INCON CASE STUDY:
Innovation & inspiration bring travel bloggers to Jerusalem
WHEN: 19-21 March 2017
WHERE: Jerusalem, Israel
Jerusalem hosts TBEX – the world’s largest gathering of travel bloggers, writers, new media content creators, and social media travel industry professionals...
CASE STUDY INTRODUCTION
In recent years, Jerusalem has undergone a culture renaissance. In an effort to raise the digital awareness of the city as a primary tourist destination that surpasses the historical narrative of the city, Jerusalem hosted the Travel Blog Exchange, or TBEX, with the goal of creating positive digital content and bringing new creative angles to what the city has to offer.
Following a successful bid to host TBEX, the JCVB organized and managed every detail of the conference ensuring that delegates would have access to all the facets of what Jerusalem can offer international travel bloggers. As part of the three day event, attendees snacked on delicacies from Jerusalem’s exploding culinary scene, enjoyed an address from the city’s mayor, and explored the many different aspects of the city.
WHAT IS TBEX?
TBEX (Travel Blog Exchange) is the world’s largest conference and networking event for travel bloggers, online travel journalists, new media content creators, travel brands and industry professionals. Held in Israel for the first time, the 2017 conference brought together hundreds of bloggers, travel journalists, content creators, and social media influencers and served as a special opportunity for DMOs, travel brands, PR firms and their clients, to engage with the most influential travel bloggers and leading digital content creators.
The event included a red carpet cocktail reception, fashion show, and dance performance. In addition to the numerous networking mixers and lectures, attendees participated in a variety of activities across the city, including guided tours of historical sites, culinary workshops, visits to multicultural community centers, and artistic and cultural tours.
CASE STUDY OUTCOMES
TBEX Jerusalem convened a strong influential group of content creators, who brought their full complement of social and digital assets to tell a new narrative about Jerusalem’s modernity and multi-culturalism.
Over400bloggers from countries all over the world received a whirlwind tour of the city’s breathtaking sights and shared their experiences under the specific event hashtag #tbexjlm. Throughout the event, bloggers were encouraged to tell their own stories about their unique experiences in the city and provide an unfiltered account to their readers. TBEX participants left the city with a new understanding of both its historical roots and its modern stylishness, which they in turn shared with millions of readers around the globe.
SHARED #TBEXJLM STORIES
Christopher James Mitchell, Traveling Mitch
Megan Indoe, Bobo And Chichi
Cory Lee, Curb Free With Cory Lee
In a significant push for a city often mentioned on social media and online in the context of conflict, Jerusalem leveraged the event to create a wave of positive digital content. Tweets reached over 80 million people, and over eight thousand pieces of digital content were published through social media channels. More than 18 million people have viewed the many blog postings written by delegates at the conference. The event resulted in longer lasting relationships with many influential global partners as well as enabled the local market to grasp the full power of digital influence.