I agree fan pages are great. It just a matter of finding interesting info and attracting new fans.
Talking about using new media we are currently using a blog site and facebook to great effect with a competition we are running in South Africa. It is going off, and now it has hit twitter, so seems to be growing exponentially.
Have a look at the below link if you like and see the great result and feedback we are getting;
South Africa Blog - Hammock Competition
First time we have tried something like this and amazed at how quick and effective this is.