This document discusses how tourism boards can use social media, specifically the travel social network Where Are You Now (WAYN), to promote destinations. It provides statistics on WAYN's large global user base and opportunities for targeted campaigns. The document also describes a case study where South Africa Tourism used WAYN to design a branded profile and launch a competition to find "The Face of South Africa", generating over 20,000 entries and increased awareness. It recommends tourism boards work with tour operators to include booking engines in WAYN profiles for performance-driven campaigns alongside branding activities.
5. Breakdown of users by gender Breakdown of users by Age Range
age 25-30
36% age 31-40
24%
Female
Male users, users, 42%
58%
age 41-50
9%
age 18-24 age over 50
25% 6%
11. Example here: Full takeover of the
‘Brazil’ des4na4on page within WAYN,
including Top Side Header, MPU and
Skyscraper fixed placements
Enables you to have direct visibility with
members who you know have a direct
interest in your des4na4on
Increasing brand awareness and driving
traffic directly to your profile/website
12. To maximise engagement, once the
profile is launched we will schedule
an offer no4fica4on to be sent out to
your targeted demographic
Members will be alerted on their
homepage and driven to your
profile/website
13.
14. Key Objec4ve: The promo4on of South Africa as the ‘des4na4on of the moment
TacPcal ObjecPve 1: TacPcal ObjecPve 3:
TacPcal ObjecPve 2:
To place ‘South Africa’ Inspire the WAYN audience
Design and execu4on
at the centre of the WAYN to engage with a ‘content
of a global compe44on to
communi4es discussions rich’ microsite, facilita4ng
drive data capture
feedback and interac4on
The approach we ini4ated, facilitated the crea4on of a fully branded,
content rich, integrated profile which promoted a ‘global compePPon’ to
find from SATB’s chosen audience, ‘The Face of South Africa’.
17. Key Campaign StaPsPcs
An overwhelming 20,000 global
1.
entries into the SATB
compe44on
Over 5 million views
2.
1,200 confirmed friends in just 3
3.
weeks
7,213 comments to the SATB
4.
profile
Lower cost per engagement on
5.
WAYN than any other channel
used