REUNION ISLAND DESTINATION
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2 REUNION ISLAND DESTINATION A stable and modern European Union Outermost Region Preserved habitats A crossroad of cultures 40% of the territory classified as Unesco World Heritage Maloya, international recognition as Intangible Cultural Heritage Area: 2512 km2 Inhabitants: Density: 334 inhabitants /km2 French Overseas Department Languages: French, Creole Main city: Saint-Denis
3 #GoToReunion Market South Africa B to C / B to B Overview No visa required for South African travelers Strategy Digital marketing & social media management plan Campaign Plan Plan & Content development with message & themes Digital marketing including social media platforms Blog site Development Blogger campaign & trip to Reunion Island PR & Communications Partners Destinate I ambassador Atout France Air Austral
4 #GoToReunion Digital marketing & social media management plan Vision To position Reunion Island as a preferred island destination for South African travelers. Objectives To increase the awareness of Reunion Island as an island destination within the South African market To increase the number of visitors from South Africa to the island To have a positive impact on the perception of Reunion Island as a destination To build Reunion Island s online community in South Africa
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6 #GoToReunion Campaign message and themes Campaign message Reunion Island, so much more 5 themes Family Romance Adventure & sport Food & culture Nature & wellness
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8 #GoToReunion B to B B to C Communications Plan (April July 2014) Compile Reunion Island campaign media & influencer list April B to C / B to B Review existing press packs/press releases April Compile campaign message & themed talking points April WTM Africa 29April 9 May Communications & PR Support including follow ups Social Media campaign kicks off & runs for duration of campaign 30 April 31 July Indaba April 20 May Communications & PR Support including follow ups Post WTM, Indaba Reunion Island Campaign follow up May Focus on Romance & Family themes Press releases / Blogposts / Ongoing social media engagement Focus on Adventure, Wellness & Nature, Food & Culture themes Press releases / Blogposts / Ongoing social media engagement Hosted blogger & on-line influencer trip to Reunion Island with communications, PR & digital support June July June July
9 #GoToReunion Social media channels (April July 2014) Partner : Destinate, Air Austral, Atout France Digital marketing & communications support including managing and assisting to grow Reunion Island s on-line community of influencers Facebook : 2 x scheduled content daily in line with message & selected themes Images, links, video content, status updates Twitter: 3 x scheduled content daily. Daily monitoring and responding to mentions. Monitoring the homepage and engaging where relevant. Blog site: 1x blogpost per week for Reunion Island (subject to blogsite approval)
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11 #GoToReunion Reunion Island Blog Development Partners : Destinate, Air Austral, Atout France Blog platform for Reunion Island - blog.welcometoreunionisland.com Simple, very interactive and dynamic Functions as an on-line storyboard for Reunion Island Constant content creation, consumer engagement and a great source of traffic to Reunion Island s website.
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13 #GoToReunion Reunion Island Blogger Campaign (26 June 3 July) Partners : Destinate - I ambassador, Atout France, Air Austral Short-term campaign - a blogger trip with top South African online influencers 3 phases : pre-campaign, visit or in-destination and post-campaign Include top online media Develop PR campaign around the trip including campaign impact assessment Provide support & coordination of the trip Digital communications support throughout build-up, during & post the trip #GoToReunion hashtag
14 #GoToReunion movie
15 Online influencers invited to discover why Reunion Island is so much more 3 top international bloggers 1 international videographer 2 top South African bloggers 2 online South African travel publications 1 photographer & host 7 days in Reunion Global reach with great awareness 26 June 26 September (3 months) Measured independently by BrandsEye R online PR value 36,9 million OTS (opportunities to see) To date 1, 316 photos posted to Instagram using #gotoreunion
16 #GoToReunion Public Relations (April May) Partner : Destinate, Atout France, Air Austral. PR & Communications support for WTM Africa in Cape Town & Indaba in Durban 2-3 press releases and accompanying fact sheets around themes per month One press release addressed to trade per month
17 Trade: where we will be messaging Reunion offering, introducing characters and unpacking practical info/tackling misperception/building awareness and knowledge on destination Leisure: raising awareness and attracting story interest South African media - local and national (big focus on Johannesburg for local) Supported by digital communications on all Reunion Island Tourism social media platforms
18 #GoToReunion hashtag advert value equivalent of $ online impressions created #GoToReunion Performance Conversation peak : 25 June and 5 July, 7 and 11 July, 1 and 4 August. Attributed respectively to: The bloggers being in destination, The phased release of blog posts by the #gotoreunion bloggers. There have been timeline deliveries 595 different content contributors A reach of individual social media users. Follower demographics are as follows: 50% of followers are from France, 11% South Africa (big growth of more than 80% in last two months), 9% Reunion Island, 7% Canada and 4% Brazil.
19 Instagram More than 800 images posted using the #GoToReunion hashtag. account 700 followers with 247 users Gallery of 112 images posted likes on images posted over the last 2 months Facebook Popular platform with the use of images and video along with engaging content followers
20 #GoToReunion Blog Performance (Launched 25 June 2014) Within the 1st 10 days: more than 1646 visits, by 1096 different users, a total of 4815 page views. Since launch 3509 visits of which 2329 have been unique visitors 8831 page views The two most popular parts of the blog are: the #GoToReunion social stream, viewed 920 times, and the "Getting There" page with the Air Austral banners, viewed 315 times. Visitors have come from 83 different countries, with the top destinations being: South Africa (41%) Reunion (16%) France (12%) United States (5%) United Kingdom (3%) In terms of traffic sources, social media referral has been the most common route to the blog, with 66% of visitors arriving this way.
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