Scalable DMO campaign ideas we like: In Australia, Tourism Victoria has hit upon a simple, but effective, content marketing strategy for user-generated content via Instagram. Local talent is thrilled for the extra exposure (pun intended) and the shots are pretty incredible.

Tourism Victoria uses the word “views” in both senses when they asked Instagrammers where their most-liked photos were taken and to comment on that spot. The idea works for best fall foliage, best skyline, best attraction worth the hype, best beach volleyball…anything.

It’s easy to use hashtags to identify a handful of local residents who love shooting cool scenes of your destination. Give them a focus for each campaign, invite their reply and publish one or more of their best photos (with permission and credit.) See how Visit Melbourne used their Instagrammers to produce a blog post highlighting places visitors should see from the point of view of insiders with a keen eye. Read more here.