WTM London 2015 presentation on how to collaborate with travel bloggers to create compelling marketing campaigns (with case studies). This presentation also includes tips for bloggers on what it takes to be a professional.

1. How to Collaborate
with Travel Bloggers
to Create a Compelling Marketing Campaign
By
World Travel Market
London | 5th November 2015
Keith Jenkins | CEO, iambassador | Publisher, Velvet Escape
Melvin Boecher | COO, iambassador | Founder, Traveldudes
Nicholas Montemaggi | Director Marketing, iambassador
Mariette du Toit-Helmbold | CEO, Destinate

2. Create a Compelling
Marketing Campaign
That Maximises Your Budget
By
World Travel Market
London | 5th November 2015
Melvin Boecher | COO, iambassador | Founder, Traveldudes
Nicholas Montemaggi | Director Marketing, iambassador
Mariette du Toit-Helmbold | CEO, Destinate

3. Print Media
As We Know It
Is Dead

4. Where is Your Audience?
Digital: 47.2%
Of which:
23.3% mobile
18% desktop
TV: 36.5%
Radio: 10.9%
Source: eMarketer

5. A Simple Comparison
813,262 Condé Nast total circulation
132,885 one full page advert in Euro
187,000 Guardian total circulation
24,358 one full page advert in Euro
10,647,387 total exposure of 50 top bloggers
Source: Condé Nast, Guardian

6. Ad Blocking Software
• 0.12% standard banner ad
click through rates
• ad block rates 10 - 40%
• 16% of Firefox Mobile
users use ad blockers
• ad blocking grew by 41%
last year
• 86% banner blindness in
humans

7. Content is the New Advertising
Content…
• informs, educates,
entertains
• is relevant
• meaningful, value for
readers & the brand
• based on behavior
(engagement & reach),
not on cookies
• $ 7 influencer marketing
return for each dollar spent
(top 13% up to 20$)
• 90% savings by using an
influencer network (time &
resource costs)
• influencers are trusted &
authentic
Source: Tomoson, TapInfluence

8. Influencer Impact (1)
See: http://www.iambassador.net/2015/06/the-impact-of-travel-bloggers-on-local-businesses/

9. Influencer Impact (2)
#RoadTripGoT (Tourism Ireland)
2 persons: 6 days
Actual views: 340,000 (not OTS)
Engagement: 47,000
Online AVE: 180,000 €
Costs: > 12,000 €

10. Influencer Impact (3)
#UnexpectedGB (Visit Britain)
3 persons: 5 days
Twitter chats: 73m OTS
Blog posts: 15
Instagrams: 115 (55.5k Likes)
Content for Countryside microsite
Total OTS: 205m
Online AVE: USD 4.1m
Costs: ±USD 40,000

11. Influencer Impact…
Good stats is
nice…
engagement is
key.

12. #Stellenblog Blogger Campaign
1 - 8 May 2015

13. HOOK IN A WIDER AUDIENCE AND TAKE THEM ALONG...

16. MAKE THE CONTENT WORK FOR THE DESTINATION

17. MEASURABLE RETURN ON INVESTMENT

18. MEASURABLE RETURN ON INVESTMENT
(GBP
933,000)

19. FROM BLOGGER TO STORYTELLER & INFLUENCER…
What surprised me the most is
how much there is to see and do
in Stellenbosch. It is definitely an
active culinary destination that is
completely different from places
like Cape Town.
From the artwork, shopping, and
restaurants downtown to
spending some time on wine
estates with 360 degree views of
stunning beauty…You need a
week here at least!
Rachelle Lucas (The Travel Bite)

20. Case Study – BlogVille Italy
4 Editions of #BlogVille
Over 180 bloggers from key markets
Over 15 months project
Over 1.200 published blog posts
Over 15.000 shared pics & videos
Over 1,5 M posts views
Over 15 M reach on Social Media
Project Management and Strategy development between
bloggers & DMO

21. Long term results #BlogVille
after 3,5 years!
Article published on
23 December 2011
after 1,5 years!
Article published on
19 June 2013
Requests
via email
to the
partners

22. Long term results #BlogVille
Requests
with
printed
articles!
Prolonged
production
and share
of the
content
-> Visited in 2013
-> Articles being
still published in
2015
-> feedback from the
local Tourist Bureaus

23. Think Tank Report 2015
By
World Travel Market
London | 5th November 2015
Nicholas
Montemaggi
Director, iambassador
Mariette du Toit-
Helmbold
CEO, Destinate

24. 1. Structures & People
Five key points:
• Strategy & plan = buy in & driven
from the top
• Reorganisation = expertise
• Collaboration = less budget waste
• move from AVE to KPI
• Find the champions

25. 2. Money & Budgets
"My hope would be, maybe in 10 years, for companies to have a mutual
department with PR, social media and marketing - and a mutual
budget.” [A. Schwaff @reisefreunde]
Crucial steps:
• Align strategy & budget
• Education
• Long-Term Approach
• Trust
• Value
• Insight

26. 3. Knowledge & Understanding
How can we most efficiently develop, formalise, promote,
and teach best working practices? Do we need to?
• Education Gap
• Case Studies
• Speakers/Meetings
• Social Media Events
• Bloggers Skills
Credits: customerthink.com

27. Story-telling video: Réunion Island
See: https://vimeo.com/108775263

28. THANK YOU!
Questions?
Find us at:
http://www.iambassador.net/
http://www.traveldudes.org/
http://www.destinate.co.za/
Follow us on Twitter:
@i_ambassador
@traveldudes
@destinate_co

29. Professional Travel Bloggers
How to Become One
and How to Work With Them
By
World Travel Market
London | 5th November 2015
Keith Jenkins | CEO, iambassador | Publisher, Velvet Escape
Melvin Boecher | COO, iambassador | Founder, Traveldudes
Nicholas Montemaggi | Director Marketing, iambassador
Mariette du Toit-Helmbold | CEO, Destinate

30. What is a
professional
travel blogger?

31. Being a Professional
Is
A Frame of Mind

32. Jargon
Blog, photos, videos = Products & Services
Contacts = (Potential) Clients & Colleagues
Events = Places to Network, Market & Sell

33. Lay the Foundations
• Strategy planning & Execution
• Understanding & Knowledge
• Business Plan
• Services & Products
• Communications
• Areas of Growth & Opportunities

34. Behave
Like a
Professional

35. What this means
• Agreement
• Conduct
• Delivery
• Follow-up

36. It takes
two to…

37. Research
• Read the blog!
• Social
• Voice/Niche
• Media Kit

38. Discuss
• Objectives
• Deliverables
• Compensation
• Agree

39. Feedback
• Evaluate
• Follow up

40. THANK YOU!
Questions?
Find us at:
http://www.iambassador.net/
http://www.traveldudes.org/
http://www.destinate.co.za/
Follow us on Twitter:
@i_ambassador
@traveldudes
@destinate_co