Projekt Cestuj srdcem na podporu cestovního ruchu ve středních Čechách oslovil loni 750 000 uživatelů sociálních sítí
Úspěšného projektu Cestuj srdcem, který připravila Středočeská centrála cestovního ruchu, se v loňském roce účastnilo celkem 11 influencerů. Během 5 týdnů procestovali srdce Čech a jejich zážitky, které sdíleli na sociálních sítích, oslovily více než 750 000 uživatelů Facebooku, Instagramu a YouTube.
I díky kampani vzrostl počet zájemců o poznávání středních Čech, jejich přírodních krás a památek, o ubytování v kraji, gastronomické zážitky i mnohé další, často neobvyklé aktivity, které střední Čechy nabízejí. Představení středočeských regionů influencery se tedy v době, kdy bylo potřeba oživit cestovní ruch, rozhodně vyplatilo.
Celkem 11 influencerů – vypravěčů příběhů, talentovaných fotografů, videomakerů a digitální umělců – kteří se živí obsahem sdíleným s jejich sledujícími i širokým publikem, byli do projektu vybráni na základě výzvy vyhlášené Středočeskou centrálou cestovního ruchu. „Při jejich výběru hrál důležitou roli počet sledujících, ale také kvalita výstupů, rozmanitost i jejich životní styl. Do nejužšího výběru se tak dostali rodiny s dětmi, nastávající rodiče, vozíčkářka, mladý pár bez závazků nebo single cestovatelé,“ říká Karolína Kratochvílová, duše influencerského projektu. Na cestách pak influenceři byli od 30. července do 5. září 2021 a procestovali celkem 9 regionů středních Čech. O průběhu svého pobytu aktivně informovali na sociálních sítích, zodpovídali otázky sledujících a někteří dokonce připravili i poutavý článek, podcast nebo video, ve kterých se ohlédli za cestou po středních Čechách.
„Mně osobně velmi těší, když na sociálních sítích natrefím na příspěvek někoho cizího, který se na dané místo vydal, protože to viděl u svého oblíbence na Instagramu. I to se v průběhu projektu a loňského podzimu dělo. S většinou zapojených influencerů jsem dodnes aktivně ve spojení a vymýšlíme další spolupráci. Podařilo se nám je mezi sebou provázat, a tak se tito „ovlivňovatelé“ nakonec ovlivnili navzájem a cestují na místa, která byla v projektu, ale nebyla v jejich itineráři,“ směje se Kratochvílová.
Influenceři naplnili cíle projektu – ukázali krásy a možnosti středních Čech a sami se přesvědčili, že vydat se do největšího kraje je skvělý nápad. Zároveň pomohli vyvracet neopodstatněné zaškatulkování středních Čech coby jednodenní destinace. V době, kdy influenceři cestovali a takřka v přímém přenosu své zážitky sdíleli na Facebooku i Instagramu, je sledovalo přes 180 000 lidí. Pořídili na 1200 fotek, natočili zdařilá videa, přidali na 40 příspěvků na Instagram, publikovali krátká videa i články, tipy a další. I díky kampani rapidně vzrostl počet sledujících na instagramovém profilu středních Čech, který v průběhu projektu postupně do správy převzali všichni influenceři – za půl roku z 8000 na téměř 20 000 sledujících.
„Kromě veškerého vynaloženého úsilí jsme do projektu investovali zhruba 196 000 korun. Tato částka pokryla mimo jiné náklady na provize, vstupy, dopravu, jídlo i ubytování, a investice se rozhodně vyplatila. Vzniklý obsah stále využíváme, a navíc jsme získali cennou zkušenost a kontakty,“ uzavírá projektová manažerka Středočeské centrály cestovního ruchu.
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