{"id":2547,"date":"2016-06-24T03:14:44","date_gmt":"2016-06-24T03:14:44","guid":{"rendered":"http:\/\/www.thebrandingjournal.com\/?p=2547"},"modified":"2016-06-24T03:15:39","modified_gmt":"2016-06-24T03:15:39","slug":"tourism-wa-australia-hashtag-marketing-campaign","status":"publish","type":"post","link":"https:\/\/www.thebrandingjournal.com\/2016\/06\/tourism-wa-australia-hashtag-marketing-campaign\/","title":{"rendered":"Tourism Western Australia\u2019s social media hashtag in the firing line"},"content":{"rendered":"<p><em><strong>Every company wants to have that next great marketing campaign and to enlist the powers of social media to help them reach this status.\u00a0 But the launch of a new tourism campaign unveiled by WA Premier and Tourism Minister Colin Barnett using the hashtag #justanotherdayinWA, sparked an immediate social backlash.<\/strong><\/em><\/p>\n<h1>1) The campaign\u00a0#justanotherdayinWA<\/h1>\n<blockquote class=\"twitter-tweet\" data-lang=\"en\">\n<p dir=\"ltr\" lang=\"en\">&#8220;..there is something so special about the red dirt against that blue sky&#8221; ?kimrobnwally\/IG <a href=\"https:\/\/twitter.com\/hashtag\/justanotherdayinWA?src=hash\">#justanotherdayinWA<\/a> <a href=\"https:\/\/t.co\/Get4dI2K4c\">pic.twitter.com\/Get4dI2K4c<\/a><\/p>\n<p>\u2014 Western Australia (@WestAustralia) <a href=\"https:\/\/twitter.com\/WestAustralia\/status\/745738917547151360\">June 22, 2016<\/a><\/p><\/blockquote>\n<p><script src=\"\/\/platform.twitter.com\/widgets.js\" async=\"\" charset=\"utf-8\"><\/script><\/p>\n<p>The tourism campaign was launched to help promote Western Australia\u2019s top attractions.\u00a0 The strategy behind the campaign is a result of the state government currently seeing tourism in the area as a place for major economic growth. They\u00a0wanted to use social media to heighten the awareness.<\/p>\n<p>The plan behind the scenes was for the government to increase the value of tourism from 49 billion to $12 billion by 2020 \u2013 whilst spending $5.5 million directing people to a website promoting the state\u2019s attractions.<\/p>\n<p>The rationale behind using social media as part of their strategy makes sense.\u00a0 It is the fastest growing area of communications, the simplest way to communicate your message and it can reach large audiences in seconds \u2013 if handled and communicated properly.<\/p>\n<p><a href=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/06\/wa_hashtag_campaign_the_branding_journal_1.png\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-2550 size-full\" src=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/06\/wa_hashtag_campaign_the_branding_journal_1.png\" alt=\"wa_hashtag_campaign_the_branding_journal_1\" width=\"620\" height=\"261\" srcset=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/06\/wa_hashtag_campaign_the_branding_journal_1.png 620w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/06\/wa_hashtag_campaign_the_branding_journal_1-300x126.png 300w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/06\/wa_hashtag_campaign_the_branding_journal_1-380x160.png 380w\" sizes=\"auto, (max-width: 620px) 100vw, 620px\" \/><\/a><\/p>\n<h1>2) Be careful what you trend<\/h1>\n<p>The hashtag #justanotherdayinWA as innocent as it may seem was soon mocked on Twitter with some tweets using the hashtag to highlight shark attacks, traffic congestion and poor public transport.<\/p>\n<blockquote class=\"twitter-tweet\" data-lang=\"en\"><p>\nJust paid 10 bucks for a coffee. <a href=\"https:\/\/twitter.com\/hashtag\/justanotherdayinwa?src=hash\">#justanotherdayinwa<\/a><\/p>\n<p>\u2014 Xavier Roux (@RouxXavier) <a href=\"https:\/\/twitter.com\/RouxXavier\/status\/741109705192267777\">June 10, 2016<\/a>\n<\/p><\/blockquote>\n<p><script src=\"\/\/platform.twitter.com\/widgets.js\" async=\"\" charset=\"utf-8\"><\/script><\/p>\n<blockquote class=\"twitter-tweet\" data-lang=\"en\">\n<p dir=\"ltr\" lang=\"en\">Cheaper to fly to <a href=\"https:\/\/twitter.com\/hashtag\/bali?src=hash\">#bali<\/a> for the weekend than fly intrastate to visit <a href=\"https:\/\/twitter.com\/hashtag\/family?src=hash\">#family<\/a> and <a href=\"https:\/\/twitter.com\/hashtag\/friends?src=hash\">#friends<\/a> <a href=\"https:\/\/twitter.com\/hashtag\/justanotherdayinWA?src=hash\">#justanotherdayinWA<\/a> <a href=\"https:\/\/t.co\/zPN58sdDo9\">pic.twitter.com\/zPN58sdDo9<\/a><\/p>\n<p>\u2014 Debbie (@DebinWestOZ) <a href=\"https:\/\/twitter.com\/DebinWestOZ\/status\/741133168816889856\">June 10, 2016<\/a><\/p><\/blockquote>\n<p><script src=\"\/\/platform.twitter.com\/widgets.js\" async=\"\" charset=\"utf-8\"><\/script><\/p>\n<blockquote class=\"twitter-tweet\" data-lang=\"en\"><p>\nStill waiting for the escalators to be fixed at Perth Station after 6 months <a href=\"https:\/\/twitter.com\/hashtag\/JustAnotherDayinWA?src=hash\">#JustAnotherDayinWA<\/a><\/p>\n<p>\u2014 Andy Parry (@handee_andee) <a href=\"https:\/\/twitter.com\/handee_andee\/status\/741151725747331072\">June 10, 2016<\/a>\n<\/p><\/blockquote>\n<p><script src=\"\/\/platform.twitter.com\/widgets.js\" async=\"\" charset=\"utf-8\"><\/script><\/p>\n<p>In some respects the phonological rhythm and rhyme have something about them to be admired, maybe even a winning formula. However the execution and the wrong reasons being portrayed in communications, really set it up for backlash before it had even begun.<\/p>\n<p>Of course with social media not everything is going to be positive or supportive, (look at those companies who change their logo \u2013 not everything is always to everyone\u2019s taste). However, there also has to be a strategy in place to deal with this \u2013 as you still need to protect your brand without it taking too much of a bashing.<\/p>\n<h1>3) What would make it a success?<\/h1>\n<p>Firstly, the campaign needed to be communicated properly \u2013 with an explanation in a release about what the hashtag is about and how they want people to use it \u2013 reported that they wanted people to say what made Western Australia so great, a kind of word of mouth promotion.<\/p>\n<p>Secondly it needed to feel like it wasn\u2019t a copycat campaign.\u00a0 There are several hashtag campaigns running and those that stand out the most are those which are followed up with a really well executed marketing campaign, something to support your social media work \u2013 a hashtag campaign is often not strong enough on its own.<\/p>\n<p>Thirdly, you need to take into account and carry out a risk analysis, which not a great term when you want to be as creative as possible. But it does need to be considered when you\u2019re working with branding and campaigns on a large scale.<\/p>\n<p>This in turn and finally lends itself to research.\u00a0 What information did they use to come up with such a campaign, was it researched, tested on a small sample and evaluated before the big launch\u2026well no not in this case it would seem.<\/p>\n<p><a href=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/06\/wa_hashtag_campaign_the_branding_journal_2.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-2551 size-full\" src=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/06\/wa_hashtag_campaign_the_branding_journal_2.jpg\" alt=\"wa_hashtag_campaign_the_branding_journal_2\" width=\"1000\" height=\"573\" srcset=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/06\/wa_hashtag_campaign_the_branding_journal_2.jpg 1000w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/06\/wa_hashtag_campaign_the_branding_journal_2-300x172.jpg 300w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/06\/wa_hashtag_campaign_the_branding_journal_2-768x440.jpg 768w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/06\/wa_hashtag_campaign_the_branding_journal_2-380x218.jpg 380w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/06\/wa_hashtag_campaign_the_branding_journal_2-800x458.jpg 800w\" sizes=\"auto, (max-width: 1000px) 100vw, 1000px\" \/><\/a><\/p>\n<h1>4) Affecting the brand<\/h1>\n<p>No matter what you do, you have to put your brand first.\u00a0 Your way of communicating to your audience is reflective of your brand.\u00a0 If you have a strategy for growth your marketing team need to be aware of this and everyone needs to build on it and with it.<\/p>\n<p>Not one single element will help you achieve your goal but a number of situations, all communicated and used in a timely manner will.<\/p>\n<p>Creativity needs a strategy \u2013 without it you\u2019re just another hashtag on another day.<\/p>\n<p>Companies must also remember to protect their brand and respond to the publicity they receive, not dismiss it as part of the norm.\u00a0 You need to show you have listened and are listening to what is being said.\u00a0 It is this that will build your brand, your reputation and in time your balance sheet.<\/p>\n<p><em><strong>References: \u00a0<\/strong><a href=\"https:\/\/www.marketingmag.com.au\/hubs-c\/tourism-hashtag-campaign-backfired\/\" target=\"_blank\">Marketing Mag<\/a>,\u00a0<\/em><em><a href=\"https:\/\/www.abc.net.au\/news\/2016-06-10\/wa-govt-wants-to-harness-social-media-for-tourism-campaign\/7500190\" target=\"_blank\">ABC Australia<br \/>\n<\/a><\/em><em><strong>Pictures from:<\/strong> SoPerth.com.au;\u00a0<\/em><em>WAToday.com.au<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"Every company wants to have that next great marketing campaign and to enlist the powers of social media&hellip;\n","protected":false},"author":15,"featured_media":2549,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_seopress_robots_primary_cat":"","_seopress_titles_title":"","_seopress_titles_desc":"The launch of a new tourism campaign in Western Australia using the hashtag #justanotherdayinWA, sparked an immediate social 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Dive into our curated articles and learn how to harness the power of digital storytelling to connect with your audience and build a memorable brand.","cat_name":"Digital","category_nicename":"digital","category_parent":692},{"term_id":4,"name":"News","slug":"news","term_group":0,"term_taxonomy_id":4,"taxonomy":"category","description":"","parent":0,"count":95,"filter":"raw","cat_ID":4,"category_count":95,"category_description":"","cat_name":"News","category_nicename":"news","category_parent":0}],"tag_info":[{"term_id":595,"name":"#justanotherdayinWA","slug":"justanotherdayinwa","term_group":0,"term_taxonomy_id":595,"taxonomy":"post_tag","description":"","parent":0,"count":1,"filter":"raw"},{"term_id":45,"name":"campaign","slug":"campaign","term_group":0,"term_taxonomy_id":45,"taxonomy":"post_tag","description":"","parent":0,"count":19,"filter":"raw"},{"term_id":593,"name":"hashtags","slug":"hashtags","term_group":0,"term_taxonomy_id":593,"taxonomy":"post_tag","description":"","parent":0,"count":1,"filter":"raw"},{"term_id":594,"name":"tourism","slug":"tourism","term_group":0,"term_taxonomy_id":594,"taxonomy":"post_tag","description":"","parent":0,"count":1,"filter":"raw"},{"term_id":592,"name":"western Australia","slug":"western-australia","term_group":0,"term_taxonomy_id":592,"taxonomy":"post_tag","description":"","parent":0,"count":1,"filter":"raw"}],"authors":[{"term_id":757,"user_id":15,"is_guest":0,"slug":"amanda-w","display_name":"Amanda Wright","avatar_url":"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2019\/10\/Amanda-W.jpg","0":null,"1":"","2":"","3":"","4":"","5":"","6":"","7":"","8":""}],"_links":{"self":[{"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/posts\/2547","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/users\/15"}],"replies":[{"embeddable":true,"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/comments?post=2547"}],"version-history":[{"count":5,"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/posts\/2547\/revisions"}],"predecessor-version":[{"id":2556,"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/posts\/2547\/revisions\/2556"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/media\/2549"}],"wp:attachment":[{"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/media?parent=2547"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/categories?post=2547"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/tags?post=2547"},{"taxonomy":"author","embeddable":true,"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/ppma_author?post=2547"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}