When Celebrities decided to ‘Think Strawberries’ and ‘Say Sharjah’

The emirate of Sharjah is well-known for its rich, cultural heritage – an identity that has been recognized a number of times as shown by the winning of the Cultural Capital of the Arab World 1998 and Islamic Culture Capital 2014 awards. It is a vibrant city with an exciting food and arts scene, a heritage area that is the largest restoration project in the region along with various commercial centres and over 22 museums. However, the Indian traveler hasn’t been made aware of Sharjah’s diverse experiences and offerings.

Due to the limited awareness and imagery in both B2B and Consumer markets in India, our aim was to:

  1. Mobilize the market for Sharjah Tourism (SCTDA) through synergizing initiatives that will generate demand.
  2. Promote tourism to Sharjah as a “Long Weekend Getaway” Internationally and position it as the “Most Affordable International Holiday”.

We started with basic hygiene outreach on Think Strawberries social media channels – Facebook and Instagram; as this ensured Sharjah’s direct outreach to the TS B2B network of Trade and Media.

All content that was published was skewed and aligned to the targeted promotion pillars:

Thrill Seeker
Rich Culture & Heritage
Ideal Family Destination
Great Shopping Zone
Gastronomical Experience

which are all part of the core destination proposition to the India market. These elements also bind the travelers’ interest and activities, while experiencing a “weekend getaway”.

In the rapidly digitally transforming media environment, influencers and celebrities have a significant role in impacting purchase behavior, capability to build interest for Sharjah and organically grow engagements, comments and positive sentiments. Thus, alongwith general tourism promotion content, at regular intervals Influencer and Celebrity collaborations were also conducted to spur our positioning of Sharjah as a “weekend getaway” destination.

Each Celebrity Trip consisted of India’s 5 leading TV stars, celebrities with huge universal fan following, daily reach into millions of homes visit a destination and create a travelogue. This helped position Sharjah in a relevant Indian context with strong endorsements; and special emphasis on how culturally open, women friendly the destination is.

Lido de Paris connects with Indian Travellers via HolidayIQ

Today, in our Digital-Social world, the inspiration to travel comes from the other travelers who are exploring new and unique destinations. Laddering up on this trend… Indian travelers too seek inspiration from other Indian travelers who have visited Paris and their experiences. Trust, credibility has shifted 1-to-1 and Indians especially with a young population are very much part of this global trend and behavior.

The opportunity was clear – for Lido to build itself – on India’s first and largest Community of Travelers HolidayIQ.

The HolidayIQ Community has a huge traffic and 8 million registered users with very high engagement. The metrics: 12 million Monthly visitors, 15 million reach through their Owned Social Media assets, Generate 73 million impressions through the entire eco-system including partner assets.

To increase awareness and drive lead generation the promotion included social media posts, banners and mailers; directing targeted visitors to a special offer on the Lido website.

Building Conversations for Jordan in India with Twitter

Jordan is an amazing destination, home to a wealth of 5 UNESCO World Heritage Sites, Petra one of the 7 wonders of the world, and also well known as the Biblical Holy land, offering a unique mix of rich history and culture. The country also has high adventures like taking a hot air balloon ride over Wadi Rum or camping like a Martian on its Mars like terrain, to floating in the wellness of the Dead Sea. It is a traveler’s paradise of warm and welcoming people, nature, history, and for foodies an eclectic spread of delectable cuisines.

In India, despite growing affluence fueling a strong surge in outbound travel, Jordan was not finding a place in traveler itineraries – due to low familiarity with the destination.

Hence, to initiate conversations and build familiarity at consistent intervals over a defined timeline of 1 year, with different groups of influencers and end consumers, at no additional cost; Think Strawberries designed a 3 step campaign to showcase Jordan’s diverse offerings & experiences for the social media.

#ByondJordan The first step was to build awareness about the destination by sharing general information like visa procedures, places to see, how to get to Jordan, travel tips, etc. A chat was hosted by India’s top 3 Travel Bloggers who also had the experience of traveling to Jordan before – namely Lakshmi Sharath, Prasad Np and Mridula Dwivedi, on Twitter.

#JordanExplorers This Twitter chat was conducted to continue engagement and leverage all bloggers and journalists who had travelled over the past 3 years on a FAM trip with the Jordan Tourism Board. The chat’s objective was to talk about the country, experiences from each one’s visit and share learnings/travel tips for the potential Jordan travelers, as well as security – which was also coming up as a concern.

#MusafirDilJordan The final step was to bring together 2 key stakeholders for outbound tourism – Airlines & Travel Agents, in combination with the social media influencers. We had Air Arabia, Byond Travel and India’s top 10 influencers spin the conversation. The incoming interest and leads generated were captured in real time and immediately redirected to Byond Travel for closure. This chat too was extremely beneficial and top most trending during the week.

The campaign was immensely successful, leading to Jordan being on travelers’ minds and featuring on many Top Travel lists. Many expressed an interest to visit Jordan in 2015-2016 whilst others reminisced about their holiday in Jordan. Twitter traffic showed a formidable spike during the hour of the Twitter Chats and built traffic to our website.

Building Conversations for Jordan in India with Twitter

Jordan is an amazing destination, home to a wealth of 5 UNESCO World Heritage Sites, Petra one of the 7 wonders of the world, and also well known as the Biblical Holy land, offering a unique mix of rich history and culture. The country also has high adventures like taking a hot air balloon ride over Wadi Rum or camping like a Martian on its Mars like terrain, to floating in the wellness of the Dead Sea. It is a traveler’s paradise of warm and welcoming people, nature, history, and for foodies an eclectic spread of delectable cuisines.

In India, despite growing affluence fueling a strong surge in outbound travel, Jordan was not finding a place in traveler itineraries – due to low familiarity with the destination.

Hence, to initiate conversations and build familiarity at consistent intervals over a defined timeline of 1 year, with different groups of influencers and end consumers, at no additional cost; Think Strawberries designed a 3 step campaign to showcase Jordan’s diverse offerings & experiences for the social media.

  1.  #ByondJordan The first step was to build awareness about the destination by sharing general information like visa procedures, places to see, how to get to Jordan, travel tips, etc. A chat was hosted by India’s top 3 Travel Bloggers who also had the experience of traveling to Jordan before – namely Lakshmi Sharath, Prasad Np and Mridula Dwivedi, on Twitter.
  2. #JordanExplorers This Twitter chat was conducted to continue engagement and leverage all bloggers and journalists who had travelled over the past 3 years on a FAM trip with the Jordan Tourism Board. The chat’s objective was to talk about the country, experiences from each one’s visit and share learnings/travel tips for the potential Jordan travelers, as well as security – which was also coming up as a concern.
  3. #MusafirDilJordan The final step was to bring together 2 key stakeholders for outbound tourism – Airlines & Travel Agents, in combination with the social media influencers. We had Air Arabia, Byond Travel and India’s top 10 influencers spin the conversation. The incoming interest and leads generated were captured in real time and immediately redirected to Byond Travel for closure. This chat too was extremely beneficial and top most trending during the week.

The campaign was immensely successful, leading to Jordan being on travelers’ minds and featuring on many Top Travel lists. Many expressed an interest to visit Jordan in 2015-2016 whilst others reminisced about their holiday in Jordan. Twitter traffic showed a formidable spike during the hour of the Twitter Chats and built traffic to our website.