Australia's leading integrated travel group, helloworld, has announced that seven states and territories will be part of an innovative and world-first social media initiative - the #helloworldRELAY. Taking place on World Tourism Day on Sunday 27 September 2015, the campaign will see over 60 countries and 80 destinations around the world showcase inspiring Instagram images.
With Instagram as a primary channel, the #helloworldRELAY provides each state with a platform to showcase the unique attractions and diversity of their region. From wine tasting to whale-watching, vibrant cities to the dusty outback, trail walking to snorkelling, images that make Australia so extraordinary will be shared across the globe during the relay.
The State tourism bodies as well as Australia's leading luxury coach tour operator AAT Kings, will craft bespoke itineraries for renowned instagrammers to experience over 12 hours, from sunrise to sunset featuring scenery, culture, nature, cuisine, wildlife and distinctive qualities of each region. Some of the highlights anticipated from each territory are as follows:
New South Wales
New South Wales will kick off the Australian mainland leg of the instarelay in Byron Bay at Cape Byron, the country's most easterly point and the place where day breaks first in Australia. Instagrammers will capture the beauty of this seaside town and the colourful community, which makes it unique.
Sydney will showcase its sparkling Harbour, the Sydney Harbour Bridge and Sydney Opera House - three iconic Australian locations and must-see tourism experiences. The city's appeal will be on show as Instagrammers visit world-famous Bondi Beach and the well-trod Bondi to Bronte coastal walk.
New South Wales will also feature its World Heritage-listed paradise, Lord Howe Island, located 660 kilometres east of Port Macquarie in the crystal clear waters of the South Pacific Ocean. The Island promises to provide a spectacular canvas with Instagrammers set to capture the heights of Mount Gower, the beauty of the 48,000 hectares marine park and lush Kentia palm and banyan forests.
Instagram handles and hashtags to follow:
@William_Patino in Sydney, @sydney #ILoveSydney
@lordhoweislandtourism #lordhoweisland #lovelordhowe @Jewelszee in Lord Howe Island
@visitNSW #NewSouthWales
Queensland
Continuing up the East Coast into Queensland, warmly known as the Sunshine State presents a photographer's paradise. With backdrops such as the 2300km long, breathtaking beauty of the Great Barrier Reef, pristine white sandy beaches, world class luxury resort islands and into Tropical North Queensland, the only place where two world heritage wonders meet: The Great Barrier Reef and the tropical rainforest wilderness of the Daintree National Park, the itinerary choices in Queensland will be infinite.
Instagram handles and hashtags to follow:
@Alyssa_Adventuring @TropicalNorthQueensland #ExploreTNQ
Northern Territory
The critical question for Tourism Northern Territory is, will it be top end or red centre? Water or dust? Crocodiles or culture? Spiritual or physical? With a reputation for being a vast and apparently empty expanse the itinerary for this location will be anything but. With so many incredible experiences to celebrate, this ambitious itinerary will include Uluru, Kata Tjuta, Alice Springs, Devils Marble, Katherine, Kakadu, Croc Cove and Darwin. It's no wonder Tourism Northern Territory will engage in a number of influential instagrammers to capture this striking landscape.
Instagram handles and hashtags to follow:
@AusOutbackNT #NTAustralia
Western Australia
Western Australia is the largest and most diverse state in Australia, from the Margaret River Wine Region in the south; to the underwater wonderland of Ningaloo Reef; and one of the world's last true wilderness areas in the north. For this campaign, Tourism Western Australia will shine a spotlight on the epic Kimberley region – a land of breathtaking contrasts covering billions of years in history and over one million square kilometres. Follow the extraordinary journey from sunrise in Kununurra to sunset in Broome to see why this location steals the heart of anyone who is lucky enough to visit.
Instagram handles and hashtags to follow:
@ConnellPix @WesternAustralia #thisisWA
South Australia
From Adelaide's innovative eateries to vineyard restaurants and beachside cafes, Southern Australia Tourism Commission will be celebrating the #helloworldRELAY with an itinerary that will include famed wineries; pristine coastlines, fine dining experiences and wildlife. No trip to South Australia is complete without these curious experiences.
Instagram handles and hashtags to follow:
@DuyDash @SouthAustralia #curiousatheart
@Bonniemade @SouthAustralia #curiousatheart
Victoria
Onto the state that is geographically the smallest on Australia's mainland but certainly not insignificant when it comes to the cities it houses, the people who reside there and the art and culture that it exudes. Victoria is Australia's most densely populated state and home to Melbourne, Australia's second largest city.
Federation Square, which has become the heart and soul of Melbourne, will be a highlight during the relay. The modern piazza is home to major cultural attractions, world-class events, tourism experiences and an array of exceptional bars, restaurants and specialty stores.
Moving out of Melbourne and to celebrate the states world famous scenery, the itinerary will also include the 12 Apostles. Located on Victoria's Great Ocean Road these magnificent rocks rising up out of the ocean provide a dramatic backdrop. Originally caves corroding into arches and eventually succumbing to complete erosion, the now impressive rock stacks are a remarkable act of nature.
Instagram handles and hashtags to follow:
@aatkings #smilekings
Australia's Island State - Tasmania
Finally Australia's island state which Lonely Planet named the island fourth most desirable region in the world to visit in 2015. In many ways this island really epitomises the essence of Australia's destination appeal - raw, unspoilt natural beauty, incredible fresh food, wine and culinary experiences, all shared by warm and passionate people. Tourism Tasmania's itinerary will showcase this island's alpine and accessible wilds and wildlife through to its history and the coastal experiences and iconic Wineglass Bay on its east coast.
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