“Association Brand Storytelling: What it is and why you must embrace it”
Tourisme Montréal Workshop
Association Brand Stor...
“Association Brand Storytelling: What it is and why you must embrace it”
[ Agenda ]
1. The impact of photos & videos on tr...
“Association Brand Storytelling: What it is and why you must embrace it”
Why Travel Brands Must Embrace
Visual Storytellin...
“Association Brand Storytelling: What it is and why you must embrace it”
Why Travel Brands Must Embrace
Visual Storytelling
“Association Brand Storytelling: What it is and why you must embrace it”
“Association Brand Storytelling: What it is and why you must embrace it”
“Association Brand Storytelling: What it is and why you must embrace it”
“Association Brand Storytelling: What it is and why you must embrace it”
“Association Brand Storytelling: What it is and why you must embrace it”
Why Travel Brands Must Embrace
Visual Storytellin...
“Association Brand Storytelling: What it is and why you must embrace it”
“Association Brand Storytelling: What it is and why you must embrace it”
Life in micro-moments
“Association Brand Storytelling: What it is and why you must embrace it”
The Travel Decision-Making Process…
Source: Exped...
“Association Brand Storytelling: What it is and why you must embrace it”
… Is Going Mobile!
Source: Think Google
“Association Brand Storytelling: What it is and why you must embrace it”
Inspiration
“Association Brand Storytelling: What it is and why you must embrace it”
Source: Traveler’s Road to Decision, Think with G...
“Association Brand Storytelling: What it is and why you must embrace it”
Source: Traveler’s Road to Decision, Think with G...
“Association Brand Storytelling: What it is and why you must embrace it”
Source: Traveler’s Road to Decision, Think with G...
“Association Brand Storytelling: What it is and why you must embrace it”
“Association Brand Storytelling: What it is and why you must embrace it”
Inspiration
“Association Brand Storytelling: What it is and why you must embrace it”
Photos Impact Bookings
Source: TripAdvisor Barome...
“Association Brand Storytelling: What it is and why you must embrace it”
“Association Brand Storytelling: What it is and why you must embrace it”
“Association Brand Storytelling: What it is and why you must embrace it”
5 Success Factors in Visual Storytelling
1. Emoti...
“Association Brand Storytelling: What it is and why you must embrace it”
“As a marketing tactic, storytelling is based on ...
“Association Brand Storytelling: What it is and why you must embrace it”
“Association Brand Storytelling: What it is and why you must embrace it”
Source: Acquity Group’s 2015 Next Generation of C...
“Association Brand Storytelling: What it is and why you must embrace it”
2. Get Locals & Travelers Onboard
“Association Brand Storytelling: What it is and why you must embrace it”
And influencers too!
“Association Brand Storytelling: What it is and why you must embrace it”
Get Locals & Travelers Onboard
“Association Brand Storytelling: What it is and why you must embrace it”
Influencers too!
Great examples in travel
“Association Brand Storytelling: What it is and why you must embrace it”
Great examples in travel
“Association Brand Storytelling: What it is and why you must embrace it”
Great examples in travel
“Association Brand Storytelling: What it is and why you must embrace it”
3. Communicate Offline Too…
“Association Brand Storytelling: What it is and why you must embrace it”
3. Communicate Offline Too…
“Association Brand Storytelling: What it is and why you must embrace it”
4. Think Multi-Channel
How marketing channels for...
“Association Brand Storytelling: What it is and why you must embrace it”
4. Think Multi-Channel
“Association Brand Storytelling: What it is and why you must embrace it”
5. Content Variety
Source: BuzzSumo, March 2016
“Association Brand Storytelling: What it is and why you must embrace it”
5. Content Variety
Source: BuzzSumo, March 2016
“Association Brand Storytelling: What it is and why you must embrace it”
5. Content Variety
“Association Brand Storytelling: What it is and why you must embrace it”
“Association Brand Storytelling: What it is and why you must embrace it”
“Association Brand Storytelling: What it is and why you must embrace it”
“Association Brand Storytelling: What it is and why you must embrace it”
So What’s The ROI On All This??
Two examples:
-To...
“Association Brand Storytelling: What it is and why you must embrace it”
#MTLmoments
“We don’t talk about segments of trav...
“Association Brand Storytelling: What it is and why you must embrace it”
[ 3. Case Study & KPIs ]
“Association Brand Storytelling: What it is and why you must embrace it”
#MTLmoments
Between February and December 2013:
•...
“Association Brand Storytelling: What it is and why you must embrace it”
Westjet
There’s no doubt its content marketing ha...
“Association Brand Storytelling: What it is and why you must embrace it”
It’s How We Do Business
“Association Brand Storytelling: What it is and why you must embrace it”
“We hear facts.
We FEEL stories.”
“Association Brand Storytelling: What it is and why you must embrace it”
Are we doing a good job ?
“Association Brand Storytelling: What it is and why you must embrace it”
[ Questions / Comments? ]
Contact me: frederic@go...
“Association Brand Storytelling: What it is and why you must embrace it”
Best Practices – Open Discussion
“Association Brand Storytelling: What it is and why you must embrace it”
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Travel Brand Storytelling

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Destinations, associations, hotels, meeting planners, events, restaurants... we all have a story to tell to get more members, more travelers, to relate and engage with our products and services. Here are some key factors that contribute to effective storytelling.

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Travel Brand Storytelling

  1. 1. “Association Brand Storytelling: What it is and why you must embrace it” Tourisme Montréal Workshop Association Brand Storytelling: What it is and why you must embrace it
  2. 2. “Association Brand Storytelling: What it is and why you must embrace it” [ Agenda ] 1. The impact of photos & videos on travel decision- making process 2. 5 success factors in visual storytelling 3. Case studies 4. Q & A
  3. 3. “Association Brand Storytelling: What it is and why you must embrace it” Why Travel Brands Must Embrace Visual Storytelling…
  4. 4. “Association Brand Storytelling: What it is and why you must embrace it” Why Travel Brands Must Embrace Visual Storytelling
  5. 5. “Association Brand Storytelling: What it is and why you must embrace it”
  6. 6. “Association Brand Storytelling: What it is and why you must embrace it”
  7. 7. “Association Brand Storytelling: What it is and why you must embrace it”
  8. 8. “Association Brand Storytelling: What it is and why you must embrace it”
  9. 9. “Association Brand Storytelling: What it is and why you must embrace it” Why Travel Brands Must Embrace Visual Storytelling…
  10. 10. “Association Brand Storytelling: What it is and why you must embrace it”
  11. 11. “Association Brand Storytelling: What it is and why you must embrace it” Life in micro-moments
  12. 12. “Association Brand Storytelling: What it is and why you must embrace it” The Travel Decision-Making Process… Source: Expedia Media Solutions
  13. 13. “Association Brand Storytelling: What it is and why you must embrace it” … Is Going Mobile! Source: Think Google
  14. 14. “Association Brand Storytelling: What it is and why you must embrace it” Inspiration
  15. 15. “Association Brand Storytelling: What it is and why you must embrace it” Source: Traveler’s Road to Decision, Think with Google, 2014
  16. 16. “Association Brand Storytelling: What it is and why you must embrace it” Source: Traveler’s Road to Decision, Think with Google, 2014
  17. 17. “Association Brand Storytelling: What it is and why you must embrace it” Source: Traveler’s Road to Decision, Think with Google, 2014
  18. 18. “Association Brand Storytelling: What it is and why you must embrace it”
  19. 19. “Association Brand Storytelling: What it is and why you must embrace it” Inspiration
  20. 20. “Association Brand Storytelling: What it is and why you must embrace it” Photos Impact Bookings Source: TripAdvisor Barometer, September 2014.
  21. 21. “Association Brand Storytelling: What it is and why you must embrace it”
  22. 22. “Association Brand Storytelling: What it is and why you must embrace it”
  23. 23. “Association Brand Storytelling: What it is and why you must embrace it” 5 Success Factors in Visual Storytelling 1. Emotions, not facts 2. Get locals & travelers onboard 3. Communicate offline too! 4. Think multi-channel 5. Content variety
  24. 24. “Association Brand Storytelling: What it is and why you must embrace it” “As a marketing tactic, storytelling is based on the premise that people remember information better when it is told as a story rather than presented as a list of facts. This is largely because stories are more relatable and inspire an emotional reaction in an audience. Any marketing campaign that rouses an emotional response – whether it be empathy, sympathy, outrage or laughter – is more likely to be remembered”
  25. 25. “Association Brand Storytelling: What it is and why you must embrace it”
  26. 26. “Association Brand Storytelling: What it is and why you must embrace it” Source: Acquity Group’s 2015 Next Generation of Commerce Study
  27. 27. “Association Brand Storytelling: What it is and why you must embrace it” 2. Get Locals & Travelers Onboard
  28. 28. “Association Brand Storytelling: What it is and why you must embrace it” And influencers too!
  29. 29. “Association Brand Storytelling: What it is and why you must embrace it” Get Locals & Travelers Onboard
  30. 30. “Association Brand Storytelling: What it is and why you must embrace it” Influencers too! Great examples in travel
  31. 31. “Association Brand Storytelling: What it is and why you must embrace it” Great examples in travel
  32. 32. “Association Brand Storytelling: What it is and why you must embrace it” Great examples in travel
  33. 33. “Association Brand Storytelling: What it is and why you must embrace it” 3. Communicate Offline Too…
  34. 34. “Association Brand Storytelling: What it is and why you must embrace it” 3. Communicate Offline Too…
  35. 35. “Association Brand Storytelling: What it is and why you must embrace it” 4. Think Multi-Channel How marketing channels for large businesses in the travel industry in the U.S. influence the purchase decision. Source: Think with Google
  36. 36. “Association Brand Storytelling: What it is and why you must embrace it” 4. Think Multi-Channel
  37. 37. “Association Brand Storytelling: What it is and why you must embrace it” 5. Content Variety Source: BuzzSumo, March 2016
  38. 38. “Association Brand Storytelling: What it is and why you must embrace it” 5. Content Variety Source: BuzzSumo, March 2016
  39. 39. “Association Brand Storytelling: What it is and why you must embrace it” 5. Content Variety
  40. 40. “Association Brand Storytelling: What it is and why you must embrace it”
  41. 41. “Association Brand Storytelling: What it is and why you must embrace it”
  42. 42. “Association Brand Storytelling: What it is and why you must embrace it”
  43. 43. “Association Brand Storytelling: What it is and why you must embrace it” So What’s The ROI On All This?? Two examples: -Tourisme Montreal -Westjet
  44. 44. “Association Brand Storytelling: What it is and why you must embrace it” #MTLmoments “We don’t talk about segments of travelers first anymore, we talk more about niches and motivations to travel” – Emmanuelle Legault, VP Marketing, Tourisme Montréal. Content creation… - Official destination blog (2009) - Dedicated Meetings & Conventions blog (2014) - Web serie (2014) - Photos & videos shared on social networks
  45. 45. “Association Brand Storytelling: What it is and why you must embrace it” [ 3. Case Study & KPIs ]
  46. 46. “Association Brand Storytelling: What it is and why you must embrace it” #MTLmoments Between February and December 2013: • Facebook: 105,666 to 143,214 fans (26% increase) • Twitter (English): 25,117 to 39,400 followers (36% increase) • Twitter (French): 14,078 to 20,900 followers (33% increase)
  47. 47. “Association Brand Storytelling: What it is and why you must embrace it” Westjet There’s no doubt its content marketing has been a boon for the brand – after “Real-time giving” WestJet saw site traffic increase 100%, bookings increase 77% and revenue increase 86% — and because of high views and lifts in brand perception, it has doubled down on its content marketing efforts.
  48. 48. “Association Brand Storytelling: What it is and why you must embrace it” It’s How We Do Business
  49. 49. “Association Brand Storytelling: What it is and why you must embrace it” “We hear facts. We FEEL stories.”
  50. 50. “Association Brand Storytelling: What it is and why you must embrace it” Are we doing a good job ?
  51. 51. “Association Brand Storytelling: What it is and why you must embrace it” [ Questions / Comments? ] Contact me: frederic@gonzomarketing.biz or www.fredericgonzalo.com
  52. 52. “Association Brand Storytelling: What it is and why you must embrace it” Best Practices – Open Discussion
  53. 53. “Association Brand Storytelling: What it is and why you must embrace it”

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