4. WHY • Create awareness of
Night In Old
Fredericksburg event
• Grow Facebook
fanbase
• Increase Facebook
engagement
5. HOW
• Used WooBox to
create Facebook
sweepstakes tab
• Required page like
• Offered VIP prize
package
• Promoted on
Facebook (July 1-19,
2013)
• Encouraged social
sharing
6.
7.
8.
9. RESULTS
• Generated 198
entries
• Shared 120 times
on Facebook
• Increased Facebook
page likes by 32.5%
• Weekly engaged
users increased by
140%
11. WHY
• Inspire travel to the
Beaches of Fort
Myers and Sanibel
• Increase Pinterest
followers and
Facebook fans
• Increase PR about
the destination in
general
12. HOW
• Created Facebook
contest tab
• Users created a
Pinterest “Bucket List”
board
• Users posted their
Pinterest board URL on
contest tab to enter
• Required page like
• Entrants could also opt-
in to a newsletter and
share with friends
• Promoted on all social
channels & Facebook
ads during June of 2012
18. WHY
• Increase travel and
bookings during
“shoulder season”
(Sept. – Oct.)
• Increase web traffic on
VisitMyrtleBeach.com
• Increase reach and
fanbase on Facebook,
Pinterest, & Twitter
• Generate feature blog
posts
• Improve readership on
Visit Myrtle Beach blog
• Generate 200 contest
entries
19. HOW
• Blogger FAM trip
• “Pin To Win” contest
• “Trip Tuesday”
competition on blog and
Twitter
• Visit Myrtle Beach blog
series (50 posts on the
“secrets”)
• Secrets revealed daily on
Facebook and Twitter
• Microsite: “secrets” and
deals at
VisitMyrtleBeach.com/60days
20.
21.
22.
23. RESULTS
• Accommodations taxes
increased in Sept/Oct
2012 over 2011
• Web traffic increased
25% over 2011
• 13 bloggers wrote 38
posts and reached 1
million readers
• Reach and fanbase grew
on all social media
channels
• Blog garnered 4k page
reads during the 60 days
• Generated 300 contest
entries
25. WHY
Encourage visitation to
Tyler during the Azalea
Trail season
Promote the many ways
to enjoy Tyler & the
scenic beauty
Build a repository of
photos
Increase @VisitTyler
Instagram followers and
fans on the Tyler Azalea
Trail Facebook page
26. HOW
Ran March 21 – April 21,
2014
Contest announced on
Facebook & Instagram
Photos must show
people having fun at
Tyler attractions or
Azalea Trail scenery
Must use
#AzaleaPhotoContest
Weekly winners
Fan vote for grand prize
3 cash prizes ($200,
$100, & $25)
33. WHY • Help people discover
experiences in their
city
• Challenge people to
actually go do them
34. HOW
• Users complete a bucket
list item
• Take a picture of the
experience
• Upload photo to Twitter
and/or Instagram
• Tag @DTRBucketList and
use the #DTRBucketList
hashtag
• Prizes awarded for
completing bucket list
items
35.
36.
37. RESULTS
• Over 1,000 photos
submitted
• 18 people finished the
whole list
• Offline Media trying to
improve future
contests
• Working on improving
the technology
• Beginning to market
this product in other
cities
39. WHY
• Provide a local
perspective for visitors
on things to do
• Using the
experts/bloggers to
spread Austin’s
message through their
own networks as
ambassadors
40. HOW
• ACVB chose 6 locals
that represent Austin’s
experience
• Visitors ask questions
via Facebook, E-mail, or
Twitter (#trueaustin),
• Experts answer based
on their own personal
experience
41.
42.
43.
44.
45.
46. RESULTS
• Austin visitors get
great local
recommendations
• In March 2013:
– 68 tweets
– 11 Facebook posts
– 32 E-mails
• In July 2013:
– 160 tweets
– 8 Facebook posts
– 18 E-mails
48. WHY
Promote the downtown
business district in
Calgary, Alberta CA
Encourage young
people and families to
come downtown
Brand downtown as a
hip place where people
want to be
49. HOW
Developed micro-site:
http://iam.downtowncalgary.com
Set up Instagram photo
frames for people to
pose behind
Tag Instagram photos
with #IAmDowntown
Weekly giveaways
“Considerable” budget
for digital signs and
transit ads
Held a summer block
party with local
musicians
55. WHY Solicit positive reviews
for downtown
businesses and
restaurants
Get the word out about
what Danville has to
offer residents and
visitors
56. HOW
Printed postcards and
distributed them to
downtown businesses
and stores
Postcard had
instructions on how to
write reviews on Yelp!
and Urban Spoon
Stores displayed them
at register or on tables
57.
58.
59. RESULTS Got some reviews
Didn’t promote the
campaign very much
Will revisit in 2014
61. WHY
Showcase things to see
and do in the
destination
Increase followers and
engagement on
@ExperienceColumbus
account
Encourage use of
common hashtags like
#ExpCols and
#CbusFoodScene
62. HOW Post original content
when possible
Comment and like
photos with Columbus
hashtags
Repost exceptional
photos that use
Columbus hashtags
63.
64.
65.
66.
67. RESULTS
95% of photos are
reposted images
Photos tagged with
#expcols have
increased 2,231% since
Jan. 2013
Followers have
increased 1,093% since
Jan. 2013
Interactions have
increased 6,802% since
Jan. 2013
Judged based on creativity so there were no firm rules but when we selected the finalists, we based them on the quantity of photos on their board, reach of their pinterest account (number of followers), types of pins (beach, city, swimming, etc - themes) and whether their profile was new (no avatar, no followers) or if they were a pinterest user before the contest.
254 contest entries
300 new Pinterest followers
19.84% increase in Facebook fans
Wanting to steer clear of the common fall travel messages, the team instead focused on what sets
the Myrtle Beach area apart as a destination: its expanse and variety across 60 miles of coastline. FM
used the “60” as our linchpin, unearthing 60 “secrets” to showcase via various social media channels
during these 60 days of the shoulder season. Thus the “60 Miles in 60 Days” campaign was created.
Increase “quick getaway” bookings/accommodation tax revenue in September and October
- Increase web traffic to VisitMyrtleBeach.com by 10 percent in September and October
Work with 10 prominent bloggers to generate 10 feature posts reaching 500,000 consumers
- Generate 500 tweets reaching 3 million followers
Encourage 200 contest entrants via Pinterest and reach 10,000 consumers
- Reach 20 million users on Facebook and engage 50,000 current page followers
Grow MBACC’s following on Twitter, Pinterest and Facebook by 5 percent per channel
- Improve readership on the Visit Myrtle Beach blog and generate 100 contest entrants
Blogger FAM Trip: FM worked with influential travel and lifestyle bloggers on an exclusive 60-
day-themed familiarization trip, encouraging social media activity and allowing time for daily
Blogging
Pin-to-Win Contest: all “secrets” were included within a Pinterest board on the MBACC page
o Consumers could create a board of their own dream vacation using these pins; a winner
o To kick off this contest, FM encouraged influential bloggers to create their own pinboard
was selected weekly during the 60 days
which was then shared with readers; bloggers were offered accommodations in market
in exchange for their participation, which led to more posts; the blogger with the most
re-pins from their board was able to gift a trip to a reader of their choice
Trip Tuesday competition: ask consumers on Twitter and via the MBACC blog to identify a
“secret” based on an image, with a winner chosen among the respondents each Tuesday
Visit Myrtle Beach blog series: based the FM team’s experiences in market, the team authored
more than 50 blog posts for the Visit Myrtle Beach blog, highlighting “secrets”
Secrets revealed: each day the MBACC Facebook page and Twitter handle featured a new
“secret”; Fans were encouraged to enter their own image, based on the week’s theme, on “Photo
Friday” (a MBACC Facebook tradition)
Campaign microsite: all “secrets” and corresponding 60-themed deals from MBACC members
were available for viewing on a microsite, VisitMyrtleBeach.com/60Days
Campaign generated more than 850 tweets, directly reaching more than 7.6 million followers
Facebook posts on the MBACC page reached more than 38 million users and directly engaged more than 150,000 through comments, shares and likes
During September and October, Twitter grew 7 percent, adding more than 500 new followers; Facebook grew 18 percent, adding more than 110,000 new followers; and Pinterest grew 88 percent, adding more than 1,000 new followers
Offline Media partnered with LiveWorkPlay because they have a strong following of people who love Downtown Raleigh. Help with their website and provide future site visitors with photos of people enjoying the things to do in their town. Ran May 1 – July 14, 2013.
Research shows that visitors want local information when planning their trips.