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.
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,
Check example on pic ->
Pic taken from -> https://www.tripadvisor.co.uk/
EXAMPLE - REVIEWS
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
Check example here ->https://www.tripadvisor.co.uk/Trips/
EXAMPLE - TRAVELER GUIDES
AirBnb, created their blog, with the objective to giving something to
their audience. Tips and tricks, Improvements for your Home and
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/
EXAMPLE - BLOG
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
Check it here -> https://www.airbnb.co.uk/s/experiences/online
EXAMPLE - ONLINE EXPERIENCES
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 ->
EXAMPLE - ‘NEVER A STRANGER CAMPAIGN’- ADS
Trivago has a Magazine, which is in a form of online magazine..
Where diﬀerent Travel Influencers has write about diﬀerent
This also allows for Trivago to show their deals with Hotels for
example, according which City/Country it’s featured on the
Check Trivago Magazine here -> https://magazine.trivago.co.uk/
EXAMPLE - MAGAZINE
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
Check the video here ->https://www.youtube.com/watch?
EXAMPLE - VIDEO/EXPERIENTIAL MARKETING
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
EXAMPLE - DISCOVER VIDEOS
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,
Check they blog here -> https://www.intrepidtravel.com/adventures/
EXAMPLE - BLOG - THE JOURNAL
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
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
EXAMPLE - TRIP THEME
• 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].