Summer travel season, meet #VegasSeason: A well-executed summer travel campaign that crosses from traditional advertising to social media channels in a way that gets each audience interested, even if they aren’t aware of the contest tied to it.
Vegas itself wants to give you two chances to win a trip there, and the trip can be “naughty” or “nice”. If the holiday season is all about giving, then Vegas Season is surely all about living and treating yourself. What better than a Vegas hashtag in your Twitter feed- or a snappy commercial on your TV featuring that hashtag- to inspire some last-minute summer travel to Sin City?
The social execution
Scrolling down on the official contest page, there’s a section for sharing about traveling to Vegas on Twitter that has two choices: One about tanning, and one about champagne. Their tweet about having enough champagne is being shared at a much higher rate than their tweet about tanning: over 500 RTs vs. 13.
— Vegas (@Vegas) May 2, 2014
This is also the tweet currently pinned to the top of their account page, so it’s the first one anyone sees when they visit their profile. Smart use of the Twitter redesign! (Scrolling further down the contest page there are sections for visiting their other social sites: Instagram, Pinterest, Vine and YouTube.)
Most #VegasSeason tweets are directly related to the contest, but some are inspired by its accompanying commercials. The official Vegas Twitter account serves as a great hub for redirecting followers to their accounts on other platforms, hosting other elements of the contest. For example, one leads to a Facebook page offering a free download of the song featured in the Vegas Season music commercial:
— Vegas (@Vegas) May 7, 2014
Some Twitter users have just seen the commercials and may not be aware of the contest to win a free trip, but are still inspired to tweet their excitement about their own summer plans to travel to Vegas using the hashtag:
— JasmineRegal (@JasmineRegal) May 19, 2014
Lol at the commercial I just saw, it’s #VegasSeason! Can’t wait to turn up for my bday!!
— Shayngstaa (@Shaynamss) May 22, 2014
#VegasSeason has also shown up alongside the #TravelTuesday Twitter chat hashtag (you can learn more about that and other Twitter travel resources in our updated post) where participants discuss all things travel, including current travel plans and dream destinations, all day on Tuesdays. Tweet chats are an easy way to connect with and expand your audience.
Adding hashtags to commercials isn’t a new tactic in advertising, but it is a smart move for something that gets as much chatter on social media as travel does, especially when wanderlust hits during the summer months. Cross-promoting contest elements across platforms with incentives like song downloads increases the contest reach, as does building in easy-to-share content for each platform on the contest page itself.
Travel companies of all kinds should definitely have a social presence, use it creatively, and be sure they’re measuring their share of voice in the industry.
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