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Inbound and Social Media Marketing - Assignment 5

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Assignment 5

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Inbound and Social Media Marketing - Assignment 5

  1. 1. ASSIGNMENT5 RICARDO TORRAO STUDENT NUMBER: 76015246
  2. 2. TASK1 CONTENT MARKETING TRAVEL RELATED
  3. 3. RICARDO TORRAO CONTENTMARKETING It’s the strategy or mechanism that a company will put in practice in order to reach their target audience. How are we planning, distributing & sharing our content in order to reach our audience? This allows a company to increase their visibility, impact, revenue, sales, leads as well as growth on engagement with the audience.
  4. 4. TripAdvisor started as a travel agency posting different content from the destinations on offer. Soon enough they started noticing that most of their content and most of the engagement was user generated content which got them a huge amount of visitors and contributors. Soon it became one of the most known platforms for traveling. At your fingertips you can get a great deal but also a review on first hand experience with a certain hotel, restaurant, agency, etc. Check example on pic -> Pic taken from -> https://www.tripadvisor.co.uk/ TRIPADVISOR EXAMPLE - REVIEWS
  5. 5. TripAdvisor has a Traveler Guides session where travellers produce their own guides with lot’s of information to other travellers. This also incorporates interactive maps, suggestions and education. It is a great tool to have their audience engage and share their content. Check example here ->https://www.tripadvisor.co.uk/Trips/ 88024759 TRIPADVISOR EXAMPLE - TRAVELER GUIDES
  6. 6. AirBnb, created their blog, with the objective to giving something to their audience. Tips and tricks, Improvements for your Home and others. With the blog, they they are connecting in a more direct way with their users but also showing care. This creates great content for AirBnb but also creates a very strong bond with the audience, renters and rentees. Check more here: https://blog.atairbnb.com/ AIRBNB EXAMPLE - BLOG
  7. 7. During Lockdown, due to COVID 19, AirBnb release a new section on their pages which allow anyone to share/sell experiences online. This drives traffic to the page but also gives viewers experiences that can’t be satisfied while on lockdown. This also show users that AirBnb, innovates and is up to date with current trends and techniques. No traveling, no problem. Even people can’t travel, they still can experience something from another country. Check it here -> https://www.airbnb.co.uk/s/experiences/online AIRBNB EXAMPLE - ONLINE EXPERIENCES
  8. 8. A series of commercials created by AirBnb, with the objective to generate a community and produce worldwide connections for everyone using their services. They are produced in a form of Ads, producing and transmitting the sense of beauty, excitement and awe. That is what AirBnB stands for. Check the video here -> https://www.youtube.com/watch?v=s4WVhcXogGk AIRBNB EXAMPLE - ‘NEVER A STRANGER CAMPAIGN’- ADS
  9. 9. Trivago has a Magazine, which is in a form of online magazine.. Where different Travel Influencers has write about different Travelling topics. This also allows for Trivago to show their deals with Hotels for example, according which City/Country it’s featured on the magazines article. Check Trivago Magazine here -> https://magazine.trivago.co.uk/ TRIVAGO EXAMPLE - MAGAZINE
  10. 10. French railway company decided to combine video content with experiential marketing. They placed doors strategically in the middle of main busy cities that once opened you could see live feed through a LED Screen of another city of destination. The campaign became super famous and drove millions to their website. Check the video here ->https://www.youtube.com/watch? v=GGW6Rm437tE&feature=emb_logo SNCFEUROPE EXAMPLE - VIDEO/EXPERIENTIAL MARKETING
  11. 11. Lonely planet, one of the most famous guides in the world partnered with Go Pro , the famous action camera. Their content strategy was to implement the knowledge their guide had about Portugal into a visual and the amazing footage a Go Pro camera can capture. From walking down the road to actually swimming in the sea. The footage you wish you started recording the moment you left home to discover a new country. The campaign translates the best of both and obviously the idea for a traveler to purchase a Lonely Planet guide as well as a Go pro when they go on holiday. Check the video here: https://youtu.be/izq6PwH3VaI LONELYPLANETXGO PRO EXAMPLE - DISCOVER VIDEOS
  12. 12. Australian travel company that focuses on responsible travelling and off beat experiences, raw contact with the world. This Travel company has managed to create a connection with it’s audience by having a raw approach to travelling. The Journal is the blog they have developed, in which the content is aligned with the brands value and the audience. The audience keeps engaged as they feel it’s a more realistic approach to travelling off beat. It comes in different forms (writing, video, podcasts) Check they blog here -> https://www.intrepidtravel.com/adventures/ INTREPID EXAMPLE - BLOG - THE JOURNAL
  13. 13. As mentioned previously, this company seeks the real adventurers and the ones wanting to experience a country raw. They created ‘Trip Themes’ where the audience can input what type of theme of trip they look for and following that the content is around that theme. It can be family, nature, city, Ocean, island various. This increased the traffic as it simplifies what people are looking for and it makes it easier to create packages for their holidays. Check it here: https://www.intrepidtravel.com/uk/theme INTREPID EXAMPLE - TRIP THEME
  14. 14. REFERENCES • Contently. 2019. 5 Incredible Content Marketing Examples From Travel Brands. [ONLINE] Available at: https://contently.com/ 2019/08/28/5-incredible-content-marketing-examples-from-travel-brands/. [Accessed 8 June 2020]. • jointviews. 2018. 11 Examples of Successful Content Marketing by Travel Companies. [ONLINE] Available at: https:// www.jointviews.com/blog/content-marketing-travel-companies/. [Accessed 1 May 2020].

Assignment 5

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