Posted by: tourismvc | October 4, 2007

Hike the Highlands Festival and Web 2.0

Hike the Highlands Festival

The success of the recent Hike the Highlands Festival Sept. 14-23, 2007 reinforced to me the importance of using the tools of the web 2.0 .  As chair of the festival,  I witnessed first hand what new media and social media could do with a very limited marketing budget. I also believed it was time to move from traditional marketing more into e-marketing.  The Hike the Highlands Festival went from 70/30 in traditional/e-marketing to 40/60. 

What did the festival use ? – a blog, adwords and pay per click,  new media – podcasts, video, slideshows, SEO, Google Analytics, Wiki, google maps,  and e-mail marketing director for newsletters. All played important role in the success of the festival along with a newly designed web site that used keywords, SEO and encourage people to visit the interior pages.  The festival was able to better communicate with hikers and with a bigger audience.

The results were the festival was able to almost match the same numbers as last years festival despite a major decrease in marketing budgets of $25,000. We were also successful in attracting new numbers  with evening presentations and our opening & closing ceremonies.

Many thanks to my project team – Moving Forward with New Media – Gerard, Kimberley and Bob for their guideance & patience,  and my mentors & collegues- Patricia Brusha and Alicia Whalen, Jens Thraenhart and Todd Lucier‘s blog. 

Advertisements

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

Categories

%d bloggers like this: