Flanders is a festival

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In's and out's about Flanders is a festival. Find out how we set up the biggest blogtrip in the world and run a cool competition

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Flanders is a festival

  1. 1. Flanders is a festival11/07/2012 #somet12Tomas Vanderplaetse @suntapes @visitflanders
  2. 2. Flanders?
  3. 3. Flanders: Art citiesBruges, Brussels, Gent, Antwerp, Leuven, Mechelen
  4. 4. Flanders: Belgian Beer
  5. 5. Flanders: Belgian Chocolate
  6. 6. Flanders: Cyclism & Flandriens
  7. 7. Flanders: Fashion
  8. 8. Flanders Fields & Ypres
  9. 9. Endorsed branding
  10. 10. #fiaf12
  11. 11. Goal #fiaf12:Increase awareness of Flanders as a festival destinationBring online influencers to Flanders to experience thefestival scene & stimulate conversation about Flanders
  12. 12. Target markets Denmark and Sweden UK The Netherlands USA Germany Austria France RussiaChina SpainJapan ItalyIndia
  13. 13. 1:Biggest blogtrip in the world
  14. 14. Biggest blogtrip in the world 100 Bloggers from 13 countries Key influencers in music, travel, lifestyle, social media Personal program for every blogger: a unique festival experience + touristic tips
  15. 15. Biggest blogtrip in the worldSelection ‘key influencers’ based on:  Online reach and audience  Used networks (Twitter, Instagram, Blog, Facebook, mix, …)  Match #fiaf12  Personality & passion  Location and language
  16. 16. Biggest blogtrip in the world: effort
  17. 17. Biggest blogtrip in the world: return Connection with bloggers as festival buddies Authentic stories about festivals & destination Happy bloggers & inspiration for their followers ‘Ambassadors’ for Flanders
  18. 18. http://www.brain-magazine.com/article/reportages/10817-Blog-Trip-en-Flandre
  19. 19. Some numbers Number of written blogposts: 257 (so far) Number of unique visitors: > 7.500.000 Total reach of blogposts: > 11.500.000 Number of Facebook fans of all bloggers: > 300.000 Number of Twitter fans of all bloggers: > 550.000
  20. 20. 257 blogposts 173 travel blogposts: reach of > 7.500.000 75 music blogposts: reach of > 3.500.000 9 lifestyle blogposts: reach of > 450.000
  21. 21. Total #fiaf12 : 7900 mentions
  22. 22. Every day 150.000 tweeps received a tweetwith #fiaf12 in their twitter feed. That is apotential reach of 18.500.000 in total.
  23. 23. 2:Flanders Festival Express Competition
  24. 24. Flanders festival express
  25. 25. Flanders festival express
  26. 26. Flanders festival express competition 279 people entered the competition 9.666 new FB fans 13.394 stories posted by 11.904 different people Potential reach of 4.8 million
  27. 27. Flanders festival expressFlanders is a Festival@fiafexpress
  28. 28. Flanders festival express Engagement on the page is 2.96%: 3 times the average interaction on facebook. Ambassadors for Flanders Earned media in Spain, Netherlands, Austria, Germany, Italy
  29. 29. Lessons learned
  30. 30. 1. Start earlier!
  31. 31. 2. Relation with bloggers• Start inviting them in time to catch some big fish• Clearly talk about expectations: • What can they expect in the destination • What return is expected: articles, mentions, backlinks, conversation, analytics• Keep in touch with them & inform them on future projects
  32. 32. 3: Roles for foreign offices• Reach, connect and engage local bloggers• Activate local media!!
  33. 33. 4. Communicate the contentcalendar to all partners & stick to it
  34. 34. 5. Follow up and stimulate conversation
  35. 35. 6. Involve (local) partners more-> stimulate them to get involved in conversation@visitgent @visitantwerp @visitbrussels @visitleuven @visitbruges @visitmechelen@rockwerchter @pukkelpop @trackgent ….
  36. 36. 7. Involve Flemish bloggers / geeks / ambassadors/expats who are passionate about the destinationor specific product
  37. 37. 8. Make stories visible for everyone (not onlypeople who follow blogs and use twitter)Bring everything together on website
  38. 38. 9. Use more live blogging
  39. 39. 10. Change the organisation!
  40. 40. Thank you!Tomas Vanderplaetse @suntapesVisitflanders @visitflanders

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