The Web Marketing Association is proud to present this 2019 Internet Advertising Competition Award for
Outstanding Achievement in Internet Advertising.
Best Travel Social Media Campaign
To generate awareness and increase traveler demand, Kenya Tourism Board worked with Expedia Group Media Solutions to develop an innovative campaign that would promote Kenya and encourage travelers to explore the wide variety of magical and unexpected experiences the dynamic destination has to offer.
Targeting travelers from Australia, Canada, South Africa, the U.S. and U.K., the campaign was housed on a custom microsite where users could explore Kenya, learn about the country’s unique experiences, culture and cuisine, and book travel through a dedicated partner page on local Expedia sites. To support the microsite, the team developed an influencer campaign with leading travel blogging couple, @Howfarfromhome, and sent them on a week-long trip to Kenya without a fixed itinerary. Throughout the week, social followers planned the couple’s Kenyan adventure by voting on activities via polls in Instagram Stories, such as a hot air balloon safari or a kitesurfing lesson on the beach. The polls showcased the breadth of once-in-a-lifetime experiences offered in Kenya, and as an added incentive, voters in the polls had a chance to win two round-trip tickets to Kenya. Throughout the campaign period, content from the couple’s journey was broadcasted to their 169,000 followers via Instagram Stories, and repurposed on the campaign microsite, which included a recap video documenting their entire adventure.
The campaign produced impressive results, garnering more than 15,000 competition entries via polls in Instagram Stories, generating over 2.1 million impressions during the campaign period and over 90,000 user visits from across all five target markets.
Contributors:
EXPEDIA GROUP MEDIA SOLUTIONS
Location: United States
About the Agency:
Expedia Media Solutions, the advertising arm of Expedia, Inc., offers industry expertise and digital marketing solutions that allow brands to reach, engage and influence its qualified audience of travelers around the world. Through its vast network of leading travel brands and global points of sale, Expedia Media Solutions provides partners with proprietary data-driven insights about traveler behaviors during every stage of the purchase journey, along with dynamic advertising solutions, to deliver strategic campaigns and measurable results.