Destination branding and marketing is expensive. According to the Expedia study, the shift of DMO marketing dollars to online media has occurred largely because of budget cuts and increasing pressure from governing bodies to measure results. A new creativity is emerging in the DMO, including getter access to content in cheaper ways, content that is at the same time unique and applealing.
Tourism Australia invited Australians to share their personal stories of where they live and have their holidays in Australia. The content delivered by the Australians was used to establish an interactive map of the country – www.nothinglikeaustralia.com. The website has attracted a substantial attention, as its content appears to be very authentic.
The contributors participated in a competition for – holidays, of course. A video tells the Australians about the project.