Sunday Education_Destination Marketing_Content Going Viral_Alice Au

#ICCAWorld iccaworld.com

Session code:

53rd ICCA Congress

CONTENT GOING VIRAL Presented by Alice Au Director of Sales, International Congress Toronto Convention Bureau

SE01

2 #ICCAWorld | iccaworld.com

SOCIAL MEDIA & TOURISM TORONTO

Ø  A communications approach used to disseminate inspiring content to travellers & conference delegates interested in Toronto as a leisure or meeting destination

Ø  Not used to generate leads



TT Facebook Page – TT will post content to generate “Likes”

If TT members see something posted that they can relate their product/service to, they can engage in the conversation. Members can share their latest offers by getting engaged.



Use of Twitter to amplify the chat about great goings-on in Toronto by engaging with media, bloggers, members and visitors

Ø  Three team members are charged with the task of highlighting the HOT Happenings for visitors & conference delegates to spark their interest / Followers retweet TT posts.

Ø  Important to be authentic and respectful



used to house video content that reflects TT’s visual brand proposition as a travel & meetings destination

§  A good example is: WorldPride 2014 §  International promo conducted two years prior §  TT staff visited 12 global cities covering 98,000

miles / posted real-time photos + messages / Made new connections and broadened interest in the event



A YouTube video was produced to promote WorldPride 2014 and posted 6 months prior to event Social media combined with other marketing, communications and media initiatives helped to generate 2 million+ attendance over the 10-day event. Real-time tweets plus messages posted helped to generate re-tweets, which turned into Blog content



Video plays: 464,300 Post Likes: 21,642 Comments: 5,242 Facebook page Likes: 3,760

Video Views: 786,133 Clicks to Website: 32,964 Comments: 360

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PRIDE PARADE TORONTO 2014


WORLD PRIDE TORONTO 2014

WORLDPRIDE VIDEO

What Pride Means To Us:


h#p://www.seetorontonow.com/annual-‐events/toronto-‐pride-‐week/