Students studying the ‘marketing in travel and tourism’ module of our HND in Travel and Tourism Management* will be well aware of the need for relevant, engaging content when attracting potential customers. But just as vital as the content is the way it’s delivered. Today we look at how aspiring marketers in the Travel & Tourism industry can effectively push their message.
So, you’ve created a piece of Pulitzer Prize worthy content. Time to sit back and let the enquiries roll in, right? Without an effective content plan in place, that beautiful piece of prose is practically useless. Like the old proverb says: “Where and how the content engages is just as important as if the content engages.”
Making use of internal channels is usually the first stop on the content distribution journey, but what can really maximise exposure is finding relevant partners to work with. The Abu Dhabi Tourism & Culture Authority partnered with Expedia to promote targeted messages through online, social and outdoor events. An amusing social campaign urged Expedia followers to tag their “mundane” tweets with #TYI (travel yourself interesting) for a chance to win a trip for two. An online campaign was simultaneously launched on Expedia.co.uk, aimed at engaging those who had not considered Abu Dhabi as a potential destination, those who were planning their next holiday, and those ready to travel.
The two-month promotion exposed 3.2 million customers to the content, resulting in a 13,000 click increase on the Abu Dhabi Tourism & Culture Authority landing page.
Another fine example of leveraging internal and external channels comes from the collaboration between British Airways and the New Orleans Convention & Visitors Bureau. British Airways teamed up with the New Orleans CVB to promote the very first direct flight from the UK to New Orleans by organising a flight with special guests. The #BAlovesNOLA hashtag was created, encouraging customers to share their experience of flying to the Big Easy.
The campaign captured moments from that special first flight, featuring musical performances, as well as offering customers a New Orleans-inspired menu from the NOLA restaurant in London, then promoted videos through internal and external channels. VisitBritain also got in on the act by creating a set of installations, featuring famous British landscapes and people, and placing them around New Orleans. The #BAlovesNOLA hashtag featured prominently on the installations, encouraging people around the New Orleans area to share their photos for a chance to win a round-trip ticket and a four-night stay in London.
The key to the success of the aforementioned campaigns was to think innovatively when planning, as well as when creating content. Thinking creatively when picking partners to work with can help deliver great content to people who are the most receptive to the message, giving the best return on investment.
*BTEC HND Travel and Tourism Management