Panama City Beach Convention and Visitor Bureau is ramping up to bring flocks of new visitors to the popular springtime location by rolling out a marketing campaign that offers a first-person view of a vacation via GoPro technology and leveraging an Instagram campaign to showcase guests? beachside experiences.

Thanks to GoPro, a camera manufacturer that also offers various mobile applications and software to document experiences, consumers considering a stay in the Floridian coastal town can catch a sneak peek of what it may be like to ride a surfboard, kite-surf on the shore and visit wildlife at the marine park. Travelers who upload their favorite Panama City Beach activities on Instagram via the #PCBPOVsweeps will also be entered to win a weekly prize of a GoPro Hero 3+Silver camera.

?In Panama City Beach, we have such a naturally beautiful landscape that user photos can do a great job telling the story for us,? said David Demarest, public relations manager at Panama City Beach Convention and Visitors Bureau, Panama City, FL. ?GoPro's wide angle POV allows great capture of scenery and action, and visitors to Panama City Beach produce amazing shots that we're excited to share through our POV campaign.

?Interactive campaigns allow us to continue the dialogue with our most passionate fans and followers."

Mobile-friendly campaign
As many consumers typically browse through vacation ideas on mobile and tablet devices, leveraging social media for a sweepstakes serves as an optimal opportunity to reach a wider audience, and use their uploaded posts and images to showcase the natural beauty of Panama City Beach on branded content.

While readers of magazines such as Sports Travel, Southern Living and Southwest Spirit will be able to see the print version of the marketing campaign, the convention and visitors bureau is rolling out a digital component that aims to entice consumers of all ages.

The campaign displays first-person point-of-view of experiences such as hitting the beach and family fishing on the Gulf coast.

The Panama City Beach Visitors Bureau is not the only marketer tapping GoPro technology to excite guests. Makeup brand Bobbi Brown is partnering with GoPro and extreme female athletes to promote its new long-wear eye collection through social media by asking the athletes to record themselves participating in activities while wearing the products (see story).

Mobile users can also log onto music streaming service Pandora to listen to the dedicated station for the town, which is set to play summery songs from artists including Jack Johnson, Jimmy Buffett and Alan Jackson.

Instagram frenzy
The bureau is attempting to ramp up visitors? social media efforts by running a sweepstakes on Instagram. Guests are asked to upload photos or videos of their experiences at the Floridian beach using the #PCBPOVsweeps.

Suggested posts may center on favorite dining areas, top places to stay and where to have the most fun. Visitors must be following the @Visit_PCB Instagram handle.

As part of the marketing campaign, users who enter will have the opportunity to receive a GoPro Hero 3+Silver camera. One camera will be up for grabs each week through September.

If enough consumers upload photos, it may even prompt the bureau to aggregate all posts and use them for additional marketing initiatives.

?Our Facebook following has been extremely strong for years, but Instagram is one of the fastest growing social media platforms, so it's important for us as a marketing agency to meet new fans on any platform where they like to communicate - the fun part is telling the story and showing off your PCB POV, the chance to win a GoPro is icing on the cake,? Mr. Demarest said.

Final Take
Alex Samuely is an editorial assistant on Mobile Marketer, New York