Tourism is big business and social media has proven itself a handy tool in luring visitors. Last year, India emerged as one of Victoria’s fastest-growing markets, attracting 71,600 Indian visitors, an increase of 16.4 per cent over the previous 12 months. Indian visitors spent $217 million in Victoria, resulting in the province having the largest share of Indian visitors and expenditure of any state in Australia, for the very first time. (Source: DC)
Leveraging in on this, Tourism Victoria, the official government tourism body of Australia has launched the ‘Melbourne Moments’ contest on Facebook, where the winner with the maximum votes gets a three nights stay in Melbourne. Besides, 10 winners will win framed autographed photographs of Melbourne clicked by celebrity fashion photographer, Atul Kasbekar.
Melbourne Moments on Facebook
Hosted on a Facebook app, the contest ‘Melbourne Moments’ can be entered even without ‘liking’ the page, but as per the stated Terms & Conditions of the contest, a participant has to be a fan of the page. So, do like the page to proceed.
The app displays an array of photographs clicked by Atul Kasbekar. There is the Long Room at the Melbourne Cricket ground, the 12 Apostles at Great Ocean road, Melbourne’s street art, and the Peninsula hot springs at Mornington Peninsula amongst other favourite tourist spots. All one has to do is vote for their favourite photograph, give it a caption and submit along with personal details like name, email, mobile number and address.
Post submission, there is an option to invite friends to vote for your entry and also a website link to travel partners, in case you want to book a Melbourne holiday. The app also features a video where one can see the beauty of Melbourne through the lens of Atul Kasbekar. The photographs in the gallery can be shared on Twitter as well as Facebook, through the respective sharing buttons.
How good is it?
A simple Facebook campaign that runs more like a lucky draw, is how I see the Melbourne Moments contest on Facebook. It requires participants to answer nothing too difficult or post photographs generated by them, instead the contest needs just user votes on Atul Kasbekar’s photographs, so it spreads more among friends and family. In other words, the contest was designed with virality in mind. Besides, being a ‘like’ app will help increase the fan base, which is currently at 410K.
Last November, Tourism Victoria had launched the Melbourne NOW Facebook contest where users could design their own Melbourne vacation with the help of the informative app. The contest was an extensive one as it involved many steps and story writing as to why one deserved this vacation. In August, the tourism board had run a blogging contest in partnership with an Indian blogging community, where bloggers needed to blog about their Melbourne dream vacation by going through a website to explore about Melbourne and create their own holiday story. Both contests awarded tailor-made vacations to Melbourne as the grand prize.
In comparison, Melbourne Moments is simple and will help bring in more Indian visitors to the city. What do you think?