Elemental Bahamas Tourist Board case study

The Bahamas Tourist Board Rejuvenating the 14 Islands

A digital face lift Appointed to manage online PR and social media activity to support a Campaign that already started; which needed reinvigorating for its live event Make the awards ceremony visible to live audiences

Approach

Tools of the trade News Engine SEO and social search to increase search engine visibility Off and online PR and blogger outreach to reach relevant influencers Management of social channels before, during and after

Jury and executioner Existing social audience were not active participants in the campaign We increased their awareness and their enriching background stories Integrated social channels making them work cohesively

Content strategy We created content for an online audience from an offline event Replicated the excitement and buzz at the awards ceremony to online fans Created longevity by continuing the conversation

Social affluence Ensured we engaged relevant seasoned and potential Bahamas visitors Located older conversations to re-capture interest and spark new ones Ensured that all social channels were vibrant in lively

Seeding content Re-visited UGC and video sites offering refinement guidance of content Seeded exclusive content into connecting directly with the target audiences Reached journalists capturing interest with exclusives

Multi-agency support Advised and shared expertise and social media learnings to the agency team Throughout campaign lifecycle, feeding through opportunities to be actioned Included numerous PR leads that were converted

Impact

Benefits of B2B PR Our B2B offline PR built agency’s profile supporting the case for awards 14 Island Film Challenge won Travolution’s Best Use of Social Media 2010 Coverage included The Guardian and MovieScope

Improved traction Significant increase in number of competition entrants and awareness Improved search engine visibility; driving more relevant traffic to website More engaged and responsive social audience

Longevity of activity Agency debrief recommended future activity future management We outlined the right social assets and approach in creating longevity From current content and future campaigns to be created

Elemental profile

Background: Founded in London, England in 2001, Elemental is an independently owned communications consultancy Brand adidas, Bahamas Tourist Board, InfoSpace, Intel, NESTA, New Line Cinema, MGM MIRAGE, experience: Reebok , Russell Athletic, Topman, Ubisoft, Universal and more Core services: Content strategy , digital marketing, media relations, PR, online reputation management and social media Client sectors: Charity, entertainment, fashion, FMCG, media, music, niche businesses, retail, start-ups and technology (across B2B and B2C audiences) Mission : To create positive seamless relationships between brands and consumers through ethical integrated comms. Continually share our experiences through thought leadership articles, our blog and/or media outlets. To be transparent in what we do and the production work that we deliver challenging the industry and the environments we work within Markets: Europe: Estonia, France, Germany, Italy, Netherlands, Northern Ireland, Poland, Spain and United Kingdom Worldwide: Australia, Canada and United States of America (USA) Published media: Magazines: Including .net, Admap, brandrepublic, B2B Marketing, BBC, Computer Arts, Catalogue & e-business, CorpComms, Digital Arts, Direct Commerce, Internet Works, Mad.co.uk, Making Money, Marketing Week, Media Week, Music Ally, New Media Age (NMA), PR Week, Sports Insight, The Venturer, TechRadar, Third Sector and Web Designer Books: Quoted in Brilliant Online Marketing, Online Marketing for Business and The Bloggers Handbook Radio: BBC Radio Three minute profile elemental

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Elemental Bahamas Tourist Board case study

by Elemental Communications

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