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We ran a 'Bloggers Outreach Program' for our client Melbourne Tourism to introduce Melbourne as a tourist destination. This campaign saw an overwhelming response of more than 200 blog entries.
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Objectives
o To reach out to influential communities and get them to position Melbourne as a tourist destination
o To introduce Melbourne as a tourist destination where one can easily spend close to a week discovering new places
o To create positive buzz about Melbourne as a significant destination in Australia
o To get people to think of Melbourne beyond the Melbourne Cricket Ground
Challenges
o When people thought of Australia, they would think of Sydney, Barrier Rift and Gold Coast
o Sydney’s iconic Opera House occupies consumer’s mind when they think of Australia. However, Melbourne has lot more to offer which was not getting communicated to the consumer
o Melbourne would follow after these tourist destinations and would mostly get dropped from a tourist’s itenary
o The idea of Melbourne as a destination place is limited to Melbourne Cricket Ground in the minds of people
o Building positive brand advocacy with the help of consumers thus became a challenge
Strategy
o A blogger outreach program was devised to get enthusiastic travel bloggers to share their idea of Melbourne with us
o The bloggers were given the freedom to right about Melbourne, favorite destinations within, arts and cultures etc
o The blogs were hosted on Indi-blogger and winners were selected and gratified based on judges selection
o The idea was to generate the awareness of what Melbourne has to offer and get them to build brand advocacy by promoting the blogs to their readers
Activitieso Indi blogger, a blogging network, was an apt choice to host the
contest
o The bloggers would have to write one or more blogs on their favorite destination in Melbourne or any topic such as arts, theatre, music and culture in Melbourne
o Entries were not revealed during the 1st week to avoid influencing content from the first set of entries received
o The blogs were selected on the basis of their relevance & creativity by a panel of judges
o As a gratification, 2 winning bloggers would get to visit their dream destination, Melbourne. 5 bloggers were gifted vouchers worth Rs. 5,000 each and every participant was given a customised Melbourne pen-drive.
Blogger Profiles
o Sudha is an avid travel writer
o She writes mostly about travel, photography, books, music etc and shares her own experiences on different places she has traveled to
o Her blog has 360 followers and she is also active on twitter with 220 followers
o Her entry blog received 92 comments
Blogger Profiles
o Arti is a travel enthusiast and has a blog dedicated to share her expeditions
o She currently has 184 blogs and 508 followers on her blog
o Her contest entry received 81 comments from her readers
Blogger Profiles
o Shivya is a seasoned travel writer having co-founded India Untraveled, a unique blog about places in India that are less traveled
o She has a huge following on both Twitter and Facebook
o Her blog has 5,080 followers and over 200K hits
o She has also published her work for TOI, Hindustan Times, CNNGo, Travel Wire Asia etc
Winners
Author: MohanaBlog Name: InsaneBloom
Author: Arti ShahBlog Name: My Yatra Diary
Author: Meena BhatnagarBlog Name: La Femme Nirvana
Author: Rahul BhatiaBlog Name: Rahul’s Blog and Collections
Author: Not AvailableBlog Name: The Era I lived in
Author: Shivya NathBlog Name: The Shooting Star
Author: Arvind PasseyBlog Name: Passey
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Results
o The contest was run on Indiblogger for 1 month between 13th August and 18th September 2012
o The contest received 228 entries during the campaign period
o This campaign beat all previous records in the travel genre on Indiblogger
o The previous record was held by Expedia, which received 171 entries
o The engagement generated reach of 27,36,286
Conclusion
o At the end of the campaign, a huge participation from travel enthusiasts was registered
o The bloggers posted the entries on their own blogs for their readers to read as well as on Indiblogger for everyone. This helped the brand reach out to a wider audience with the help of bloggers
o Participants sharing the blogs with their readers led to brand advocacy
o With 228 posts about Melbourne shared on as many blogs, a buzz surrounding Melbourne was generated
For more information, contact:
Sanjay Mehta/Hareesh Tibrewala Joint CEOs @ Social Wavelength
Email:[email protected]: +91-98210-89388
Email:[email protected]: +91-98200-40918
THANK YOU
