CHALLENGE
The Easter Sunday bombings had a devastating impact on Sri Lanka, resulting in an 80% drop in tourism. Visa wanted to help get visitors back to the island.
SOLUTION
#RepostSriLanka. We first analysed hashtags associated with Sri Lanka to identify 8 million Instagram users who had visited the island. We then messaged the Instagrammers using a bot, encouraging each person to repost their Sri Lankan images. This flooded Instagram with beautiful travel images, encouraging people to book a trip.
Our actions on Instagram were supported by a series of merchant films, microsite, OOH and geo-targeted ads. After a large drop in visitors our campaign played a small but important role to boost tourism. By December tourist arrivals were at 95% compared to the previous year.
IMPACT
4.5M views
120K site visits
10K images reposted
