Different Ways to Build Relationships with Travel Bloggers, TBU 2012

DIFFERENT WAYS TO BUILD RELATIONSHIPS WITH TRAVEL BLOGGERS WITHSaturday, April 28, 2012

Saturday, April 28, 2012

FIND THE RIGHT FIT Match your Core Values with Theirs Know the blogger and their audience - Will they connect with your target audience? Stats vs Engagement- Educate YourselfSaturday, April 28, 2012

WHAT LEVEL IS RIGHT FOR YOU?? Level 1 Beneﬁts Level 2 Beneﬁts Greater Reach Great introduction to Building a relationship More Targeted Audience Low Cost Multi Levelled - Blog/Social Media Smaller Time Commitment Extensive Brand/Destination Gets your Brand or Destination Exposure Exposure Better ROISaturday, April 28, 2012

CONTESTS Mutually beneﬁcial Have Blogger Help Promote Contest Incentive CreativitySaturday, April 28, 2012

YOUR OWN BACK YARD Utilize Local Bloggers Sample Service: Dinner, Excursion, Activity, Weekend Getaway Run your own event Sponsor an Event LocallySaturday, April 28, 2012

SPONSOR AN EVENT Mongol Rally Ultimate Train Challenge Euro Train Challenge Tour D’AfriqueSaturday, April 28, 2012

Social Media Campaigns The 2011 social media outreach campaign, including #GoJordan, was immensely successful, leading to Jordan being on travelers’ minds and on many top travel lists, including Conde Nast Traveler, New York Times Travel, Virtuoso, and National Geographic, among many others. Jordan Tourism Board Visit Jordans 2011 in Social Media Report Manage Build EngageSaturday, April 28, 2012

Level Two Sponsored Tours Spokesperson Sponsorship Brand AmbassadorSaturday, April 28, 2012

SPONSORED TRIPS We have seen an immediate impact on new direct passenger bookings by consumers referencing the exclusive promo code we established with ThePlanetD. They have created great content to help educate consumers about Antarc?ca as a des?na?on which has helped highlight our brand to a new consumer base of ac?ve travellers. Greg Hayes eCommerce Manager Quark Expeditions Bloggers talk about Destination Experience Group trips can create buzz Covers a wide variety of products: Hotels, excursions, restaurantsSaturday, April 28, 2012

VISIT LANAI 7 Bloggers 381,000 Page views Visitor Spending up 28% 516% increase of Google Searches for “Visit Lanai” 715% ROI based on Production Costs Total ROI $1.5m based on PR/SM ValueSaturday, April 28, 2012

SPOKESPEOPLE Brands are moving away from associating with famous people and moving towards working with people with personality. Interviews on T.V, Print & Radio Represent at trade shows Represent Your OrganizationSaturday, April 28, 2012

SPONSORSHIP All encompassing Spokespeople Sponsored posts Social Media Wrapped all into oneSaturday, April 28, 2012

AMERICAN EXPRESS Working with bloggers to test-‐drive our Cards and share their experiences with their readers helps us raise brand awareness among our target customers and encourage Card acquisi?on. American Express partnered with ThePlanetD to test-‐drive the Gold Rewards Card and we have seen a direct link from their posts to new Card applica?ons. Maggie Dunlop | Account Executive High Road Communications American Express Canada Account Blog posts Banner Ads with Trackable Links Readers choose Adventure Social Media AwarenessSaturday, April 28, 2012

LEAD TOURS Using Celebrity to sell a tour Expertise of Blogger’s Travel Experience Using talent Harnessing Social Media to advertiseSaturday, April 28, 2012

EMBEDDED BLOGGER Much of our most powerful work comes from partnering with travel bloggers. We have great data to suggest that, not surprisingly, travelers are turning to travel bloggers more and more when they are geHng inspired and planning trips. Building a good rela?onship with travel bloggers through a very authen?c, transparent shared passion can help convey to their readers that we are a trusted go-‐to resource when it comes ?me to move from dreaming to booking. Sarah Keeling Director of Public Rela?ons Expedia Worldwide Send a blogger on location to cover an event Have them write for your website Two Fold - content on own website Social Media SupportSaturday, April 28, 2012

How Travel Bloggers Generate Greater Exposure for your brand "Working with bloggers has allowed Intrepid to increase our brand visibility in that we are able to reach a highly-qualified and targeted audience that may never have heard of Intrepid before. Whats more, with the power of social media, many bloggers share each others stories and experiences which expands the reach ten-fold - allowing Intrepid exposure to a much wider audience than a company can, realistically, gain anywhere else." Katy Rockett Marketing & PR Specialist Intrepid Travel Canada They can be your own personal inbound marketing campaign- SEO, Content generation & social media By leveraging there already established networks you can connect with an engaged audience one word....TrustSaturday, April 28, 2012

HOW THIS CAN INCREASE SALES Thank you for taking the time to provide us with such a thorough description! You have sold us on the trip, and we are booking today :) Now we just have to wait until September to go! ThePlanetd Reader on booking an Intrepid Galapagos Tour •77% of internet users read blogs •52% of blog readers say a post factored into their purchase decision* •The inﬂuence of personal experiences: An ad will never have as much inﬂuence as a personal recommendation. •Targeted audience *Source: State of the Blogosphere Technorati 2012Saturday, April 28, 2012

QUANTIFY RESULTSSaturday, April 28, 2012

QUESTIONS? www.theplanetd.com Twitter: @theplanetd Facebook: ThePlanetD email: info@theplanetd.comSaturday, April 28, 2012

Different Ways to Build Relationships with Travel Bloggers, TBU 2012

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