New TV Series Ignites Great Social Media Conversations

New Television Series Ignites Great Social Media Conversations

Auckland, 3 July 2012 - The Tourism Australia supported television series, Judy Bailey’s Australia has ignited positive conversations amongst Kiwi travellers in the social media space. Tourism Australia New Zealand General Manager, Jenny Aitken reports the television postings as being among the most successful to date. Ms Aitken says that this, along with positive conversion by New Zealand viewers to booking some of the unique products and experiences featured in the series demonstrates the loyal and influential connection that host Judy Bailey has with her New Zealand audience.

The fact that more and more Kiwi travellers are taking to social media, and specifically Facebook to share their own travel experiences and be inspired by others, is in line with new research recently commissioned by Tourism Australia around Australian users of the social media platform. The research demonstrates the impact social media is having on the way Australians travel domestically.

With more than 10 million Australians using Facebook and each spending an average of six hours on the social networking site per week, this puts Australia as the most ‘Facebook addicted’ country on the planet. Anecdotal evidence suggests that Kiwis are not far behind in their enthusiasm for this communications forum.

Tourism Australia Facebook fans in New Zealand have more than doubled in the past 12 months and are now just over 30,000. Facebook promotion in New Zealand around the television series in the month of June has yielded a reach of just over 800,000 New Zealanders which Ms Aitken describes as “an unprecedented and very pleasing result.”

New Zealand fans have engaged well with Judy Bailey’s Australia television series with positive conversations around the episodes and where Kiwis have travelled to and want to travel to. Purpose made video vignettes posted via Tourism Australia’s YouTube channel of each episode are also drawing in thousands of views by Kiwis.

Facebook offers an excellent platform to share or indeed brag about your holiday experiences and to inspire peer group followers.

Tourism Australia Managing Director, Andrew McEvoy says this type of “advocacy is a powerful tool in tourism promotion and Tourism Australia has worked hard to gain what I believe is a leadership position in this space.”

Ms Aitken says that whilst peer group advocacy through social networking is excellent and a vital part of the interactions of Tourism Australia’s 3.2 million Facebook fans, celebrity advocacy also plays a key role in inspiring Kiwis to rethink Australia.

“With more than 1million Kiwis choosing to holiday in Australia each year, and a 92 per cent repeat visitor rate, there is both the need and desire to deliver new and exciting Australian holiday stories to these avid travellers. Having one of New Zealand’s most influential women showcase Australia through Kiwi eyes, is a great way of demonstrating that there is more to Australia than we think.”

The five part television series, Judy Bailey’s Australia screens on TV ONE, Saturdays at 8.30pm. Episodes are also available online at www.tvnzondemand.co.nz and information on the products and places Judy experiences can be found at www.australia.com/judybaileysaustralia. Video vignettes of episodes can be viewed on YouTube using key search word ‘Judy Bailey’s Australia.’

ENDS

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