Using Twitter as a way to connect with readers is not something new for travel news sources. However, social networks are ever changing, constantly adding new tools and features.
For instance, Twitter has a “Flock to Unlock” feature that helps Twitter users to gain widespread interaction with other Twitter users through the offering of incentives. Companies and brands most often utilize this tool in order to grab the attention of Twitter users by presenting a reward in exchange for retweets, follows, or favorites.
According to Tnooz, Expedia Media Solutions partnered with The Netherlands Board of Tourism and Conventions (NBTC), to launch a “unique campaign” using the “Flock to Unlock” Twitter feature. They asked Twitter users to tweet and retweet the #VanGogh2015 hashtag, where they would earn “brush strokes” that revealed six of Van Gogh’s famous works of art. Six lucky Twitter users would receive a trip to the Netherlands.
NBTC wanted to boost tourism to the birthplace of Vincent Van Gogh and areas associated with hi life, in celebration of 125 years of this famous Dutch painter’s work. By partnering with Expedia Media Solutions, the six-week social media campaign #VanGogh2015 engaged with a diverse audience and sparked interest in Van Gogh’s life and work.
In the end, the campaign reached 2.2 million Twitter impressions and interacted with over 22,000 Twitter users. Although achieving that level of success is not an easy feat, it worked extremely well for the travel brand Expedia, so it may have great potential for travel news sources. Reaching Twitter users, especially those who are already followers, in this manner could be an excellent way for the media to become better engaged with their readers.