How Travel Brands Are Using CrowdRiff for Reopening

June 22, 2020 Julia Manoukian

What reopening looks like varies from across travel brands, countries, states, and regions. But one thing is for certain: clearly communicating what you're doing to maintain and enforce health and safety guidelines is a top priority for attractions and DMOs alike. 

Locals and visitors want to know how you're keeping spaces clean, how you're limiting capacities in shops and tours, and what social distancing measures are in place. 

We've rounded up some of our top customer examples across North America and Europe to help inspire you with strategies and ideas for your own reopening.

Reopening while promoting messages of health and safety

Prince of Whales Whale Watching uses CrowdRiff to normalize wearing facemasks on their tours

The BC-based tour operator recently re-opened with new health and safety guidelines. You can see visitors wearing masks while out on a whale watching tour in a post on their Instagram. 

 
 
 
 
 
 
 
 
 
 
 
 
 

We are back back back again!! Yesterday our first trip went out since closing down in March, due to the pandemic. With all new protocols in place we have started running our open air vessels with small groups until July 1st, when our catamaran will begin to run as well. So if you are looking for adventure and to reconnect with nature bring your bubble and come on out!! Use the promo code EXPLOREBC to receive a discount 🎉 Next possible tour is running tomorrow @ 11 am . . . . #princeofwhales #powzodiac #salishsea #WeArePWWA #explorebclocal #lovelocal #localhood #ExploreVictoria #yyj #conservationthrougheducation #1percentftp #bcwildlife #pacificnorthwest #hellobc #tourismvancouverisland #explorevi #ecotourism #BCtourismmatters #destinationbc

A post shared by Prince of Whales WhaleWatching (@princeofwhaleswhalewatching) on

They've also repurposed this image on a CrowdRiff gallery on their homepage. This communicates to visitors that not only is the tour operator now open, but it also reinforces a message that they're prioritizing people's health and safety by requiring people to wear masks.

The province of BC is in phase three of its recovery strategy, which saw hotels and resorts reopen in early June. Residents can travel within the province. If transmission rates remain low into July, BC will also welcome travelers from other provinces. 

How to do it:

  1. When your local tour operator opens, make sure you're capturing how you're enforcing a healthy and safe environment, like Princes of Whales Whale Watching.
  2. Circulate these images on your website and social media. If you're using UGC, get the rights to that image and repost it on social media and in your CrowdRiff galleries. If you own the image, you don't need the rights to publish it on your marketing channels. 

Reopening with a focus on your local partners 

Ascona Locarno Tourism provides resources to local partners with a newsletter

Ascona Locarno Tourism in Switzerland has ramped up its support to its local tourism and hospitality partners with regular email newsletters

A few initiatives in the most recent newsletter include:

  • A Clean & Safe Label label provided by the country. Granted businesses comply with health and safety guidelines, they can display the label to let visitors know they are maintaining a healthy and safe environment.
  • Amplification of local offerings. Partners can fill in a form to have their offer promoted on Ascona Locarno's website, giving them more visibility.
  • Sharing marketing materials. The DMO is using CrowdRiff's Media Hub to share owned imagery of the region that partners can use to promote their travel experiences. 
  • Explicit instructions on how to use social media to get more visibility. Instructions on what tags and hashtags to use by channel help smaller businesses get more visibility. 


How to do it:

  1. Once you have the files you want to promote, upload them to your CrowdRiff library.
  2. Add them to an album. Click the option to use the album in your Media Hub. Set the appropriate permissions and restrictions. 
  3. Link out to your Media Hub from your email newsletter. 

Reopening with a focus on intrastate or regional travel

Travel Alaska is using the CrowdRiff Collector to promote state-wide travel

Alaska is preparing to reopen more of the state for the summer months, including intrastate travel. To encourage residents to "show up for Alaska," the DMO put together a photo contest using the CrowdRiff Collector

People are encouraged to share their photo memories traveling around the state for a chance to win two roundtrip Alaska Airlines tickets for their next local adventure. You have to be a state resident to win.

On the contest landing page, they have a CrowdRiff gallery showcasing some of the beautiful submissions they've already received — many of which depict nature and outdoor spaces. 

How to do it:

  1. Decide how you want to use Collector. To run a contest? To collect files from the public?
  2. If you’re running a contest, choose a goal, determine your rules, hashtag (if necessary), and timeline.
  3. Create a Collector link and customize it with your name, logo, and terms & conditions.
  4. Share the Collector link on your social media channels, in your blog, and in your newsletter. You can also copy and paste the Collector embed code onto your website or blog.
  5. To find content that was added to CrowdRiff through a Collector, click "view assets" next to the Collector link, or search “collector-portal” or any of the other keywords you may have added. 

Visit Denmark's new campaign promotes nationwide travel to locals this summer

The clever campaign is reminding Denmark citizens to be inspired by other holiday experiences, "and be reminded that Denmark is much more than just.

People can enter the contest by sharing their experiences using the hashtag #baredanmark on Instagram. "For example, a place, atmosphere, activity, or hidden gem that has created a lasting memory." People are encouraged to share and post as much as they like throughout the contest period for a chance to win a holiday in Denmark worth 20,000 kr (about $2100 USD). 

Contest entries are also featured on a stunning CrowdRiff gallery. The gallery has calls-to-action that guide users deeper into the site and to related experiences. 

How to do it:

  1. To see how to run a contest with Collector, see the instructions above!
  2. To add custom CSS to your gallery and CTAs like Denmark, refer to this support article in the Knowledge Base.

Reopening with a focus on local travel 

North Dakota Tourism is using UGC galleries to help people plan their local trips

When it comes to reopening in North Dakota, many businesses have been open since May 1, and travel within the state is encouraged.

However, residents still need to do a lot of research to find out where to travel and what the specific guidelines are in each region. North Dakota Tourism created a blog post using CrowdRiff galleries that feature their own images as guides to different regions in the state. 

For each region, calls-to-action on the images send visitors to partner websites to learn more. 

How to do it:

  1. If you have owned imagery you want to promote, like North Dakota, upload these images to your CrowdRiff library.
  2. If you want to pull in partner UGC content, make a list of relevant partners and their social profiles. Add these partners to your tracked business accounts in CrowdRiff. 
  3. Or, you can identify any relevant, regional hashtags, and add these to your tracked hashtags. 
  4. Create a gallery for each region you want to promote. Be sure to get the rights to UGC images you want to use on your website. 
  5. Add a CTA to each image by clicking the megaphone icon in the top left section of the screen.
  6. Add a location to the image using Google Locations.
  7. Copy and paste the gallery embed code on your site or blog.

Fargo-Moorhead CVB is using UGC galleries to show businesses as they reopen 

The DMO created a page on its website to keep residents informed about what they can expect when visiting shops that are now reopened under new COVID-19 protocols.

They also have a section on "extra precautions" and a UGC gallery for each business that shows everything from merchandise to how people are respecting the new guidelines. 

So far, they've featured businesses like an art museum, a Scandinavian gift store, and a few local bars and restaurants.

How to do it: 

  1. Decide which partners or businesses you want to highlight. 
  2. Make sure you’re tracking partner content either through social trackers or Connect
  3. Select imagery that best showcases each business and its new reopening guidelines. 
  4. Get the rights to every visual you want to use in the guide. 
  5. Once rights-approved, click the visual in your CrowdRiff library and in the bottom right, under “more actions,” click “embed photo.” Copy and paste the code into your site. 

Visit Bloomington designed a contest to get locals supporting their community

Though intrastate travel is permitted in the state of Indiana, Visit Bloomington is focused on marketing the city to locals.

They created a contest called the B-Town Summer Challenge that includes a checklist of challenges for residents. People are encouraged to share a picture on social media and/or submit it using the CrowdRiff Collector when they complete a task. 

As an incentive, the DMO is offering cash prizes to be spent downtown, as well as a weekend in one of their resorts. 

How to do it: 

  1. Choose a goal, determine your rules, hashtag (if necessary), and the timeline for your contest.
  2. Create a Collector link and customize it with your name, logo, and terms & conditions.
  3. Share the Collector link on your social media channels, in your blog, and in your newsletter. You can also copy and paste the Collector embed code onto your website or digital visitor’s guide like we have! 
  4. To find content that was added to CrowdRiff through a Collector, click "view assets" next to the Collector link, or search “collector-portal” or any of the other keywords you may have added.

Have an example you think we should know about? Let us know in our Community Stories Hub.

Image credit: @dylan_alcock

About the author

Julia Manoukian

Julia Manoukian is the Senior Content Marketing Manager at CrowdRiff. A former journalist, she has helped several Toronto startups raise their thought leadership profiles and scale their content efforts to influence revenue. She's passionate about storytelling, traveling, and tech.

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