Campaign Snapshot: Pocono Mountains | #TakeOnPocono

Posted by Alex Ditty on Nov 7, 2014 2:42:00 PM

In Planning Campaigns, Campaign Best Practices, Case Studies, Tourism Marketing

Leverage User-Generated Content from Instagram to grow your Tourism Marketing




Client Objective: As one of America's most beautiful tourism destinations, the Pocono Mountains Visitors Bureau (PMVB) wanted to show off their destination through their visitor’s perspective. So they launched the #TakeOnPocono Instagram contest, inviting their residents and tourists to share their ‘take on Pocono’. The goals of this campaign were to create user-generated content on Instagram that could highlight the Pocono Mountains in an authentic way, showing potential future visitors how beautiful a visit to the mountains could be, while growing the Instagram following of the Destination Marketing Organization.

SEEN Solution: SEEN provided Pocono Mountains Visitors Bureau with the Campaign Management Platform to easily monitor and engage visitors who participated with the #TakeOnPocono Instagram campaign. The DMO highlighted the user-generated content from their participants with SEEN Galleries displaying the content on a custom campaign landing page dedicated to their contest. This landing page also served as a registration portal enabling PMVB with an opportunity to have participants opt-in to future email marketing initiatives as well as gain consent from participants to utilize the content from the contest on the Pocono Mountains’ homepage.




Results: Generating over 15,000 posts on Instagram and reaching nearly 9 million Instagram users, the #TakeOnPocono Instagram campaign helped PMVB grow their Instagram following in another record breaking year of travel to the destination. The campaign continues to help support PMVB’s other marketing objectives with authentic UGC showcasing the destination as well as email addresses from targeted participants.

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