Travel Like a Bachelorette in Belgium partnership campaign with Visit Belgium and ABC’s hit romance reality series The Bachelorette.
Iceland Cool had a blast coming up with creative ways to fulfill the trade-out agreement between ABC-TV and Visit Belgium for the hit romance reality series The Bachelorette. Andi Dorfman looks for love and finds Brussels!
Travel Like a Bachelorette in Belgium Contest
Staying within the strict parameters and brand guidelines set for the by the ABC network, Iceland Cool leveraged the national TV coverage to strengthen Visit Belgium’s social media presence and launch a new travel segment, Romance & Honeymoon. To maximize the modest budget we partnered with the gorgeous 5-star Steigenberger Hotel in Brussels.
We created a Travel Like a Bachelorette in Belgium Facebook contest whereby the winner would get a luxury stay in Brussels inspired by scenes from the episode where Andi Dorfman and her smitten suitors explore Brussels and Wallonia. The grand prize included two nights in the same Hotel Steigenberger master suite that was occupied by Bachelorette Andi Dorfman and cast during filming. The Travel Like a Bachelorette in Belgium contest was promoted on social media as well as by e-enewsletter to Visit Belgium’s extensive consumer database.
#BacheloretteInBelgium Takes Off
Prior to the episode’s airing we reached out to influencers #BacheloretteNation by sending them baskets packed with authentic Belgian treats to get everybody amped for the Belgium episode. During the airing of the Belgium episode we took over Visit Belgium’s Twitter account and live tweeted, engaging with fans, the host, and cast members which resulted in an explosion of new followers. The contest hosted on Visit Belgium’s official Facebook page saw over 10,000 entries and “likes.”
The Travel Like a Bachelorette in Belgium contest was so successful it was created into a best-selling travel package by the Steigenberger Hotel and promoted on Visit Belgium’s website.
New Revenue Stream: Romance & Honeymoon Segment
Using our keen knowledge of the US travel industry we introduced a new revenue stream by creating an online travel guide Belgium for Honeymoon and Romance hosted on VisitBelgium.com. From castles to canals The Belgium for Honeymoon and Romance guide on VisitBelgium.com highlighted romantic activities and sites in Belgium. The content ranged from chocolate-making classes to wedding castle venues. Of course we included all the romantic activities “as seen on the Bachelorette.”
Belgium has many romantic places of interest but the destination had never been packaged for weddings or romance – one of the most lucrative travel segments in the tourism. We spread the word to both our B2B media and buyer contacts in a targeted press release and e-enewsletter. The result was top-tier media exposure and new Honeymoon and Romance travel products offered by major US Tour Operators.