Instagram provides great opportunities for people to share the things they love and a snapshot of their daily activities. This makes it the perfect match for Destination Marketing Organizations who are trying to showcase authentic perspectives of the destinations they represent. There are many great examples of DMOs who have found success by adding Instagram to their social media marketing promotions. We’ve shown you the ten best practices that you should follow for your next Instagram campaign, and now we outline tips which are designed for those of you who are specifically trying to use Instagram for your tourism marketing.
DICK'S Sporting Goods launched the #RunFor social media promotion on Instagram & Twitter to create awareness and social conversation surrounding the 2014 Pittsburgh Marathon. The campaign was designed to have participants share visual content on Instagram and Twitter along with a personal sentiment of what they "run for". Whether they were running to stay in shape or running to remember loved ones, sharing their personal passion for the sport helped DSG align their brand and upcoming marathon with the running community.
Client Objective: David’s Bridal created the Instagram contest to both introduce their new fall collection and engage brides to share what inspired their wedding planning. “Falling for Fall” engaged brides in varying stages of their wedding planning to share photos of their inspirations on Instagram with #fallingfordb for a chance to win one of four $1000 gift cards from David’s Bridal.
We worked with the creative forces behind popular musical duo The Ting Tings to promote social awareness of the band’s single "Wrong Club" that launched in early January 2015. In addition to lifting the social conversation around #WrongClub, the group aimed to increase song tags on Shazam, but specifically have the song trending on the app in the Southern California region.
For the holiday season, Tim Hortons Cafe & Bake Shop launched a snazzy, new holiday cup design made to look like a tacky holiday sweater.
The brand came to SEEN to find influencers to capture creative "moments made tacky" to share on Instagram and Twitter in order to amp up the #TimsTackySweater social conversation and provide reusable, on-brand content.
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.
This effort was focused around their holiday #morphfestive giveaway contest, where one lucky Instagram follower was selected to win free MorphCostumes apparel item and an iPhone 6.
Our hometown pride hit a high point this year when our team had the privilege of working with Pelotonia, a Columbus-based, non-profit organization that organizes a weekend of cycling, entertainment and volunteerism to fund cancer research. Already impressed by the 3,600+ photos their community of dedicated riders and supporters shared on Instagram surrounding this year's event, we were thrilled to learn earlier this month that Pelotonia 2014 had raised $21,049,621.