Flanders organized a blog trip called "#fiaf12" to promote Flanders as a festival destination. 94 influencers from 13 countries participated and wrote 273 blog posts reaching over 12 million unique visitors. This generated over 7,300 mentions of #fiaf12 on Twitter. Lessons learned include selecting influencers based on their network and engagement, clearly communicating expectations to bloggers, and involving local stakeholders to further promote Flanders festivals. The campaign was deemed a success based on the large reach and engagement generated by influencers.
19. Goal #fiaf12:
Increase awareness of Flanders as a festival destination
Bring online influencers to Flanders to experience the
festival scene & stimulate conversation about Flanders
20. Target markets
Denmark en Sweden
UK The Netherlands
USA
Germany
Austria
France
Russia
China
Spain
Japan Italy
India
23. Biggest ‘blogtrip’ in the world
94 “Bloggers” from 13 countries
Key influencers in music, travel, lifestyle, social
media
Personal program for every blogger: a unique
festival experience + touristic tips
24. Biggest blogtrip in the world
Selection ‘key influencers’ based on:
Online reach and audience
Used networks (Twitter, Instagram, Blog,
Facebook, mix, …)
Match #fiaf12
Personality & passion
Location and language
31. Flanders festival express: return
FB > 10.000 fans: with a reach of 5 million other
FB users
Engagement rate > 3,5 times the average
engagement on facebook.
Fans are engaged :
New ambassadors for Flanders
32. Biggest blogtrip in the world: return
Connection with bloggers as festival buddies
Authentic stories about festivals & destination
Happy bloggers & inspiration for their followers
33. Biggest blogtrip in the world: colateral
Print
Radio
Corporate communication (Tv, papers…)
Enhances online competences of your staff
(KPI: Kloutscore 30 for 30%)
42. Some numbers (at this moment)
Number of written blogposts: 273 (300…)
Number of unique visitors: > 12.000.000
Average potential reader per blogpost: 75.000
Number of Facebook fans of all bloggers: > 300.000
Number of Twitter fans of all bloggers: > 550.000
43. Some numbers (at this moment)
Total Cost : about 300.000 €
Project manager + 3,9 FTE (6 months)
Conversation Value:>30.000.000 € (stakeholders !)
44. Top three Story Tellers (at this moment)
Elco Roos (NL) 14.711.945 €
Marcello Arrambide (USA) 5.024.347 €
Tim Griffin (USA) 3.433.912 €
45. Top three Keywords (at this moment)
Ghent : 921
Antwerp : 691
Bruges : 325
50. Lessons learned : selection of bloggers
Selection of influencers: it’s not only about
numbers but….
Place in the network
Mix and make them meet each other…
51. Lessons learned : treatment of bloggers
Different approach from a journalist ….
Wifi is their bloodstream…
It’s not about the money (we didn’t pay) but
about the cost (zero#)…
52. Lessons learned: relation with bloggers
Start inviting them earlier: catch some big fish
Clearly talk about expectations:
What can they expect in the destination
What return do we expect: articles,
backlinks, conversation
53. Lessons learned:evangelize your stakeholders
Evaluation > action itself
Provide ROI, even if it does not say anything
about the ‘real value’
Involve them in the conversation as early as
possible
55. Lessons learned: roles for our offices
Denmark en Sweden
USA
Russia
UK The Netherlands
China
Japan
Germany
India
Austria
France
Spain
Italy
• Connect with local bloggers
• Activate local media
56. Bring everything together on our site: trafic!
Make it visible for everyone (not only people who
follow blogs and use twitter)