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World's Biggest Instameet #thisisqueensland

World’s Biggest Instameet #thisisqueensland – campaign of the month


On Oct 4, 2014 Tourism and Events Queensland (TEQ), (Instagram account – @Queensland) hosted the world’s biggest Instameet to capture and showcase images of destinations across the state of Queensland, Australia. The San Diego, California Instagram group @igerssandiego previously held the world record for 451 people who turned out for an event in 2013.

Over 1085 travel Instagramers, members of the general public as well as those in the travel and hospitality industries connected at 90 event locations across Queensland. This included 8 underwater events on the Great Barrier Reef, aboard Quicksilver vessels and at Green Island,

Every image tagged with #thisisqueensland on the Instameet day Oct 4, 2014 was one entry into the draw to win a Queensland holiday worth $1000.

To stimulate interest and participation in the event, TEQ also helped host free Instagram workshops with tourism operators on how to use Instagram for business at key locations in the leadup to the Instameet day.

Over 6000 images were posted and tagged with the #thisisqueensland hashtag. Below is a selection of those images from Instagram.

Regional tour operators and venues capitalised on the campaign by also developing their own hashtags and encouraging their use alongside the main #thisisqueensland hashtag. These included: #exploretnq #skyrail and #discoverathertontablelands amongst others.

[alpine-phototile-for-instagram id=826 user=”kardy1″ src=”global_tag” tag=”thisisqueensland” imgl=”instagram” style=”cascade” col=”3″ size=”M” num=”30″ align=”center” max=”100″]

Key Learnings

For a relatively small investment, TEQ was able to generate a massive amount of user generated content which can be used in any future Queensland promotional campaigns.

This type of Instameet event I think will become increasingly the norm for tourism destinations and marketing bodies in the future.


by Konrad Markham

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About Konrad Markham

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