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C O N T E N T
M A R K E T I N GE X A M P L E S F O R A T R A V E L R E L A T E D W E B S I T E
O L A V O A R A U J O L E I T E
P R E S E N T A T I O N
B R I T I S H A C A D E M Y O F D I G I T A L M A R K E T I N G
L O N D O N , 2 0 1 9

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W H AT I S
C O N T E N T
M A R K E T I N G
Content marketing is the process of creating valuable, relevant content to attract,
acquire, and engage your audience, according to the website Marketo.com. Buyers
and customers today are inundated by more marketing messages than ever before —
more than 2,900 per day by current estimations ( Marketo, 2019). This creates an
environment of attention scarcity, challenging marketers with the task of producing
engaging content that won’t get lost in the static ( Marketo, 2019).
A well-crafted content marketing strategy places your business in the position of a
thought leader, building brand preference as you inform and educate buyers.
Providing helpful and entertaining content can form a strong bond between your
brand and customers that continues to grow and strengthen over time.

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“Successful content marketing hit all
stages of the buyer ’s journey – from
start to finish. Most brands are seriously
over-weighted in the bottom of the
funnel. And they miss huge opportunities
to meet new customers at the point of
need.” ( M a r k e t o , 2 0 1 9 )
M I C H A E L B R E N N E R , C E O M A R K E T I N G I N S I D E R G R O U P

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www.clubmed.co.uk
@clubmed
C L U B M E D U K
www.flightcentre.co.uk
@flightcentreuk
F L I G H T C E N T R E U K
www.tui.co.uk
@tuiuk
T U I U K
MARKET RESEARCH
C O N T E N T M A R K E T I N G
To better conduct the search
for different examples of
content marketing, three
major travel companies were
chosen: Club Med UK, Flight
Center UK and Tui UK.
These companies are
benchmarks in the local and
international markets as
major developers of quality
content marketing.
By analyzing them, the
understanding of travel-
related topics is developed in
a solid and coherent way.

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Image 1; Flight Centre UK Travel Blog: Blog posts, in
addition to being great ways to generate content, can be
shared and strengthen SEO. Posts should provide
valuable content for your audience and should be
published regularly to attract new visitors ( Marketo,
2019).
1. BLOG POSTS
C O N T E N T M A R K E T I N G

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Image 2; Flight Centre UK Free Brochures: E-books are
lead-generation tools that potential customers can
download after submitting a lead form with their contact
information. In this case, in addition to adding value
they also help customers in the trip selection journey
(Marketo, 2019).
2. E-BOOKS
C O N T E N T M A R K E T I N G

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Image 3 and 4; Club Med Youtube Channel (ClubMed, Youtube, 2019): Videos are a highly engaging content
medium that are shareable across social media platforms and websites alike. Videos require a bigger
investment of time and resources than written content, but as visual marketing increases in popularity, it's a
medium worth experimenting with (Marketo, 2019).
3. VIDEOS
C O N T E N T M A R K E T I N G
https://youtu.be/Wus179WRgPw https://youtu.be/VxcaNuJSkgk

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Image 5 and 6; Club Med UK Facebook and Instagram page: Social Media is pivotal to amplifying your brand's
reach and delivering your content to your customers where you know they spend their time , whether
connecting with individual customers or expanding your reach (Marketo, 2019).
4. SOCIAL MEDIA
C O N T E N T M A R K E T I N G
Club Med Facebook page Club Med Instagram page

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5. E-MAIL
NEWSLETTER
C O N T E N T M A R K E T I N G
Image 7; E-mail Newsletter – Club Med UK
(ClubMed (UK), 2019): E-mail newsletter is still
one of the most powerful ways to connect with
your audience and stay top of mind. Customers
appreciate something concrete, curated, and
well written in their inbox (Tao, 2019).

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Image 8; Quiz – Club Med UK – Win a Ski Holiday (Club
Med (UK), 2019): Encouraging an audience to interact
and have fun while also providing some self-discovery.
From a marketing perspective, quizzes are one of the
most engaging ways to draw in new leads, segment them
based on their needs, and offer personalized content
and recommendations (Lee, 2017).
6. QUIZZES
C O N T E N T M A R K E T I N G

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7. HELPFUL APP
C O N T E N T M A R K E T I N G
Image 9; Club Med App (ClubMed (FR), 2019): Helpful
apps are interactive ways to connect with the customer.
In addition to possessing valuable information, they
amplify the user experience by facilitating access to and
sharing of information. The investment in many cases is
high, but depending on the value of the business are
tools that make buyers journey easier and more
accurate, helping to buy and retain customers. For
physical experiences, apps also provide ways to engage
with customers live (e.g., RFID arm bands at Disney,
using your phone as a digital key in hotels) ( Marketo,
2019).

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Image 10; Tui UK – My Holidays Checklist (Tui
(UK),2019): Templates and lists are a handy content
format because they generate leads while providing
tremendous value to your audience. When you provide
your audience with template tools to save them time and
help them succeed, they're more likely to keep engaging
with your content in the future (Marketo, 2019).
.
8. LISTS AND
TEMPLATES
C O N T E N T M A R K E T I N G

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9. F.A.Q.
C O N T E N T M A R K E T I N G
Image 11; Flight Centre UK (FlightCentre (UK),
2019 – FAQs): F.A.Q. in addition to generating
useful and valuable customer content, they
make the business more reliable. They have the
role of strengthening trust and credibility
(Marketo, 2019).

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10. SURVEYS
C O N T E N T M A R K E T I N G
Image 12; Tui guest survey and Tui Quality Net
(Tui (UK), 2019 – Survey Checklist): In addition
to generating engagement, surveys are
extremely important. In addition to
strengthening the relationship with the
consumer, they serve as a thermometer for the
business (Marketo, 2019).

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Image 13; Club Med UK Press Room(ClubMed (US),
2019): The main purpose of all press releases is to
promote something significant and specific and to do so
clearly. Beyond that, a press release is a document that
adheres to a strict format and serves a specific
marketing and promotional purpose: To notify
the media about an event in hopes that they will spread
the word (Marketo, 2019).
11. PRESS
RELEASES
C O N T E N T M A R K E T I N G

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Image 14; The Telegraph UK Article (Telegraph.co.uk,
2019) – In addition to proving that your business is
among the trending topics of the moment, earned
content helps publicize the brand or service in a subtle
yet effective way (Marketo, 2019).
12. EARNED
CONTENT
C O N T E N T M A R K E T I N G

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REFERENCE
C O N T E N T M A R K E T I N G

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REFERENCE
C O N T E N T M A R K E T I N G
• Club Med. “Club Med.” YouTube, 2019, www.youtube.com/user/CLUBMEDOFFICIEL/videos. Accessed 16 Nov. 2019.
• Club Med (UK). “Club Med - Win an All Inclusive Ski Holiday |.” Club Med - Ski Holiday, 2019,
winaskiholiday.clubmed.co.uk/?idfrom=9. Accessed 16 Nov. 2019.
• Club Med (US). “Press Room | Club Med.” Clubmed.Us, 2019, www.clubmed.us/l/press-room. Accessed 16 Nov. 2019.
• Club Med (FR). “Découvrez l’application Mobile My Club Med.” Clubmed.Fr, 2019, www.clubmed.fr/l/my-club-med-app. Accessed 16
Nov. 2019.
• Flight Centre (UK). “Flight Centre Travel Blog.” Flight Centre UK, Flight Centre, Nov. 2019, www.flightcentre.co.uk/uk-travel-blog.
Accessed 16 Nov. 2019.
• ---. “Brochures.” Flight Centre UK, Flight Centre, 2 May 2019, www.flightcentre.co.uk/holidays/brochure. Accessed 16 Nov. 2019.
• ---. “Frequently Asked Questions (FAQs).” Flight Centre UK, Flight Centre, 12 June 2019, www.flightcentre.co.uk/about-us/faqs.
Accessed 16 Nov. 2019.
• Lee, John. “Quizzes & Content Marketing: 4 Places You Can Use This Popular Tool.” Content Sparks, 9 Apr. 2017,
contentsparks.com/49913/quizzes-content-marketing/. Accessed 16 Nov. 2019.
• Marketo. “Content Marketing.” Marketo.Com, 30 Aug. 2019, www.marketo.com/content-marketing/. Accessed 16 Nov. 2019.

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• Tao, Melodie. “Watch the Online Video Course Content Marketing: Newsletters (2019).” Lynda.Com - from LinkedIn, 9 Oct.
2019, www.lynda.com/Marketing-tutorials/Content-Marketing-Newsletters/2813226-2.html. Accessed 16 Nov. 2019.
• Telegraph.co.uk. “Ski Luxury for Less: How to Visit the World’s Most Exclusive Resorts on a Budget.” The Telegraph, 25 Oct.
2019, www.telegraph.co.uk/travel/ski/articles/luxury-ski-holiday-offers/. Accessed 16 Nov. 2019.
• Tui (DE). “TUI Guest Survey - About Us | TUI Quality Support.” Tui-Quality-Support.De, TUI Quality Support, 26 Oct. 2018,
www.tui-quality-support.de/en/about-us/tui-guest-survey/. Accessed 16 Nov. 2019.
• Tui (UK). “Holiday Checklist – What Should I Pack? | TUI.” Tui.Co.Uk, 2018, www.tui.co.uk/holidays/checklist. Accessed 16 Nov.
2019.
REFERENCE
C O N T E N T M A R K E T I N G