33 of the UK’s most influential travel bloggers were able to ‘hang out’ with Australia Northern Territory’s newly elected Minister for Tourism and Major Events, Matt Conlan, thanks to Keene. The Minister, together with Tourism NT’s new CEO, Tony Mayell, visited London earlier this month and took part in a Google Hangout On Air, the first time a Territory Minister has taken part in this type of ‘all digital’ event.
The participating bloggers – who were based in five countries including the UK, USA, Norway, Sweden and Ireland – used Google Chat, Twitter, Facebook and YouTube to interact with the Minister and CEO. The #NTLive hashtag subsequently reached a total of 365,557 Twitter users and seven of the Bloggers have since enrolled in the NT media famil programme.
Keene eschewed organising a traditional press event in favour of hosting the Google Hangout as it was felt this would more effectively demonstrate the NT Government’s determination to embrace new technology. The account team responsible for the event also set up a dedicated Google Drive, containing all the information needed by the Bloggers. They worked in collaboration with Travel Bloggers Unite (TBU) to promote the event.
In a press release issued by the Minister’s press office following the event, the Minister said: “The Hangout forms part of our new digital approach to marketing the Northern Territory 24/7 and was extremely exciting to participate in”.
Simon Quarendon, Keene’s MD, said, “The Google Hangout On Air was a powerful alternative to a traditional press conference and we intend to organise similar projects for other clients in the future”.
Pictures from the event can be viewed here.
You can view the full case study here.
Highlights from #NTLive can be viewed here