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DIGITAL DESTINATIONS
Dr Philip Alford
Bournemouth University
www.digitalhub.co.uk
www.pinterest.com/digitaldest
www.slides...
Digital Destinations project is an ESRC funded research project,
delivered by Bournemouth University,
with an overarching ...
The businesses benefited from 4 workshops which covered:
 Background to on line marketing
 Individual Business objective...
The following presentation is the case study provided by Bournemouth
Tourism
Bournemouth Tourism focused on a viral market...
Bournemouth vs. California
A Viral Campaign
Watch the video by clicking here
Summary
Bournemouth vs. California is a six month viral
campaign, which has been running from February
2013 and will conti...
Where are we now?
• 97,533 views on You Tube
• National media coverage from the following
publications:
 BBC Radio 5 Live...
Where we want to be...
Aims
• To reach 100,000 hits on You Tube
• To release an ‘Out Takes’ video
• For people to have a l...
Facebook
A Facebook campaign has been created in conjunction with
Bournemouth vs. California, allowing viewers to upload
i...
Strategy
The strategy for the Social Media Campaign was primarily an
awareness campaign of Bournemouth as a tourist
destin...
What have we learnt?
• How rapidly viral campaigns spread
• That the personalities included were
the biggest attraction fo...
The biggest challenge
The biggest challenge has been sustaining interest in the video.
Viral videos are very much a thing ...
Would we do it again?
YES!
The Viral Video has been a great success for
Bournemouth Tourism and we would definitely
do ano...
For more information on DIGITAL DESTINATIONS contact:
Dr Philip Alford, Bournemouth University
ddp@bournemouth.ac.uk
@scho...
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Bournemouth Tourism

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Bournemouth Tourism focused on a viral marketing campaign, with their Bournemouth V California you tube video – the measurement and associated PR showed the need for careful planning, control and measurement of such activity in order to not miss any opportunity.

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Bournemouth Tourism

  1. 1. DIGITAL DESTINATIONS Dr Philip Alford Bournemouth University www.digitalhub.co.uk www.pinterest.com/digitaldest www.slideshare.net/DigitalHub ddp@bournemouth.ac.uk @schooloftourism | @philipalford #DDBU
  2. 2. Digital Destinations project is an ESRC funded research project, delivered by Bournemouth University, with an overarching aim to: ‘capture change in the adoption and use of digital technologies and to develop a strong, competitive local tourism economy. Through increased understanding and use of emerging digital technologies, visitor economy businesses will be in a position to increase their marketing and management effectiveness, and develop new products and services that will provide an enhanced experience for visitors to their destinations’
  3. 3. The businesses benefited from 4 workshops which covered:  Background to on line marketing  Individual Business objectives  Developing the strategy  Measuring impact  Reporting outcomes via case studies All course material can be found at http://www.slideshare.net/DigitalHub All business outcomes and blogs can be found at http://www.budigitalhub.co.uk/
  4. 4. The following presentation is the case study provided by Bournemouth Tourism Bournemouth Tourism focused on a viral marketing campaign, with their Bournemouth V California you tube video – the measurement and associated PR showed the need for careful planning, control and measurement of such activity in order to not miss any opportunity.
  5. 5. Bournemouth vs. California A Viral Campaign
  6. 6. Watch the video by clicking here
  7. 7. Summary Bournemouth vs. California is a six month viral campaign, which has been running from February 2013 and will continue until the end of August 2013. Although the campaign is ongoing we can already see extremely positive results with over 97,500 views on You Tube. Hits to Bournemouth.co.uk have increased by over one million from the same period in February 2012 and the ‘likes’ to the Bournemouth Beach Facebook page have increased by over 3,000 to 13,927 since February 2012.
  8. 8. Where are we now? • 97,533 views on You Tube • National media coverage from the following publications:  BBC Radio 5 Live  The Daily Mail Online  The Independent Online  The Guardian Online  The Sun Online  ITV.com  Yahoo News Online  Local Radio Stations and TV  Plus over 40 global media websites • National TV coverage – Channel 5 News and
  9. 9. Where we want to be... Aims • To reach 100,000 hits on You Tube • To release an ‘Out Takes’ video • For people to have a larger awareness of Bournemouth as a tourist destination
  10. 10. Facebook A Facebook campaign has been created in conjunction with Bournemouth vs. California, allowing viewers to upload images of Bournemouth ‘looking like’ or ‘better than’ California for the chance to win a ‘Viral Video’ Experience’: spa day, hotel stay, game of golf, surfing lesson, high tea, tickets to a show, beach hut for a day, cycle ride etc. - allowing the winner to experience some of Bournemouth’s best assets.
  11. 11. Strategy The strategy for the Social Media Campaign was primarily an awareness campaign of Bournemouth as a tourist destination, incorporating the resorts USP’s and promoting the destination to a national market. The campaign has a 6 month run (Feb – Aug 2013) covering our ‘out of season’ months as well as ‘high season’, to encourage people to visit Bournemouth and in turn bring revenue to the local economy.
  12. 12. What have we learnt? • How rapidly viral campaigns spread • That the personalities included were the biggest attraction for the media • That viral videos often have to include a humorous element to be successful.
  13. 13. The biggest challenge The biggest challenge has been sustaining interest in the video. Viral videos are very much a thing of the moment so maintaining interest can be hard. We have advertised on a selection of websites including Facebook and You Tube and are also inviting bloggers to Bournemouth on press trips based around the video theme to try and keep the momentum going.
  14. 14. Would we do it again? YES! The Viral Video has been a great success for Bournemouth Tourism and we would definitely do another one. Social media provides a great base to create fun and informal relationships with the public, which is very fitting for the tourism industry. Go to bournemouth.co.uk for more information.
  15. 15. For more information on DIGITAL DESTINATIONS contact: Dr Philip Alford, Bournemouth University ddp@bournemouth.ac.uk @schooloftourism | @philipalford #DDBU

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