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According to Nielson, “74% of customers are frustrated that web content doesn’t map to their interest.” With this in mind, what is your organization doing now to create more meaningful experiences for your visitors online?
Destinations across the globe are in various stages of maturity when it comes to personalization, but regardless of whether you are a first adopter or are just coming on board with personalization, there are some important foundational steps you’ll want to include in your strategic plan.
Part 3 of a 3 Part Video Series
We finish our video series with a quick summary of the influencer-led campaign that Tourism Australia undertook with GoPro.
In 2016, Tourism Australia worked with GoPro to bring 74 of their top athletes to Australia. These were influencers with strong social media connections in their respective interest areas from skydiving, surfing, wakeboarding to diving. This initiative was a large-scale example of a very popular form of social media-led marketing for tourism organizations – leveraging influencers to create, curate and share compelling content with their community.
Part 2 of a 3 Part Video Series
We continue our video series distilling the lessons from Tourism Australia’s move from its hugely successful Paul Hogan-led campaigns of the 1980s to a social media-led marketing approach in the 2010s. In this second part, Jesse Desjardins (Global Head of Content & Social at Tourism Australia) shares his four best practices for marketing with the voices and content of your community, visitors and partners.
Part 1 of a 3 Part Video Series
With a laconic “Come and say Gi'day” Paul Hogan became the face of Australia – offering viewers to “slip an extra shrimp on the ‘barbee’ for you.” The 1980s TV ads were arguably the most successful tourism campaign of the 20th Century – propelling Australia from 12th in the consideration set of American travelers to number 1. They turned Paul Hogan, a.k.a “Crocodile Dundee” into an international media and film star. The ads were the flagship example of a big, bold tourism campaign grapping public attention and creating desire. One to millions, using expensive mainstream media and lots of money. To play in this marketing landscape you needed big ideas, big budgets and often a single spokesperson or star to make the pitch.
This content was originally presented as part of The State of the American Traveler - Destinations Edition webinar presented in March 2017 by Miles and Destination Analysts with support from the Southeast Tourism Society and Destination West.
While research identifies what types of content resonates with travelers when they’re making destination decisions, it’s how we, as marketers, creatively develop and execute this content that really connects with those travelers and inspires them to choose your destination.
That is why it’s so important to have a rich collection of inspirational content –words, photos and videos that connect with travelers on an emotional level and offer the “why” and the “wow” of the place in addition to the “how” content such as partner listings, maps and deals. This type of inspirational content is how you...