Key Takeaways:
- The Victorian government has been using online influencers and train enthusiasts to promote the $15-billion Metro Tunnel ahead of its opening.
- The government has been escorting influencers and train enthusiasts on "sneak peak" tours of the five new stations and 9 kilometers of tunnel.
- The tours have been running for over a year, with a focus on promoting the project to younger audiences who may not engage with traditional media.
- The government has calculated that posts from one tour involving over 30 influencers garnered over one million views.
- The use of influencers is part of a broader strategy to engage with new parts of the electorate, particularly younger people.
Introduction to Influencer Marketing
The Victorian government has been using a unique approach to promote the $15-billion Metro Tunnel ahead of its opening on Sunday. By escorting online influencers and train enthusiasts, known as gunzels, on "sneak peak" tours of the five new stations and 9 kilometers of tunnel, the government aims to generate buzz and excitement around the project. Documents obtained by the ABC under Freedom of Information laws reveal that the government targeted dozens of influencers whose accounts are dedicated to trains, art history, photography, experiences in Melbourne, and even food recommendations.
The Power of Influencer Marketing
The documents show that the government calculated that posts from one tour involving over 30 influencers garnered over one million views. This highlights the potential of influencer marketing in reaching a large and engaged audience. The government’s strategy is to leverage the credibility and authenticity of influencers to promote the project and increase public awareness. By partnering with influencers, the government can reach audiences that traditional media may miss, particularly younger groups who spend more time on social platforms. As international student Dinda Maryna Najamuddin, who toured the tunnel, noted, "Online content creators can reach audiences that traditional media might miss, especially younger groups who spend more time on social platforms."
Influencer Reactions and Responses
The response to the influencer posts has been mixed, with some people excitedly planning their commute while others expressed concern and wished the government had prioritized issues like safety or cost of living. Siri Buskes, who runs an Instagram account dedicated to kid-friendly Melbourne hotspots, rode a train through the tunnel after receiving an invite directly from Premier Jacinta Allan’s Instagram account. She noted that as a creator, she has built strong trust with her audience, and they look to her content for fun things to do, new places to visit, and helpful tips around Melbourne. Old Vintage Melbourne page curator Chris Macheras, who toured the tunnel in October last year, viewed it as a rare opportunity to document a significant event and show how the project had progressed.
The Broader Context of Influencer Marketing
Governments across the country and internationally are increasingly using influencers to promote campaigns and projects. A group of influencers also joined a throng of journalists covering the federal budget lock-up earlier this year. Political marketing expert Andrew Hughes from the Australian National University noted that political leaders and governments are increasingly using digital creators to engage with new parts of the electorate, particularly younger people. However, he also highlighted the dilemma that government media accounts on different platforms are not well followed, which creates a need to leverage the brand credibility and authenticity of influencers.
Conclusion and Future Directions
The use of influencers to promote the Metro Tunnel is part of a broader strategy to engage with new parts of the electorate, particularly younger people. As the project opens on Sunday, it will be interesting to see how the government’s influencer marketing strategy pays off. With the project’s success hanging in the balance, the government will be hoping that the buzz generated by influencers will translate into a smooth and successful launch. As the Victorian government continues to navigate the complex world of influencer marketing, it will be important to monitor the effectiveness of this strategy and adjust course as needed to ensure that the project reaches its full potential.