Destination El Paso grows their tourism marketing with Instagram
Client Objective: The Destination El Paso tourism marketing team recognized that user-generated content is the one of the most powerful forms of visual marketing and wanted to take advantage of this opportunity to highlight the Sun City’s “it’s all good” state of mind in an authentic way. To achieve this, Destination El Paso launched the #itsallgoodep campaign encouraging their community to share visual content on Instagram and Twitter showing how they enjoy El Paso. The goal of this contest was to increase registrations for their digital ambassador program while growing the movement around this hashtag.
SEEN Solution: SEEN worked with Destination El Paso to power this Twitter and Instagram contest with the SEEN Campaign Management Platform. Destination El Paso leveraged the platform to display the #itsallgoodep social media posts on their own custom microsite and interact with their residents and visitors who participated in the sharing. The contest served as an easy way for Destination El Paso to create a single place for their UGC to be highlighted and acted as a convenient tool to lead their participants to register for the El Paso Digital Ambassador program designed to further advocate the city.
Results: Managing the Instagram contest was simple for Destination El Paso but what grew from there was incredible to see! Through these initiatives Destination El Paso hoped to establish the #itsallgoodep tag and they more than succeeded at that goal with over 60,000 posts being shared with the tag from over 16,000 people. Even more impressive, posts shared with the tag have already reached over 56 million people on Instagram and Twitter! With their efforts promoting the contest and signing up digital ambassadors with boots on the street, the Destination El Paso marketing team gained 2,000 new followers for @visitelpaso on Instagram and 3,000 new followers for @visitelpasotx on Twitter. As more and more residents and local businesses participate with the campaign it has been widely successful for the tourism department to both show off the Sun City as well as connect with their community.