After adding to its social media arsenal with the advent of a Pinterest page, VSPC is shifting its attention abroad, launching Facebook brand pages for Germany and the United Kingdom. The locales are among VSPC’s top international feeder markets.
The pages will be co-adminstered by VSPC’s Central European and UK offices, along with in-market public relations representatives, and will offer tailored content specifically targeted to the interests of users in those areas.
Marion Wolf, Director of VSPC’s Central European office, says the German site will appeal to families and couples, as well as visitors interested in Florida getaways that include beach stays, water activities, arts and culture, culinary experiences and outdoor recreational activities like golf.
“We also aim to reach journalists that work for a variety of media outlets and who specialize in certain segments such as sports, culinary and culture,” Wolf says.
The German Facebook page will engage users through family-oriented offers, events and competitions, as well as video and photo albums showcasing everything there is to do in the area. Wolf says the site’s main approach is to be interactive, encouraging users to comment on current events, photos and videos and driving responses with specific questions to the audience on posts.
The UK page will also court Facebook users through competitions and discounts, as well as information about the area and current event news. A Facebook ad campaign is planned for the end of June to coincide with a UK-press FAM to the area.
“We’re aiming high and would love to join the likes of PG Tips and Jaguar – two UK brands which ranked in the top three of the iProspect Engagement Index for fan engagement here in the UK in February,” says Venessa Alexander, VSPC’s UK Director.
Alexander says an important component of the page will be traveler’s own photos and tips, which they can post on the site. “We know it’s crucial for the destination to go to where the people are and with the global Facebook user figure estimated to be 1.43 billion in 2012 – we will be working hard to promote the destination to this audience,” she adds.
On the domestic front, VSPC’s Facebook page is nearing 100,000 page likes, besting the numbers for major CVBs from around the country, including NYC & Company, Choose Chicago, Visit London, Visit Savannah, Visit Miami, The Beaches of Fort Myers & Sanibel and the Sarasota Convention & Visitors Bureau.
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