Texas Tourism InstaStory
BackgroundGrapevine, the official Christmas Capital Capital of Texas®, offers 1,400 events in 40 days and is the perfect place to create lifetime Christmas memories. Texas Tourism is the official tourism marketing corporation for the state of Texas.
The GoalRaise awareness and promote Grapevine as the must-visit holiday destination to Texas Tourism’s 79K+ Instagram followers.
CampaignAfter pitching the idea to Texas Tourism’s Social Media team, Grapevine was selected as one of five destinations to be featured in an exclusive Texas Tourism Holiday InstaStory Campaign.
Grapevine markets itself as a family-friendly destination. For the InstaStory, Grapevine decided to focus on just one, unique family-friendly event that visitors could only experience in Grapevine, the North Pole Express. The North Pole Express is a popular annual event that takes place from mid-November through late-December aboard the Grapevine Vintage Railroad. The experience features a ride in decorated Victorian coaches along the Historic Cotton Belt Route, traditional Christmas music and caroling, a special visit from Mrs. Claus and presentation of the “We Believe” silver bell, a walk in the snowing North Pole Tree Trail, a performance in Santa’s workshop and more. In 2017, more than 50,000 passengers enjoyed the North Pole Express. Grapevine captured images and videos from one excursion of the North Pole Express and selected 11 final assets to provide to Texas Tourism’s Social Media Team, along with caption and hashtag options. All passengers photographed were actual riders and photography release forms were signed by parents. |
Visual Assets
Results
Texas Tourism selected 5 images and 1 video that were featured on Texas Tourism’s InstaStory on December 18, 2017. The InstaStory was available to view for 24 hours.
The InstaStory received 20,235 impressions in 24 hours. Visit Grapevine's Instagram channel gained 29 new followers during the 24 hour period that the InstaStory was viewable, a 727% increase in the average daily new followers. In addition, Grapevine built a great relationship with Texas Tourism's Social Media team that will lead to future opportunities. |