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ITB 2018 - the State of Travel Blogging

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At ITB 2018, iambassador and Traveldudes presented an overview of the State of Travel Blogging and case studies of pioneering partnerships.

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ITB 2018 - the State of Travel Blogging

  1. 1. THE STATE OF TRAVEL BLOGGING Keith Jenkins & Melvin Boecher ITB Berlin, 8th March 2018
  2. 2. Award winning influencers Global audience Quality + Reach A global network of leading online travel influencers. About
  3. 3. Our clients
  4. 4. TRAVELDUDES is an industry leader within the field of travel influencer marketing. In partnership with clients we create cost-effective, inspirational and engaging travel content for digital and social platforms, reaching an audience of over four million travelers each month!
  5. 5. TRAVELDUDES Video Campaigns ✘ 685,000 total followers & readers ✘ 4 million reach per month ✘ 6 - 9 minutes average watch time on video articles ✘ Geo-tagging for different locations ✘ Exclusive tip section for partners ✘ Show relevant travel offers ✘ Section for affiliate partnerships ✘ SEO friendly ✘ YouTube & Facebook video versions
  6. 6. Immediacy Long shelf-life Value of travel bloggers Personal Perspective Social Media Reach Interaction & Trust Multi Media/ Channel Content
  7. 7. Emergence of networks
  8. 8. Code of Ethics STS Code of Ethics iambassador.net/about/code-of-ethics/ (translated into French and Portuguese) Based on: Created by RBK in German
  9. 9. Community-building 229,000 Likes on Facebook 685,000 Total Followers & Likes 4 Million reach every month
  10. 10. Emergence of teams Editors Photographers Videographers Managers/Agents Assistants Social media managers
  11. 11. Brand & Destination ambassadors David @MalaysiaAsia With Sabah Tourism and Sarawak Tourism Ana @MrsOAroundTheWorld With Sovereign Travel Matt @ExpertVagabond with LifeProof
  12. 12. Collaborations with travel media brands Dave & Deb @ThePlanetD & @AbigailKing with Lonely Planet Lola @LolaAkinmade With National Geographic Traveler
  13. 13. Affiliate kings (Some) influencers have mastered the art of affiliate sales, earning $5/6-figure incomes. Products include: • Accommodations, flights and tours • Travel insurance • Travel gear
  14. 14. Tours Some influencers are organizing their own branded tours.
  15. 15. Back to print
  16. 16. Television & podcasting Rachelle – The Travel Bite US Daytime TV, national coverage Michael @TimeTravelTurtle Leaders of Travel podcasts
  17. 17. Partnerships that drive value & ROI Case studies
  18. 18.  40 M campaign impressions-opportunities-to-see (OTS)  1.600 campaign mentions on social media  300.000 views of the campaign video  2017 Cannes Tourism & Cultural Film Festival nomination  2017 World Travel Awards WINNER ‘Europe’s Leading Marketing Campaign’  25 campaign articles/blogposts, 50 HD photographs, 7 YouTube videos  5 international influencers, 6 days of campaign  700.000 € Advertising-Value-Equivalent (AVE) #EuroFoodTrip
  19. 19. 24 Hours in the UK One video every hour for 24 hours Amazing moments across the UK 32 videos in total • 10 influencers • 72m OTS in two weeks • >0.5m Facebook video views • 3m accounts reached
  20. 20. • 9 influencers from chosen markets • 3 teams on 3 different routes • 5,001,951 reached people • 42.7 million OTS • € 585,056 AVE (Advertising Value Equivalent; source: Brandseye.com) #LutherCountry – Germany
  21. 21. Amberlair The world’s first crowdsourced & crowdfunded boutique hotel. • Bloggers as brand ambassadors • Bloggers spearhead campaigns Crowdfunding 62% reached after 1 week
  22. 22.  52.3 M campaign impressions/opportunities-to-see (OTS)  a year-on-year increase of 100% in flight bookings from London Heathrow to Kota Kinabalu, Sabah  35 campaign articles/blogposts, photographs and videos  1 cinematic video  6 UK influencers  1.1 M USD Advertising-Value-Equivalent (AVE)  2015 Travel Media Awards WINNER ‘Travel Media Innovative Campaign & Content of the Year’ #LoveSabah
  23. 23. Amadeus Video Solutions
  24. 24. Graz Christmas Experience • 12 Christmas markets • 9 minutes average watch view time on video article • 344,602 reached people • 57,922 engagements • €0,02 per view • & 1 Krampuslauf experience
  25. 25. Krampuslauf in Graz Video URL > 32,000 views
  26. 26. Ingredients for Successful Partnerships
  27. 27. Research Do your RESEARCH both online/offline Read the blog/social posts Ask for a media kit Ask about a blogger’s interests/strengths Meet in person (if possible)
  28. 28. Objectives What are your OBJECTIVES? Content? Engagement? Conversion? Match these with a blogger’s strengths
  29. 29. Create ideal conditions Exchange ideas Create a relevant itinerary Flexibility Agree deliverables & timelines Reporting
  30. 30. Relationship Build a mutually-beneficial relationship Think of brand ambassadorships Think of other ways to collaborate
  31. 31. STS Think Tank reports Visit: thesocialtravelsummit.com
  32. 32. THANK YOU! Questions? Find us at: iambassador.net TravelDudes.org Velvetescape.com

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