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Tenerife Blogging Promotion - How to involve bloggers in the promotion of a destination through the organisation of a major visibility campaign 2.0 and a win-a-trip contest. France – January 2010
- Agencies : Interface Tourism France
- Services : Consumer Promotion - Public Relations - Social Media
Brief
In France, Tenerife is not perceived as a “young” and “modern” destination; the image of the island is quite old fashioned, whereas the island in fact offers many diverse activities that could interest younger tourists in the 25-35 age group.
The concept: use French bloggers to create visibility on the web to attract younger tourists and show them the “fun” side of Tenerife.
Tactics
January 2010
The basic concept was to encourage bloggers to write about the modern and youthful side of Tenerife in their blogs by organising a "win-a-trip" contest:
- Organisation of a "win-a-trip" contest totally dedicated to Tenerife and the creation of a webpage totally dedicated to this activity
- Promotion of the contest in Facebook and Twitter (posts announcing the operation)
- Selection of the best and most active French bloggers and invitation to participate
- Each blogger had to write an article about Tenerife and publish it in his/her blog and in the webpage dedicated to the operation
- Bloggers were encouraged to mobilise their readers and to network via Facebook, Twitter etc.
- After a 3 weeks contest, a jury chose the best article promoting Tenerife; the winner won a one week trip to Tenerife during Carnival (February 2010).
The winner was accompanied by 2 reporters who shot a movie about Tenerife which was published in YouTube, Dailymotion, Vimeo, MySpace etc.
Click on the pictures to see the slideshow
Result
- The bloggers had 3 weeks to write and publish their article on Tenerife
- In 3 weeks:
- 5.600 unique visitors on the webpage dedicated to the contest
- 1 million banners on the website to encourage bloggers to publish their article
- 1.200 readers for the 26 articles published, which generated 173 comments
- 40 users published 90 tweets (messages) about the contest on Twitter, read by 69.798 persons
- 2 groups dedicated to the contest specially created by bloggers on Facebook (more than 150 fans)
- A real buzz about Tenerife created in the blogosphere and a considerably modernised image of Tenerife!