Unleashing the Power of Community: VisitRoskilde's Experiential Marketing Campaign for Tour De France 2021
Alle tiders startlinje
'Alle tiders startlinje' is an Experiential Marketing campaign for VisitRoskilde in connection with Tour De France's Grand Depart in Denmark in 2021. The goal was to increase local support for the event and create interest in VisitRoskilde among tourists. The project aimed to involve the community and turn citizens who might be negatively affected by the event into brand evangelists, with the goal of attracting more tourists to VisitRoskilde.
Semester project, University College Absalon, 2020
In collaboration with Visit Roskilde and Tour de France
Initiatives
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Experiential Marketing
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Qualitative interviews
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Quantitative surveys
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Persona creation
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Influencer marketing
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Budgetting
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Campaign calender
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Balance Scorecard
Concept moodboard
The concept
To achieve the project's objectives, we developed an experiential marketing concept that involved creating a mosaic photo utilizing pictures captured in a photobooth by members of the local community. From a distance, the photo would appear as a welcoming message reading "Alle Tiders Statlinje," creating a powerful visual representation of Roskilde's commitment to hospitality and inclusivity. The campaign was designed to generate buzz and word-of-mouth promotion, while also fostering a sense of belonging and community spirit among the local community.
The Experiential Event
To collect the photos for the mosaic photo, a plan was made to place a photobooth in the city during local events. Alongside the photobooth, brand ambassadors would be present to answer any questions from the locals and create a positive buzz about the upcoming Grand Depart day. A storyboard was created to showcase an example of the experiential marketing event, which would take place at Musisk Dag.
Briefing Manual
Influencer guidelines
Brand ambassadors and micro influencers
The campaign utilized micro-influencers to enhance the message and reach a larger audience with fewer resources, resulting in a more authentic experience. Contracts and briefings were prepared to equip the brand ambassadors and micro-influencers with the necessary resources to effectively support the project within the established framework and values of the concept.
Finding the target audience
To gain insights into the campaign's target audience, we conducted three qualitative interviews and administered a survey to 152 respondents to develop unique personas.
Persona
Quantitative survey
Scorecard
Campaign calender
Budget
Calender, budget and scorecard
To ensure the campaign was executed seamlessly, a campaign calendar and budget was used as project managing tools.
Additionally, a balanced scorecard was developed to assess the attainment of the campaign's goals.