U.S. Travel Association's Twitter Strategy

Jennifer Hoang

Category: Strategy

03.22.2012

Our client the U.S. Travel Association paid us a lovely visit the other day. Literally on a roll with the launch of their new site and the start of their Vote Travel campaign bus tour, the Vote Travel team has already accumulated more than 31,000 followers on Twitter.

Thirty-one thousand, you say? How did they get that many followers if they just launched their website, you might ask?

From the beginning, the U.S. Travel Association applied every aspect of Twitter’s features into its accounts.

“Twitter is a groundswell for people involved with their community and livelihood,”says Blain Rethmeier, Senior Vice President of Public Affairs and Government Relations at U.S. Travel.

The association put into place a great strategy. They were able to separate two target segments, @USTravel and @TravelCoalition. From continually refining, testing and analyzing keywords, the communications team was able to make frequent changes based on immediate user reactions. In addition, the team deployed consistent, careful keywords that quickly rippled through the Twitterverse.

The U.S. Travel Association also utilized key hashtags for their campaign, such as #VoteTravel, and #health for the positive benefits of traveling.

The campaign’s peak of awareness was during a key national press event, the State of Union. Using keywords, hashtags and promoted tweets allowed the association to contribute to the overall political discussion and engage users with shared interests. This resulted in an instant increase, seeing a 200% + increase in Twitter followers.

Kudos to the U.S. Travel Association on a successful campaign launch. We look forward to seeing the Vote Travel bus on the road, and the campaign on Twitter.

Case Study via Twitter Business: “U.S. Travel Association grows follower base 200% in 10 days with Promoted Accounts”

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