Case Studies, Tourism

From digital to tangible: Instagram competition finalists in Fitur 2014

FITUR 2014

FITUR 2014Nearly 4,000 snapshots were part of the #SoñasteAragon competition, a significant figure considering that it was an Instagram competition based on a region and its touristic attractions. For that reason, we contacted Mercedes Arruebo, Responsible for New Technologies at Turismo de Aragón, to tell us which good practices they implemented in order to get such a high number of participants, and learn more about which strategies can be followed on Instagram to achieve success.


The support service offered to us by Cool Tabs was fast and efficient at all times (before, during and after the campaign). They helped us through the whole process, both technically and professionally.

Mercedes, which are, in your opinion, the key reasons for your success in an Instagram competition?

Aragon’s tourist appeal, the importance we give to new technologies, specifically to the networks used to advertise our region, and the involvement of Aragon’s tourist office have been the key factors that have promoted a high degree of participation. We have created an opportunity for both the people of Aragón and foreigners visiting our region to spread Aragón’s charms in an easy way by creating a common “forum”.

On the other hand, the fact that the snapshots that made the finals were exhibited physically at Aragón’s stand in an international event such as FITUR 2014, and the impact this had among the audience, have increased the visibility and notoriety of this project (most of such competitions do not make the leap from the digital realm to the tangible one). Thus, we mainly offered relevance to the chosen participants.

The system for selecting finalists and winnersThe last key factor would be the system for selecting finalists and winners. We reserved the first phase for a jury composed of different members of Turismo de Aragón, experts in photography and great connoisseurs of the community, who ensured a level of quality among the 15 pre-selected pictures, while the jury of the second phase was an audience which was not familiar with Instagram and which chose three winners through a conventional voting system.

What would you highlight about your#SoñasteAragon campaign? What is it which made this campaign different to others?

The campaign, which initially started out as an attraction for the visitors and as the finishing touch of Aragón’s stand in FITUR 2014, has become (in just one month and one week) the best way for participants to show their experiences and emotions during their visits to Aragón by sharing images of landscapes, culture, cultural heritage… and an element of promotion by travelers for travelers.

A cry of love together towards AragónFurthermore, one of the three participation requirements was that, besides the picture being related to Aragón’s tourism and tagged with the hashtag #SoñasteAragon, was that the picture must include the name of the place where it was taken. We managed to create endless conversations about future holiday destinations, routes and excursions, all of them in Aragón.

Which ways have you used to spread this campaign?

The campaign received steady support through our own social networks, which have been the main vehicle to achieve success, mainly from InstagramFacebook  and Twitter. The support we received from groups such as #igersaragón, who welcomed the campaign and helped us greatly to spread it, was, without a doubt, decisive.

In which way do you think the Cool Tabs platform has helped you?

The competition management through an app such as the ones offered by Cool Tabs for these dynamics has helped us greatly to ensure the smooth running of the competition itself. The tool offers endless possibilities, which let us organize the competition exactly as we had imagined, but in a quicker and more structured way. The confirmation of participants, included in a user-friendly panel, the graphic customization, specifically the white label mode, the integration with other networks and the display of complete stats, are just some of its most noteworthy advantages.

What would you highlight about Cool Tabs, then?

The support service offered to us by Cool Tabs was fast and efficient at all times (before, during and after the campaign). They helped us through the whole process, both technically and professionally.

Create now your Instagram competition with Cool Tabs >>

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