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Bulgaria to Promote the Diversity of Its Tourism Offering with an Innovative Social Media Campaign

February 26, 2014 Destination Global No Comments Email Email

The annual participation of Bulgaria at the world’s largest travel fair ITB Berlin this year will be marked by the innovative approach of the country’s promotional campaign in the social networks with the support of two influential bloggers.

Mulia-BaliConsidering the global trends for increasing impact of the online community and social networks on travel planning, as well as the“social travel” phenomenon, Bulgaria presented its diversified tourism offerings in a unique and innovative way. The campaign highlighted the social element in the branding of the country – all communication activities of Bulgaria are consolidated by the concept of the personal experience of the tourists, and the tourists as ambassadors of the brand

Within the social media campaign, Bulgaria welcomed two bloggers – Bjorn Troch (The Social Traveler) and Steve Hänisch (Backpacker Steve), for an exciting journey around the country, to help them discover the unknown treasures of Bulgaria, through their own eyes.

The social traveler Bjorn Troch experienced his adventure in the country via his contacts with people online and offline. He accepted the challenge to discover the hidden treasures of Bulgaria, led by the people in social media and the encounters with locals on the road. Bjorn received various missions in the country and he had to tackle them only with the support of his friends and followers on social networks and couldn’t use travel guides, maps, and wasn’t allowed to look for information online. In his adventure a Belgian friend navigated him through the old Bulgarian capital Veliko Tarnovo and helped him discover the ancient fortress of Tsarevets, a German follower aided him in his shopping for ingredients for a traditional Bulgarian meal – banitsa, while a local chef from a small village helped him cook it.

You can find out more about Bjorn’s adventures in Bulgaria on his website, in social networks via hashtag #tstBulgaria, as well as live at the Bulgarian press conference at the ITB Berlin – on the 6th of March 2014, 2 pmICC, salon 17/18.

The German video blogger Steve Hänisch visited many destinations within the country to prepare a video message to his fellow countrymen. Experiencing various emotions, the culture, the traditions, the nature and the locals, Steve will present his personal adventure in the country and will inspire other tourists to experience Bulgaria. Steve’s adventure in the country can be followed via hashtag#erlebeBulgarien in social networks and on his website. He will share the full story of his one-month visit and will present for the first time his video message at the Bulgarian press event within the ITB.

The social media campaign attracted great interest among an international audience, and the reach of the campaign only for the first 2 weeks of its implementation is evaluated at more than 200 000 people. This unique approach for tourism promotion positioned Bulgaria as an innovative and modern destination.

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