Dr Vicki Andonopoulos, an associate lecturer in marketing at the University of Sydney, said it was difficult to know if the campaign had been a success without knowing what Tourism Australia had set out to achieve.

Source: https://www.theage.com.au/national/drunken-nights-nauseous-seaplane-ride-influencers-given-90-000-visit-to-australia-20231215-p5ert9.html?ref=rss&utm_medium=rss&utm_source=rss_national

However, Andonopoulos said that while giving an agency – like Tourism Australia – complete control over what is posted by influencers can lead to inauthentic and less appealing content, the reins here may have been too loose.

Source: https://www.theage.com.au/national/drunken-nights-nauseous-seaplane-ride-influencers-given-90-000-visit-to-australia-20231215-p5ert9.html?ref=rss&utm_medium=rss&utm_source=rss_national