The beginning phase of this proposed touchpoint journey begins with awareness, in this case in the form of social media. Posting on social media platforms is a great way for brands to connect with the community and get people looking at specific content, so it is important that Boreal utilizes platforms that can emphasize what a great time it will be there. The platforms I've chosen to launch campaigns on include facebook, instagram, and twitter. Due to the prevalent use of photo imagery and short copy with these platforms, I figure they will be most effective in bringing in followers, likes, page traction, and eventually revenue.
To get a better idea of what kind of campaign I want to launch I researched another ski resort as well as similar companies as part of a comparative assessment to learn how to effectively use graphic/photo messaging in social media.
Keystone Resort | Denver, CO
In the current facebook homepage, instead of cover photo Keystone employs video footage for people that are visiting the page. The video itself showcases a family enjoying their time at the resort appealing to a broad audience of multicultural families with young children. This is emphasized in the video with their choice of showcasing a kids zone type play area in the snow for children and the imagery of kids skiing down the mountain with their parents. This gives people the message that Keystone Resort is a very family friendly resort that can keep children occupied and be fun for everyone. There’s also a very clear call to action button with the “Book Now” option for people to utilize if they’re planning to take a trip there. Posts were also consistent from instagram and twitter.
Hello BC | BC, Canada
Hello BC is a tourism organization that educates travelers of the many things they can do/explore in BC. The facebook page is very similar to Keystone’s with a video showcasing some activities people can do, the contrast being with the target audience. In Hello BC’s video they target more younger adults, mainly couples that are eager for adventure and travel. From the site and the facebook page the aesthetic is very clean but humanistic, with warm colors drawing people in with a sense of comfort. People that see this type of imagery will want to visit the location so this social media campaign is effective in inspiring awe and inviting people to come visit and bask in the beauty of nature. Their call to action button “Learn More” directs people to the main website where they can learn all about their future destination.
National Park Service | USA
The National Park Service is a government organization that preserves unimpaired lands around the country for enjoyment, education, and inspiration to current and future generations. The main call to action with this org is to educate and inform the citizens of the various national parks and lands with the “Learn More” button redirecting the user to their main website. This social media campaign also relies on a heavy use of imagery to attract the audience, with fun hashtags that get people talking about the experience of visiting one of these parks.
The platforms I've chosen to launch campaigns on include facebook, instagram, and twitter. Due to the prevalent use of photo imagery and short copy with these platforms, I figure they will be most effective in bringing in followers, likes, page traction, and eventually revenue.