Examples of tourism digital marketing

February 19, 2019
Editorial
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Examples of tourism digital marketing

Tourism digital marketing are the actions performed on online environments to attract visitors to a specific place. Hotels, cities, countries, attractions and other places, and places related to leisure and business trips apply basic online strategies or specific techniques designed to increase the number of visitors. These are some of the best examples of tourism digital marketing

Examples of tourism digital marketing

1.- Air New Zealand: the most epic security video ever created

The first example of good tourism digital marketing campaign is that of Air New Zealand and its flight safety video inspired by the movie The Hobbit. Air New Zealand became the official airline of Middle Earth after this campaign.

Taking advantage of the release of the movie “The Hobbit: The Battle of the Five Armies,” it made a marvelous flight safety video.  The four-minute video is full of character from the Tolkien universe and features cameos by Elijah Wood and Peter Jackson. It takes the audience around an impressive Middle Earth in New Zealand.

In this video, we highlight the ability of the ad to inform, persuade and entertain above all. With this ad, Air New Zealand created a video that became the most sought by users in search engines. With a specific point of interest, it incorporates stunning views of New Zealand. With almost 19 million views on YouTube, the video is a real example of perfect tourism digital marketing.

2.- South African Tourism – #MeetSouthAfrica

One of the tourism digital marketing campaigns carried out by the country’s tourism department.  The #MeetSouthAfrica campaign is an example of a good use of social networks. In 2013, South African tourism collaborated with 14 international travel bloggers, a usual strategy in other marketing disciplines. They were invited to the country, which was divided into four different itineraries covering the nine South African provinces.

This campaign proved the incredible ability of social networks to share stories and moments in real time. All tour vehicles were specifically equipped with WiFi to guarantee that bloggers could share their South African experiences using the #MeetSouthAfrica hashtag.

It allowed South African tourism to take advantage of the collective network of the bloggers invited. This generated more than 9,000 tweets, 77.8 million Twitter impressions, and more than 1000 photos shared on Instagram. Today, they have an Instagram profile that uses the hashtag as its name and it has almost 100 thousand followers. This profile is used because the hashtag became viral and it moves a lot of traffic on networks. Everything that is published has the authorization of its owners.

3.- Airbnb Guidebooks

Airbnb launched guides on its website and app as part of its ‘Live there’ campaign. This content shows how Airbnb aims to expand the knowledge and advice available on its network. This creates a competition with websites such as TripAdvisor.

The good thing about these guides is the fact that each host can create one, which means there are thousands of personal travel guides on the Airbnb network. Anyone who has signed up can access these guides.

Therefore, guests can easily see what the hosts consider the most notable local aspects, with a very useful map and explanatory text. Also, Airbnb has produced some city tour guides that include highlights in addition to the hosts’ personal guides.

These guides are original, easy to use and a wonderful way to increase customer satisfaction and commitment. The visitor receives extra help without the need of leaving the platform to perform a manual search of places of interest.

They can also be very useful those visiting less touristic and specific places. There are thousands of guides on the Internet about cities such as London, but if your destination is something less touristy or if you are travelling for work and you wish to learn about the area you are visiting, these guides are perfect.

4.- #Follow your Nola and New Orleans

This incredible and award-winning campaign carried out by The New Orleans Tourism Marketing Corporation (NOTMC) was aimed at tourists looking for new experiences and to discover new areas. This campaign encouraged this kind of tourists to visit New Orleans and achieve their objective.

The campaign revolved around an experimental website with an interactive map showing places of interest according to seven different categories, rhythm, fun, curiosity, taste, instincts, fire and spirit. This map is not active anymore; however, it was transformed into an interactive map with very interesting categories.

This campaign changed the way in which New Orleans was identified. The campaign was essential to stop people from seeing it as a French neighborhood and to broaden the perspective. The city was then seen as a country full of cultural wonders and diverse offers.

NOTMC made the most of the digital potential by encouraging users to share stories on social networks, using digital media and partnering with the BuzzFeed website. The campaign was a great success, with 600 million online impressions that led to a 20% increase on the city’s website traffic. New Orleans is now promoted as “one of the major cities of the United States.”

5.- Six best jobs in the world, Australia

Following the success of Tourism Queensland in 2009 and the Best Job In The World campaign, Tourism Australia launched the Six best jobs in the world campaign to the world.

This tourism digital marketing campaign offered six dream jobs in six incredible destinations across Australia. It showed the audience a number of different reasons why Australia is the perfect vacation destination for young people from all over the world.

Additionally, Tourism Australia launched this contest in Canada, France, Germany, Hong Kong, Italy, Japan, Singapore, South Korea, Taiwan, the United Kingdom and the United States. This generated 620,000 applications from 330,000 people in 196 countries, with 46,000 video entries during its six-week’s campaign.

The strength of this campaign lies in its integration with offline and online channels. It was posted on digital platforms such as Facebook and YouTube, but it also used traditional public relations tactics. For example, it teamed up with travel companies and job search sites.

The campaign was a success with more than 8,500 news articles around the world, which generated media coverage for more than $ 44 million.

6.- Visit Idaho

With this campaign, Idaho wanted to position itself as an emblematic place to visit, not only because of its skiing possibilities. For that, the “Adventures In Living” campaign was created in 2013 and carried out throughout the year. Now, its web continues in operation.

They use the brand’s hashtag #visitidaho on social media publications with the aim of showing all the interesting things there are to do in Idaho. The objective is to advertise new ways of tourism, besides skiing.

In 2013, the Tourism Division of the Idaho Department of Commerce launched a campaign were visitors were the stars. Idaho Tourism partnered with PixFusion to use an innovative patented photo-personalization technology. This technology allowed visitors to participate in seven online adventure videos. These videos highlighted the scenic beauty of the place and the outdoor recreational activities. For example, some of the themes of the adventures are:

  • “The adventurers: we are all superheroes while vacationing in Idaho.”
  • “Agent 208: experience the mystery and intrigue of Idaho in this espionage adventure.”
  • “Are we there yet? Everyone will enjoy this trip through Idaho.”

7.- KLM, social media intern

KLM uses a social media intern as the brand’s spokesperson on a series of videos published on YouTube. Additionally, these videos have also been shared on social networks.

The objective was to make the brand visible from another point of view. These videos show the brand’s stories and realities. For example, they show different day-to-day situations within the company and information about the same.

8.- Virgin Holidays – Seize the holiday

This tourism digital marketing campaign is one of the most ambitious to date. It made 18 Facebook Lives in 18 different tourist destinations at the same time.

It had an incredible media impact. 16.9 million impressions of its promoted tweets and 838 web searches per minute at 20:20, when it was broadcasted live during the X Factor show.

Additionally, it received the “campaign of the year” award in a Marketing Week competition as the best marketing action of 2016.

The campaign included 18 vacation destinations, from Barbados to San Francisco. It needed 90 production teams from all over the world to be developed. The ad was designed to show “real people who do real things.”

These are some of the most impressive tourism digital marketing campaigns to date. With this in mind, digital platforms are used more and more in this sector. Marketing campaigns are creative and innovative and they look for ways to be different.

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