Expedia and the Netherlands Board of Tourism and Conventions have collaborated on a clever marketing campaign and sweepstakes that makes efficient use of social media, in particular Twitter's new Flock to Unlock feature. The Expedia Twitter accounts in Britain, France and Germany will be featuring one Van Gogh masterpiece every week for six weeks that will only be revealed when enough Twitter users tweet using #VanGogh2015. Complementing each of the paintings will be the prize of a trip to the Netherlands, naturally.
The innovative digital campaign seeks to highlight tourism gems across the Netherlands as the country celebrates the 125th anniversary of Vincent van Gogh's death. Van Gogh, aside from being a Dutch cultural institution, has always been an important financial asset for the nation, with the Van Gogh Museum in Amsterdam being the country's third most visited museum.
The digital tourism campaign is a clever way to capitalize on a traveler's interest in sharing their experiences online, while also expanding their digital reach through the use of cutting edge social media tools.
Key Themes Behind This Trend
- Social Media Marketing
- Expedia's use of social media platforms like Twitter showcases the effectiveness of digital campaigns in engaging and expanding their audience.
- Flock to Unlock
- Expedia's utilization of Twitter's Flock to Unlock feature highlights the potential for creating viral and interactive campaigns that incentivize user participation.
- Digital Tourism Campaigns
- The success of Expedia's collaboration with the Netherlands Board of Tourism and Conventions demonstrates the value of leveraging digital platforms to promote tourism and boost visitor numbers.
Where This Applies
- Travel and Tourism
- The travel industry can take advantage of social media marketing strategies and digital campaigns to attract more customers and increase brand awareness.
- Digital Marketing
- The effectiveness of Expedia's digital campaign showcases the importance of incorporating innovative social media tools into digital marketing strategies for better engagement and reach.
- Art and Culture
- The success of Expedia's collaboration with the Van Gogh Museum highlights the potential for museums and cultural institutions to leverage digital campaigns in promoting their exhibits and attracting visitors.
