Blog / Hashtag for Jerusalem: Turning the Global Spotlight on the Holy City (Case Study)

Hashtag for Jerusalem: Turning the Global Spotlight on the Holy City (Case Study)

During the 2016 holiday season, Jerusalem–a city holy to many of faith—embarked on a campaign to engage its global community and invite them to use social media as a means to spread the holiday spirit.

Twenty-sixteen, during which Hanukkah and Christmas overlapped, presented the perfect opportunity to highlight the cultural diversity and unique tapestry of faiths in Jerusalem.

 

The Concept

Led by The Israel Ministry of Tourism, The Jerusalem Development Authority, ItravelJerusalem, and The Ariel Company, the city launched a campaign to encourage its residents, tourists, and global audience to share their faiths and holiday memories.

 

jerusalem social media campaign

 

By using a simple hashtag—#hanukkahjlm—viewers all over the world could submit their holiday photos from Instagram and Twitter, and visit the city, albeit virtually.

Submissions were displayed on two massive screens in downtown Jerusalem in a hotspot with the likes of Times Square. The social display became a centerpiece in the city every evening between December 24 and January 1.

In addition to the display, ItravelJerusalem (the city’s official tourism division) streamed the #hanukkahjlm feed on Facebook Live. Visitors could also view the feed through a custom Zoomph widget nested in the ItravelJerusalem site.
 

 
Other marketing efforts included reaching out to several influencer communities, publishing a press release, generating excitement within local/ international online groups, and publishing several articles around the campaign.

 

The Result

The city received engagement from every social channel it touched, and achieved participation from outside city walls. Submissions came in from: Arizona, New York, California, Israel, London, Canada, Spain, Italy, and France.

ItravelJerusalem also saw a significant increase in engagement on their social channels (spanning Facebook, Instagram, and Twitter), enabling more funding for similar campaigns in the future.

  • Total audience reached: 980.7K
  • Total social impressions: 2.6M

 

Top Takeaways

  1. Social media is a powerful tool for activating global participation in unique, creative, and significant events
  2. Social media can enable global participation in unique, creative, and significant events
  3. The hashtag you choose should be short, simple, and memorable to a global audience (in this case, “hannukahjlm” should have been reconsidered)
  4. Many users choose to share their content via Facebook, underscoring how the local market prefers this platform. Our campaign originally included Facebook, but it became difficult to get Facebook users to use hashtags effectively and make their photos public.
  5. Securing pictures and asking audiences to participate is not always that easy; a strong digital campaign requires a combination of PR, marketing, and word-of-mouth (WOM) marketing to be successful.
  6. Event marketing works best when you bridge the online and offline worlds. In today’s day and age, many users are on digital platforms while attending events, games, and conferences. Brands should look to converting customers with large digital footprints into brand ambassadors.

 

Top Submissions

To wrap up, here are some of my personal favorites from the #hannukahjlm submissions. I’m proud to say that the campaign attracted participation from several international organizations, hotels, and influencers.
 

From our pack to yours Merry Christmas and Happy Hanukkah! #hanukkahjlm #dtlv #dogsofinstagram #holidayhounds #

A photo posted by Hydrant Club (@hydrantclub) on


 

Merry Christmas and Happy Hanukkah from The Stamford Marriott! ?? #happyholidays #merrychristmas #happyhanukkah #meyerjabarahotels #heystamford

A photo posted by Stamford Marriott Hotel & Spa (@stamfordmarriott) on


 


 


 


 


 


 


 


 

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