flanders is a festival

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In's and out's about Flanders is a festival. Find out how we set up the biggest blogtrip in the world and run a cool competition

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  • 1. Flanders is a festival11/07/2012 #somet12Tomas Vanderplaetse @suntapes @visitflanders
  • 2. Flanders?
  • 3. Flanders: Art citiesBruges, Brussels, Gent, Antwerp, Leuven, Mechelen
  • 4. Flanders: Belgian Beer
  • 5. Flanders: Belgian Chocolate
  • 6. Flanders: Cyclism & Flandriens
  • 7. Flanders: Fashion
  • 8. Flanders Fields & Ypres
  • 9. Endorsed branding
  • 10. #fiaf12
  • 11. Goal #fiaf12:Increase awareness of Flanders as a festival destinationBring online influencers to Flanders to experience thefestival scene & stimulate conversation about Flanders
  • 12. Target markets Denmark and Sweden UK The Netherlands USA Germany Austria France RussiaChina SpainJapan ItalyIndia
  • 13. 1:Biggest blogtrip in the world
  • 14. Biggest blogtrip in the world 100 Bloggers from 13 countries Key influencers in music, travel, lifestyle, social media Personal program for every blogger: a unique festival experience + touristic tips
  • 15. Biggest blogtrip in the worldSelection key influencers based on: Online reach and audience Used networks (Twitter, Instagram, Blog, Facebook, mix, ) Match #fiaf12 Personality & passion Location and language
  • 16. Biggest blogtrip in the world: effort
  • 17. Biggest blogtrip in the world: return Connection with bloggers as festival buddies Authentic stories about festivals & destination Happy bloggers & inspiration for their followers Ambassadors for Flanders
  • 18. http://www.brain-magazine.com/article/reportages/10817-Blog-Trip-en-Flandre
  • 19. Some numbers Number of written blogposts: 257 (so far) Number of unique visitors: > 7.500.000 Total reach of blogposts: > 11.500.000 Number of Facebook fans of all bloggers: > 300.000 Number of Twitter fans of all bloggers: > 550.000
  • 20. 257 blogposts 173 travel blogposts: reach of > 7.500.000 75 music blogposts: reach of > 3.500.000 9 lifestyle blogposts: reach of > 450.000
  • 21. Total #fiaf12 : 7900 mentions
  • 22. Every day 150.000 tweeps received a tweetwith #fiaf12 in their twitter feed. That is apotential reach of 18.500.000 in total.
  • 23. 2:Flanders Festival Express Competition
  • 24. Flanders festival express
  • 25. Flanders festival express
  • 26. Flanders festival express competition 279 people entered the competition 9.666 new FB fans 13.394 stories posted by 11.904 different people Potential reach of 4.8 million
  • 27. Flanders festival expressFlanders is a Festival@fiafexpress
  • 28. Flanders festival express Engagement on the page is 2.96%: 3 times the average interaction on facebook. Ambassadors for Flanders Earned media in Spain, Netherlands, Austria, Germany, Italy
  • 29. Lessons learned
  • 30. 1. Start earlier!
  • 31. 2. Relation with bloggers Start inviting them in time to catch some big fish Clearly talk about expectations: What can they expect in the destination What return is expected: articles, mentions, backlinks, conversation, analytics Keep in touch with them & inform them on future projects
  • 32. 3: Roles for foreign offices Reach, connect and engage local bloggers Activate local media!!
  • 33. 4. Communicate the contentcalendar to all partners & stick to it
  • 34. 5. Follow up and stimulate conversation
  • 35. 6. Involve (local) partners more-> stimulate them to get involved in conversation@visitgent @visitantwerp @visitbrussels @visitleuven @visitbruges @visitmechelen@rockwerchter @pukkelpop @trackgent .
  • 36. 7. Involve Flemish bloggers / geeks / ambassadors/expats who are passionate about the destinationor specific product
  • 37. 8. Make stories visible for everyone (not onlypeople who follow blogs and use twitter)Bring everything together on website
  • 38. 9. Use more live blogging
  • 39. 10. Change the organisation!
  • 40. Thank you!Tomas Vanderplaetse @suntapesVisitflanders @visitflanders