How Twitter campaigns fill Derby’s hotel rooms during beer festivals.

Posted by on Jul 16, 2014 in Case studies | 0 comments

How Twitter campaigns fill Derby’s hotel rooms during beer festivals.

Status Social runs the social media campaigns for Derby Tourism’s winter and summer beer festivals, achieving the targets set and bringing visitors into the city. Read on to see how we were successful.

When was the last time you tweeted 160 times in one day?

Derby Tourism want to encourage people to stay in their city and spend money. So when the Campaign for Real Ale (CAMRA) picked Derby to stage their National Ales Festival, it was seen as the ideal opportunity to introduce a new audience to the area.

So how would social media help? Stella Birks is visitor services development manager at Derby City Council:

“We’d engaged with social media for a while – more dipping our toe in the water really – and wanted to make it a far more effective tool and fulfil our objectives. So we turned to Status Social to help us understand how to take that next step and make the social media far more effective.”

CAMRA Derby Beer festival tweeting

The method

The most effective social network for such a campaign was deemed to be Twitter. Over the next three weeks, Status Social:

• Tweeted 1,200 times; up to 160 times a day.

• Tracked down and personally invited approximately 1,000 real ale fans to the event.

• Produced three blogs about beer and Derby’s attractions and edited two more.

• Produced tweets that were designed to be retweeted, especially by influential people in the tourism industry.

• Encouraged real ale fans to check out the festival pages on the Visit Derby website, including the hotel deals on offer.

• Promoted a beer festival competition in conjunction with an email marketing campaign.

Social media tourism

“We were expecting more website traffic; to reach more markets,” reports Stella. “What came as a surprise, and was certainly a learning process for the team, was the way that Status Social could specifically target interest groups.

“Through the campaign we also understood how you can get those key influencers retweeting for you – so actually taking your message out there for you, letting other people do the hard work on your behalf.”

Social Media Tip 2

The results

All of the key performance indicators set for the three-week campaign were beaten. Highlights included:

• 1,645 hits to the Visit Derby website through Twitter.

• 339 retweets of the @DerbyBeer content reaching a potential audience of approximately 200,000 people.

• 1,342 hits to the Derby beer blogs.

• 2,729 competition entries.

• 147 people checking out the available hotel offers.

• Hotels in the city reporting an increase in bookings during the festival.

Beer industry social media

The verdict

“It was very important for us that we achieved the key objectives – getting people to stay overnight in Derby and spend more,” says Stella. “As far as the campaign for the CAMRA National Winter Ales Festival was concerned we saw genuine business coming into Derby as a direct result of the Twitter campaign. We were very pleased with our return on investment and feel very positive about being able to build on that in the future.”

Status Social has also recently worked with Derby Tourism on their summer beer festival, once again achieving the KPIs. For a chat about how we can help you achieve your business objectives call us on 01332 776910 or email us.

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