A team of Europe’s top travel bloggers converged on Hi Chi Minh City in Vietnam this week to not only blog about Vietnam as a hot destination, but also to present a seminar to help the Vietnam and Ho Chi Minh City travel industry discover how to get the best out of blogging for their business.
Blogger Janicke Hansen, aka Norske reiseblogger used a case study to demonstrate the effectiveness of blogging, with NordicTB having launched the #GoSlovenia campaign in collaboration with the Slovenian Tourism Board to give an introduction about travels to Slovenia towards the Nordic market.
The bloggers’ trip was meant to give an overview over different parts of Slovenia showing both the alpine part, the Karst area, the coast line and the capitol Ljubljana, with campaign run for 2 months kicking off with a campaign trip with four Nordic travelers over the dates of June 15-19, 2016
The goal of the campaign was to reach a mix of weekenders, outdoors enthusiasts and city break travelers from the Danish, Finnish, Swedish and Norwegian markets.
The bloggers explored different parts of Slovenia, starting in the alpine part, driving through the Karst region to the coast and ending up in Ljubljana exploring the city and surrounding areas, producing a total of 20 blogposts throughout the campaign period.
The amazing results are that a total of 538 tweets were delivered to 2,137,305 timelines with a reach of 746,596 accounts, with of the 538 tweets, 162 were original tweets, 333 were retweets, and 43 were direct messages, with the top 20 contributors to the hashtag accounting for 81,41% of the tweets.
The most popular buzz words surrounding the campaign on Twitter were:
In terms of Twitter contributors 107 individuals contributed to the overall campaign with a reach of 746,596, with on August 18th, a one hour Twitter chat ran from 1-2pm CET to engage with audiences and share content created from the campaign and over 24 hours from August 18-19, the chat generated 329 tweets from 52 contributors with 1,599,534 timeline deliveries and a reach of 647,938
In terms of Instagram engagement, a total of 174 photos posted by 42 contributors with 521 comments and 26,405 likes generated impressions of 1,275,857 and reach of 188,837.
The most popular buzz words surrounding the campaign on Instagram were:
Of the 42 contributors, 6 contributors posted over 11 photos, 1 contributors posted between 6-10 photos, and 35 contributors posted between 1-5 photos and 42 individuals contributed to the overall campaign with a reach of 188,837.
In terms of Facebook, 38 mentions generated estimated impressions of 67,159 and estimated reach of 13,859.
In terms of mentions by social media channels, check out the chart below:
While limited, this case study clearly demonstrates the power and effectiveness of bloggers and social media as powerful promotional tools for the travel sector and to check out my chat with the bloggers after their presentation click on the video below: –
An on location from ITE HCMC 2016 report by John Alwyn-Jones