Travel & Tourism Case Studies
@coupmedia
coupmedia.com
Clients / Travel & Tourism
We’re Coup…
We develop social campaigns and mobile apps We’re a team of 11 based in London and Wales Travel and tourism is one of our core sectors Voted one of the UK’s top 10 social agencies* We’re Social Buzz UK finalists We’re data driven and results orientated Here’s some of our travel and tourism clients… *under 40 staff
Tourism
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Clients / Travel & Tourism National Trust Find, Visit, Share • National Trust needed to make their marketing more relevant, and less ‘worthy’.
• We recommended letting visitors tell their own stories about their visits to NT locations.
• We built an Instagram and Facebook integrated application that broke down barriers between National Trust and its visitors with user generated content.
• 1700 user generate images were captured and geo tagged automatically to National Trust venues.
• That meant potential visitors could plan their visits via the app after being inspired by past visitor’s images and stories.
• We won a finalists spot in the UK’s Social Buzz Awards 2014.
• We continue to work with National Trust.
Tourism
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Clients / Travel & Tourism Tourism Malaysia - Global blogger outreach
• Tourism Malaysia wanted to leverage influencer
marketing to raise awareness of the many faces of Malaysia.
• Working over a period of 6 months, and with
agencies in Japan, Russia, Australia and Malaysia we built up a global network of travel bloggers.
• We developed key themes such as ‘backpacking in Malaysia’, ‘Malaysian cuisine’, ‘spas and retreats’ and ‘gap years’, and created 750 blog posts to share with bloggers.
• We worked with Travelwire Asia to create a ‘Power Blog 50 badge’ to encourage participation in our campaign.
• We secured more than 3 million blog views
across 5 continents. The network of bloggers we built continue to collaborate with us today.
Tourism
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Clients / Travel & Tourism Holiday Extras Social Data Report • Holiday Extras needed a better handle on how their brand was perceived and how they could increase basket size on site.
• Over 3 months we gathered data from across the social web to analyse and get to the core of what Holiday Extras meant to holiday makers.
• Brand recognition was extremely low even though product recognition was really high. In short people were buying from Holiday Extras without even knowing it!
• The 30 page report ran deep into recommendations of marketing campaigns, promotions and ways in which the client could leverage the existing conversations.
• The social strategy was completely revamped off the back of our removing the guesswork and we continue to work with Holiday Extras, growing their Airport Parking division to the second biggest on Facebook.
Tourism
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Clients / Travel & Tourism Visit Wales Digital Consultancy
• The Digital Tourism Wales Programme sought to assist tourism businesses and supporting organisations in adopting new technologies throughout 2012-13
• This included advancing the industry skill set; advancing online booking capabilities; development of digital communities, social media and the development of innovative technology pilots such as the use of mobile location based devices and applications.
• Visits to Wales from tourists elsewhere in the UK jumped by nearly 8% in the first nine months of 2013 - party as a direct response to the initiatives developed by the Digital Steering Group on which we sat.
Tourism
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Clients / Travel & Tourism Sutton Harbour - Mobile Strategy • Plymouth’s Sutton Harbour is the South Wests’ biggest harbour side attractions but was loosing footfall to the neighbouring Barbican.
• We worked with Sutton Harbour to develop a mobile strategy that would integrate the digital and real worlds and enrich the visitor experience.
• We developed 5 responsive websites to make visitor information on the go more digestible.
• We integrated attraction coupons into the visitor experience.
• And we ran social media promotions and prizes in return for location checkins via Facebook.
• Sutton Harbour is regaining ground on The Barbican visitor numbers, and generating more online content than ever before.
Tourism
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Clients / Travel & Tourism RAC - #RACRoadTrip
• Not strictly a tourism client but the brief was very much about travel!
• The RAC wanted to gain user generated content to celebrate their summer road trip campaign.
• We asked fans to submit their road trip images and stories.
• We gained over 1,500 photo entires. • The #RACRoadTrip gained 97,000 impressions over 2 months.
• The Facebook page rose by over 8,600 fans and 1,000 Twitter followers.
Tourism
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Thanks for listening. Please ask any questions you have here: paul@coupmedia.co.uk, here - 08458057345 or here @coupmedia.
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end @coupmedia paul@coupmedia.co.uk coupmedia.com
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