Latest Online Realtime Trends here
Our story on the effectiveness of 'The Best Job in the World' (WBJ) campaign was read widely (many thanks to Mumbrella and others), not only amongst the advertising and marketing spin doctors, but also within the tourism and government departments here and around Australia and the world.
Cummins & Nitro invented the WBJ campaign in mid to late 2008, and released 'the beast' in mid January 2009. Since then, the campaign has won countless Australian and International awards, and of course the exposure that follows these awards.
My piece this week was critical that the campaign, while extremely successful getting 'pats on the back' from other marketing people, did not appear to be increasing awareness of the region outside of Hamilton Island. This 'awareness' can be gauged by looking at what people are searching for at Google.
The following charts detail:
*People around the world looking for Vacation / Travel information in Australia by location;
*The data is over 5 years;
*Compares interest in Hamilton Island to other popular QLD destinations;
*The most popular countries from where these surfers are from;
*Click each chart to blow up and/or print.
Here is how WWW interest in Hamilton Island has compared to other Whitsundays destinations:
This chart compares WWW interest in Hamilton Island to other well known Tropical North destinations Cooktown, Port Douglas, Cairns and Townsville:
This chart compares WWW interest in Hamilton Island to Mackay, Brampton Island, Yeppoon and Great Keppel Island:
WWW interest in Hamilton Island compared to Bundaberg, Fraser Coast, Hervey Bay and Sunshine Coast:
This chart compares WWW interest in Hamilton Island to Toowoomba, Dalby and Birdsville:
WWW interest in Hamilton Island compared to Emerald, Longreach, Winton and Mt Isa:
WWW interest in Hamilton Island compared to Kuranda, Charters Towers, Rockhampton and Childers:
WWW interest in Hamilton Island compared to Brisbane, Surfers Paradise, Gold Coast and Hinterland:
WWW interest in Hamilton Island compared to Great Barrier Reef, Whitsunday, Whitsundays and Queensland:
The 'Next Best Idea in the World' of tourism marketing appears to be a shopping spree. Our last graph shows people around the world looking to spend time in Australia at Resorts, Sailing, Diving, and doing Shopping:
1 comment:
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