Back in the day, marketing campaigns put their onus on radio, television and print media. Today we see a plethora of marketing channels such as newsletters, social media sites, blogs and what not! This would mean that every marketing channel would need a separate manager to ensure that a high-level IMC strategy is in place. It is also of paramount importance to ensure brand consistency across these channels. Brand consistency in the Social Media Age requires reinforcement of brand value across the platforms on which the intended audience interacts with the brand (Pearl Brands n.d.).
One of the early marketing campaigns to create a worldwide hype, and also managed to grab my attention and a lot of others’ was Tourism Queensland’s campaign, which stood out for the unique way in which it decided to promote itself as a Global Tourism destination. The marketing idea was simple yet efficient – A job advertisement, which they claimed, was the ‘Best Job in the World’. Did they have any takers? Well, let’s find out.
The print ad was published in 6 different languages in all the major newspapers across the world, which prompted people in large numbers to apply for this job.
The job description was pretty straightforward and attractive – to take care of the Islands of the Great Barrier Reef for 6 months, while living in a multi-million dollar villa plus a salary of AU$150,000. So, how many takers do you think were there? No wonder many agreed to the fact that this was indeed the best job in the world!
The first time that I actually heard about this was on radio back in India when a popular radio jockey of a popular local radio station, who made it to the finals of the competition, mentioned this on his show, seeking listeners’ support. This just goes on to show the reach that the campaign had, and we are talking about 2009 here. Tourism Australia had since then taken this campaign to include more states and managed to attract 330,000 people across 196 countries in 2013 (Tourism Australia n.d.).
Tourism Queensland managed to garner the attention of the audience worldwide by taking their campaign online, getting the content from the people and last but not the least earning media coverage rather than buying (Kissane 2015). The best example for me is of course the fact that the people of the city where I used to live got to hear about it on radio without Tourism Queensland having to pay for this publicity!
Crowdsourcing is what they call it, and what better way to have first-hand interaction with the people who matter the most! Way to go pro? Did I just give out the next topic of discussion? Never mind.
LET’s GO PRO!
Another example of a campaign involving people and that highlights crowdsourcing is that of GoPro with their theme – ‘Be a Hero’.
They use brand-related sponsorships, endorsements, ads, social media, search engine optimisation and integrate all of this with content that is user-generated. The users of their device are allowed to upload their videos and photos to win daily laurels on GoPro’s social media channels. Their belief is plain and simple – with a strong brand message; user-generated content has been a huge success factor for the marketing campaign.
There is no doubting the fact that the popularity of a brand depends on how much it connects with its consumers. Tourism Queensland and Go Pro have just showcased a couple of innovative ways to use different marketing channels effectively and integrating them, with the added involvement of the one that matters the most – THE CONSUMER!
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