The Bachelor Australia’s Richie Strahan Laps Up AirAsia X Flatbed

The Bachelor Australia’s Richie Strahan has travelled in style to Bali in his quest for love as this season’s finale of the hit Network Ten television production reaches its peak.

The latest instalment of The Bachelor Australia series saw Richie and the final three girls, Olena, Nikki and Alex fly to tropical Bali on finale week, as he chooses one lucky lady in his search for love.

the bachelor

AirAsia X flew the cast and production crew to Bali aboard an Airbus A330 where Richie was able to enjoy the comforts of a premium flatbed seat before they hit Bali for filming at a resort in Nusa Dua, Bali.

Linda Na, head of marketing for AirAsia in Australia, said the airline was delighted to be involved in the finale of the series.

“This has been the highest rating series yet and features one of our most popular destinations in Bali, and hence it was a natural fit for us,” Ms Na said.

“Aussies are still very much in love with Bali and we certainly hope Richie has found his true love. 

“The visual integration into the show and the opportunity to host Richie and the girls onboard has been a great alignment for the AirAsia brand in Australia.”

AirAsia X, together with AirAsia, provides Australians with low cost fares and access to over 120 destinations across 24 countries. AirAsia flies to Bali direct from Perth and Darwin, and via Kuala Lumpur from the Gold Coast, Melbourne and Sydney. For bookings or further information visit

the bachelor

Check out The Bachelor on tenplay

PR Fail Files: Ryan Lochte’s Good Morning America Interview

U.S. Olympic medallist and ultimate-bro Ryan Lochte has a catchline he blasts at every media opportunity post the Rio ‘robbery’ scandal: “I over-exaggerated.” This would be OK if you’re a five-year-old fibbing about the size of your Peppa Pig collection, but when you’re a 12-time Olympic gold medallist with an image to uphold, it only takes one “over-exaggeration” for you to be labelled a liar.. Forever… Across the world. And just like that, the plug is pulled on your career, and the pool water gurgles down the drain taking your millions in sponsorships with it. Bye bye, Ralph Lauren. So long, Speedo USA. Such was the case with Lochte after Rio authorities revealed that the swimming sensation’s initial recount of being “robbed” and “having a gun at his forehead” was false. During his Good Morning America interview in the weeks following, Lochte owned up to his blunder but also rapidly blamed journalists for reporting his “huge mistake” and turning it into “the worst weeks of his life.” Said Lochte; “I have a great team. They are dealing with it, all the legal issues. We’re just trying to get this over with. It’s been dragged out way [for] too long. The media has taken this to a whole new level. I want to put this behind me and move on and move forward, and I think the rest of the world wants that, too. There are other, bigger issues that this world is facing..” There’s a lot wrong with his interview – for example, blaming everything on the media is a great way to attract even further negative press – but the one standout way Lochte made this a PR disaster can be generally summed up in one way. He waited too long to say sorry. And I’m not just talking about the big picture timeline of events. In this interview, Lochte made sure to correct his version of events, made an effort to thank his team, fans and family, and discuss the negative impact of the events on both his teammates and Team USA. His semi-apology – “I’m taking full responsibility” – then came later. By this time, though, it’s too late in the discourse. Lochte’s apologies were also peppered with elements of self-defense. For example, Lochte wasn’t sorry for the incident, he was simply sorry for “not being more careful” in explaining the “traumatic” events. See the difference? Lochte has lost an estimated $1m in sponsorship agreements since the Rio incident, including been dropped from leading brands like Speedo USA and Ralph Lauren, that many hard-working, deserving athletes would jump hurdles for. His swimming career is over, but his recent drama is likely to fuel strong interest in his reality television switch when he appears on US ‘Dancing with the Stars’. In light of this, here’s a sentence that I never thought I’d find myself uttering: Can ‘Dancing with the Stars’ redeem Ryan Lochte? Here’s the crazy part… With the right PR strategy and media training, it actually could.

Hipster guy with book in hands in modern interior. Mixed media

Adding steak to the sizzle to make an effective communications strategy

When developing a communications strategy it may be tempting, especially for a communications specialist answering to a higher authority, to come up with dozens of different marketing and PR delivery tactics or to get sucked into the latest piece of marketing automation tech. This is usually done in order to make a strategy seem more impressive, but having pages of points in your strategy that say things like, ‘we’ll use social media outlets’, or, ‘we’ll send a media release to all the major newspapers’ is not so impressive. If these tactics don’t have quality content backing them up, it can be counter-productive to the overall goal.

Some of the most effective strategies often take a simple ‘quality over quantity’ approach, by spending a little more time on the story that needs to be told, rather than focusing all the effort on the latest marketing and PR trends to distribute that story.

There are a few easy tips to ensure a communications strategy is not ‘all flash and no substance’.

Know the platforms – match your content to their language

Choosing communication channels for your strategy is only half the battle. The next challenge is how to communicate through those channels. For example, wanting a media release on an online news platform or in the newspaper means making sure the content is ‘news ready’. This means the release needs to be interesting, informative and written in an appropriate news style. Journalists go through a gargantuan amount of media releases, but a large number end up lining bird cages because they appear more advertorial than informative, like promoting a business rather than what the business’ accomplishments mean for news readers. Another example is using social media, where content needs to be suitable for interaction, discussion, sharing/social interaction and have character limits.

Know the audience – how do they absorb content?
This is one of the most important factors because it’s where the most can go wrong. An off-putting message or message delivery is a business-killer. Taking the time to understand your audience leads to knowing what they want to hear, and how they want to hear it.

This does not encourage lying or spin; it simply means knowing how to engage correctly.

For example, young adults are likely to lose interest with long and text-heavy emails or articles that contain unnecessarily pretentious vocabulary. It’s important to know how they absorb messages before delivering one. In the case of young adults, tailoring content to them may involve writing short and sweet pieces that get the message across in a light and conversational tone. Even a small video that can visually illustrate a point help drive a message home for this particular group.

Similarly, a political or executive audience is far more likely to take you seriously if you communicate though formal and professional content, rather than an informal ‘hey, wassup?’ piece of marketing.

Know the product – how should you talk about yourself?
Understanding the value of a product or service is the biggest element in dictating how to talk about it. A communications strategy should weigh the impact of the product or service it’s supporting, and then the content should present a tone or style that reflects that weight.

For example, trying to write a glittering academic feature for the Australian about your company’s new brand of toaster might be excessive and unrealistic, but similarly the promotion of a state-wide awards gala shouldn’t be limited to a paragraph on Wikipedia and a casual post on Twitter.

The best way to remember these points is to consider a simple truth: Before you communicate, you have to have something to say.

5 Social Media Tips For Tourism

If you’re in the tourism industry and looking to enhance or begin your social media and online presence, then there’s some key considerations to think through and some planning required. Have a look at what other successful businesses are doing and learn from their efforts. seeaustralia Think about what types of online media your audience is likely to use. Is it Snapchat, Facebook or Twitter? Or something else? And don’t forget about TripAdvisor. Many consumers rely on online reviews for their decision making. Peer influence is very important in the process. Over 50% of Facebook users say their friends’ photos have inspired their choice of holiday and shaped their travel plans. Here are five key considerations to shape your tourism social media efforts: 1. Be informative Your goal should be to become an authority on your region and its attractions. Avoid the temptation to simply plug your own business at every opportunity. You will win a loyal following if you’re able to provide a regular flow of useable information that provides advice and tips for visitors. Provide accurate updates on local happenings and interesting events, new tourism product, travel conditions and yes, even the weather. Suggest a list of key things to visit, great photo spots, provide maps and amazing photos.

If you employ an imaginative and informative content strategy it will help in SEO and have your business rank more highly on search results. If you give potential visitors value in terms of superior content, they are more likely to have a connection with your brand. 2. Be authentic Be real and believable. The effect of ‘gilding the lily’ can be a loss of confidence in your business by visitors and result in negative online reviews and an erosion of trust with your audience. Show what the experience is that visitors can truly expect – accommodation, activities, scenery, food and most importantly the character and characters around you. A rising tide floats all boats, so the more you can accurately enhance the profile of your region the better for you. There’s not a finite amount of success available. 3. Involve your audience Social media is very much a two-way street. Interact with and have a conversation with your online community. Ask questions, ask for feedback and invite them to contribute content. You’ll be amazed at how many gorgeous photos, stories and experiences can be shared from your own visitors.


Feeding time at Lovers Cove 🐠🐟💦 #fishfeeding #daydreamisland #lovewhitsundays #thisisqueensland 📷

A photo posted by Daydream Island Resort And Spa (@daydreamislandresortandspa) on

They’ll give you honest feedback and recommendations. Thank them for their reviews and don’t ignore their communication – good, bad or otherwise. Consider what competitions, promotions or incentives you can run on your platforms, big or small. Encourage guests to tag your accounts on their posts on their own pages. 4. Employ a content marketing strategy A lot of great content doesn’t happen by accident. Much of it is planned and thought out. A simple but effective tool is to utilise a content marketing strategy and it can be as simple as using a calendar. This can be a spreadsheet, online doc, or paper diary.

  • What advice pieces can we create?
  • Consider the time of year e.g. Christmas, Easter or school holidays
  • List local events we can post about
  • Look at seasonal opportunities
  • Are we running any promotions for specific booking periods?
  • Look at a theme for a certain period – e.g. to coincide with Mothers’ Day, or a local food festival.

Once you start its pretty easy to brainstorm a whole list of topics and specific pieces that can form your content platform. You will also need to consider what medium it’s best for – your website, blog, newsletter, Facebook, Instagram, local or national media, or all of these. Don’t forget to include video. It’s one of the most powerful forms of delivery and all platforms are embracing it. Your videos don’t need to be long or elaborately produced productions. Once you’ve got a calendar settled it will help drive your activity and keep you focused and motivated. It needs to be flexible but with a bit of effort should help fuel your content creation. Here’s an example of what a calendar may look like: tourism Source: 5. Post regularly across all channels Don’t allow your content or online presence to wither on the vine. Post regularly across all your social and online assets. It doesn’t need to be every day for each medium but you should feature regularly and make sure you are responding to messages and thanking your community for their involvement. They will like being appreciated. And, don’t forget to share…  

3 Easy, Afforable Tools To Produce Great Video Content

video-content Video is massive. It is quickly becoming the main weapon in any marketers social or content marketing toolbox. If you’re not convinced the stats speak for themselves.

  • Facebook users watch more than 4 billion video clips a day
  • 64% of marketers expect video to dominate their strategies in the near future
  • By 2019, 80% of all internet traffic will be video.

Still not convinced here are 31 Video marketing Statistics To Inform Your Strategy Jamming hard up against this opportunity is the clear challenge of producing video content in a simple, cost effective way. For most SMBs the days of hiring a camera operator, sound guy, producer and editor to produce 60 seconds of video for $30,000 are well and truly in the past. Thankfully, like many industries, there are lots of smart people out there finding ways to let companies produce relatively affordable video content.


Hobart-based startup Biteable is not only slicing down that time to less than 10 minutes, but also making the process as simple as it is to create graphics on Canva and as cheap as creating professional videos can get. So how does it work? You create a free account on; and then start making videos by selecting a ‘scene’, customising the colours and text, adding more scenes to your heart’s content, and pressing done. A watermarked version of the video will be sent to your email in 15 minutes or less; and if you’re happy with your creation, you can purchase a High Definition non-watermarked version for $99, which can then be posted anywhere online. If you’re not happy, you can always go back and edit as many times as you like. We used Biteable to create our explainer for Content on Demand. Took me one hour to create the initial video and will take half as long again next time.


The Shootsta platform provides large companies with the necessary training and camera kits for them to shoot their own videos, with the footage then sent back to the startup for post-production. In just six months the company has secured more than 20 clients, including Qantas, Bank of Queensland and Toyota. It has also scored a $1 million investment from AdCorp. In their own words.

“We came from the corporate video production world and constantly had clients tell us they wanted to produce internal, marketing or promotional videos every week but it was just too hard and too expensive. We realised if we could equip companies with the right gear and training they could film their own content and we could do all the heavy lifting with the post production. And that’s when Shootsta was born.”

Shootsta offers packages starting at $2,000 per month on a 12 month plan which includes 2 videos per month. The $9,800/month package includes unlimited videos, 24-hour turnaround as well asa  range of add-ons.

Big Review TV

Big Review TV Ltd is an ASX-listed group providing online video content, video reviews and online marketing services to small and medium enter- prise through is a brand new video review platform aimed at consumers. It is a video review platform that integrates video review shows, video marketing, and user- generated video content with social media via the Big Review TV app. The Big Review TV App is a free video review mobile phone application that allows consumers to search and view video reviews of places of interest, and produce their own video reviews that upload automatically to and can be shared via social media networks. The app can also be used by merchants as a video marketing tool to communicate with customers by uploading video news and updates to their business profile page on It then uploads the videos to its tech platform, allowing customers hungry for reviews of products, events, restaurants and more, to actually see what they want in living colour – a big edge over a written review. Following the initial video, the company then charges subscription fees to the merchant for a place on this online eco-system – providing exposure and customer engagement for businesses while giving people access to slick video content that helps them to decide where to spend their cash. A win for everyone. Customers can then upload their own video reviews to this company’s website, adding to the community conversation and to the value of the service.