Fresh Marketing Initiatives from Australia, Philippines & Bermuda

Time to Dream in Tourism Australia & Sydney

We loved the fresh New Year’s Eve initiative by Tourism Australia and Sydney, who this year went a step further

The film, titled ‘Project:12 – Time to Dream’ was created overnight and released on Tourism Australia’s YouTube channel and Facebook and Twitter pages in the early hours of New Year’s Day before many other parts of the world reached their own 2012 countdown.

Tourism Australia asked Sydney residents and visitors to record up to 6 seconds of video footage on their smart phones and upload them on the 31st of December, via the freely provided Sydney NYE App. They released this short film capturing the night as it unfolded, following the stories of a few individuals as well as the individual clips of user generated content, uploading them via the Sydney NYE iPhone app, and the official broadcast footage of the fireworks within hours of the midnight celebrations.

Australia passed the 2million mark on their Facebook page shortly before 2012 began, leading to the video being liked and shared over 14,000 times in the first few days, reaching an extended network in the tens of millions.


“Feel the Love Month” at Bermuda

The  Bermuda Department of  Tourism  is promoting the destination as the ideal romantic getaway in a new winter marketing campaign in North America.

Sponsored by the Department of Tourism, the island’s  ”Feel the Love Month”  takes place from  January 16 – March 3 offering couples the chance to enjoy the island’s cultural offerings through dedicated daily activities including cruises, champagne and strawberries museum reception, salsa dancing nights and more.

Additionally, travellers can enjoy a free night stay at participating hotels when booking a minimum three-night stay during Feel the Love Month.

Accommodations range from luxury resorts and boutique hotels to beach clubs and historic beach-front properties, and the promotion also provides access to exclusive deals and rates at more than 50 Bermuda retailers, including water sports shops, retail stores, restaurants and more with a special Traveler’s Price Card.

Bermuda’s “Feel the Love Month” events and activities include: Couples’ Golf Tournament; Champagne and Strawberries Afternoon Affair; Love Train City Tour; SalsaMania Latin Night Out Dockyard Glassworks; Shopping in the City; Visitors’ Love Cruise; Feel the Love Fridays and a Love Tales Walking Tour.


“It’s more fun in the Philippines”

The Department of Tourism (DOT) just launched a new brand campaign to attract visitors to the country with the line –  ‘It’s more fun in the Philippines’.

Focusing on the country’s core strength, the campaign singles out what no other destination can offer – and that is the Filipino people. For example, the Lonely Planet guidebook calls Filipinos ‘among the most easygoing and ebullient people anywhere.’

“Our strategy is simple: while other countries invite you to observe, Filipinos can promise a more heartfelt and interesting experience. Wherever you go, whatever you do in the country, it’s the Filipinos that will complete your vacation and will make your holiday unforgettable,” says the new Tourism Secretary, Ramon Jimenez, Jr.

The Filipinos are already known around the world to be one of the happiest and warmest people on earth. The campaign hopes to enjoin the whole country in creating positive buzz of the tagline.

As the international campaign is underway, the DOT is also developing a national initiative under the line ‘#1FORFUN’ to rally the nation.“The national line is a goal, a constant reminder to ourselves why we can tell travellers it’s more fun here than anywhere else,” says the Secretary, “It needs everyone’s support for it to stay true—we need to make sure people’s experiences in our country are positive, enjoyable, and most of all, fun.”

For the past week, the DOT, through private briefings with traditional media and social media personalities, has been trying to create buzz about the unveiling of its new campaign while it also launched its new website for the campaign,

On Friday morning, the hashtag #ItsMoreFunInThePhilippines became the top trending topic worldwide on Twitter. In the Philippines, the campaign also figured prominently on Twitter.


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