All Things Tuscany
Client: Tourism Tuscany
With a limited budget SocialMedia8?s groundbreaking social marketing program turned Tuscany from a landmark into a lovemark, increasing tourism by 7%.
1. Challenge
Our communications challenge was to raise aided awareness for Tuscany with 8%. Our marketing objective was to increase tourism to Tuscany with 5%.Challenges were to promote Tuscanys landmarks and beauties, among a 20 to 49 year old global target audience, with a limited media budget
2. Strategy
Our targets are looking for new, trendy travel spots within social media. Here they are looking for inspiration, reviews and recommendations given by influencers, peers, friends and like-minded people. Budget limitations needed to move Tuscany away from traditional advertising and shift to a model more content-driven, engaged and focused on consumer dialogue.
3. Concept
We created a big engagement idea called All Things Tuscany. A concept that would turn a Landmark into a Lovemark. First we launched a contest that selected a team of 10 Tuscany lovers that would report from Tuscany for 10 months. Our 10 social reporters would next share their passion for Tuscany with the world, through dedicated social media channels
4. Use of media
In stage 1 our reporters created several owned social media channels like blogs, Twitter pages, Facebook Fanpage, Flickr page, YouTube channel and an iPhone App with Geo locations and augmented reality. In stage 2 our reporters published and distributed content (articles, photos, news and videos) across all channels. In stage 3 the reporters created polls, quizzes and managed social interactions with peers- increasing buzz, awareness and preference
5. Results
All Things Tuscany was a ground breaking social marketing program with a very high Return on Investment. The aided awareness of Tuscany in the exposed target audience did not increase with 8% but +11%. Tourism to Tuscany did not increase with 5% but +7%