Up to 40 content creators will attend the Summit in Broome for four days of unforgettable tourism experiences and hands-on product training in the Kimberley region, with their adventures shared online to tens of millions of followers.
The line-up will include world-renowned travel photographers, vloggers, adventure athletes and celebrity entertainers from 18 countries across the globe, who collectively have social reach of over 28 million.
Nine Australians made the final shortlist to attend the Summit, including two of Tourism Australia's Friends of Australia ambassadors; wildlife conservationist Brinkley Davies and media presenter Teigan Nash.
The creators will be kitted out with the latest GoPro equipment to capture the stunning scenery of Australia's North West from every angle. The resulting visual content will be shared across their own social channels as well as GoPro's extensive network of more than 40 million followers.
Tourism Australia Managing Director, John O'Sullivan, said the partnership will allow Australia to leverage GoPro's highly engaged online network of 'selfie-stick' travellers and provide a powerful tool to help sell Australia to the world.
“Social media is arguably one of the most powerful tools in influencing peoples' travel decisions today and provides destinations an accessible and effective method for creating advocacy,” Mr O'Sullivan said.
“Between them, the content creators attending the Summit are expected to capture more than 250 pieces of thumb-stopping photos and videos, which will be shared straight into the feeds of tens of millions of engaged followers and fans in an authentic way.
“The content will also be used across GoPro and Tourism Australia social platforms to further extend the reach of the partnership and shine a spotlight on Australia as a destination.”
Tourism Western Australia Managing Director, Brodie Carr, said that the event would provide an amazing platform to showcase Western Australia to the world.
“We're stoked to once again be putting Western Australia on the global stage, this time, sharing our picture-perfect destination with GoPro's network of social content creators,” Mr Carr said.
“Broome was the ideal base for the summit, offering visitors a striking contrast in both colour and culture. From our white beaches, turquoise water and rust-red cliffs, to our rich Aboriginal heritage and melting pot of cultures, we plan to offer up our most unforgettable experiences to help bring the region to life in a uniquely WA-way.”
GoPro Chief Marketing Officer, Todd Ballard, said “Our summits are designed to celebrate the relationship between GoPro and our family of creators. When exploring host cities and regions Down Under for our second Creator Summit, Broome and the wider Kimberley region offered an experience unlike anywhere else. We can't wait to see and share the eye-catching content that is shot in the region.”
During the Summit creators will have the opportunity to experience some of the best tourism products on offer across the region including a speedboat adventure through the spectacular Horizontal Falls; kayaking amongst wild turtles and humpback whales at Gantheaume Point; touring Kooljaman at Cape Leveque, run by the Indigenous Bardi Jawi Communities; enjoying a sunset camel ride at Cable Beach, and viewing Broome's 120-million-year-old dinosaur footprints on Australia's only public hovercraft tour.
Also travelling to Australia for the Summit will be a team of GoPro representatives and international media from the United States.
This is the second time that Australia has partnered with GoPro on a major event. In 2016, Tourism Australia partnered with Tourism and Events Queensland and Gold Coast Tourism, to host the GoPro Athlete Summit 2016 on the Gold Coast for three days of adrenalin-fuelled fun with some world's top extreme sports athletes.
Website: www.tourism.australia.com
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