Groundbreaking social media marketing program created by SocialMedia8 and H-art for Tourism Tuscany, increasing aided awareness and tourism significantly.

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2. CASE STUDY Tourism Tuscany - All Things Tuscany From Landmark to Lovemark CLIENT Tourism Tuscany Italy LAUNCH August 2009 CATEGORY Tourism & Travel AGENCY SocialMedia8 & H-art

3. CHALLENGESTRATEGY CONCEPT USE OF MEDIA RESULTS CHALLENGE Ourcommunicationschallengewas to raiseaidedawarenessforTuscanywith 8%. Our marketing objective was to increasetourismto Tuscanywith 5%. Challenges were to promote Tuscany’s landmarks and beauties, among a 20 to 49 year old global target audience, with a limited media budget.

4. CHALLENGE STRATEGYCONCEPT USE OF MEDIA RESULTS STRATEGY Insights: our targets are lookingfor new, hot and trendy travel spots withinsocial media. Herethey are lookingforinspiration, reviewsand recommendationsgivenbyinfluencers, trustedpeers, friends and like-mindedpeople. Due to budget limitations we needed to move Tuscanyawayfromtraditional advertising and shift towards a model which is more content-driven, engaged and focused on consumer dialogue.

5. CHALLENGE STRATEGY CONCEPTUSE OF MEDIA RESULTS CONCEPT We created a big engagement idea called All Things Tuscany. A concept that would turn a Landmark into a Lovemark. First we launched a contest that selected a team of 10 Tuscany lovers that would report from Tuscany for 10 months. Our 10 social reporters would next share their passion for Tuscany with the world, through dedicated social media channels.

6. CHALLENGE STRATEGY CONCEPT USE OF MEDIARESULTS USE OF MEDIA In stage 1 our reporters created several owned social media channels like blogs, Twitter pages, Facebook fanpage, Flickr page, YouTube channel and an iPhone App with Geo locations and augmented reality. In stage 2 our reporters published and distributed content (articles, photos, news and videos) across all channels. In stage 3 the reporters created polls, quizzes and managed social interactions with peers- increasing Tuscany’s buzz, awareness and preference dramatically.

7. CHALLENGE STRATEGY CONCEPT USE OF MEDIA RESULTS RESULTS All Things Tuscany was a groundbreakingsocial marketing program with a very high Return on Investment. The aided awareness of Tuscany in the exposed target audience did not increase with 8% but +11%. Tourism to Tuscanydid not increase with 5% but +7%.

8. CONNECT TO Igor Beuker Massimiliano Ventimiglia Founder SocialMedia8 Founder H-art www.socialmedia8.com www.h-art.it