Guardian Holiday Offers

#idealtrip campaign

The Campaign The Results

Guardian Holiday O≠ers is the Guardian’s travel
service which o≠ers a collection of hand picked have been generated by people attracted to the
holidays from trusted partners. competition by advertising on Guardian Select
Travel and guardian.co.uk/travel
Guardian Holiday O≠ers ran a competition
together with VFB Holidays to win a luxury
share of all twitter conversations related to travel
holiday for two in Cappadocia, Turkey. The and tourism in Turkey
competition ran between 26 May and 30 June
2011. To win people had to tweet their idea of
a perfect holiday to the #idealtrip hashtag.
The competition was advertised on
hashtag helped us understand what people
guardian.co.uk/travel and Guardian Select Travel
thought of as their ideal trip
sites, as well as promoted through Guardian
Holiday O≠ers’ twitter account (@guardianhols).
somewhere with culture to places with good
food, wine or beer; from adventure and exploration
Campaign Objectives to beach and luxury holidays; from UK and Europe
To generate propagation of Guardian Holiday
Offers messages by reaching influential people exotic’. See Image 1
in social media
To reach a wider network of people who are were some truly influential participants, known as
interested in travel
To identify what people think of as the ideal and ensure an effective spread of information) and
trip to inform future offers
various parts of a network together). See Image 2

The Research
In summary, advertising on Guardian Select
We used Dollywagon’s Influence Engine, which
Travel and guardian.co.uk/travel delivered a
blends together some of the best of scientific and
media research capabilities. The system allowed us
large network of influential people, active in
to analyse the true reach of the campaign taking into social media and passionate about travel.
account its propagation through twitter, the content
of the conversations created and to pin-point the
most influential participants.
Contact
If you would like to find out more, please
email victoria.hemsley@guardian.co.uk
or tom.mallows@guardian.co.uk
Image 1. Analysis of the content
of tweets to the #idealtrip hashtag

Image 2. Transmission of the #idealtrip

tweets through twitter networks

‘Hub’ – an influential twitter

user in the centre of a network

‘Connector’ – an influential twitter

user who joins up various networks