Destination marketing outside the box

So what do you do if you don’t have a huge budget but need to make a big impact? Well Canberra decided to create a ‘human brochure’ and the response has been huge.

It’s about taking a ‘word of mouth’ approach to marketing and pumping it up to bursting point. They explain:

The Human Brochure is a world-first advocacy campaign from Australian Capital Tourism, bringing 500 social-media savvy Australians to Canberra for a weekend getaway – the only condition being attendees had to share their experiences via social media.

The first group of 250 humans came to Canberra over the weekend of 26 to 28 October, resulting in an onslaught  of #HumanBrochure across all social media channels. It’s estimated this reached over 4.2 million Australians, with the hash tag trending in the top five for most of the two-and-a-half day weekend. It beat the Windows8 launch, Halloween and even Twitter king Justin Beiber for a short time.

The word-of-mouth advocacy campaign using social media channels saw more than 31,400 Australians apply. Over the first weekend in October 2012 the humans generated 4,339 tweets, 2,762 Instagram photos and 1,100 Facebook posts that were shared, with sentiment 92% positive, reaching more than 4.2 million people. On Twitter #HumanBrochure trended in the top 5 for 20 out of 28 daylight hours of the weekend.

The next lot of ‘human brochures’ descend in 15-17 February. More info available at

So sometimes budget isn’t always the answer. Finding a group of advocates for your brand is powerful stuff. How are you going to find and feed your own brand ambassadors?

Remember you can join the experience for some helpful tips or contact us to talk through your options and review your marketing plan. January Special – Let us review your marketing plan and make some recommendations to get your destination marketing off to a flying start this year for only $59. This applies to bricks and mortar businesses wanting to attract more people to their door. If that’s you, email here: