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Winners: Creative Campaigns Category
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Congratulations to Bologna Welcome and Cape Town Tourism!

 

Bologna’s Social Media Free Trip:

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“Social Media Free Trip is a project by the Municipality of Bologna and Bologna Congress within the context of tourist promotion. It aims to promote Bologna as a destination at an international level, creating word of mouth, social and viral advertising based on tourists' direct experiences. It is addressed to social media users with a wide network of followers and friends who become an advertising vehicle of the content related to the city. Social Media Free Trip can be very powerful in spreading content, especially with regards to the fact that consumers trust user-generated content a lot more than content provided by a tourism destination or organisation. It is therefore a very smart way of taking advantage of consumers' passion for social media and is a response to the need for user-generated content to inspire potential travellers to Bologna. The focus is on the emotional experiences through social media storytelling.

Cape Town’s Send Your Facebook Profile:

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“The send your Facebook Profile to Cape Campaign allowed potential tourists to tailor their own one-of-a-kind 5 day Cape Town itinerary. Once they started the game they receive a personalised Boarding Pass and then the user could just sit back and watch as their profile discovered new and unexpected places. Throughout their virtual holiday, they could delve deeper into the places their profile visited and also 'like' and share it with their friends.”

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