Impact Publications : MiceBTN_58
Page 54 • MICEBTN - FEBRUARY 2015 MElBOuRnE & SuRROundS Discover Melbourne with Punthill Apartment Hotels Reservations: 1800 331 529 | punthill.com.au Punthill South Yarra Grand Social media marketing pays off, Grampians sees benefits SOCIAL media-based marketing isn’t always the mega-success some pundits claim but, as Grampians Tourism can attest. It works spectacularly well if designed and managed correctly, with appropriate follow-up. Its second Instagram marketing cam- paign late last year received 350,000 likes and 4000 people took up the invita- tion to share the region’s natural beauty in spring by uploading their own photos of the destination with the hashtag #grampiansspringbreak. The campaign not only encouraged people to get out and about in the Grampians in the springtime – a magical period when the high country and the valleys blossom in colour – but also had a follow-through into summer, with signs of the impetus continuing into the lovely days (usually) of autumn. And what’s more, Grampians Tour- ism research shows people are staying longer. “The campaign provided the opportu- nity for visitors to capture and share an aspect of the Grampians in spring, be- coming the region’s advocates through the innovative Grampians Spring Break campaign,” says Will Flamsteed, Grampi- an Tourism’s ceo. “The photos posted and shared by visitors were outstanding, high quality images that captured the rugged land- scape and spectacular natural beauty of the Grampians in spring.” While the natural beauty is a highlight of the Grampians, there’s much more to the area, including stand-out attractions like Brambuk, the Aboriginal Cultural Centre and visitor information facility in the Gariwerd-Grampian ranges, within the Grampians National Park. On the web: www.visitgrampians.com.au Brambuk, Grampians Valley Centre now grows its own veg YARRA Valley Conference Centre operators John and Louise Ward say the centre is now using locally-sourced fresh vegetables for its events as part of their commitment to guest well-being. Louise Ward said: “Last year we set ourselves the goal of entering the RACV Tourism Awards. One of the things it highlighted for us was how much more sustainable we could be as a business. “We had always prided ourselves on our sustainability and the award submis- sion process helped us to find ways to save on electricity, and ways we could encourage our guests, our biggest energy users here on the property, to be mindful of their usage and to ‘save energy with us’.” In turn, that led the couple to con- sider growing their own food and they now offer guests the opportunity to pick their own vegetables for their meals.