Virgin Holidays and Contiki use various marketing strategies on their websites, blogs, social media, and other online platforms to promote their travel products and brands. These include creating internal blogs and engaging external bloggers to generate content, posting pictures on platforms like Pinterest and Instagram, using open-ended questions on Facebook to encourage engagement, producing podcasts and videos, and leveraging user-generated content through hashtags. The document provides examples of how these companies implement different digital marketing tactics and discusses the benefits of these approaches.

1. COOHoLa.COM
M A R K E T I N G

2. Virgin Holidays use their
own blogs to promote its
products within its web site.
THE BENEFIT:
This is a brilliant example
about how the company
creates its own valuable
content referencing its
products, which can engage
visitors and can surely lead to
conversions.
#
-Internal-
Blogs/Articles
Fig 1. CooHola (2020) ‘Example of Internal Blog used by
Virgin Holidays’ [Screenshot]

3. Good Examples of external
blogs promoting Virgin
Holidays.
THE BENEFIT:
You can engage Bloggers to
promote your product or
service.
This will bring more traffic to
your business
on-line.
-External-
Blogs/Articles
Fig 2. CooHola (2020) ‘Example of Blogger engagement
used by Virgin Holidays’ [Screenshot]
Fig 3. CooHola (2020) ‘Example of Blogger engagement
used by Virgin Holidays’ [Screenshot]

4. Contiki is a travel maker that
sells trips to young and / or
adventurous people, which
includes: sightseeing, free
time, culture, socialising and
adventure.
Contiki use Pinterest as a
platform to promote posts or
videos related to its business.
THE BENEFIT:
Using your pictures in social
media platforms like Pinterest,
Instagram or Facebook… can
help create awareness about
your business. Your pictures
can also be linked to your
website or articles you want
your target audience to read. #Fig 4. CooHola (2020) ‘Example of how Contiki posts
pictures on Pinterest pointing to an external Blog post’
[Screenshot]
Pictures

5. A picture is worth a thousand
words.
Virgin Holidays use social
media to promote their
products but also to boost its
brand via Instagram and
LinkedIn.
THE BENEFIT:
You can post impactful pictures
that you think can have a
powerful effect amongst your
audience. You will soon notice
how they are shared and
therefore, creating awareness
of your business.
in
Fig 5. CooHola (2020) ‘Example of how Virgin Holidays
posts pictures on Instagram conveying encouraging
messages’ [Screenshot]
Fig 6. CooHola (2020) ‘Example of how Virgin Holidays
turns Sir Richard Brandson (popular founder of Virgin)
into Brand Advocate’ [Screenshot]
Pictures

6. Both Contiki and Virgin
use a natural pose open-ended
question technique.
THE BENEFIT:
Using this technique wisely,
avoiding engagement bait
tactics by prioritizing UX, you
can attract long comments and
encourage sharing. Meaning:
more exposure for your
business.
This technique, if used
correctly, can also help you
accumulate UGC material from
your audience that can
ultimately be re-posted.
Pictures
Fig 7. CooHola (2020) ‘Example of Contiki’s use of open-
ended question technique of Facebook’ [Screenshot]
Fig 8. CooHola (2020) ‘Example of Virgin’s use of open-
ended question technique of Facebook’ [Screenshot]

7. Today’s world companies work
to create more diversity within
and outside of their
organisation, and
Contiki, is not an exception.
THE BENEFIT:
Customers often favour a
business organization that
cares about the environment,
inclusion and opportunities.
Pictures
Fig 9. CooHola (2020) ‘Example of Contiki’s involvement
with social issues via Instagram’ [Screenshot]

8. Podcasts are becoming more
popular than ever. You can
add: Interview influential
guests, success stories,
recommendations,
testimonials, etc…
The Travel Authority is the
largest American Express Travel
Representative, offering
personal service and 24/7
support. For business, vacation
packages, meeting and
incentive or online travel
services.
THE BENEFIT:
You can become an authority
in your field, developing strong
relationships with prospects
and clients.
#
Podcasts
Fig 10. CooHola (2020) ‘Example of how ‘The Travel
Authority’ uses Podcasts’ [Screenshot]

9. Contiki have build their own
podcasts site, which is linked to
Google Podcasts.
As an expert in your area, you
can either create your own
podcasts or enrol bloggers or
influencers who create
interview-based podcasts,
which can be linked to your
website. Also, try to reach
reputable podcasters within
your industry and ask them if
you can participate in one of
their podcasts (as long as the
content presented is relevant
to your audience).
Podcasts
Fig 11. CooHola (2020) ‘Example of how Contiki uses
Podcasts via its own Podcast Platform’ [Screenshot]
Fig 12. CooHola (2020) ‘Example of how Contiki links its
Podcasts to the platform Google Podcasts’ [Screenshot]

10. Virgin Holidays use their
own radio-podcasts and video-
podcasts to promote products
and its brand.
THE BENEFIT:
You should use this current
Podcasts popularity to your
own advantage.
Podcasts are easy to create and
a cheap way to get your
message across to a wider
audience.
Podcasts
Fig 13. CooHola (2020) ‘Example of Virgin’s use of
Podcasts via Instagram’ [Screenshot]
Fig 14. CooHola (2020) ‘Example of Virgin’s use of
Podcasts via Google Podcasts’ [Screenshot]

11. Video consumption is growing
in popularity. In the US,
Internet users spend an
average of 15 hours per week
with digital video.
Contiki successfully create
their own video material that
uses to promote its holiday
trips.
THE BENEFIT:
Being ‘video’ one of the most
popular platforms used by
Internet users, creating your
own video material can attract
more viewers to your site and
therefore, potential customers.
videos
#Fig 15. CooHola (2020) “Example of how Contiki makes
its own video material” [Screenshot]

12. Contiki engage popular
Vloggers to reach more
audience.
THE BENEFIT:
Engaging local popular
bloggers or reliable influencers
in your industry can have a
positive impact on your
business, not only promoting
your products or services, but
also creating awareness about
your brand.
videos
Fig 16. CooHola (2020) ‘Example of how Contiki engages
popular Vloggers within the industry’ [Screenshot]
Fig 17. CooHola (2020) ‘Example of how Contiki
engages a Brand Ambassador Corey Van Der Laan’
[Screenshot]

13. The ever-growing number of sceptical consumers will more likely take recommendations from friends
and family members than brands. In this environment full of undecided and wary customers, companies
should build authenticity via User Generated Content (UGC).
This healthy marketing technique will bring you multiple benefits:
1 It triggers more engagement with its users and doubles the likeliness that the content will be shared.
2 It builds trust amongst your consumers. The reality is that most of consumers trust UGC over brand
provided information.
3 It provides SEO value for brands, meaning that it will drive more traffic to your website.
4 It increases follower count on the different media platforms.
UGC (User Generated Content)
#

14. pictures
Virgin Holidays launched
their brand refresh campaign
with Seize The Holiday, in
September 2016 showcasing UGC
from their customers vacationing
around the world. The company
encourages its customers to
upload their holiday photos to
Instagram with the hashtag
#SeizeTheHoliday.
The Virgin Holidays’ live TV ad
was awarded the prestigious
“campaign of the year” by
Marketing Week. The ad resulted
in 16.9 million impressions from
its promoted tweets and 836 web
searches per minute when it was
broadcast live.
Contiki also make use of this
powerful technique, with the
hashtag
#BringingTheWorldToYou.
Fig 18. CooHola (2020) ‘Virgin Holidays USC campaign -
#SeizeTheHoliday’ [Screenshot]
Fig 19. CooHola (2020) ‘Contiki USC campaign -
#BringingTheWordToYou’ [Screenshot]

15. Contiki engage their
employees and people that
work in partnership with them
to create very productive and
professional videos that attract
more viewers.
THE BENEFIT:
Members of your staff
appearing on promotional
videos can result in a valuable
marketing “weapon” that
brings extraordinary promotion
to your business from
professionals’ perspective.
videos
Fig 20. CooHola (2020) ‘Example of how Contiki engages
members of its staff and third parties’ [Screenshot]

16. Contiki use USG created by
their customers on the
emerging platform TikTok
THE BENEFIT:
With the Coronavirus
pandemic, it has become
crucial to infuse trust amongst
your existing or potential
clients.
Now, more than ever before,
take advantage of every new
USG material to re-build this
trust and propel your business.
videos
Fig 21. CooHola (2020) ‘UGC produced by common
people using #ContikiFindYourPeople’ [Screenshot]