The Canadian tourist board has recently launched a marketing campaign which has created quite a buzz. The marketing initiative has been heavily promoted via Facebook, and it provides an interesting insight into how a captive public can be socially engaged to participate with a destination.
Capturing the selfie craze
The campaign focuses on the cultural phenomenon that is the selfie. The craze for taking photographs of yourself in a wide variety of different unique locations has been leapt upon by the Canadian tourist board to create a campaign which has really engaged the general public.
“Selfie Swap” encourages both tourists and visitors to Canada, as well as natives, to take selfie photographs around various locations in the North American nation, and then share them with a website. This is a fun approach to underlining how much enjoyment people can get out of a trip to Canada, as well as promoting popular tourist locations in the nation in an innovative and light-hearted way.
In order to really attract people to the page, the Canadian tourist board has also offered people the opportunity to win a free holiday. People that upload the most popular and impressive selfie images will be rewarded with an all-expenses paid trip to Canada itself.
To enable the tourist board to better engage with the selfie-taking crowd, the Canadian DMO has also produced a series of videos which tutor budding photographers on how to take better pictures. By watching the series of videos which have been produced in conjunction with the travel photographer Ian Mallory, users can learn how to capture more engaging images of their trips and adventures.
Travellers to Canada from all over the world can access the “Selfie Swap” website and upload pictures at any time. The intention of the Canadian tourist board is to ensure that the campaign is as interactive as possible, and the website features a bold and striking design which places the pictures themselves at its forefront.
Three lessons to learn
This Canadian campaign has a few specific elements that make it a particularly valuable example for tourist boards to learn from. Firstly, the “Selfie Swap” initiative is very much tapping into some popular cultural phenomena. The trend of taking selfies itself is of course massively popular, and simply giving people the opportunity to do this makes the initiative seem fun, and this consequently rubs off on the destination of Canada itself.
Secondly, it provides one of the key elements of contemporary digital marketing which is becoming absolutely critical, and which many DMOs are recognising to be crucial to the future of the medium. Engaging people socially and making them feel as if they are part of a community that is sharing valuable and interesting information is an extremely important and valuable marketing tool. By encouraging people to share selfies, they are being incentivised to feel as if they are part of a movement or social community.
Thirdly, the campaign is providing extremely useful information to people which will help them more readily master a valued skill. Photographs are obviously one of the primary activities associated with tourism, and by helping people to get the most out of their travel photography, the tourism board of Canada is really providing them with unique and valuable information. This can only reflect favourably on both the organisation itself and the nation.
Inspiration versus social experience
Before engaging in a similar campaign any DMO should ask themselves a few questions in order to help guide its approach. One of the key concepts to define is whether the goal of the campaign is to inspire travellers with ideas, or to achieve significant social engagement. This particular campaign is extremely effective in this respect, as it could be argued that it achieves both; effectively killing two birds with one stone.
The selfie photographs help to engage travellers and insight people to participate in a communal experience. But the materials produced also help to show Canada in a flattering light. This concept of engaging people in the social experience while also enabling them to create content which benefits your marketing board and destination is an increasingly common one, and a trend that digital marketers should very much attempt to incorporate into their own efforts.
Long-term engagement is also very important in social media campaigns. Any initiative should drive engagement and inspiration over a lengthy period of time by encouraging anyone that is engaging socially with a destination to talk about it on a regular basis and share experiences as they encounter them.
Discussioncomments powered by Disqus
More from #DTTT
In December we present:Key Takeaways from #DTTTGlobal2017
On November 30 and December 1, 250 top destination marketers from all over the world gathered in a colorful amphitheater in downtown Brussels for DTTT Global Conference. The sixth annual conference focuses on real-work examples, insights, change management, lessons learned, and more. We showcased how destinations can be more effective in digital in a fast-changing […]
In November we present:Bavaria Tourism: Proceeding from Tradition
Jens Huwald has been CEO of Bavaria Tourism, the official marketing agency, since January 2012. He was previously responsible for communications at the agency for seven years. Prior to that, he held senior positions in the Marketing Communications, Corporate Communications and Public Relations fields at the Omnicom Agency Group, BSMG Worldwide Germany/Weber Shandwick (Munich) and […]#dmo story #brand #campaign #destination #marketing
In November we present:Geneva Tourism: Business Intelligence & Data
In the lead up to #DTTTGlobal on 30th November & 1st December in Brussels, we caught up with Jean-Philippe Favre from Geneva Tourism. He will join us on stage to present some insights on ‘Business Intelligence, Data & Destination Marketing’ and share some of the learnings. Ahead of the event, we caught up with Jean-Philippe Favre […]#DMO stories #intelligence #Geneva #big data #business #destination #destination marketing
In November we present:How MURAL is pioneering Remote Design Thinking
In the lead up to #DTTTGlobal, we spoke to Mariano Suarez-Battan, CEO of MURAL to learn more about how they are pioneering remote design thinking. As avid users of MURAL ourselves, we champion the use of design thinking methods and templates as part of our Launchpad subscription. We are really pleased to welcome Aaron Richman from […]#remote design #mural #workflow #collaboration #design-thinking
In November we present:Iles de la Madeleine: Applying Design Thinking Principles
Jason Bent works as a Tourism Cluster Manager in the Iles de la Madeleine, an archipelago located in Eastern Canada. He coordinates collaborative projects that bring added-value benefits to the targeted businesses. His recent initiatives, one of which received the Best Strategy for Creative Tourism Development Award as part of the international Creative Tourism Awards, […]#dmo story #collaboration #design-thinking #destination #marketing #partners #storytelling
In October we present:Visit Jersey: Aligning Audiences with Brands
We are pleased to welcome Adam Caerlewy-Smith, Head of Marketing and Meryl Le Feuvre, Head of Product at Visit Jersey as speakers to #DTTTGlobal on 30th November & 1st December in Brussels to share their story on ‘Aligning Audiences with Secret Escapes’. Ahead of #DTTTGlobal, we caught up with Adam and Meryl to learn more about the […]#dmo story #jersey #partnerships #brand #destination #marketing #product