Welcome!

Cognitive Computing Authors: Liz McMillan, Pat Romanski, David Linthicum, Elizabeth White, Yeshim Deniz

News Feed Item

Photo-Crashing Squirrel Leads to Social Media Win for Banff Lake Louise Tourism

More than 82 Million Impressions around the world

BANFF, AB, Sept. 8 /PRNewswire/ - Quick thinking and a well-established social media program helped Banff Lake Louise Tourism (BLLT) turn the latest global internet sensation into a marketing dynamo for Banff National Park.

"Two years ago, we launched an integrated social media program including the weekly Real Banff video report, a blog, Facebook page and Twitter profile," said Julie Canning, president and CEO of Banff Lake Louise Tourism. "When the "Crasher Squirrel" literally popped out of nowhere, our social media team was ready and able to quickly take advantage of the opportunity."

Within hours of the Banff Crasher Squirrel taking off as the newest internet meme, BLLT had created a promotional YouTube video, the @Banff_Squirrel on Twitter, a search engine marketing campaign based on the squirrel keyword, a Banff Crasher Squirrel Facebook page, and had "crashed" the homepage of the BLLT website with the curious rodent.

"The power of social media allows smaller destination marketing organizations to compete on the world stage -- provided they act fast. Those who are nimble can leverage communication opportunities like this to their advantage. Banff jumped on this opportunity without hesitation and the immediate results have been exceptional," said Greg Klassen, senior vice president, the Canadian Tourism Commission.

As the squirrel meme took off, BLLT also leveraged the efforts of developers who independently created applications to add the Banff Crasher Squirrel to Twitter avatars, "Quip-art" to superimpose the squirrel on websites and United Playco's Banff Crasher Squirrel iPhone application. BLLT negotiated with Quip-Art and Playco to include links to BLLT's website, create a customized iPhone app for BLLT use and include information on Banff and Lake Louise within the applications.

BLLT then used the applications as a social media pitch to journalists and online influentials around the world, photo-crashing the Banff Squirrel onto each target's website. The pitches extended the news cycle and resulted in coverage on leading blogs including CNBC's Funny Business, National Geographic Traveler, Canada.com, the Twitter Blog, and many others.

"The challenge wasn't to make the Banff Squirrel become more 'viral'", said Steve Wright, president of Arcade Consulting, BLLT's social media agency. "The real task was to harness the momentum of the Squirrel to direct attention back to Banff as a tourism destination."

BLLT also mobilized its tourism partners in Banff and Lake Louise to create squirrel-themed promotional packages, promoted the squirrel via the organization's blog and even arranged to have a pop-up cutout of the squirrel added to an outdoor billboard in Alberta.

BLLT's quick response was rewarded when the tourism organization's YouTube video was featured on broadcast news reports including CNN's Situation Room and a wide range of other US-based channels.

The @Banff_Squirrel on Twitter has attracted more than 1,000 followers and the "squirrel's" tweets have reached more than 385,000 Twitter users, placing @Banff_Squirrel in the top 98 percentile of Twitter users just two weeks after launch.

"Banff Crasher Squirrel: The Movie" has been viewed more than 35,000 times, placing it among the most popular travel videos for the week in many countries including Canada, USA, UK, Poland and Australia. The video was also featured among the Top 10 of over Crasher Squirrel 1300 submissions on Buzzfeed.com, the site where the meme first took off.

In total, BLLT estimates that the Banff Crasher Squirrel resulted in more than 82 million impressions on TV, in print and online around the world, popping up in more than 70 countries including Japan and China to India, the UK, South Africa and Australia.

Photo to accompany release http://www.banfflakelouise.com/content/download/13475/167595/

About Banff Lake Louise Tourism

Banff Lake Louise Tourism is a destination marketing organization for the Town of Banff, Community of Lake Louise and Banff National Park. Supporting over 800 businesses, our mission is to engage visitors in unrivalled, remarkable experiences with our membership. For travel media inquiries, please contact Tulene Steiestol at [email protected], www.banfflakelouise.com.

SOURCE Banff Lake Louise Tourism

More Stories By PR Newswire

Copyright © 2007 PR Newswire. All rights reserved. Republication or redistribution of PRNewswire content is expressly prohibited without the prior written consent of PRNewswire. PRNewswire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

IoT & Smart Cities Stories
At CloudEXPO Silicon Valley, June 24-26, 2019, Digital Transformation (DX) is a major focus with expanded DevOpsSUMMIT and FinTechEXPO programs within the DXWorldEXPO agenda. Successful transformation requires a laser focus on being data-driven and on using all the tools available that enable transformation if they plan to survive over the long term. A total of 88% of Fortune 500 companies from a generation ago are now out of business. Only 12% still survive. Similar percentages are found throug...
Darktrace is the world's leading AI company for cyber security. Created by mathematicians from the University of Cambridge, Darktrace's Enterprise Immune System is the first non-consumer application of machine learning to work at scale, across all network types, from physical, virtualized, and cloud, through to IoT and industrial control systems. Installed as a self-configuring cyber defense platform, Darktrace continuously learns what is ‘normal' for all devices and users, updating its understa...
AI and machine learning disruption for Enterprises started happening in the areas such as IT operations management (ITOPs) and Cloud management and SaaS apps. In 2019 CIOs will see disruptive solutions for Cloud & Devops, AI/ML driven IT Ops and Cloud Ops. Customers want AI-driven multi-cloud operations for monitoring, detection, prevention of disruptions. Disruptions cause revenue loss, unhappy users, impacts brand reputation etc.
Apptio fuels digital business transformation. Technology leaders use Apptio's machine learning to analyze and plan their technology spend so they can invest in products that increase the speed of business and deliver innovation. With Apptio, they translate raw costs, utilization, and billing data into business-centric views that help their organization optimize spending, plan strategically, and drive digital strategy that funds growth of the business. Technology leaders can gather instant recomm...
OpsRamp is an enterprise IT operation platform provided by US-based OpsRamp, Inc. It provides SaaS services through support for increasingly complex cloud and hybrid computing environments from system operation to service management. The OpsRamp platform is a SaaS-based, multi-tenant solution that enables enterprise IT organizations and cloud service providers like JBS the flexibility and control they need to manage and monitor today's hybrid, multi-cloud infrastructure, applications, and wor...
The Master of Science in Artificial Intelligence (MSAI) provides a comprehensive framework of theory and practice in the emerging field of AI. The program delivers the foundational knowledge needed to explore both key contextual areas and complex technical applications of AI systems. Curriculum incorporates elements of data science, robotics, and machine learning-enabling you to pursue a holistic and interdisciplinary course of study while preparing for a position in AI research, operations, ...
After years of investments and acquisitions, CloudBlue was created with the goal of building the world's only hyperscale digital platform with an increasingly infinite ecosystem and proven go-to-market services. The result? An unmatched platform that helps customers streamline cloud operations, save time and money, and revolutionize their businesses overnight. Today, the platform operates in more than 45 countries and powers more than 200 of the world's largest cloud marketplaces, managing mo...
I spend a lot of time helping organizations to “think like a data scientist.” My book “Big Data MBA: Driving Business Strategies with Data Science” has several chapters devoted to helping business leaders to embrace the power of data scientist thinking. My Big Data MBA class at the University of San Francisco School of Management focuses on teaching tomorrow’s business executives the power of analytics and data science to optimize key business processes, uncover new monetization opportunities an...
Trend Micro Incorporated, a global leader in cybersecurity solutions, helps to make the world safe for exchanging digital information. Our innovative solutions for consumers, businesses, and governments provide layered security for data centers, cloud workloads, networks, and endpoints. All our products work together to seamlessly share threat intelligence and provide a connected threat defense with centralized visibility and investigation, enabling better, faster protection. With more than 6,00...
Tapping into blockchain revolution early enough translates into a substantial business competitiveness advantage. Codete comprehensively develops custom, blockchain-based business solutions, founded on the most advanced cryptographic innovations, and striking a balance point between complexity of the technologies used in quickly-changing stack building, business impact, and cost-effectiveness. Codete researches and provides business consultancy in the field of single most thrilling innovative te...