Van Gogh Europe: a story with international allure. International partners collaborate on a successful route
For a year Insiders supported Van Gogh Europe in the field of online promotion to make the launch of the website a success.
In March 2017 a new website routevangogheurope.eu was launched. We used several online tools to make a successful launching campaign.
The questions asked
The Van Gogh Europe Foundation came to us with the following wishes:
Substantially grow the website reach
Build up a substantial fanbase through social media
Increase the traffic towards the website
Increase brand awareness for Route Van Gogh Europe
With a focus on Social Media the main target groups were defined. The primary focus is on independent travelers between 22 - 39 years and 51 - 70; respectively ‘Generation Y’ and the ‘Babyboomers’. A secondary target group were intermediators in the tour operation market. With its international character, we intensively researched which approach is best and which effective online tools belong with it. In this way a good mix was created of SEO optimization, search advertising, banner advertising and social media advertising.
Through internationally focused online promotion we generated 371% more traffic in 2017 compared to 2016. A daily average traffic stream of 125 sessions was realized, with peaks up to 800 visitors a day. Social Media was the most important channel with 27% of traffic.
With a successful international social media campaign, we increased the reach to aprox. 1 million people throughout Europe. The social media channels were set up from scratch and developed to a fanbase of more than 6,000 qualitative followers. Adding to that we reached more than 250,000 people through search advertising campaigns. In this way Insiders made a considerable contribution to the brand awareness of routevangogheurope.eu.