Shardee Rebas's Photo
Shardee Rebas

Opinions: 

DMO Stories

In February 2016 Visit Estonia started using Snapchat to embrace the trend of showing the destination from truly local and authentic perspective. The strategy was very simple - to let locals and foreigners show the country through their eyes, letting people do one-day takeovers of Visit Estonia account. From chefs to musicians to start up people - Snapchat is the channel to show the vibe of the country through its people. No filters, no scripts, no control.

In June we wanted to make a social media contest with the biggest beach festival in Northern Europe - Weekend Festival Baltic. As the target group of the festival and our Snapchat followers was pretty much the same it was clear that it’s the channel to go for. But we didn’t want it to be another like-share-win kind of thing. It was crucial that the content of the contest would be actually about the festival performers and that the winners would show their true engagement.

As we wanted the contest to take place in 3 countries - Finland, Latvia and Estonia - we decided to use local triplets that had already taken over our account for several times, as faces of the contest. From Monday to Friday we had the usual takeovers and every day one fact about Weekend Festival artist was posted in the middle of the story. People had to capture all 5 screenshots and wait for the secret location to be revealed on Saturday.

We had one triplet in every city - Helsinki, Riga and Vilnius - revealing where they are on Snapchat at different hours. The first person who arrived in the secret location and showed all 5 screenshots, won VIP tickets to Weekend Festival Baltic. In fact, it was surprising that in every single location it took less than a minute from snapping the secret location til the first person showed up. Some people who lived in other cities had taken a day off or driven hours to participate in the contest. People seemed to love the idea that they actually had to do something in real life in order to win the tickets. It wasn’t just about luck, but about engagement.

We gained a great amount of new followers with this short contest and every third person who watched our Snapchat stories during the Weekend Festival week also participated in the contest. 

Discussion

comments powered by Disqus

More from #DTTT

  • helsinki-feature
    In August we present:
    Helsinki’s city marketing strategy

    Laura Aalto is a marketing and communications professional with 20 years of experience in international marketing, brand building, sponsorship and event marketing. She will take over as a CEO of Helsinki Marketing this September. More in this press release. Laura will be joining us on stage at #DTTTGlobal on 30th November & 1st December in […]

    #Helsinki #city #Transformation #destination #dmo #marketing #strategy
  • Kosovo-article-feature
    In July we present:
    What if we scrapped the DMO?

    “What if we scrapped the DMO, would anybody notice?”. This is a favourite topic at debates and one that often comes up in my experience of circling the globe talking at destination conferences, one that I occasionally indulge in but at the same time never really buy into. Others, however, are deadly serious when they […]

    #destination #Development #dmo #marketing
  • remote-design-feature
    In June we present:
    How we Champion Remote Design

    Here at the #DTTT, we used the last year to slowly change the way we work with our #DTTT Experts and destinations by embracing remote design as an integral part of how we deliver ideation workshops, audits, plans and frameworks across a range of topics. For many destinations, the remote design concept is fairly new, so […]

    #remote design #remote #collaboration #Destinations #workshop
  • Snapchat-Spectacles-Feature
    In May we present:
    Snapchat Spectacles: The Verdict for Tourism

    In the run up to Content | Campus we managed to get our hands on a pair of Spectacles, the latest ‘must have’ piece of wearable tech from Snapchat, currently only available in the US. First of all just to clarify, ‘must have’ refers to agencies and opportune eBay resellers to whom we paid over […]

    #snapchat spectacles #Snapchat #social media #social media marketing
  • Talia-marking-in-fear-feature
    In May we present:
    Destination Marketing in a Climate of Fear

    Between looming travel bans, terrorist attacks and passengers forcibly being removed from planes, destination marketing has become increasingly difficult. “There is a fear factor of travelling,” says Peter Greenberg, CBS News Travel Editor. Travellers are more anxious than ever before to travel. What does this mean for the industry? How do you as a DMO […]

    #crisis management #communication #crisis #destination #destination marketing #partners #social
  • Nick-Nuuk-Featre
    In May we present:
    Why Nuuk Holds the Key to Greenland’s Tourism Industry

    In the world of entrepreneurship, founders are regarded as role models, leaders, ambitious, successful, highly driven and uniquely adept at identifying opportunities overlooked by others. This admiration is well deserved, considering 90% of start-ups fail within the first year, but a recent visit from to Nuuk reveals a richer side to earning a living as […]

    #Nuuk #tourism development #training #business #destination #Greenland #SME
Show more
×
© 2017 Digital Tourism Think Tank

Digital Tourism Think Tank logo imge