Destination Marketing Organizations that Successfully Used User Generated Content

Destination marketing organizations are increasingly using user generated content (UGC) in their marketing campaigns to promote their locations and attract visitors. 

UGC refers to any content, such as photos, videos, or reviews, that is created and shared by individuals, rather than by the destination marketing organization itself. By featuring this type of content in their marketing campaigns, destination marketing organizations can provide potential visitors with authentic and relatable perspectives on the destination, and encourage them to visit.

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Here are four destination marketing organizations that have successfully used UGC in their marketing campaigns:

1. The Hong Kong Tourism Board (HKTB): The #DiscoverHongKong campaign utilized user-generated content (UGC) to promote tourism in Hong Kong. International key opinion leaders (KOLs) shared their experiences in the city and visitors were invited to share their own "I Never Knew" stories through social media. The Hong Kong Tourism Board (HKTB) re-posted these UGC stories on social media and featured the Fung Brothers, Rima Zeidan, and Evan in promotional materials. The HKTB also created a website featuring the KOLs' recommendations and promoted it through advertisements and social media. The campaign aimed to showcase the diverse tourism experiences available in Hong Kong and reach a wider audience through the use of UGC.

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2. The Croatian National Tourist Board: The Croatian National Tourist Board launched a promotional campaign called "Croatia - Winter Wonderland" with the goal of maintaining visibility for Croatia and attracting new guests by showcasing the winter beauty of Croatian destinations and specific tourist offerings such as eno-gastronomy, culture, nature, and wellness. The campaign was promoted on social media platforms including Facebook, Instagram, Twitter, TikTok, and Pinterest using the tags #CroatiaWinterWonderland and #MagicalCroatia.

The campaign featured traditional recipes, customs and traditions, and the best locations for taking winter photos, and included a give-away with prizes for the best winter photos and answers to prize questions on social media. The campaign also potentially included a trip for international influencers to visit winter wonderlands in Croatia if epidemiological conditions permitted.
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3. Tourism Queensland: Tourism Queensland's "Best Job in the World" campaign demonstrated the power of user-generated content (UGC) in attracting international attention and generating significant earned media value. By inviting people to apply for a unique and desirable caretaker position on Hamilton Island and share their qualifications through a 60-second video audition, the campaign generated over 46k news stories and an estimated $260M in media value. The contest winner also contributed additional UGC to the campaign through blog posts, photos, videos, and media interviews, further demonstrating the enduring value of UGC in promoting a destination. The campaign's success highlights the potential for UGC to effectively drive awareness and engagement for tourism campaigns.

4. Visit Outer Hebrides: The Outer Hebrides Tourism ran a social media campaign called "Food with a View" that celebrated and showcased the local food and drink offerings on the islands. Visitors were encouraged to share photographs of their food and drink experiences and the views they enjoyed on social media and enter a competition to win a hamper of local produce. Local businesses were asked to promote their food and drink offerings, encourage visitor participation, and display competition posters. Non-food and drink businesses were also encouraged to share "Food with a View" content and display posters. The campaign aimed to increase awareness and engagement for the diverse range of food and drink offerings on the islands.

Overall, these destination marketing organizations have successfully used user generated content in their marketing campaigns to promote their locations and attract visitors. By featuring authentic and relatable content from travelers, these campaigns have helped to showcase the unique experiences and attractions that these destinations have to offer, and encourage more visitors to plan trips to these locations.