Tourism Tuscany Case Study – Social Media Marketing Program

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Groundbreaking social media marketing program created by SocialMedia8 and H-art for Tourism Tuscany, increasing aided awareness and tourism significantly.

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Tourism Tuscany Case Study – Social Media Marketing Program

  1. 1. 1<br />
  2. 2. CASE STUDY<br />Tourism Tuscany - All Things Tuscany <br />From Landmark to Lovemark<br />CLIENT Tourism Tuscany Italy<br />LAUNCH August 2009<br />CATEGORY Tourism & Travel<br />AGENCY SocialMedia8 & H-art<br />
  3. 3. CHALLENGESTRATEGY CONCEPT USE OF MEDIA RESULTS<br />CHALLENGE<br />Ourcommunicationschallengewas to raiseaidedawarenessforTuscanywith 8%. <br />Our marketing objective was to increasetourismto Tuscanywith 5%.<br />Challenges were to promote Tuscany’s landmarks and beauties, among a 20 to 49 year old global target audience, with a limited media budget. <br />
  4. 4. CHALLENGE STRATEGYCONCEPT USE OF MEDIA RESULTS<br />STRATEGY<br />Insights: our targets are lookingfor<br />new, hot and trendy travel spots withinsocial media. Herethey are lookingforinspiration, reviewsand recommendationsgivenbyinfluencers, trustedpeers, friends and like-mindedpeople. <br />Due to budget limitations we needed to move Tuscanyawayfromtraditional advertising and shift towards a model which is more content-driven, engaged and focused on consumer dialogue. <br />
  5. 5. CHALLENGE STRATEGY CONCEPTUSE OF MEDIA RESULTS<br />CONCEPT<br />We created a big engagement idea called All Things Tuscany. A concept that would turn a Landmark into a Lovemark. <br />First we launched a contest that selected a team of 10 Tuscany lovers that would report from Tuscany for 10 months. <br />Our 10 social reporters would next share their passion for Tuscany with the world, through dedicated social media channels. <br />
  6. 6. CHALLENGE STRATEGY CONCEPT USE OF MEDIARESULTS<br />USE OF MEDIA<br />In stage 1 our reporters created several owned social media channels like blogs, Twitter pages, Facebook fanpage, Flickr page, YouTube channel and an iPhone App with Geo locations and augmented reality. <br />In stage 2 our reporters published and distributed content (articles, photos, news and videos) across all channels. <br />In stage 3 the reporters created polls, quizzes and managed social interactions with peers- increasing Tuscany’s buzz, awareness and preference dramatically. <br />
  7. 7. CHALLENGE STRATEGY CONCEPT USE OF MEDIA RESULTS<br />RESULTS<br />All Things Tuscany was a groundbreakingsocial marketing program with a very high Return on Investment. <br />The aided awareness of Tuscany in the exposed target audience did not increase with 8% but +11%. <br />Tourism to Tuscanydid not increase with 5% but +7%. <br />
  8. 8. CONNECT TO <br />Igor Beuker Massimiliano Ventimiglia<br />Founder SocialMedia8 Founder H-art <br />www.socialmedia8.com www.h-art.it<br />

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