Skift Take
Destinations are foolish not to tap tourists' social updates for their own promotional purposes. The content is authentic allowing the destination to build trust and prolific allowing it to be picky in what visuals it picks.
Croatia is turning tourists into its very own content creators for a summer marketing campaign that launched earlier this month.
The campaign, Share Croatia, compiles tourists’ social updates and videos to highlight the scenery and activities available along its coasts and inside its historic cities.
The tourism board asks travelers to take a selfie and tag it with the hashtags #lovecroatia or #sharecroatia. Participants will then be entered to win a free trip.
Visit Croatia is sharing the most recent and highest voted uploads on its campaign site sharecroatia.hr.
Travelers were already using the hashtags before the campaign began, but now more than 24,000 Instagram photos have been uploaded with the hashtags.
To complement the photo campaign, Visit Croatia created a 60-second video featuring tourists’ own shots.
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Tags: croatia, social media
Photo credit: The top of the Cathedral of St. James in Sibenik, Croatia. Getty Images