Social media key for torch journey
The handing over of the Olympic Torch to Britain yesterday in Greece represents the next stage of VisitBritain’s tourism drive, as it flame began a 70-day journey through more than 1000 cities, towns and villages.
VisitBritain will have a team “embedded” in the 12,785 kilometre relay operation, which begins in the south west county of Cornwall and finishes on July 27 at the opening ceremony in London.
VisitBritain marketing director Laurence Bresh said it will use social media to fully exploit the journey, which also includes a detour to Dublin.
“It is important to stay on top of digital media. This is the first social media Olympic Games,” he said. “We will have people embedded in the torch relay who will be tweeting, putting videos on Facebook and generally showcasing the destinations as the Olympic Torch travels around the country.”
VisitBritain is closing in on 800,000 Facebook fans with a further 200,000 following on Chinese site Weibo.
Its Facebook site is also updated 24 hours a day with responsibilty shared between the UK, US and Australia, depending on the time of day.
Overseas network director Keith Beecham said: “We have a very active social media strategy. It is a fantastic way to engage, particularly with those markets which are mature and developed, including Australia.”
Meanwhile, Beecham said the government has set a target of achieving media coverage worth GBP1 billion in advertising equivalent.
“We have over achieved in the first year of our four-year campaign,” he said. “We have been swamped with world media wanting a story, and not just about the Olympics.”
Email the Travel Weekly team at traveldesk@travelweekly.com.au
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