Costa Rica was an early ecotourism pioneer, prioritizing sustainable travel and conservation back in the 1990s. We proposed a coordinated press trip campaign (dubbed #EcoCostaRica) that sent five of the world’s top travel bloggers to explore the country for five days and generate stories about its current ecotourism offerings. Other members of our team provided social media support for the project.
Each of these influencers had a different expertise, from adventure travel, cultural travel and culinary travel to archaeology and nature/wildlife. Each blogger explored different activities in different regions of Costa Rica, all at the same time. Strategic planning ensured there was no overlap in editorial coverage. Approximately 45 blog posts were generated during the 6-month campaign, plus freelance pieces for CNN.com, WeatherChannel.com, Huffington Post, Yahoo Travel, the Tico Times and INsite Magazine.
Collectively, the blog posts received over 50,000 page views (we have no way of tracking traffic for our freelance pieces, but estimate they reached hundreds of thousands). They got more than 4,800 Likes/Shares on Facebook, 3,600 Tweets on Twitter, 17,500 Shares on StumbleUpon, 2,800 pins on Pinterest and 1,400 +1’s on Google Plus. The overall TweetReach for the campaign was well over 5 million people.