With the youth market already contributing 37% of international visitor arrivals in New South Wales, Tourism NSW were keen to further encourage young travellers to visit Sydney and extend their stay.
Acknowledging word of mouth as an effective channel, they recognised a need to generate content containing a balance of information, opinion and entertainment which would position Sydney as a unique destination. By engaging social networks through defensive and then offensive strategic communications the @sydney_sider Twitter account was established to promote key messages regarding Sydney and react to discussions, comments and questions as they arise.
On 16th July 2009 the setting sun caught the attention of Sydneysiders which was reflected through the Twitter Stream. As an established account @sydney_sider was able to leverage existing followers to encourage Sydneysiders to tweet comments and photos of the natural spectacle.
The Twitter stream for “Sydney” swelled with keywords “sky” and “sunset” with descriptions including best, beautiful and love. Creating the hashtag #sydneysunset, @sydney_sider was able to direct traffic to the stream of positive sentiments and images which were retweeted and shared creating 107,274 impressions.
This user generated content was also used to create a post on the Sydneysider blog, earning high Google rankings for the query “Sydney sunset” and an increase in interactions on the Tourism NSW managed Facebook page.
By reacting immediately @sydney_sider was able to take the organic conversation around a natural phenomenon and increase the presence of Sydney in the Twitter stream, reaching 66,795 people in 191 aggregated tweets.
Daemon Digital Case Study_Sydney Sunset
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