Wilhelmus » leadership

By: Wilhelmus  09-12-2011

Wilhelmus » leadership


Steve Keenan, online travel editor from the London Sunday Times summarizes Valencia’s unique approach to a media/blogging fam

Valencia Leads

Valencia Tourism invited a mix of traditional journalist, travel bloggers, social media travel, web technology and web design professionals. These people of all ages, with diverse skill-sets and interests where hosted on a four day event centred around Valencia and the Formula One Grand Prix.

It included all the hallmarks of a traditional media trip. Visits to the best restaurants, the top sights, attractions and accommodations. The trip included private guides and behind the scenes tours, all well organized as you can expect from any respectable DMO.

Making the media trip social
Valencia Tourism innovated the traditional trip by creating a place for these professionals to collaborate, discuss, debate and most of all develop new relationships. Social Media professionals are social by definition and unlike traditional journalists who are more driven by exclusivity, bloggers understand their individual success is strengthened by the success of their relationships and their network.

Fostering the creation of networks
Over the next few days we got to know each other very well. There was enough time and opportunity to do so. We discussed and debated all topics digital travel professionals are interested in. And everything was tweeted in real time of course, creating a surge of Valencia exposure in real time, across many people’s personal and professional networks.

Creating remarkable experiences
Remarkable experiences turn into social objects, shared in social media. These are the things worth blogging, tweeting and Facebooking about. There were plenty in Valencia. Walking on top of a shark tank, , incredibly photogenic , ,  and of course .

Remarkable experiences was also the subject of my presentation, summarized in this interview

Build in surprises
Exclusive access, or including things money can’t buy will generate even more conversations. The trip offered personalized surprises such as a , a and even a  for some.

Results
The tally so far? By the last count I’ve heard a while back a few dozen blog posts have been written, 61 YouTube videos created, 363 people tweeted 1,558 tweets reaching over 2 million people all around the world while articles in traditional media are being written.

But the real value is not just the immediate exposure but the fact that Valencia sits at the centre of a strong network of travel bloggers and tourism professionals including their expended networks. Valencia will always be top op mind when I connect with any of the new friends I’ve made.

Promoting by focussing on building networks and putting yourself in the middle of it. That’s the future. Valencia has re-invented itself over the last years with new tourism attractions, infrastructure and mega-events. They’re doing the same with destination marketing.


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