Social travel website Hooroo has launched an innovative social media campaign.

Qantas’ social travel website, Hooroo, hopes to connect and inspire travellers, through a community-driven Facebook campaign to uncover Australia’s ‘Secret Spots’.

Hooroo’s head of marketing Lija Wilson told e-Travel Blackboard about the implications and motivations behind this innovative new marketing strategy.

“Social media is a key channel for Hooroo; travellers connect with each other on social media and with their immediate network for advice and recommendations,” Ms Wilson said.

“This campaign delivers on what Hooroo does each day on the site - share travel tips and inside knowledge on what to do, where to go and what to see you’re next away in Australia.”

The campaign supports travellers in uncovering hidden gems, both in their own travels and from other travellers alike - affording Australian’s the opportunity to select, share and have their say.

“Australia is full of so many ‘Secret Spots’ - in cities, coastal towns, the outback and regional centres,” Ms Wilson said.

“Travellers after all, love to hear from other travellers, so we’ve created this community-led campaign to facilitate the need for local knowledge and enjoyment in social discovery.”

Research revealed Australian holidaymakers value suggestions from locals and people who travel frequently above any other source, so the unique marketing approach works as an extension of what’s already offered at Hooroo.com.

Ms Wilson said there is little reason to be concerned that the ‘Secret Spots’ will lose their integrity and exclusivity once revealed to the public.

“The campaign gives entrants the opportunity to ‘own’ their spot and be rewarded for sharing it - the idea is not about spoiling exclusivity, but more about celebrating our country and encouraging a community of travel discovery,” Ms Wilson said.

The top five ‘Secret Spots’ will feature in a national publicity campaign from early January 2013.

“Hooroo is a brand which is inherently social in its nature; we’re simply replicating behaviours of real life in a bigger scale,” Ms Wilson said.

Lija Wilson named Sun Cinemas in Broome, WA and Iluka Beach in Jervis Bay, NSW as her ‘Secret Spots’...

What are some of yours? Share your suggestions below.