“Love Every Second of Sydney” User Generated Content Winter Campaign
Aiming to build its winter numbers and reach 2020 overnight visitor targets, Destination NSW has just launched a new campaign telling Aussies and Kiwis they’ll ‘Love every second of Sydney’.
The campaign was designed to emit a romantic factor behind Sydney while showcasing the wide range of events running throughout the city during the colder season.
Utilising ‘first time’ initiatives, the campaign includes digital and social media promotion including a first ever eight page fold out in the New Zealand Herald as well as tram wraps in Melbourne, bus sign in Auckland and light projections in Brisbane and Auckland.
Destination NSW Chief Executive Officer, Sandra Chipchase, said the campaign theme captures what research has shown people want in short breaks and weekends away: exciting, vibrant experiences packed into every second. She said the Group was also making an increased effort in combining its events with tourism promoting relevant shows.
This campaign will be the first time consumer generated content will be uploaded onto some of the key outdoor sites in Melbourne, Brisbane and Auckland. Social media will play a key role in the campaign with travellers urged to “Capture the Perfect Sydney Second” and share their favourite Sydney memories online, where their photos are displayed in a second by second timeline as well as play a type of ‘pass the parcel’ game on Facebook that will see fans win prizes every now and then.
Source: www.sydney.com, www.destinationnsw.com.au
Visit Florida New Summer Social Media Campaign
Visit Florida which recently announced an increased number of visitors and visitor spending for the first quarter of this year, launched its newest social media-based campaign to increase destination awareness as a summer vacation destination.
The campaign features “Florida’s Three for Free Giveaway” sweepstakes, where participants from the U.S can enter to win a grand prize of three personally selected Florida vacation packages. The five-week campaign, which is expected to garner more than 425 million impressions, kicks off with targeted Facebook and Twitter ad buys. Visit Florida worked closely with the two social media giants to develop a highly-defined target audience that includes families and couples throughout the North and Southeast who are interested in summer drive travel. As a way to continue the campaign’s momentum, house ads on VisitFlorida.com and a dedicated email blast to e-newsletter subscribers will begin in early June.
In the summer of 2011, Visit Florida conducted a highly-successful Facebook-driven campaign that became the subject of white papers from Facebook and Wildfire – the Facebook marketing software provider that produced the applications used in the sweepstakes. A Nielsen study on the “Sunshine Moments” campaign showed a 10-point increase in intent to visit Florida and a significantly improved opinion among the state’s key demographic of 25-34 year olds.