We all know the internet is transforming the media landscape and the way that people find information. In the past the media giants – newspapers and TV held the power to influence and controlled the message. But blogging and social media has changed the balance of power.
We’re often told that social media is the future, in fact now, and of the opportunities it holds for the travel industry. But rarely do you see destinations embracing it and using it to full effect.
That is until recently, when Land of Valencia – the regional tourist board invited a group of bloggers to experience their destination with a series of bloggers’ trips.
A few weeks ago Land of Valencia – the Spanish city’s tourist board set about a rather daring destination marketing campaign – inviting bloggers from across Europe and the US to the region to discover it for themselves and go to the Grand Prix (hence the F1 title). It’s rare for tourist boards to take such a leap of marketing faith, but Valencia firmly believes in the power of social media marketing and is quickly becoming a pioneering region in this arena.