From a marketing perspective, content is King, and often the quirkier or more unique the content, the better. Take for example the modern acceptance that social media is one of the principal means in which to advertise your destination, product or activity to a wide audience and in a lot of cases, cost effective, even free. Having social media pages “populate” your story through shares, likes and comments has seen a lot of companies change their marketing approach to rely significantly more on digital mediums.

A fortnight ago, CHDC put out a media release about to a spectacular sapphire found recently in the Sapphire Gemfields. It didn’t take long for the story to go ballistic!

To give you an idea of the strength of social media and its ability to spread a story quickly and effectively, here is a snapshot of coverage we received with our media release:

  • TV: regional and State-wide news bulletins on WIN and Channel 7
  • Radio: ABC Radio National, ABC Capricornia, Resonate Broadcasting channels, 4HI
  • Newspapers: Queensland’s Courier Mail, Australian Gold Gem and Treasure Magazine, CQ News, Rockhampton Bulletin
  • Social media: Shares: 437, Comments: 2104, Likes: 4015

If I had to buy this type of destination awareness coverage it would cost me a large fortune, so the message here is: as operators, are you making the most of your great stories, images and promotion opportunities for your product by utilising social media pages? If not, you should be.

If you would like to know more about how to play in the digital space then I would welcome your email or phone call, I know exactly who you need to talk to.

For more information or a catch-up, contact Peter Grigg E: or T: (07) 4982 4386.

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