SlideShare a Scribd company logo
Travel is People
How to market travel content
to consumers
Katka Lapelosová
Recent titles on
Turning locals into storytellers
Even trip planning can become
“internal”
COMO IRRITAR UM HOW TO PISS OFF
PORTUGUÊS A PORTUGUESE
Marketing a product feels
impersonal
Marketing to a person helps your customers
feel like you really understand them and their
needs.
When brands realize that readers care
about people and culture, not
'destinations' or 'products', their
campaigns are successful.
● Know your audience
Figure out who they are, what they like, why they like
it, and how they feel about it.
● Provide value
Ensure that each piece of content makes people FEEL
something -- a personal connection, a deep emotion,
an urge to travel.
● Make your social
media “social”
Offer chances to display user-generated content.
Interact and have conversations with your online
audience. They will tell you everything you need to
know.
#Travelstoke Map
● Training in a niche market
Help people learn the skills of travel writing,
photography, and film
● Personalized interaction
One-to-one faculty and student attention
● Online forum
Complete assignments
wherever you are, on your
schedule
● Opportunity
Paid publishing, job, and
travel
Mentoring-based editorial engine
● Faculty members are also editors and
content producers
● Editors work with students to create
engaging, high-quality, globally-focused
content
● Students get a chance to use their
journalism skills with productive, paid
opportunities
Produced
by
MatadorU
students
Conclusion
● Make your marketing more personalized
o help people feel connected emotionally to a brand
● Get to know your audience/customers
o produce creative and engaging social campaigns
● Study what other brands and organizations are doing
o MatadorU is a good starting point
Katka Lapelosová
Katka@matadornetwork.com
Managing Editor/Director of Social Media
www.MatadorNetwork.com
www.MatadorNetwork.com/br
www.matadornetwork.com/travel-map
www.KatkaTravels.com

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Travel is people

  • 1. Travel is People How to market travel content to consumers Katka Lapelosová
  • 2.
  • 3.
  • 4.
  • 6. Turning locals into storytellers
  • 7. Even trip planning can become “internal”
  • 8. COMO IRRITAR UM HOW TO PISS OFF PORTUGUÊS A PORTUGUESE
  • 9. Marketing a product feels impersonal Marketing to a person helps your customers feel like you really understand them and their needs. When brands realize that readers care about people and culture, not 'destinations' or 'products', their campaigns are successful.
  • 10. ● Know your audience Figure out who they are, what they like, why they like it, and how they feel about it. ● Provide value Ensure that each piece of content makes people FEEL something -- a personal connection, a deep emotion, an urge to travel. ● Make your social media “social” Offer chances to display user-generated content. Interact and have conversations with your online audience. They will tell you everything you need to know.
  • 12. ● Training in a niche market Help people learn the skills of travel writing, photography, and film ● Personalized interaction One-to-one faculty and student attention ● Online forum Complete assignments wherever you are, on your schedule ● Opportunity Paid publishing, job, and travel
  • 13. Mentoring-based editorial engine ● Faculty members are also editors and content producers ● Editors work with students to create engaging, high-quality, globally-focused content ● Students get a chance to use their journalism skills with productive, paid opportunities
  • 15. Conclusion ● Make your marketing more personalized o help people feel connected emotionally to a brand ● Get to know your audience/customers o produce creative and engaging social campaigns ● Study what other brands and organizations are doing o MatadorU is a good starting point
  • 16. Katka Lapelosová Katka@matadornetwork.com Managing Editor/Director of Social Media www.MatadorNetwork.com www.MatadorNetwork.com/br www.matadornetwork.com/travel-map www.KatkaTravels.com