Skift Take
Yahoo's ownership of Tumblr can be an attractive dynamic for travel brands that are looking for an alternative to Facebook and to extend their presence in online media and video.
VisitBritain wanted to leave a lasting impression, or at least a message that lasts longer than on other social platforms, with prospective visitors so it turned to Tumblr and launched a Discover Great Britain blog in the summer.
VisitBritain's blog is an amalgamation of content created by staff writers and bloggers who have a social following of their own. Identifying these third-party content creators, programming the editorial calendar, and choosing when to promote the posts to the dashboard and Yahoo, which owns Tumblr, is an on-going effort that takes collaboration with Tumblr.
Philip Taylor, VisitBritain's head of marketing, says the tourism board found kindred spirits in various pockets of Tumblr's community, including avid fans of British culture. Blog content about Dr. Who, Harry Potter, and Sherlock Holmes did very well on VisitBritian's Tumblr page.
For example, content about Happy Potter generated nearly 1,200 notes compared with other posts that drew an average of 200 notes last week.
Taylor, who is responsible for marketing England, London, Scotland and Wales talked about why the tourism board chose to partner with Tumblr and the challenges Vi
