YELLOWSTONE Social Media Campaign

Transcription

1 YELLOWSTONE 2013 Social Media Campaign

2 Executive Summary For the first time National Park Trips has launched a social media co-op campaign where selected partners could use the overall brand of Yellowstone to reach, influence and convert consumers planning their vacation in 2013 and future years. The main ideas was to focus on a road trip theme. For our audience, a national park vacation is a unique driving experience that includes scenic drives, wildlife and things to do during their multiday vacation. Four regional destinations that are approx hours away from Yellowstone National Park have participated in the social media campaign.

3 Partner Objectives 1) Familiarize the destination about the feel of a Yellowstone vacation (more than a one-stop destination) 2) Allure visitors during the planning stage considering destinations to visit when driving from Denver to Yellowstone National Park 3) Generate leads for participating partner destinations that can be used for and social media marketing 4) Measure the economic impact and ROI for each destination after the campaign

4 Measurable Key Success Factors (KSF) Sweepstakes entries for each destination Facebook web referrals for each destination website Social web referrals from consumers viewing your content Destination video views Facebook fan growth for destination partner during campaign Social conversations during the campaign about each destination Awareness and intention to visit destination after the campaign

5 SOCIAL Inspiration & Bragging Inspire Share Plan Travel Book

6 One Road Trip Four Prizes Two night stay, museum, dinner and trolley tour in Cheyenne, WY One night stay at the historic Wolf Hotel in Saratoga, WY Two day guided fly fishing experience in Wind River Country Native American tour and two night stay at the Wind River Hotel & Casino

7 Functionality Familiarization sweepstakes Visual assets & sponsored stories Connected to trip planning Custom Ad Target &Timing

8 Creating Your Social Audience Target: 2,500,000 Flight: July 1 Aug 17, 2013 Consumers on Yellowstone & Rocky Mountain Park during planning stage 100,000+ Newsletter subscribers Custom Facebook Audience for each partner

9 Results Example Wind River Country Distance Yellowstone 3 hours Audience: Outdoor Enthusiasts, History Buffs, Family Vacationers Target: Rocky Mountain States & Midwest, Pacific Interests: Hiking, Rodeo, Scenic Drives Results: Total Entries 4,872 Total Unique Entries 3,281 Total FB Fan increase 1,133 Weekly Interactions: 3,606 Engagement Reach: 901,500 Most Popular Themes: Scenic Drives, Sightseeing, Balloon Festival

10 Example: Engagement & Relevance Messaging trip planning content during the campaign is the key strategy. Total Reach: 355,500 During the campaign, it was most important to make the destinations familiar to the audience. While consumers could win a prize about each destination, selected messages were chosen each week in order to showcase the destination s appeal and relevance to the consumer. With the high engagement of our audience, this post about Wind River Country has been seen by over 355,500 consumers.

11 National Park Visitation 2014 Forecast National Park Trips Social Media Conversion Study 2013

12 Familiarization National Park Trips Social Media Conversion Study 2013

13 Visitor Intention in 2014 National Park Trips Social Media Conversion Study 2013

14 IDEAS FOR 2014

15 I. Scenic Road Trip Package Social Media is all about sharing my unique Yellowstone experience. Share Travel Inspire Book Plan Social Media works best when your greatest advocates talk about their destination experience. Based on our research, our audience wants to know about the great things to do while driving on scenic routes to a national park. With our 2014 campaigns we identify potential visitors and encourage them to talk about your destination during the entire trip planning stage: when planning from home via our road trip sweepstakes and even when they vacation in the Yellowstone area by sharing their experience via Facebook, Instagram and Twitter.

16 2. National Park Bucket List Package Yellowstone is on my bucket list to visit in 2014 Discover the Badlands in South Dakota - from rolling prairies and glittering lakes to the granite peaks and towering pines Have Done / On My List / Not Interested In this campaign, your destination/attraction can participate as a bucket list vacation via our newly developed Facebook bucket list application. Our audience can choose their favorite national park experience and share this experience among their friends indicating that this vacation is on my bucket list. The main goal would be to generate a targeted lead for your destination and attraction when thinking about a national park vacation. This campaign also includes a sweepstakes element for each individual destination.

17 Options to participate in 2014 social media campaigns: Objectives: Scenic Road Trip Package Opportunity to familiarize destinations nearby a national park, via sweepstakes, prize give-away and content curation featuring one of the most scenic road trips to Yellowstone Measurable results: Min. 5,000 prize entries for each destination, in conjunction with newsletter opt-ins and vacation planner requests and Facebook likes for your destination Theme: 6-week campaign featuring the best scenic drive to and from Yellowstone Target: 1.5 million U.S. consumers planning their vacation to Yellowstone and the Rocky Mountain states Social Engagement: Sponsored stories via our Yellowstone Facebook page throughout the campaign Campaign timeline Deadline for materials: Feb 15, 2014 In market launch: April August 2014 Total investment per partner destination: $5,995 Objectives: National Park Bucket List Package Your destination will be part of the Top 10 national park bucket list destinations reaching our audience of 2.8 million planners in 2014 Measurable results: Approx. 50,000+ prize entries from consumers interested in winning a bucket list vacation resulting in newsletter opt-ins, targeted leads and brochure fulfillment Theme: 3-month-campaign featuring the most iconic bucket list destinations during 2014 trip planning Target: Total target: 2.8 million U.S. consumers planning their vacation to major national parks in the U.S. Social Engagement: Sponsored stories via our National Park Trips Facebook pages and Instagram hash tags Campaign timeline: Deadline for materials: Dec 15, 2013 Campaign schedule: Jan July 2014 Total investment per partner destination: $7,995