Anthony Rawlins of Digital Visitor presents insights into campaign tactics and brand partnerships for destinations

1. Campaign tactics
and brand
partnerships
for destinations

2. © Digital Visitor Ltd 2015
What’s this about?
Social Media
1. Campaign tactics for destinations – to grow your audiences
2. Brand partnerships – to enhance the success of your campaigns
3. Post campaign Activity – to build ongoing social media success for your destinations
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3. © Digital Visitor Ltd 2015
Who we are
 Founded in 2005
 Extensive experience delivering for UK and Intl. destinations over last 10 years
 Effective Social Media - We deliver our client most innovative and impactful digital campaigns,
communities and coverage
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Over the last few years…
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5. Campaign
Tactics for
Destinations

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 Tactical activity
 Delivers against clear digital objectives
 Creative
 Ultimately grows your customers visitors
What is a campaign?
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 Objectives
 Creative
 Tech build
 Promotion
 Reporting
 Audience Activation
Campaign Checklist
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• What’s the point of your campaign?
• Needs to deliver against your digital objectives
• Objectives include
• Data capture – 10,000 highly targeted email addresses
• Coverage on influential blogs with appropriate
audiences
• Increasing social engagement
• Website traffic to yours and members’ websites
• Community growth
Objectives
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 Once we agree the objective – we propose the
creative executions to achieve these
 On brand
 Appealing to your target demographic
 Incentive based (also appealing)
 User experience optimised
 Technical
 Channel specific
Creative
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• Daily Calendar application
• Open a different door each day
• Encourages repeat visits and educates entrants
• Explore destination
• Link to website for more info
Creative Ideas
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• Market research quiz
• Answer a selection of questions to enter
• Up to 84 combinations of answers provide insight
for future marketing opportunities
Creative Ideas
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• Market research quiz
• Provides insight for future marketing
opportunities
Creative Ideas
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Ellis Brigham
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Molton Brown
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Intercontinental Hotels Group
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• Your campaign application should….
• Be attractive and interesting for viewers
• Be simple to use – not too complicated
• Achieve your objectives elegantly
• Be memorable
• Not be cluttered or confusing
Bells and Whistles
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 To deliver this creative – you need technology
 Bespoke
 3rd Party Application providers
 Woobox
 Shortstack
 Offerpop
 Statigram / Iconosquare
 Postano
 Adverway
 Milky
 More…
Technical
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Technical – Bespoke Vs 3rd Party
Bespoke 3rd Party
Cost High Can be lower
Flexibility High Can be high
Ownership Yes No
Support Ad hoc As standard
Internal resource Medium to high Low to medium

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• Now your fantastic creative campaign is built,
you need to attract the right people to it:
• Social advertising
• Facebook
• Twitter
• Youtube
• Instagram
• Blogs
• Optimise, target, refresh
Promotion
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• Influencer PR
• Research - Identifying the right bloggers and
influencers with the right readers
• Not necessarily the obvious choice
• Approach with appropriate themes
• Negotiate coverage
• Negotiate social promotion
• Asset management
• Time
Promotion
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 Delivering credible, authentic, high value organic
reach for your campaigns brand partnerships can
deliver fantastic results
Brand Partnerships
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• Campaign success involves regular review and
optimisation
• Entry optimisation
• Mobile entry vs desktop
• Disaster management
• Focus on core campaign objectives
Campaign Success
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23. Brand
Partnerships

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 Aligning your destinations with complimentary
brands who share your target audience can:
 Boost potential reach on key networks
 Deliver great organic growth for your communities
 Extend your prize offering and your customers
opportunities to win
 Increase the capture of high quality opt-in data
 Re-inforce the credibility of your products & services
Brand Partnerships
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 Minimal cost
 The right approach is a win for you, a win for the
partner and a win for your visitors
 A simple concept – but all about the execution
 5 Steps
Brand Partnerships
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 It’s all about your audience and what they might
like!
 Put yourself in the prize winners shoes
 Combine the two prizes in the peoples minds
 Travel
 Travel accessories
 Activities
 Consider holiday type, family / adventure, weekend
break?
1) Audience and Prize
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 Which businesses offer the right products and
reach the exact same audience?
 Often obvious choices – but others might require
a little more exploration and thinking.
 We often send an email round our team detailing
the client and prize, asking for ideas. The results
can be surprising,
 Aim for 8-10 partners to consider, build yourself a
spreadsheet with each one listed.
2) Which brand?
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 Brands for destinations
 Travel services and accessories
 Books
 Clothing
 Footwear
 Consider holiday type
 Outdoor
 Luxury Spa – bath and beauty
 Exotic – Food / restaurants
2) Which Brand
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 A key stage
 Campaign Reach is what you are after - find a
partner with a big community in the rights
channels
 Check engagement
 Look for regular outbound messaging from the
brand, replies, retweets, likes and comments
coming back in.
 Rate audience size and engagement and shortlist
down to 2 to 3 prime targets.
3) Shortlist
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 Personalisation and context are key.
 Find the right contact and prepare a support
document incl:
 Campaign mechanic, Prize, Your promotion, Campaign
targets, anticipated prize value
 Detail what you are offering them – email data 3
 Email data is key - our campaigns deliver 35% opt-ins
for partner brands.
 Negotiation skills are key – consider a 3rd party
for negotiating better terms.
4) Outreach
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Secured Brands
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Destination Partnerships
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 Deliver what you promised.
 The closer you can work with the partner – the
better results you’ll both get!’
 Include them in your promotion’s prize Terms &
Conditions
 Deliver the best you can against the plan.
 Remember timely fulfillment of shared opt-in
data and prizes is crucial, as the partner brand’s
reputation is at stake too!
5) Management and Results
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 Brand partnerships can extend to working
with influencers ongoing
 We’re creating the largest influencer network
in Europe – with 3500 already opted-in
 For destinations, we approach them to
broadcast content that focuses on your
destinations USPs
 Leveraging brand partnerships, we also
provide giveaways in exchange for exposure
Brand + Influencer marketing
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35. Post Campaign
Whats next?

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Now your campaign has delivered what you need,
the fun begins. Destinations can deliver ongoing
returns from Social through 3 main methods:
1 Tracking
2 Community Activation
3 Influencer Marketing
Post campaign
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• Implement effective and ongoing tracking and
reporting to show your ROI
• Google analytics set-up with appropriate goals
• Monthly email marketing analysis
• Revenue tracking if appropriate
• Traffic (not perfect e.g mobile Vs desktop)
Tracking
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• Community activation comes after growth
• We call it ‘Activation’ because many social
communities are dormant.
• Like a campaign ongoing communication with
your audience needs to be tactical and dynamic.
• A 12 month content plan won’t hack it
• Not as simple as email broadcast – 5% can
receive your posts without proper tactics
Community Activation
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 Tell your destination’s story everyday
 Secure ongoing, quality blog articles that focus
on your destination USPs
 Content for social channels
 Tried and tested tactics incl. like sponsored
features, reviews, giveaways, events and trips
 Trusted content for new and existing audiences
“Influencers tell the story of your destination (without
the bill for a Sunday Times double page spread!) “
Influencer Marketing
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1. Be creative but don’t overkill
2. Bespoke Vs 3rd Party?
3. Brand partnerships could deliver maximum reach
for minimum cost
4. Consider core objectives throughout
5. Growing your audience is the first step
Top 5
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41. Thank you