Money & Business

Visit Denver Pins Marketing Hopes on Pinterest

By / Nov 13, 2012 (Screenshot from VisitDenver on Pinterest)

Denver’s CVB is implementing a citywide Pinterest campaign to help promote its arts week, but does the image-driven social media platform offer a bigger opportunity for the meeting planning industry?

To help promote Denver Arts Week, the Mile High City is employing a social media campaign using the increasingly popular image-sharing website Pinterest.

Visit Denver, The Conventions & Visitors Bureau is asking local residents to create Pinterest boards on which they pin photos or images from around the city. The board with the most followers at the end of the campaign will receive complimentary memberships in five of Denver’s cultural centers: the Denver Art Museum, the Denver Museum of Nature and Science, the Museum of Contemporary Art Denver, the Clyfford Still Museum, and the Kirkland Museum of Fine and Decorative Art.

… we thought it would a great way to get our locals talking about the arts in Denver.

Pinterest is “perfect for art’s week because it’s so image driven,” said Deborah Park, Visit Denver’s associate director of communications, “and we thought it would a great way to get our locals talking about the arts in Denver.”

The CVB is also hoping the campaign will help promote their city on a national scale.

“I think we’ll get at least a few dozen boards,” said Justin Bresler, vice president of marketing and business development at Visit Denver, “and if they each get 50 followers, we’re really looking for some good new reach here.”

Measuring Pinterest’s ROI, however, is still not an exact science, and estimates vary about how much traffic and revenue Pinterest actually drives. To help marketers more accurately gauge the site’s value, the analytics company Pinfluencer announced a new tracking system last week that will specifically track metrics such as revenue per pin, visits per pin, and page views per pin.

Despite uncertainty about Pinterest’s potential value, Visit Denver, which has a collection of Pinterest boards that advertise everything from wedding venues to hotels and nightlife locales, said the site is having an indirect effect on their conventions business.

“We haven’t seen a direct impact on meeting planners themselves as far as them being more interested in booking Denver,” Bresler said. “But we have seen meeting planners start to use it with their attendees as a way to get them excited about a meeting in a certain city.”

What unique Pinterest campaigns have you seen or implemented?

Katie Bascuas

Katie Bascuas is associate editor of Associations Now. More »

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