ABSTRACT
This chapter focuses on sustainability and the opportunity of digital media is changing the ways that people expect to be engaged. Many continue to try to fit 'digital media' into familiar boxes – using them as an extension of traditional marketing techniques. But sustainability and digital media are changing the ways that employees, consumers, suppliers and communities themselves engage with brand. By including digital in their overall strategy which also included a regular commercial during the first half the game, they also had their social media team at the ready to respond to whatever happened online – whether it was a mind-blowing play. Combining traditional and digital media is what the Queensland Department of Tourism did to increase visits to their region. Their campaign used a combination of the well-known 'Jobs' section of newspapers as well as digital media. Keying in on cultural events and icons is one way to turn loose the power of digital media.
