing and digital services group which deliver a broad range of broadcast, analytics, technology and creative services. www.eservices.com.au

Mdigital is an independent mobile marketing and mobile advertising consultancy working with brands and their agencies in developing an understanding of the potential of mobile as a marketing and advertising medium. www.linkedin.com/in/leighmontimdigital

Loop9 is a provider of communications and messaging products designed to build relationships, loyalty and revenue between travel companies and travellers www.loop9.com/

The Royals are a modular collective of strategists, creatives, content makers, coders, artists and technologists www.theroyals.com.au/