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Social Media in Travel and Tourism 2013 http://www.travelandleisure.com/smittys-2013

Twitter #TLSMITTY

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Delta Airline Winner: Overall Airline, U.S.

• Multiple Twitter handles help Delta assist passengers easily, whether for reservations (@DeltaAssist) or breaking news (@DeltaNewsroom). Meanwhile, calls for travel photos and campaigns (“Show us your #BiscoffBowTie”) keep the airline’s 460,000 followers inspired and engaged. Oh yes, and Delta is also a runner-up in the SMITTYs contest category. —Maria Pedone

Turkish Airline Winner: Overall Airline Global

• Turkish Airlines has turned on the social media spigot in a big way, even winning another SMITTY this year for the best mobile-friendly campaign. And a viral video was its most public effort. You’ve probably seen the TV commercial: Kobe Bryant trying to outdo Barcelona soccer player Lionel Messi in juggling and balloon animal–making to win over a young fan. But it’s an ice cream–bearing flight attendant who succeeds (as does the airline: the video has had more than 100 million YouTube views). —Maria Pedone

San Franciso International Airport Winner: Overall Airport, U.S.

• SFO won a SMITTY award last year, and it’s not surprising to see the airport in the top slot again: social media marketing company Viralheat ranked it the most social media–savvy airport in America for 2012. One of the ways it achieved that ranking: postcards. While a Dickensesque character greeted passengers throughout terminals, staffers snapped photos to create both digital and physical holiday postcards. Followers and fans were prompted to share them using the hashtag #SFOHolidays. —Maria Pedone

Aurora Expeditions

Winner: Overall Cruise Line

• Before embarking on their journey, Aurora Expeditions’ passengers could opt to stay in touch using the TrekTraka social media app. Real-time, location-based updates were made to linked Facebook accounts, allowing friends and family to see when the cruise had made it to its destination—even remote spots like Antarctica or Papua New Guinea. —Maria Pedone

Visit Myrtle Beach Winner: Overall CVB, U.S

• Myrtle Beach, SC, set out to show that its 60 miles of coastline are just as great during the 60 days of fall as they are in the summer. The tourism board posted unnamed spots (like local attractions and restaurants) on Pinterest and Twitter. Then, on “Trip Tuesday,” followers were asked to guess these secret locations, resulting in a new winner each week. —Maria Pedone

Visit Denver Runner-Up: Overall CVB, U.S.

• Themed road rallies—including beer, history, and adventure—sent travel bloggers on a scavenger hunt across the Mile High City’s landmarks, from the Denver Zoo to the Phoenix Gold Mine. Check-ins on Visit Denver’s app and live tweets using the hashtag #tbexrr revealed QR code tips about their next destination. —Maria Pedone

Cape Town Tourism Winner: Overall CVB, Global

• The next best thing to sending people to Cape Town? Sending their Facebook profiles. More than 150 point-of-view videos were shot (think hang gliding around Table Mountain), along with 400 first-person status updates, and posted onto participants’ timelines. A few lucky users received gifts from trips on their newsfeed (e.g., wine from a vineyard visit), while grand-prize winners were sent on a real holiday to the Mother City. —Maria Pedone

Tourism Australia Runner-Up: Overall CVB, Global

• Fans create more than 95 percent of content on this tourism board’s profiles. By taking advantage of digital media’s 24-hour time loop and dedicated interaction with its followers, Tourism Australia has inspired the contribution of more than 1,000 photos every day across its social media networks. —Maria Pedone

• http://www.facebook.com/SeeAustralia

• มีแฟนกด Like 4.5 ล้านคน

Four Seasons Hotels Winner: Overall Hotel Chain

• The luxury group put customer service first by creating custom Twitter accounts for both its guests and hotels. Brides-to-be can follow the @FSBridal handle for wedding inspiration, while other guests can follow any of the 84 specific property handles for location-based tips and deals. —Maria Pedone

• https://twitter.com/FSBridal

The Pfister Hotel Winner: Overall Individual Hotel, U.S.

• The Pfister is so committed to fine art that it keeps an artist in residence. What better way to engage fans than to let them vote for the next one via Facebook and Twitter? The winner was artist Stephanie Barenz, and the hotel now posts her sketches on its social networks—a unique way of keeping tradition alive in a digital world. —Maria Pedone

• https://www.facebook.com/thePfisterHotel

• https://twitter.com/PfisterHotel

Four Seasons Toronto Winner: Overall Individual Hotel, Global

• Now this is how you open a hotel over social media. Thirty days of spa giveaways created a buzz around Toronto’s new Four Seasons property, with more than 1,000 people entering the Facebook sweepstakes. A live tweetup during the hotel’s ribbon cutting ceremony added to the excitement, while the hashtag #FSNewEra emphasized its modern design (55 glass stories; Yabu Pushelberg interiors). —Maria Pedone

• https://www.facebook.com/FourSeasonsHotelToronto

• https://twitter.com/FSToronto

Ski Vermont Winner: Overall Marketing/Trade Association

• From lift tickets to five-night ski-and-stay getaways, Ski Vermont entered visitors to win with every Facebook or Foursquare check-in. Fans were also encouraged to send pictures of themselves skiing and boarding with the hashtag #vtskibrag. Ski Vermont rewarded persistent braggers with extra sweepstakes entries. —Maria Pedone

• https://twitter.com/ski_vermont

Big Five Tours & Expeditions Winner: Overall Tour Operator

• For its 40th anniversary, this tour operator challenged its audience to come up with creative ways to travel sustainably. In YouTube video clips shot around the globe, the president encouraged users to share their ideas via Facebook, Twitter, Pinterest, and Google+ using the hashtag #40ways. Four participants with the best submissions will win Google Nexus Tablets. —Maria Pedone

Tourism Australia Runner-Up: Overall CVB, Global

• Fans create more than 95 percent of content on this tourism board’s profiles. By taking advantage of digital media’s 24-hour time loop and dedicated interaction with its followers, Tourism Australia has inspired the contribution of more than 1,000 photos every day across its social media networks. —Maria Pedone

• https://twitter.com/tourismaus

Greater Philadelphia Tourism Marketing Corporation Winner: Best Twitter Feed

• This tourism board made sure Philadelphia extended its Brotherly Love to Twitter. The @VisitPhilly handle tweets out exclusive cyber deals on hotels and events to keep its visitors in the know. As for the city’s local fan base (like Philadelphia Eagles coach Chip Kelly), @VisitPhilly is known to send love letters via TwitPic. —Maria Pedone

• https://twitter.com/VisitPhilly

VisitSweden in Conjunction with Glitterati Incorporated Winner: Best Pinterest Photos

• VisitSweden wanted followers to view the country through a more artistic lens. Utilizing photographs from the avant-garde Hilton Brothers, the bureau dedicated a Pinterest board to showcase its capital city and inspired nearly 1,000 Stockholm itineraries in the process. —Maria Pedone

• http://pinterest.com/PinsofSweden/

Tourism Australia Winner: Best Instagram Photos

• The down under destination turned its Instagram account over to followers. The @SeeAustralia handle encouraged followers to tag their photos using the hashtag #SeeAustralia, then watched more than 240,000 images poured in. Followers continue to send in 1,000-plus photos a day across Tourism Australia’s social networks, making 95 percent of its social content user-generated. —Maria Pedone

• www.instagram.com/seeaustralia

• http://www.gramfeed.com/instagram/tags#seeaustralia

Fairmont Hotels Winner: Best Facebook Timeline

• Fairmont Hotels had staffers from each property dish out insider tips on its Facebook timeline. Fun, personality-based quizzes add tailored itinerary suggestions, from chef-selected restaurants to exclusive fitness classes (Hula-Hooping in Hawaii, anyone?). —Maria Pedone

• https://www.facebook.com/fairmonthotels

Ritz-Carlton, Half Moon Bay Runner-Up: Best Facebook Timeline

• Concierge recommendations and a focus on California’s epicurean culture fill the Ritz-Carlton, Half Moon Bay’s Facebook timeline. Behind-the-scenes photos from events such as Yappy Hour (where guests can savor drinks with their canine companions) show off the many offerings of this Bay Area getaway. —Maria Pedone

• https://www.facebook.com/ritzcarltonhalfmoonbay

Meet Minneapolis Winner: Best Blog

• The Meet Minneapolis blog caught our attention with its star-studded contributors. Restaurateur and television personality Guy Fieri listed his top spots to eat in this Twin City, while NFL punter Chris Kluwe—a former Minnesota Viking—shed light on his daily duties as an Oakland Raider. —Maria Pedone

• http://www.minneapolis.org/blog

WestJet Winner: Best Video

• This Canadian airline decided to spread some holiday cheer when it turned an airport gate into the North Pole. Nine hidden cameras caught the surprised faces of 166 Christmas travelers as elves, snowmen, and ballerinas stormed the terminal. The holiday cheer spread onto YouTube; more than 435,000 people tuned in to watch the viral video. —Maria Pedone

W New York Times Square Winner: Best Contest/Giveaway

• Playing off W Hotels’ reputation for great design, the W New York Times Square partnered with its Instagram community to create the first-ever Instagram photography exhibit in Manhattan. More than 6,000 entrants fought for 10 spots in the exhibit, with one grand-prize winner chosen for a two-night stay at the hotel. —Maria Pedone

• http://www.wnewyork.com/wdesign

• instagram.com/whotelsnyc

National Car Rental Runner-Up: Best Location-Based Campaign

• While road trips may be novel for their spontaneity, a tip here and there can be a major relief. Foursquare lists in cities including Denver, Nashville, and San Francisco encourage drivers to stretch their legs (at dance studios, art galleries) along the way, and point them to some of the best food joints (Italian, Thai, Mexican) in town. —Maria Pedone

• https://foursquare.com/nationalpro

Turkish Airlines Winner: Best Mobile-Friendly Campaign !

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• During the 2012 London Olympics, the airline sent spectators on a scavenger hunt. National flags acted as QR codes; when scanned, they allowed users to check in to that country via Facebook. The countries’ Olympic progress was also monitored through the app, so fans wouldn’t miss a play. —Maria Pedone

• https://www.facebook.com/turkishairlines

Qatar Airways Winner: Most Creative Hashtag

• The hashtag #Tweetameet allowed Qatar Airways followers to share cool facts about the airline’s various destinations. Pairs of these wishful travelers faced off in #Tweetameet “races,” tweeting factoids about their destination of choice, with the most knowledgeable twosome winning tickets to that country. —Maria Pedone

! @qatarairways

@nokairlines

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