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tactical social media campaign

As part of an action plan to target international business our client Croke Park Meetings & Events decided to exhibit at IMEX with the objective of building awareness of its unique facilities for a global MICE audience. Shortly before the show Croke Park Meetings & Events found themselves light on scheduled appointments and needed to act. Together we created a campaign where visitors to the booth could win a VIP trip to Ed Sheeran at Croke Park by accumulating re-tweets or likes of pictures of themselves in colourful Gaelic jerseys.

1. objective

Stimulate trade booth traffic, generate face-to-face meetings, grow revenues

2. target audience

Meetings, Incentives, Conferences and Events Planners both Corporate and Association

3. Activation

We used Twitter and Facebook to promote the competition and attract planners to the Croke Park Meetings & Events booth; at the booth contestants uploaded pictures of themselves wearing GAA county jersey and then solicited likes and re-tweets.

4. Result

Over the 4 days of the campaign over 170,000 Twitter impressions were achieved along with a coveted spot in the IMEX Daily newspaper. Unscheduled meetings with twenty-two buyers were also generated €135,000 for a modest campaign investment of investment of €2500.