BTA and Airbnb campaign notches up 5m hits
A online marketing blitz designed to boost Airbnb in Bermuda logged almost five million hits, it was revealed today.
The campaign, run by the Bermuda Tourism Authority and Airbnb, targeted Facebook, Twitter and Instagram users in North America and Europe.
Vitoria Isley, chief sales and marketing officer at the BTA, said: “The campaign leveraged alluring photography provided by the Bermuda Tourism Authority and local photographer Meredith Andrews that were distributed through Airbnb's impressive social channels.
“Bermuda's interesting neighbourhoods and experiential activities, as well as featured individual vacation rental listings, proved to be compelling content that generated excellent engagement and awareness within their social communities.”
Facebook reached people at about 3 million impressions, more than half the total.
Twitter and Instagram split the remainder, which brought the total reach of the campaign, run last December, to 4.8 million social media impressions.
Analysis revealed that engagement rates of social media users during the Bermuda campaign were two to three times higher than a typical Airbnb social media promotion featuring a destination.
The engagement rate — the total impressions divided by clicks and likes — was especially strong on Facebook in North America and the United Kingdom.
The Bermuda Tourism Authority and Airbnb signed a partnership agreement in 2017 to ensure collaboration on marketing campaigns, the sharing of market performance data and easy fee collection from vacation rental guests.