A leading tourist destination for well over a century, Bournemouth continues to soar with effective social
With well over 7 million visitors per year, Bournemouth is without a doubt one of the UK’s top tourist destinations that include seven miles of award-winning coastline.
Bournemouth Tourism was notified about an exciting piece of news that was due for international release in a 48-hour window and we suggested creating a specific piece of high quality social media content maximise its PR value.
BRIEF
Deliver an optimised piece of social content to amplify major news stories for the destination.
'Knowing your audience and what they engage with is key.'
BACKGROUND
Having conducted a comprehensive audit of the 'Love Bournemouth' brand social channels. One of the typical norms of Facebook (as it is currently) is that links don't perform well posted by pages, and this is true unless it is newsworthy or of public interest to our specific audience and this stuck out during this social audit process. Baring that in mind, combining that news with video content (which performs well) into a hybrid piece of content and you can potentially create a tinderbox for social engagement.
In February 2018, Bournemouth Beach was announced as part of the Trip Advisor Travellers' Choice Awards Best Beaches 2018 topping the UK Best Beaches at #1, as well as #5 in Europe & #14 Worldwide!!
Bournemouth Tourism's PR Team were notified roughly 48 hours ahead of the release by Trip Advisor's media team. So in addition to the great press coverage this would encourage, we wanted to try and monopolise on this with fantastic social media content which had been our mission with Love Bournemouth social channels since developing their social media strategy in 2016/2017; to source and create quality content/material to promote the destination.
With a very short turnaround to the release, in collaboration with JB Media we managed to produce a short video of existing content that had been invested in the previous year to celebrate this accolade!
RESULTS
The results for this piece of content particularly on Facebook blew the clients and our expectations out of the water.
To date, this single video on Facebook has achieved more organic reach and engagement than any post has gained on the Love Bournemouth social channels since their inception with:
Reach: +1.8 Million
Video Views: +942K (0.94 Million)
Engagement: 210K
