A couple of months ago I was privileged to be able to visit Port Lincoln in South Australia, swim with sea lions and dive with Great White Sharks! Influencers from around Australia met the guys from Adventure Bay Charters who took us out for some amazing experiences… here’s what we got up to:
Sea lions love to play!
Posted by Islandjems Imagery on Tuesday, 10 January 2017
Would you get in the water with a Great White Shark??Port Lincoln, South AustraliaCheck out Adventure Bay Charters if you're game!
Posted by Islandjems Imagery on Thursday, 9 March 2017
Courtesy of Good Things Marketing:
The #abcinstameet16 (Adventure Bay Charters) was a congregation of social media influencers who range from photographers, fashion and lifestyle bloggers, vloggers, digital marketing specialists, media personalities and tourism specialists. The instameet was organised by Frances Smith of World’s Best Instameets who saw the potential for organic tourism marketing through the use of social influencers, in particular targeting a millennial market, to benefit Adventure Bay Charters and Port Lincoln as a destination. The aim of this event was to help promote Port Lincoln and Adventure Bay Charters through the capturing and creation of organic content to attract the interest of their specific target market through their large follower base online.
Influencers play a growing and important role in word-of-mouth and digital marketing. Social media influencers have the power to drive not only brand awareness but sales and purchasing stage activities for a brand or business through high quality content. This is due to the fact that social media influencers invoke a level of trust that is difficult to achieve with paid traditional advertising. Social media influencers work is highly measurable through online methods and can be targeted to very specific audiences to capture high quality leads and engagement.
Adventure Bay Charters assisted the facilitation of this influencer trip through offering their top experiences to the influencer group in order to showcase the amazing experiences on offer and to present Port Lincoln. This campaign was also supported by See Port Lincoln and the Port Lincoln Tourism Board. Adventure Bay Charters is the most awarded adventure tour Shark Cage Dive operator in Australia. They offer a range of services including Shark Cage Diving, Swimming with the Sealions and other various marine adventures. They are committed to creating true eco-friendly great white shark and sea lion tours, focus on environmental protection and on encouraging people to understand the beauty of the Port Lincoln ecosystem. As the creators of Australia’s first advanced ecocertified shark cage diving experience, they offer visitors the once-ina-lifetime opportunity to view the legendary great white shark in its natural habitat.
The influencers chosen for this trip included a range from professional photographers, fashion and lifestyle bloggers, vloggers, digital marketing specialists, media representatives, South Australian icons and tourism specialists. This interesting and eclectic group of influencers were carefully chosen for their target audience of young millennials across Australia, who are interested in travel and experiences. The combined direct audience of these amazing influencers is approximately 1,007,500 people, with an estimated audience reach to an approximate 2 to 4 million people over a year content lifespan.
Over the duration of the trip the group participated in Shark Cage Diving off Neptune Island, Swimming with Sea Lions off Hopkins Island and had the unexpected opportunity to participate in Swimming with the Tuna. This allowed Adventure Bay Charters to showcase their most popular experiences through group participation and be showcased through the influencers audiences in their high quality content.
The majority of the group stayed at The Adventure Backpackers or at The Limani Motel in order to illustrate the various available options for accommodation accessible at any price level. As Port Lincoln is the Seafood Capital of South Australia, a buffet of fresh local seafood was provided on the final night in order to showcase the range of produce available. The influencers aim was to create organic content that would connect with their audiences in order to boost brand awareness of Adventure Bay Charters and Port Lincoln as a premier tourism destination.
The influencers did this by providing good quality content, posted frequently in a technically optimised way through the use of hashtags and geotagging and in the content itself being posted by high value influencers. The influencers use their credibility and the inherent trust that they have established with their audience in order to speak authentically about their great experience. In this way organically captured and published content is highly effective as it comes across to their audience as authentic. This can lead to an expansion of Adventure Bay Charters, Port Lincoln and regional tourism destination’s audiences and influx of buying tourists.
How successful was the #abcinstameet? This interesting and eclectic group of influencers were carefully chosen for their target audience of young millennials across Australia, who are interested in travel and experiences. The combined direct audience of these amazing influencers is approximately 1,007,500 people, with an estimated audience reach to an approximate 2 to 4 million people within the target market over a year content lifespan. With these incredible audience numbers in mind, there is no doubt that the target audience for this instameet has been met and heavily saturated with positive images, videos, stories and other content that would influence a buying decision.
The other metric of success was the contemporary access to ‘word of mouth’ influence without the traditional media or advertising spend on broad audiences that are focussing on selling rather than authentically sharing their experiences. It is estimated that this overall instameet will provide a return on investment (ROI) of $0.002 per view and approx $1 per lead for Adventure Bay Charters. This is an excellent ROI for Adventure Bay Charters alone, with See Port Lincoln and the Port Lincoln Tourism Board also benefiting greatly from this experience.
As time progresses we will be keenly digitally tracking the further successes of this campaign. By engaging a digital marketing agency that specialises in holistic marketing with a strong analytics background, tourism marketing can gain access to immediate, short term and long term analytics, ROI insights and a greater understanding of how to drive their target market to their locations, purchase from local suppliers, positively refer their experiences (through social media and digital marketing) and ensure the ongoing success and growth of their tourism location.
Author: Helen Ahrens Director of Good Things Marketing & social media influencer across Australia & Asia.