City of Clearwater had been sharing management of their Twitter channel with a previous agency. With two teams trying to create and manage social content, messaging was erratic, disjointed and engagement was low. H|DM recommended that the city’s Twitter channel for hospitality marketing be managed by a single entity to avoid disjointed messages. H|DM was tasked with the management and development of the channel with the goal of increasing engagement and activity growing their follower community.
With the purpose of encouraging families to plan trips to Clearwater, Florida, H|DM was charged by the City of Clearwater to develop an annual Twitter social media campaign that would engage millennials and families.
Due to the limited budget, primary research was not an option but secondary research showed the proclivity of travelers to use Twitter. According to a review of recent secondary research, travelers use Twitter for everything from finding deals to sharing experiences to giving recommendations. The tweets they see and send make an impact. In fact, one in two Twitter users says Twitter content is influential in their consideration of a travel brand. Additionally, half of Twitter users surveyed say Twitter content is influential in their consideration of a travel brand.
Their favorite kinds of content? Users say they’re most interested in Twitter-exclusive discounts/deals exclusive (46%), last-minute deals (41%), contests/promotions (30%), funny/light-hearted content (30%) and travel ideas/stories (27%).
H|DM determined it best to create content that shows the millennial family having an epic experience encouraging other millennial families to pack up and visit Clearwater.