East Lothian Tourism Attractions Group Blogger Campaign Analysis April 2018

Campaign Background 5 of Scotland’s top travel bloggers united to take on the best of East Lothian over an intense weekend of digital activity. Connected by the hashtag #eastlothian the bloggers simultaneously visited the ELTAG attractions as part of themed itineraries to showcase history, culture, adventure, nature and built heritage. The 5 bloggers were carefully selected for maximum impact, experience and to fit the target demographics for the region. All were active across the leading social media platforms before, during and after the campaign. The objective was to promote the ELTAG members as well as East Lothian as a whole through the use of engaging written, visual and video content.

On completion of the campaign (held over 21/22 April 2018) each blogger produced a blog summarising their activity and trip highlights. Each blog took search engine optimisation and previously identified keyword targeting into account and was naturally connected to the other blogs that were published to give a holistic overview of the region’s best assets. Additional promotion in the build up to the campaign was also delivered through digital support from VisitScotland, mentions on BBC Radio Scotland’s ‘Out for the Weekend’ show and in Scots Magazine – coming as a result of the bloggers’ ongoing work/partnerships with these media providers.

Social Media Analysis Twitter and #eastlothian For the weekend of 21 and 22 April: Total Tweets - 1427 Active Contributors - 560 Total Impressions (potential reach) - 5.7 million Total Audience (actual estimated reach) - 1.7 million For the weekend and pre-promotion period in April: Total Tweets - 2793 Active contributors - 1103 Total Impressions (potential reach) - 11.1 million Total audience (actual estimated reach) - 3.1 million

Social Media Analysis

Social Media Analysis While a popular hashtag anyway, #eastlothian shot up considerably in terms of audience over the weekend in question as shown by the below monthly graph:

Social Media Analysis Stories: Views 44189 (52 videos). Wall images: While Twitter acted as the primary social media platform used, each of the following was also utilised before, during and after the campaign with the following results. Instagram Stories: Views 44189 (52 videos). Wall images: 18 posts, 3581 Engagements.

Social Media Analysis Facebook 20 Posts, 38515 Views LinkedIn

Social Media Analysis Periscope Videos 7 videos, 61.2K views Tumblr 3 posts, 201 engagements

Blog Posts Following the keyword analysis carried out previously, the following 5 blogs were created to reflect each blogger’s East Lothian experience. These posts were sent to the subscribers of each blog and will be and have been promoted on the bloggers’ individual channels. Links were included to each visited ELTAG attraction and this content will remain active on each site permanently. Neil – https://travelswithakilt.com/things-to-do-in-east-lothian/ Kim – https://kkjaersidephotography.wordpress.com/2018/05/12/taking-a-bass-rock-boat-trip-and-our-family-adventures-in-east-lothian/ Patricia – https://madaboutravel.com/2018/05/15/que-ver-en-east-lothian-excursion-desde-edimburgo/ David – http://castlehunter.scot/blog/east-lothian-a-history-hunters-heaven/ Janice – https://scots2travel.com/2018/05/10/whats-on-in-east-lothian-for-kids/

Thank you for your support and participation! Please contact Neil Robertson at neil@turasdigitalmarketing.com or 07845 299 239