Tourism Kamloops wanted their Fall campaign to be quirky and stand out from the crowd. They wanted a different way of sharing customized content that was unique and engaging. This is why they turned to Localhood.
- Using Localhood to support local partners and drive travelers to their websites.
- Saving time by repurposing Stories across multiple social platforms.
- 133% spike in Story views in the first week of the campaign.
The city of Kamloops is located in the heart of British Columbia’s sunny Southern Interior with a growing population of 90,000 people. Its proximity to extensive trail networks and outdoor adventure keeps locals and visitors exploring Kamloops year-round.
Tourism Kamloops was one of Localhood’s early adopters and has been using the platform and creating Stories since its beginning. “We’re an innovative bunch”, remarked Michelle, the Senior Marketing Strategist at Tourism Kamloops, “whenever CrowdRiff releases something new, we’re super excited to try it as we already really enjoy the UGC platform”.
Localhood is a collaborative marketing platform that allows DMOs and their partners to work together to create, publish, and analyze Stories, which are a web-based version of the popular social media Story format.
Stories have been designed specifically for the travel industry and showcase destinations in an immersive, visually-driven format built to be highly engaging and easy to consume.
"[Localhood is] a great way to share all the content you’re already creating to new audiences, boost awareness of partners, and have folks dive deeper into your website. It’s been great in that space.”
Because they are web-based, each Story is crawled by Google and is discoverable in Google search results. Since joining Localhood, Tourism Kamloops has seen its Stories perform well organically, with its Stories receiving over 20,000 impressions from different queries on Google.
With an additional 10,000 gallery impressions coming from their Stories that have been featured across their province-level DMO partner, Destination British Columbia’s website. Beyond driving organic SEO, they’ve experienced various other benefits too.
Tourism Kamloops has been supporting its local partners by creating Stories that feature its local breweries, golf courses, biking trails, or farmers’ markets to name a few. A unique feature of Localhood Stories is the swipe-up functionality that has relevant information designed to push travelers from inspiration to action.
By swiping up, travelers can see the Google Maps location, hours of operation, or links to the website of the destination or attraction in the Story. “By adding swipe-up links to our Stories, we could drive traffic back to our partners’ websites,” commented Michelle. “So, it gave us a chance to also bring awareness and referrals to them”.
Michelle pointed out that this was especially relevant during recent turbulent times like the pandemic and province-wide wildfires. “Being able to highlight our partners that were open or who had altered offerings allowed us to help share their story,” Michelle added.
Unlike other Story formats, Localhood Stories don’t disappear after 24 hours. Plus, since they can be edited even after they have been published, they are an effective way for DMOs to adapt to changing environments and maintain up-to-date information.
"To be able to use Localhood to amplify it in multiple avenues has been extremely valuable to us.”
Localhood is also helping Tourism Kamloops in scaling its content creation efforts. Localhood Stories can be repurposed on various social media platforms, reducing the content creation workload for DMOs.
“There’s no point creating content if you’re going to use it once”, advised Michelle, “so to be able to use Localhood to amplify it in multiple avenues has been extremely valuable to us”. Michelle and her team have gained efficiencies by repurposing their Localhood Stories on their social media channels like Instagram Stories and even through repurposing old blog content into Stories.
All of this meant that including Stories in their recent Fall campaign was a no-brainer for the team. The “Out of Office” campaign was true to Tourism Kamloop’s bold and edgy branding, intending to inspire travelers to switch on their out-of-office automatic response and take a trip to the area. The campaign was targeted at two very different demographics, urbanite couples and/or and outdoorsy retirees.
The team wanted to create two different landing pages with content personalized for both audiences. For this, they turned to Localhood; “we thought it would be a really fun, effective way to share content that would relate to these audiences and provide more inspiration”. Michelle and her colleagues created Stories with content tailored to each demographic.
For instance, the urbanite couple/friends landing page featured Stories that showed images and videos of younger people visiting local breweries, sampling hip cafes and restaurants, and taking epic hikes. Whereas the Stories created for the outdoorsy retirees’ landing page showed older folks enjoying local restaurants, wineries and even rounds of golf.
Within the first week of the campaign, Tourism Kamloops witnessed a spike of 133% in their Story views. They also experienced an interactivity rate of 75% on the Stories included in the campaign.
Localhood helped to show two very different types of travelers how Kamloops was the perfect destination for them, yielding some impressive results to boot. Within the first week of the campaign, Tourism Kamloops witnessed a spike of 133% in their Story views. They also experienced an interactivity rate of 75% on the Stories included in the campaign, suggesting that the tailored content was resonating with their audience and boosting engagement.
Michelle has also taken advantage of analytics and reports to further tweak their campaign approach. “By looking at those analytics, we could see where folks are stopping, where they're looking, or what's intriguing to them. We used this information to move the layouts around and saw some increase [in engagement] as well.”
When asked what advice she would give to other DMOs who haven’t started using Localhood, Michelle concluded “we would say yes, do it. It’s a great way to share all the content you’re already creating to new audiences and boost awareness of partners and have folks dive deeper into your website. It’s been great in that space.”
Want to learn more about Localhood and explore how it can enhance your future campaigns? Get in touch.