Instatrip

Background

Vast white plains. The best slopes with crispy Champagne Powder snow. Or, when you're lucky, even the Northern Lights. If you want a winter holiday with these ingredients, you don't plan it with an ordinary travel guide or brochure. Which is why Travel Alberta introduced the Instatrip: an interactive travel planner, based on Instagram photos.

Idea

Seeing is believing

The Canadian Rockies in Alberta were a visual spectacle that almost defied words. As they say: 'Seeing is believing'. This is why Amsterdam based ad-agency Eigen Fabrikaat developed an Instagram-powered trip planner: the Instatrip through Alberta. The planner asked you to assemble your own trip based on winter activities in Alberta and starting point Edmonton. By letting users pick a new activity every day, the Instatrip planned a road trip through Alberta for you. And one happy winner will fly with KLM to Edmonton in December, to actually go on his or her Instatrip.

Content-driven campaign

The Instatrip was part of an integrated campaign that promoted winters sports in Alberta, Canada on the Dutch market. And by using user-generated content central to the campaign, it made the ultimate winter vacation seem very close indeed. The entire campaign was built on impactful online to offline media channels that let these images truly shine. Besides this, a documentary of the real Instatrip through Alberta (with its 2 winners) would be produced, which would air late December on Discovery Channel / The Netherlands.

Check out: www.instatrip.nl (in Dutch).

All images in the InstaTrip app were Instagram sourced, users could combine/select their activities in a 6-day itinerary with start/finish in Edmonton.

Based on selected activities, the Instatrip was rendered including a specific theme (Hiking – Snow – Winter – Adventure – Sport – Culinary – Nature).

Users could share their personal Instatrip on social media and via mail with a personalized animated .gif/.mp4, creating additional awareness and visual impact.

The application was build mobile first, creating an optimal user experience across all platforms and devices from Mobile to Desktop.

Results

The activation campaign launched at the beginning of October in the Dutch market, and generated over 1.750 unique Instatrips in its first week.