Mums the word for tourism body

“Mum’s’’ the word for tourism body Bloggers provide authentic message for Gippsland tourism GIPPSLAND, VIC August 9, 2011 – THE rapid growth in digital media has led tourism body Destination Gippsland to discover an authentic message for its consumers via mummy bloggers. Marketing and project manager James Archibald said it had always used a mix of traditional and new media, but would now have a stronger focus on digital media as its growth brought about new opportunities to attract visitors to Gippsland. Mr Archibald said he chose to work with mummy bloggers – a relationship established via Brand Meets Blog founder Louisa Claire – because of the integrity they had to offer regional tourism. “With Louisa the integrity is sound and we’re looking for bloggers to send an authentic message to consumers.’’ The project involved mum bloggers Megan Blandford, Claire Hewitt and Toushka Lee visiting West Gippsland on Saturday and Sunday, taking in the towns of Yarragon, Erica and Rawson before reaching Walhalla. The trio experienced the inaugural light festival, Walhalla Vinter Ljusfest, and toured historic houses, a mine and cemetery with the town’s longest serving resident and Star Hotel proprietor Michael Leaney. Ms Claire, of Brand Meets Blog, said engaging established bloggers for campaigns could be an effective part of any new media strategy. “A blogger’s reputation and reach means they capture their audience in a more personal way than is often achieved through traditional media.’’ She said watching the bloggers’ genuine engagement with the town confirmed what a powerful strategy this was for Destination Gippsland. Mummy blogger Claire Hewitt from Clairey Hewitt (www.claireyhewitt.blogspot.com) said using targeted bloggers...