View all posts: Marketing

View all posts: Marketing
Director of Research and Online Marketing
Marketing
Social Media

Case Study: A Partnership Approach to Influencers & Social Media with GoPro

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.  

Director of Research and Online Marketing
Marketing
Social Media

The Four Lessons of Social Media-led Marketing

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.

Director of Research and Online Marketing
Marketing
Social Media

Tourism Australia: From One Spokesperson to Millions

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. 

Content Strategist
Content
Marketing

Content That Inspires Travel

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...

Director of Research and Online Marketing
Hospitality
Marketing
Research

The Role of Online Booking Solutions as Critical Travel Content

Miles has just published an updated and expanded version of its white paper, “Online Booking Solutions” for Destination Marketing Organizations. The 2017 edition of this Miles white paper highlights the critical role hotel information plays in travel and destination decisions. 

Travelers may yearn for experiences when they travel to a destination – but a comfortable bed (at an affordable rate) is also on their mind in considering where to go. Information on hotels and places to stay have consistently been shown as one of...