Tourism Australia Using Social Media for New Year

Revellers across the world will be able to see for themselves why there’s nothing like celebrating New Year’s Eve in Sydney, thanks to Tourism Australia’s latest digital and social media campaign.

Tourism Australia has created a short film overnight featuring footage downloaded by Sydney revellers sharing their New Year’s Eve experience via an iPhone app created specially to mark the year-end celebrations.

The film titled Project:12 captures the shared experience and emotion of welcoming in the New Year with friends and family against the backdrop of Sydney’s fireworks display.

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Tourism Australia used its Facebook fan page to source stories of people travelling to Sydney to celebrate with their family and friends, filming Skype interviews, emotional reconnections at the airport and festivities throughout the evening.

These stories were edited together with user-generated video clips, uploaded via the City of Sydney’s NYE iPhone app, and the official broadcast footage of the fireworks within just hours of the midnight celebrations.

Project:12 was released on Tourism Australia’s YouTube channel and distributed internationally via social media networks before many other parts of the world reached their own 2012 countdown.

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The initiative is part of a Tourism Australia and City of Sydney joint venture to show the world why there’s nothing like celebrating New Year’s Eve in Sydney, Australia.

Tourism Australia managing director Andrew McEvoy believes New Year’s Eve and the Sydney fireworks display provides the perfect platform to showcase Australia to the world.

“As clocks around the world count down to 2012, we’re looking forward to leading the global celebrations, and, through this video, allow revellers across the globe to share in one of world’s most spectacular New Year celebrations and see for themselves why there truly is nothing like Australia for New Year’s Eve, for fun and for a holiday,” McEvoy said.

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