Social Media Campaign: #portlincoln, South Australia

Social Media Campaign: #portlincoln, South Australia

How Port Lincoln used digital marketing to grow awareness and visitation.

The tourism industry in Port Lincoln has long supported its printed visitor guide. In recent years this was expanded to include a dedicated digital publication that has been well received by both industry and consumer.

In 2015 the time was right to expand into social media to support the print and digital guides. In conjunction with the Council and local Chamber, WOOF Media started a #portlincoln campaign. This campaign not only raised awareness of the city amongst new and existing visitors, but stimulated local pride and excitement amongst the community in general.

By educating the local public about the power of the hashtag, the amount of images and image-sharing that ensued grew the Instagram audience many-fold.

As soon as it started happening I liked the photos on Instagram, it is such a beautiful part of the world and this showcases it.
Leon Bignell, Former Minister for Tourism, via Port Lincoln Times

Outcomes included:

  • A visually outstanding @seeportlincoln Instagram account with a fast growing number of followers launched in October 2015 and a Facebook account launched in January 2016;

  • local professional photographers/videographers coming on board with high quality images/videos for sharing;

  • those same photographers/videographers learning how to start and manage an effective Instagram account;

  • tourism operators starting their own Instagram account to promote themselves and Port Lincoln, and

  • thousands of dollars in free publicity in both online and traditional media.

  • Images were picked up and reshared by Tourism Australia and South Australian Tourism Commission sites.

  • Local pride in the region.

  • Increased awareness of Port Lincoln as a tourism destination.


  • Up to 40 #portlincoln signs made and distributed to industry and photographers

  • Engagement of professional photographers to kickstart the imagery with local identities holding #portlincoln signage at key locations.

  • Press release to all media

  • Interviews on TV, radio and press

  • Launch of campaign at Port Lincoln VIC with key stakeholders and industry invited to attend.

  • Launch at Chamber of Commerce Tourism Awards

  • Flyers and bookmarks designed and distributed to industry.

  • Email out to a number of databases to all businesses in the area

  • Communication to local photographers

  • Personal representations to industry to encourage participation

  • Development of a website, Instagram account and Facebook page.

  • Management of these pages for first few months, before they were taken over by the local tourism authority.

Planning a marketing campaign for your destination?