Total 565 words used.
Kissimmee, Florida provides an abundance of epic travel experiences ranging from adrenaline-pumping rides in Disney theme parks to captivating adventures in local nature attractions to luxurious stays in vacation rental homes. Recognizing that Instagram provides an opportunity to promote Kissimmee’s amazing breadth of activities in uniquely relatable ways to the multiple audiences Experience Kissimmee seeks to attract—families, groups of friends, couples and individuals—in early 2021, the DMO amped up its efforts to make the most of its Instagram platform and show potential visitors exactly how they can shape the vacation of their dreams in the destination.
To expand awareness of the destination and partner offerings, Experience Kissimmee launched robust photo- and video-driven content on Instagram. Regularly scheduled posts, Stories and Reels were shaped in accordance with the most impactful production and presentation approaches for the channel and incorporated everything from influencer experiences and upbeat music tracks across various genres to lively depictions of members of the target audiences.
CONTENT THAT CAN BE REPURPOSED ACROSS CHANNELS
The captivating series of photos and videos that Experience Kissimmee creates are repurposed across their social platforms per the best-use practices of each to increase the number of followers, cast a bright light on partner businesses, inspire visitation and help visitors plan their trips.
CONTENT THAT CAPTURES THE ESSENCE OF A KISSIMMEE VACATION—A STEADY STREAM OF FUN
For its Instagram platform, Experience Kissimmee creates photo carousels and videos, posting one Story every weekday and one Reel every weekday and Saturday. The content, which focuses on people enjoying theme park rides, attractions and events; animal encounters and nature interactions; mouthwatering food options; and attractions and experiences ideal for celebrating special occasions and holidays, is scheduled to go live at optimal viewing times for the target audiences, as determined by the Sprout scheduling service.
- STORYTELLING. Each Story comprises 5-10 eye-catching slides (both UGC- and brand-created), some of which are captured at media events. These visuals shape a complete story arc about an attraction and its recreational options—an intro followed by additional details and an end card with a call to action. All partners and UGC creators are tagged. Additionally, every slide contains an engagement tab, for example, a poll or a question that prompts interaction. Both Stories and Reels can function as guides comprising a variety of activities and leading social traffic to the Experience Kissimmee website.
- INFLUENCERS. Experience Kissimmee generates additional social traffic by hosting top influencers for two-night weekend stays in the destination. They post Stories about their Kissimmee experiences in their own channel, and their content in turn leads their followers to the Experience Kissimmee Instagram channel.
SOME TOP PERFORMERS:
RESULTS
A comparison of the social metrics of the latest year-and-three-month period (January 1, 2021 – March 16, 2022) with the immediately preceding period of the same duration (Oct. 19, 2019 – Dec. 31, 2020) shows that Experience Kissimmee’s inventive content on Instagram resulted in vastly increased reach, profile visits, number of followers and impressions. Experience Kissimmee has succeeded in amplifying awareness of the brand and local businesses with fun, inspirational content that mirrors Kissimmee’s character, motivates trips to the area and provides insights that help visitors plan their travel.
14.5 MONTH STATISTICS: JANUARY 21, 2021 - MARCH 16, 2022
9.4M REACH (+199.1%)
202K PROFILE VISITS (+337.2%)
77.4K FOLLOWERS (Net gain 17.1K)
36.9M IMPRESSIONS
