VisitCanberra calls for social media ‘savvy’ locals to take part in phase two of Human Brochure campaign

Canberra’s tourism destination marketing body VisitCanberra has followed up its award winning Human Brochure campaign with a campaign calling for 101 “social media savvy locals” to take part.

VisitCanberra is asking for 101 Canberrans to apply for one of 101 spots via to be part of the campaign with successful applicants able to receive a “taste of the very best tourism the city has to offer” including exclusive events.

Sydney independent agency The Works is behind the recruitment campaign running across radio, print, digital and PR.

The Works creative partner Douglas Nicol said: “Social media advocacy is now a well established tool in destination marketing as we know people prefer suggestions and reviews from their trusted network of families and friends.

“We’re looking for 101 Canberra locals to explore what their city has to offer and become the guides for their interstate friends and family.”

Interested participants must live within a 101-km diameter of the Canberra GPO and be “social media savvy”, VisitCanberra will use social media-monitoring tools to measure applicants social media credentials looking at both reach and sentiment of content posts.

Applications close on April 10, with successful participants able to invite a local and interstate friend or family member to Canberra at the end of October to share in a VIP experience.

VisitCanberra director Ian Hill said: “The first Human Brochure campaign was a great success and delivered increased awareness of what Canberra has to offer as well as tangible returns to our tourism providers.

“The latest campaign will actively involve the successful 101 Local Humans in destination activities and provide them with the tool and channels to share and amplify their stories with potential visitors.”

The first phase of the campaign won gold in the the Destination Marketing category at the Qantas Australian Tourism Awards.


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