A much re-tweeted blog post, Twitter for Social Entrepreneurship: The Top 100 Tweeps to Follow, by Social Edge (a program of the Skoll Foundation), gives a very thorough who’s who of people tweeting about social entrepreneurship. If you can’t commit to following all 100 (I am not prepared, yet), pick a couple–it’s a good combination of social entrepreneur-types, philanthropy-types, and social media prodigies.

As a relatively recent convert to the Twitter phenomena–I am now quite the devotee. I think of it as my own personal newspaper, with headlines of recommended articles about topics I am interested in.
Archive for June, 2009
It only takes one…
Sunday, June 7th, 2009It only takes one person and 3 minutes to start a dance party. Imagine the possibilities…
(via Wesley)
Baz Luhrmann Invites You Down Under
Friday, June 5th, 2009Wishfully dreaming on this rainy day in Brooklyn, I looked up plane tickets back home to Miami (reasonable, cheap even) and to Thailand–why not? Those, however, were not in my budget. Dismayed by the unlikelihood that I would be arriving in Bangkok this summer, I went to the NY Times to see what they had in the way of cheap travel ideas. Their idea of cheap travel is Australia: “Deals Where Summer is Winter.” Having spent the Spring of 2003 in Australia studying abroad with the School for International Training (SIT), a trans-Pacific flight is not my idea of cheap travel–I remember how much those tickets cost. “But…” I thought, “this is a recession! Anything is possible!”
Exactly. The article points out that “international visitor arrivals [in Australia] were expected to fall by 4.1 percent this year.” So what did Tourism Australia do? They partnered with Aussie director Baz Luhrmann (of Moulin Rouge and Romeo + Juliet fame) for the release of his film Australia.
The country, which relies heavily on tourism, is aggressively marketing its vacation value with a campaign linked to the movie “Australia.” The film’s director, Baz Luhrmann, also produced a weighty tourism video, in which a stressed-out Manhattanite on the verge of a breakup is visited by an Aboriginal youth who magically transports her to Australia. There, in a “walkabout,” she presumably reconnects with herself and her partner.
I am fascinated by this for a couple of reasons. The first of which is that I think Baz Luhrmann is awesome–but that is besides the point. Or is it? Of course it is not besides the point. The whole reason Baz Luhrmann’s name is being thrown around in the NY Times article and on the Tourism Australia website is because his involvement in a national campaign is anything but irrelevant. He brings with him his personal brand, which involves (1) being Australian and (2) being a highly successful director of international box office hits.
The second reason I find this fascinating is how this partnership has used the brand of “Australia” as a movie title and then reconnected it back to the government’s tourism activities. An interesting and audacious marketing move, but also very clever. With a rare opportunity to showcase their country in an epic blockbuster film with A-list Aussie actors, Tourism Australia knew that they would have a large audience whose heart-strings they could pull on and have hopping onto Quantas flights and drinking Tooheys New before you could say, “Crocodile Dundee.”
Thirdly, Tourism Australia did something new. Not so new in the sense that movies are frequently partnering with sponsors to promote products, but new in the sense they took advantage of a one-time market opportunity (the release of “Australia”), partnered with a reknowned expert who added another layer of attraction to their oroduct (Baz Luhrmann), and created a unique platform to link their message with the film (the creation of a film-like commercial).
The moral of the story is: “There’s no business like show-business. ”
Or,
“When times get tough, rely on your celebrity friends with strong–and relevant–personal brands.”
