Closed for maintainance - Open for voluntourism|活动|广告营销案例【ADGuider广告指南】

为维护而关闭-为自愿旅游开放

案例简介：为什么这项工作与PR相关？我们没有媒体预算，因此我们需要创建一个如此壮观的活动，以至于仅凭公关就可以吸引全世界的注意力。公关是唯一一种用来引起关注并让志愿者前往法罗群岛并帮助维护这些岛屿的媒体。背景法罗群岛是北大西洋的一个群岛，人口为50.000人。像世界上许多其他美丽的地方一样，法罗群岛的旅游业蓬勃发展。在过去的几年里，旅游业增长了100% 多，2018年游客是当地人的两倍。步行道、标志、围栏和废物管理等基础设施的规模不足以适应旅游业的增长，近3分之1的人口认为旅游业是一个问题。对于访问法罗群岛，这创造了一个悖论。他们的工作是在一个3分之1的人口不想要更多游客且没有必要的基础设施的国家增加旅游业。我们不仅面临一个挑战。我们有三个。 1.改善游客和当地人之间的关系 2.改善基础设施 3.增加旅游业总预算少于300.000美元描述创意 (投票20%) 法罗群岛地理位置偏远，气候恶劣，岛屿文化保存完好。但也许最重要的是，法罗群岛确实需要帮助。幸运的是，并非所有游客都只想晒黑和喝玛格丽塔酒。我们看到许多指标表明，旅行者对真实的文化旅行体验和 “做好事” 的兴趣越来越大。例如，84% 的千禧一代说他们会出国参加志愿者活动。孤独星球范围生态旅游是三大旅游趋势，法罗群岛的许多游客表示希望以更直接的方式更好地了解当地人。我们决定采取大胆的战略举措: 从旅游到志愿旅游。描述公关策略 (投票30%) 我们如何以0美元的媒体预算吸引全世界的注意力？我们决定关闭这个国家。 2019年2月20日，法罗群岛总理宣布，在4月的最后一个周末，法罗群岛将 “因维护而关闭，但对自愿游客开放”。这意味着关闭所有主要旅游景点。相反，自愿游客被邀请帮助维护和照顾这些岛屿。作为回报，法罗群岛国家在为期三天的维护期内为他们提供了住宿和食物。在整个周末，志愿者和当地人应在十个项目上合作建设步行道，围栏和观点，并设置垃圾箱和标牌。我们知道，我们在冒险。人们是否愿意为自己的航班付费并免费工作？描述PR执行情况 (投票20%) 我们通过法罗群岛总理的官方视频公告启动了该倡议。一方面，重要的是要传达一个戏剧性的信息，同时不要吓跑未来的游客。因此，这部电影在岛屿闭幕的戏剧性信息和法罗群岛惊人的美丽镜头之间取得了很好的平衡。我们将这个故事直接向世界上十大最有影响力的媒体推销，并邀请他们来参加。我们邀请记者与其他志愿者并肩工作，并向所有提到第一份新闻稿的媒体发送了现场报道和采访。列出结果 (投票30%) 必须至少包括以下两层: 在宣布 “关闭维护，开放自愿旅游” 的24小时内，这个故事成为全世界的头条新闻。它产生了600多篇新闻文章，在线读者总数为6,000,000,000和50,000,000社交媒体互动。在短短4天内，就有3,500人报名参加，相当于周末正常访问法罗群岛人数的7倍。在4月的最后一个周末，来自25个国家的志愿者抵达，帮助维护这些岛屿。今天十大景点都有所改善。仅仅通过将旅游业转变为志愿旅游业。事实证明，“因维护而关闭” 不仅是解决全球问题的领先者，而且对于法罗群岛人民来说，他们通过25% 改善了对旅游业的看法。这成为法罗群岛事件再次发生的开始。

为维护而关闭-为自愿旅游开放

案例简介：Why is this work relevant for PR? We had no media budget so we needed to create an event so spectacular that the PR alone could catch the whole world’s attention. PR was the only kind of media used to create attention and get volunteers to travel to the Faroe Islands and help maintain the islands. Background The Faroe Islands is an archipelago in the North Atlantic Ocean with a population of 50.000 people. Like many other beautiful places around the world, tourism had boomed in the Faroe Islands. Over the past few years tourism increased more than 100 % and in 2018 there were twice as many tourists as locals. Infrastructure like walking trails, signage, fences and waste management were not scaled to fit the increase in tourism and tourism was perceived as a problem by nearly one third of the population. For Visit Faroe Islands, this created a paradox. Their job was to increase tourism in a country where one third of the population didn’t want more tourists and without the necessary infrastructure. We didn’t just have one challenge. We had three. 1. Improve the relationship between tourists and locals 2. Improve the infrastructure 3. Increase tourism And a total budget of less than 300.000$ Describe the creative idea (20% of vote) The Faroe Islands has a remote location, a rough climate and a well-preserved island culture. But perhaps most importantly, the Faroe Islands had a real need for help. Luckily, not all tourists just want to tan and drink Margaritas. We saw many indicators that travelers have a growing appetite for authentic, cultural travel experiences and “doing good”. For example, 84% of millennials said that they would travel abroad to participate in volunteer activities. Lonely Planet range Eco-tourism as a top three travel trend and many of the tourists in the Faroe Islands expressed a desire to get to know the locals better and in a more direct way. We decided to make a bold strategic move: From tourism to voluntourism. Describe the PR strategy (30% of vote) How could we catch the world’s attention with a media budget of 0 $? We decided to close the country. On the 20th of February 2019 the Faroese Prime Minister announced that on the last weekend of April, the Faroe Islands would be ‘Closed for Maintenance, but open for voluntourists’. This meant the closing of all the major tourist sites. Instead, voluntourists were invited to help maintain and care for the Islands. In return, they were gifted accommodation and food over the three-day maintenance period by the Faroese nation. Throughout the weekend volunteers and locals should collaborate on ten projects building walking trails, fences and viewpoints, and set up waste bins and signage. We knew, we were taking a risk. Were people willing to pay for their own flights and come and work for free? Describe the PR execution (20% of vote) We launched the initiative with an official video announcement from the Faroese Prime Minister. On one hand it was important to have a dramatic message while at the same time not to scare future tourists away. Therefore, the film became a fine balance between the dramatic message of the islands’ closing and breathtakingly beautiful shots of the Faroe Islands. We pitched the story directly to the ten most influential medias in the world and invited them to come and participate. We invited journalists to come and work side by side with the other volunteers, and we sent out live coverage and interviews to all media who had mentioned the first press release. List the results (30% of vote) must include at least two of the following tiers: Within 24 hours from the announcement of ‘Closed for Maintenance, Open for Voluntourism’ the story made headlines all over the world. It resulted in more than 600 news articles with a total online readership of 6,000,000,000 and 50,000,000 social media interactions. Within just 4 days, 3,500 people, equivalent to seven times the number of people that normally visit the Faroe Islands on the weekend, had signed up. On the last weekend of April, volunteers from 25 countries arrived to help maintain the islands. Today the top ten sights have all been improved. Simply by turning tourism into voluntourism. ‘Closed for Maintenance’ proved not only to be a frontrunner solution to a global issue, but also for the Faroese people, who improved their view on tourism by 25 %. And it became the beginning of a reoccurring Faroese event.