IDEAS. The COVID-19 pandemic had a devastating impact on travel and tourism and divided many on when and how they should travel. Through these times of uncertainty, we knew we had to promote a sense of unity throughout Seminole County. Once restrictions lifted and businesses reopened, our objective shifted to help keep Orlando North top of mind for potential travelers searching for a getaway within a drive market.
WORK.Our team created the #WeAreONe campaign to bring the community together, virtually. Through real-time updates via Instagram Stories, we highlighted how local establishments worked to combat the crisis while encouraging followers to create “post-COVID-19 bucket lists” for future travels.
As restrictions lifted and local businesses reopened, our messaging shifted from #WeAreONe to #WeAreON—letting residents know that Orlando North was ready to welcome visitors.
Our approach included enlisting a team of influencers to create engaging content for their pages and the Orlando North social media accounts, to give their followers a first-hand look at the activities and attractions once again open to the public in Seminole County.
Finally, to monitor overall public sentiment throughout the campaign, our team implemented a social listening tool to track attitude trends regarding the resumption of travel. We monitored mentions on a daily basis, optimized specific keywords to increase relevant mentions, and used our findings to provide insights for conversations, as well as potential crisis management.
RESULTS.total paid social impressions across Facebook, Instagram & Twitter
total paid social link clicks
total landing page views
reach across influencer campaign
impressions across influencer campaign
likes across influencer campaign
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