The project will increase social media conversations, build an extended audience on Twitter and Facebook and drive user recommendations on the campaign's interactive map.
The Guardian is collaborating with social media and technology specialists Smesh, whose expertise helps make campaigns as engaging, influential and wide-spread as possible.
Sara Linfoot, Digital Innovation Manager at the Guardian, said: "Smesh have helped us be part of the conversation in an engaging, focused way and their measurement tools have helped quantify the real value being added to this campaign."
Smesh founder Tom Quick (also Technical Director at award-winning digital creative agency POKE) said: "Smesh is unique in its fusion of digital tools and statistics with human expertise. This enables us to help the Guardian and its commercial clients such as VisitEngland to make their campaigns as engaging and well-targeted as possible within social media, and to measure, feedback on and optimise for successful performance in near real-time."
