Visa
Repost Sri Lanka

95% INCREASE IN TOURISM FOR SRI LANKA

       
        The Easter Sunday bombings had a devastating impact on Sri Lanka drastically reducing tourism by 70%. Visa wanted to help get visitors back to the island.
 
        Instagram plays a major role in travel, inspiring people to visit different destinations, so we used the platform to boost tourism. We analysed hashtags associated with Sri Lanka to identify 8 million Instagram users. We then reach out to these 8 million, both tourists who had visited and locals who shared Sri Lankan content, and encouraged them to repost their images & remind others of the country’s beauty. Our actions on Instagram were supported by a series of merchant films, microsite, OOH and geo-targeted digital ads.

         In the end we received  8.8M views (with 4.5M engagements), 120K site visits, 10K images reposted. By December, tourist arrivals were at 95% when compared to the previous year.