How do you inspire travel to a place so many people think they already know? For millions of people across the world, New York State is synonymous with New York City. And while the city that never sleeps is a crown jewel of the Empire State, it is just one of many in a very heavy crown laden with jewels. Jewels so stunning you can’t help but capture that moment in time.
New York State is home to hundreds of alluring waterfalls and thousands of islands that provide a haven for wildlife and the world-weary. The Adirondacks and Catskills regions offer forests and mountains constitutionally protected as Forever Wild, so that generations can enjoy their deep woods and as-far-as-the-eye-can-see views. Speaking of views, who could forget the dozens of Instagram-worthy beaches with endless horizons and the thousands of pristine rivers and lakes where quiet moments are cherished and memories are made.
So, how do you inspire travel to a place that everyone thinks they already know? You ask them to share their personal, meaningful experiences with the world, and let the world decide where to go next.
In 2019, I LOVE NY executed an organic-only, social-first seasonal User-Generated Content photo contest to showcase the hidden, secret and the best-loved places across New York State – including the places that most people never see. Each season, we asked our social community to share their personal experiences and tag them with #NYLovesWinter, #SpringIntoNY, #FindWhatYouLoveNY and #NYLovesFall. As a true, organic-only contest without paid advertising behind it, we wanted to see just how engaged the community would get over emotionally appealing, breathtakingly beautiful and most importantly, real experiences.
The result? Users were absolutely captivated. They found inspiration, nostalgia for times and versions of themselves long past, and encouraged many to discover more of New York State.
From “This is why Upstate NY is the greatest place on the planet (@brigid.ephault),” to “This is just magical (@traveldaddave),” users are finding new things, each season, to love about New York State.
The best part? Users haven’t stopped sharing their favorite places and engaging with I LOVE NY’s content. We ignited a hunger that is still being fed through stunning imagery by our community, proving that there’s a deep desire to find what you love in New York State.
Key Highlights from this organic campaign in 2019:
Over 48,000 Engagements
Over 570,000 Impressions
8.57% Engagement Rate
63% Improvement in Engagement Rate
Over 1,992 Profile Visits
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