Client: Brisbane Marketing
Target Audience: Southeast Asia Market
• Brisbane as a perpetual sunny destination with warm, positive vibes.
• To maintain destination awareness during COVID-19 through virtual sharing
• Foster a community through the #VirtualSunshine hashtag
As a vibrant city with 300 days of warm sunshine, the sunny capital of sunshine state Queensland, Brisbane, is full of outdoor activities and offerings, as well as perfect spots to catch sunrise and sunsets along the trademark, meandering Brisbane river.
With COVID-19 putting all international travel on hold, this was an opportunity to spread some cheer and sunshine and share the golden hues of the city for some healthy, happy “vitamin D”!
Social Media Campaign
Since visitors could not get to see the sunshine that the city is so famous for, the campaign brought the experience to everyone in the comfort of their own homes, wherever they were. Through the sharing of vibrant photos of the many attractions with the amazing sun, it introduced the different scenic spots of the beautiful city.
All this was accompanied by joyful vibes and positivity to lift spirits, with captions sharing empathy and healing words.
A special livestream featuring soothing aesthetics of the sunshine along the cityscape lets viewers relax and enjoy music from local musicians to a 30-minute long #VirtualShunshine, which was then re-uploaded on YouTube for replay, anytime.
By encouraging local residents to share their best Brisbane sunshine photos from their backyard with the hashtag, it created a viral effect that connected more and more locals with people overseas. More than just sunshine, users could get tips and start conversations as though they were visiting Brisbane themselves!
Engagement – Human Touch
More than just highlighting tourism spots, discussions on Instagram and Facebook were initiated to let locals share ideas of stay-home activities, digital workshops and food delivery options, to let virtual visitors learn about local brands and how people of the city were adapting to the situation. One of the most talked-about was how a brewery used the alcohol they had to produce hand sanitizers which were more useful at such times.
Through real-life stories, people were bonded and fostered a stronger sense of community spirit.
Enjoy Brisbane Virtually
The positive messaging and healing images increased engagement and the viral effect surpassed expectations. More importantly, it connected people from everywhere to the locals and sent a voice of hope to everyone.
Exchanges in conversations echoed common messages – how visitors wanted to meet face to face one day soon!
- Digital Story Consultancy
- Social Content Development
- Social Channel Management
- Social Media Campaigns