12,000 signals for airberlin and Algarve
Lifestyle and travel bloggers enjoy Portugal
Cologne, September 2014 // As part of a customized blogger trip, airberlin and ATA (Algarve Promotion Bureau) presented the advantages of the travel and surf destination Southern Portugal. The digital influencers from the lifestyle and travel community ...
Cologne, September 2014 // As part of a customized blogger trip, airberlin and ATA (Algarve Promotion Bureau) presented the advantages of the travel and surf destination Southern Portugal. The digital influencers from the lifestyle and travel community could see for themselves how excellent the flight connections from Germany arer and enjoy the special flair of the Algarve and its touristic offerings. Designed for opinion-leading bloggers, the tour generated approxemately 12,000 signals on the net to date, which lead to an unexpectedly high and at the same time, positive response within the target group.
As the responsible agency, Oliver Schrott Kommunikation was responsible for influencer relations, major parts of the program as well as its development and realisation. The Cologne-based agency managed to make the trip a success story by tailoring the concept to bloggers special requirements and expectations. The highlight was a surfing class in a surf camp in Luz where the bloggers got a whiff of the local scene and were able to experience the surf communitys lifestyle first hand. Background: Due to its very constant wave conditions, the Algarve belongs to the best surf regions in Europe and can be easily reached from Germany within a few hours. airberlin offers direct flights to Faro from Berlin, Hamburg and Dusseldorf.
A key component of the concept was the identification and selection of opinion-forming lifestyle and travel bloggers in Germany. The web authors were selected by use of the agency's own OSK BlogScorer , which generates reliable and precise information on the quality, reach and contents of blogs. Another responsibility of Oliver Schrott Kommunikation was contacting and inviting the bloggers as well as setting up and moderating a closed group on Facebook and, last but not least, the actual blogger support in Portugal.
The trip involved visits to relatively unknown tourist attractions of the Algarve, including the Ilha da Culatra in the nature reserve of Ria Formosa, excursions by jeep and boat and the three-day stay at the surf camp. Everything on the agenda was tailored to the active involvement of bloggers and their personal experience factor, but also offered free time for individual activities. Sufficient photo and video opportunities ensured that the multipliers were able to document and share their experiences comprehensively.
Positive effect: With their detailed, richly illustrated reports and activities around the Algarve trip, the bloggers created about 12,000 social media interactions so far - on blogs, Facebook, Twitter and Instagram. An accompanying contest on the airberlin campaign site attracted over 7,000 participants. The specially issued hashtag #exploringalgarve enables a tracking of all social media activities around this topic.
The blogger trip has proven to be an effective measure for achieving a relatively high coverage and attention with manageable resources. In addition to the traffic on different platforms, the campaign has generated authentic reviews and great photo and video material which we can use for our general campaign and on our own social media channels. This is the positive resume by Afsanne Fachr, Marketing Manager at airberlin and responsible for the Algarve campaign, and Felix Obeloer, airberlins Social Media Manager, who accompanied part of the trip.
An overview of the coverage on the individual blogs can be found here .