NOCVB: Be A Tourist Social Media Campaign Case Study
The New Orleans Convention & Visitors Bureau (CVB) is a nationally accredited destination marketing organization.
Through combined marketing efforts, the CVB and its members influence visitors to choose New Orleans as a premiere travel destination.
While visitation is high in the spring and fall, historically summer months have been slow. With this is mind, the CVB created messaging persuading locals and the drive market to experience New Orleans as a tourist, and FSC Interactive set out to complement these efforts.
Over eight weeks, we encouraged locals to become tourists in their own city and share the experience on social media using #beatouristNOLA.
As a contest, FSC Interactive chose 5-7 submitted photos using the hashtag, and then CVB chose a weekly winner. At the end, users voted for their favorite of the eight winners, resulting in a grand-prize New Orleans “staycation” for the overall winner.
Beyond positively impacting the local community, the contest also served as an assisting visual for why potential visitors should plan their next vacation in New Orleans.
Social Media Contest Results
The participants displayed excitement for New Orleans, validating why one should choose our city as a vacation destination. Every moment in NOLA is a great photo opportunity, highlighting everything from culture to history to food and family.
The contest received 1,469 submissions via the #beatouristNOLA hashtag (847 via Instagram, 622 via Twitter) and 1,083 votes were cast during the one week of voting.
During the campaign, followers on both the CVB’s Twitter and Instagram channels saw a significant increase as well as engagement to both channels.
With a lead of only five votes, the winner from week one of the contest took home the grand prize with 398 votes.
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