DEDICATED SOCIAL & DIGITAL MEDIA CAMPAIGN FOR THE PHILIPPINES DEPARTMENT OF TOURISM
Challenge:
To increase the reputation and attractiveness of the Philippines to the UK traveller through a dedicated social and digital media campaign, during their 2015 ‘Visit the Philippines’ year.
Solution:
The Hills Balfour team launched and managed, the Philippines Department of Tourism’s social media pages in the UK market, furthering the brand’s presence in this digital sphere and ensuring a consistent stream of engaging content.
We identified and established relationships with key media and online influencers, encouraging them to engage with the Philippines and its tourism products. We also partnered with key tour operator STA Travel and some of the UK’s top digital influencers, to help create engaging online content about the Philippines offering. A competition was developed on the Philippines Department of Tourism’s Facebook page, using both targeted adverts and boosted posts, to help increase awareness and engagement. Hills Balfour also organised the Philippines Department of Tourism’s first ever dedicated blogger trip to the destination.
In just five months Hills Balfour increased the brand’s Facebook following by 67%. For the Facebook competition, Hills Balfour reached 2,661,359 people across the UK with the Visit the Philippines ‘Its more fun in the Philippines’ campaign message.
The competition received 22,728 competition entries and, most importantly, 22,669 new page likes for the page. Key digital influencer Jacks Gap visited the destination and used the dedicated hashtag #VisitPH2015 throughout his visit, to his 205,000 Twitter followers.
