Tourism Australia’s musical tour pulls in 1.1m YouTube views

Tourism Australia is widening the scope of its marketing activities by using digital channels to embrace the arts, with a social media campaign that will see a tour of Australia by orchestral musicians broadcast to a global audience on YouTube.

Called Making Tracks, the campaign uses Australia’s right to host the 2011 YouTube Symphony Orchestra, and follows four musicians as they make their way around the country.

Extracts from the filmed tour will be broadcast on YouTube as part of the musicians’ finale performance at the Sydney Opera House on March 20. The videos will also be hosted on Tourism Australia’s travel website and Facebook page.