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Moving from
press trip
to paid campaign
About us
Heather Cowper
Heather on her travels
@heathercowper
Gary Bembridge
Tips for travellers
@garybembridge
For the 40...
What will we cover?
Creating value
that brands are
likely to pay for
• What bloggers are
being paid for
• What brands are
...
The Challenge
“Typically we can attract press and bloggers with
very significant reach
Leading Destination Resort PR
- and...
What are bloggers being paid for now?
% Bloggers been paid? Top 5 things being paid for?
Source: Travelator Media Bloggers...
Look at media through their eyes
So, when will brands be likely to pay?
Three types of media in travel
PR “EDITORIAL”
Content presenting the
opinion of the publisher,
writer, or editor
ADs + “AD...
What did the travel industry say?
“Like journalists, we never pay bloggers for editorial content ”
PR Agency
“For general ...
How many will consider pay bloggers?
Yes
56%
Not Sure
26%
No
18%
Source: Travelator Media Industry Survey 2015
10 things they most willing to pay for?
54 54 52
43 43 41 39 37 37 37
Ambassador Talks Video Audio Articles Photo Rights S...
But where will the budget come from?
“Bloggers need to be more realistic about their payment
expectations. They sometimes ...
Digital / Marketing BudgetPR Budget
Advertising Budget
Target your
pitch here
Pitch where the budget is
So what’s working
in paid blogger campaigns?
Long term relationships
Building relationships through editorial may lead to paid assignments
Value beyond editorial
Campaign management |Finding the right bloggers
Pre-agreed deliverables | Results tracking |Additio...
Expert content providers
43% said they would consider paying bloggers to produce articles for them
Bret Love & Mary Gabbet...
High value visual content
Instagram | Photography | Video
Northern Lights
Instagram Trip
Lauren Bath +
Explore Inari-Saari...
Leverage the value of the content
Advertise and promote | Microsites | E-books
Iambassador for
#CountrysideBritain with
Vi...
Engaging Traditional media
Successful online campaigns cross over into traditional media
Carol Perehudoff from
Wandering C...
Using bloggers as marketing partners
Bloggers help promote a brand service or message
Alexandra Jimenez,
Travel Fashion Gi...
Brand Ambassadors
54% said they would consider paying for bloggers as brand ambassadors
Dave & Deb from The
Planet D for
D...
Thankyou…..
To the 200 bloggers & 50 DMOs / brands who completed the surveys
and all those below who shared their case stu...
What you need to think about
Industry
What are they
willing to pay for?
Blogger
Your creativity
Your niche
Your skills
Heather Cowper
Heather on her travels
@heathercowper
Gary Bembridge
Tips for travellers
@garybembridge
For the 40+ UK
Qual...
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Moving your travel blog from press trip to paid campaign

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This presentation shares insights what's working in paid travel blogger campaigns and insights into what DMOs and travel brands are prepared to pay for. Presentation given at TBEX Costa Brava May 2015 by Gary Bembridge and Heather Cowper of http://travelatormedia.com

Published in: Travel
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Moving your travel blog from press trip to paid campaign

  1. 1. Moving from press trip to paid campaign
  2. 2. About us Heather Cowper Heather on her travels @heathercowper Gary Bembridge Tips for travellers @garybembridge For the 40+ UK Quality Traveller @travelatormedia
  3. 3. What will we cover? Creating value that brands are likely to pay for • What bloggers are being paid for • What brands are prepared to pay for • What’s working in paid blogger campaigns
  4. 4. The Challenge “Typically we can attract press and bloggers with very significant reach Leading Destination Resort PR - and it doesn’t cost us additional fees. So I don’t know that we’d go down that route”
  5. 5. What are bloggers being paid for now? % Bloggers been paid? Top 5 things being paid for? Source: Travelator Media Bloggers Survey 2015 Yes 60% No 40% 44 46 46 47 68 SEO Links Press / Blog Trips Advertising Review Products Sponsored Posts
  6. 6. Look at media through their eyes So, when will brands be likely to pay?
  7. 7. Three types of media in travel PR “EDITORIAL” Content presenting the opinion of the publisher, writer, or editor ADs + “ADVERTORIAL” Content that promotes services but resembles an editorial in style and layout “CORPORATE CONTENT” Content created for a business’s existing channels
  8. 8. What did the travel industry say? “Like journalists, we never pay bloggers for editorial content ” PR Agency “For general participation in a press or individual visit we don't pay - but for campaigns and commissioned content, photos, videos etc. we would pay the blogger.” Tourism Board “I would rather see X level of editorial support in return for a trip, plus added-value advertorial campaign ideas on top” PR Agency Head
  9. 9. How many will consider pay bloggers? Yes 56% Not Sure 26% No 18% Source: Travelator Media Industry Survey 2015
  10. 10. 10 things they most willing to pay for? 54 54 52 43 43 41 39 37 37 37 Ambassador Talks Video Audio Articles Photo Rights Sponsor Digital Promo Blog Manage Social Events Source: Travelator Media Industry Survey 2015 Expert Advocacy Provide Corporate Content Manage Corporate Content * Only 30% would pay for press trip editorial
  11. 11. But where will the budget come from? “Bloggers need to be more realistic about their payment expectations. They sometimes give the impression that they think a client has an endless pot of budget” Tourism Board “There is a widely held misconception that brands have an abundance of funding, whereas often we have merely hundreds of pounds/dollars to work with throughout the year” PR Agency How should you tackle this……..???
  12. 12. Digital / Marketing BudgetPR Budget Advertising Budget Target your pitch here Pitch where the budget is
  13. 13. So what’s working in paid blogger campaigns?
  14. 14. Long term relationships Building relationships through editorial may lead to paid assignments
  15. 15. Value beyond editorial Campaign management |Finding the right bloggers Pre-agreed deliverables | Results tracking |Additional Reach #inSouthTyrol Travelator Media+ South Tyrol Marketing #TasteLjubljana The Travel Mob + Ljubljana tourism #ANAByDesign - Paul Johnson working with Nippon Airways
  16. 16. Expert content providers 43% said they would consider paying bloggers to produce articles for them Bret Love & Mary Gabbett at Green Travel Media working with International Expeditions Andy Jarosz 501 Places working with Nat Geo Traveller and ASEZA Jordan
  17. 17. High value visual content Instagram | Photography | Video Northern Lights Instagram Trip Lauren Bath + Explore Inari-Saariselkä , Finland 52% said they would consider paying for video and 41 % for photo rights Laurel Robbins Monkeys & Mountains for Visit Finland
  18. 18. Leverage the value of the content Advertise and promote | Microsites | E-books Iambassador for #CountrysideBritain with Visit Britain Family Travel Bloggers campaign Icrossing for Visit Wales Kash Bhattacharya Must love festivals
  19. 19. Engaging Traditional media Successful online campaigns cross over into traditional media Carol Perehudoff from Wandering Carol + Transat Holidays Becki Enright from Borders of Adventure + Marketing Greece Kirstie Pelling for #Poetinmotion for Go Lakes, Cumbria
  20. 20. Using bloggers as marketing partners Bloggers help promote a brand service or message Alexandra Jimenez, Travel Fashion Girl working with Visa Signature Sherry Ott, Ottsworld working with Club Carlson Julie Faulkner A Lady in London working with Easyjet
  21. 21. Brand Ambassadors 54% said they would consider paying for bloggers as brand ambassadors Dave & Deb from The Planet D for Discover Ontario Adventures campaign Caz & Craig Makepeace from Y Travel Blog for Tourism Northern Territories, Australia
  22. 22. Thankyou….. To the 200 bloggers & 50 DMOs / brands who completed the surveys and all those below who shared their case studies Wandering Carol Becki Enright Travel Fashion Girl Bret Love & Mary Gabbett Paul Johnson That’s us! Sherry Ott Duncan Rhodes Lauren Bath A Lady in LondonDave & DebCaz & Craig Makepeace Laurel Robbins Andy JaroszKirstie PellingKeith Jenkins & Melvin Böcher
  23. 23. What you need to think about Industry What are they willing to pay for? Blogger Your creativity Your niche Your skills
  24. 24. Heather Cowper Heather on her travels @heathercowper Gary Bembridge Tips for travellers @garybembridge For the 40+ UK Quality Traveller @travelatormedia

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