California Reporter
Promotion idea:
- Promote California as a versatile and interesting touristic destination through the "California Reporters" promotion.
- Reporter (selected by activity and user voting score on the online promotion site and a TV casting) travelled to California together with a media partner and reported live back to Germany.
- The TV format allowed for credible brand and product placement on-air.
Execution:
- Call to action in multiple media channels and through co-operation with a high-reach TV format (VOXTOURS) for maximum attention.
- All brand partners are presented on the promotion web site where participants needed to put their abilities as reporters to the test.
- A multi-step selecton process including integrated online voting and castings was implemented to select the final winners.
- These travelled with the VOXTOURS TV team through California.
- 2 VOXTOURS special editions on the promotion where broadcasted.
Result:
- Over 87 million contacts achieved.
- The concept has sucessfully be continued with other destinations, e.g. the "South Africa Reporters".
- Development of a branded online community with regular events and meetings.
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