If you're contest is pretty huge or involves numerous people or influencers, don't hesitate to create some quality content around the subject or linked to something related to it. Then provide a link to your contest a few times within the post.

If you can also get some of the influencers or people you've involved in the contest to write posts or allow you to guest blog on their site you can increase your traffic and visibility significantly.

This will be great for SEO and generating more traffic to send to the contest page.