Examples of content marketing within the travel industry.

1. ContentMarketing
fortheTravelIndustry
Unit 2: Inbound and Social Media Marketing Laura Kelly 66084996

2. Whatiscontentmarketing
Content marketing is a marketing technique of creating and distributing
valuable, relevant and consistent content to attract and acquire a clearly
defined audience – with the objective of driving profitable customer
action. Content Marketing Institute,
2014
Infographics
White PaperWebsites
e-Books/Books
Podcasts
VideosBlogposts

3. Whyusecontentmarketing
Builds a relationship between brand and buyer while establishing trust
Promotes your brand to potential buyers
Utilizes the first two stages of the buying process: awareness & research
Low cost but a high value for money if content is shared across different platforms
Return on investment for content marketing can be phenomenal if executed correctly
Position the brand as the knowledge resource with the information the
consumer needs. Use the content to enhance the traveller's experience.
Encourage the buyer to share the experiences with user generated
content, review websites, hashtags, location check ins etc.
bestpracticeforthetravelindustry
Understand your audience.
Provide content at each stage of the buyer's journey. Content should inspire,
educate and entertain. Let the content speak for itself.

4. VirginHolidays
https://www.youtube.com/watch?v=NCUFpYGOsQ4
Virgin ran a live television advert during the XFactor final in 2016. 18 holiday destinations - all using real
travellers content (e.g user generated content.) The focus was on real people and making the
holidays/destinations accessible to everyone.
Capitalized on social media trends with the hashtag. Still relevant in 2018 as they continue to incorporate it into
their messaging and encourage people to take part.
Featured highly original, entertaining content and bucked an industry trend by launching the ad in September,
not January as per industry norm.
#seizetheholiday
SeizetheHoliday

5. britishairways
Lookup
British Airways integrated offline and online marketing with a digital billboard in key London locations in
2013. Using surveillance technology (revolutionary at the time) the billboard was programmed to know exactly
when a BA plane flies by. It then displayed the flight number, destination, and eventually, even the lowest fares
currently available.
Featured a clear CTA by asking people to 'look up', visit the 'Look Up' branded site and increased engagement
with a hashtag ' #lookup.
British Airways demonstrated is understands its audience and lets the content speak for itself.
https://www.youtube.com/watch?v=GtJx_pZjvzc

6. AIRBNB
Thingstodo/Guidebooks
https://www.airbnb.co.uk/things-to-do
A collection of all the best places in every
city, as told by Airbnb hosts.
Airbnb positions itself as the information
source for those that want to 'live like a
local'.
Adopts user generated content by asking
Airbnb hosts to suggest their favourite
places.
Isn't sales oriented - focuses on quality
content that enhances the customer
experience by adding value and building
authentic experiences.
Photograph dominant- most which are
local photos adding another degree of
authenticity.
Focuses on a community -led marketing
strategy.

7. visitcalifornia
The Visit California microsite utilizes iconic images and breathtaking views to inspire the viewer.
Positions itself as an information source - allowing potential buyers to explore the site and build their knowledge
through sample itineraries, offers and links to other sites. Visit California offers a mix of information and inspiration.
A spotlight features on different areas and interactive map.
Capitalizes on news stories by featuring blogs and sample itineraries dedicated to the upcoming Royal Wedding.
Linking a topical world story to their site will boost Visit California in search rankings. It also showcases their
branding and personality with a lighthearted feature.
Optimised for mobile.
visitcalifornia.com
www.visitcalifornia.com

8. Nederlandsespoorwegen
#nsfavourites
https://www.nsfavourites.nl/
Nsfavourites is a digital magazine by
the dutch rail network company -
Nederlandse Spoorwegen.
The digital publication graduated from
the print version - showcasing how it
has adapted to trends with the decline
of print magazines.
Optimized for mobile and features an
interactive map.
Offers travel discounts, sample
itineraries, external links and travel
tips.
Written by local bloggers and
influencers so offers an authentic
voice.

9. visitcalifornia
Dream365TV
Dream 365 - a library of video content featuring real people and real stories. Adapted to digital trends by
graduating from their iconic TV campaigns to digital branded content available 24/7.
Cross promotion - The videos are available on the Visit California YouTube Channel or via a page on the Visit
California microsite. This ensures reach to different audiences - those who have actively sought out the VC site
and those who may stumble across it on YouTube because of the recommendations feature and algorithms.
Different categories - Food, Outdoors and Sports which results in reaching a larger demography.
Real people - capitalizes on the trend of user generated content. Builds trust between brand and buyer.
www.visitcalifornia.com/dream365TV
https://www.youtube.com/user/VisitCA

10. AIRBNB
APP
The Airbnb App is a streamlined version
of the website.
It's easy to navigate and aesthetically
pleasing.
Adapted to market trends by offering an
app - most people are accessing the
internet via their mobile and
buying/booking via mobile.
It matches algorithms to users with the
right information and listings.
The app can assist the potential buyer
at each stage of their journey: exploring,
purchasing, experiencing and post-trip
evaluation (reviews for and from hosts).
https://www.airbnb.co.uk/mobile

11. BRitishAirways
in 2017, British Airways produced a safety demonstration video as part of Comic Relief with various celebrities.
Highlighted a partnership between 2 iconic British brands.
The use of humour helps the brand reputation - appealing to a new audience and showing a different side to
British Airways.
Transmits a clear message - the safety demo video, which is familiar to anyone who has flown is portrayed
differently.
Features a clear CTA at the end of the video to donate to Comic Relief.
White the video focuses on another brand and encouraging people to donate to charity, there is a secondary,
more subtle CTA encouraging viewers to explore British Airways as an airline to fly with.
An entertaining video shared on social media by both brands encourages engagement and conversation.
https://www.youtube.com/watch?v=YCoQwZ9BQ9Q
COMICRELIEFCAMPAIGN

12. Virginholidays
https://www.carlyrowena.com/2017/06/bali-travel-guide-
perfect-honeymoon.html
http://notanothermummyblog.com/2017/12/01/flying-
orlando-virgin-holidays/
https://www.youtube.com/watch?v=s13UrQLbLNY
http://lifewithpinkprincesses.co.uk/part-1-universal-orlando-resort-flying-
long-haul-virgin-holidays/
Influencermarketing
Similar to Visit Scotland, South Africa Tourism and other travel industry brands, Virgin Holidays approached
influencers for partnerships - free holidays/travel in exchange for content via blogs, Instagram content and
YouTube videos.
Influencer marketing is huge - the influencer already has an established, trusted relationship with their audience
which brands can tap into.
84% of millenials and 73% of non-millenials are likely or very likely to plan a trip based on someone else's social
media updates (Lonely Planet). This makes influencer marketing extremely lucrative.
Reaches new audiences via the influencer.
Lets the content speak for itself and tells the story via inspiring images, reviews and recommendations.

13. VisitFaroeIslands
ViralVideo
Visit Faroe Islands Tourism commissioned an ad campaign in 2015 in a bid to bring Google Street View to their
country with an original campaign which enlisted the local sheep and adorned them with cameras, capturing
360-degree footage of the island.
The innovative viral video combines humour and acts as a human interest story tapping into the viewer's feelings.
The use of 'sheepview' showcased the rugged countryside while providing entertainment. Using locals to tell the
story adds a degree of authenticity,
Successfully generated publicity and interest from travellers to see a remote part of the world.
Visit Faroe Islands has successfully turned a grassroots campaign into a global sensation using a hashtag -
#wewantgooglestreetview and social media, to a) spread the message about the Faroe Islands and b) encourage
Google Street view to include them in their maps which it did in 2017.
https://www.youtube.com/watch?v=P2lclIm_gt
#wewantgooglestreetview

14. BritishAirways
Cityguidevideos
British Airways feature a series of videos on their
YouTube page including Inside London, Inside
New York, Inside Los Angeles. A series of city
guides by local celebrities, influencers and
people.
The CTA at the end of the video is subtle but
powerful 'Discover Los Angeles".
The content isn't overly sales oriented and
captures the use of user generated content to
add authenticity. There's no mention of British
Airways until the end shot and call to action.
Serves multiple purposes - promotes the
City/Destination, the celebrity, influencer or local
expert and also the brand.
Videos also feature on the City Guide page on the
British Airway website.
https://www.youtube.com/britishairways

15. Virginatlantic
theventurepodcast
in 2017 Virgin Atlantic launched their podcast
- The Venture.
A series of weekly podcasts on different
topics - business, entrepreneurs, culture &
food.
Virgin Atlantic have capitalized on the current
trend of podcasts - In the past four years, the
amount of people who listen to podcasts has
nearly doubled (Pierucci, S. 2018).
The podcast promotes the brand to new
audiences and on a different level. Podcast
listeners are more likely to follow companies
and brands on social media.
Research shows that podcast listeners are
much more active on every social media
channel - this allows for brand/buyer
engagement and conversation.
https://itunes.apple.com/us/podcast/the-venture/id1227832614?mt

16. References
Airbnb. (2018). Holiday Rentals, Homes, Experiences & Places - Airbnb. [online] Available at:
https://www.airbnb.co.uk [Accessed 20th Apr 2018].
British Airways. (2013) #lookup in Piccadilly Circus. [video] Available at: https://www.youtube.com/watch?
v=GtJx_pZjvzc [Accessed 28th April 2018].
British Airways. (2017). British Airways Safety Video. [video] Available at: https://www.youtube.com/watch?
v=YCoQwZ9BQ9Q [Accessed 20th April 2018].
British Airways. (2017). Inside New York: exploring the curious with Jess Parr. [video] Available at:
https://www.youtube.com/watch?v=RC3SpsUqIPU&t=2s [Accessed 4th April. 2018].
British Airways. (2018). Inside London: high-end shopping with Peony Lim. [video] Available at:
https://www.youtube.com/watch?v=7H5j0_DjIjc&t=9s [Accessed 4th April 2018].
British Airways. (2018). Inside Los Angeles: A curious guide with Jonny Knowlson. [video] Available at:
https://www.youtube.com/watch?v=lx-OyFt_Lg8 [Accessed 4th April 2018].
Brown, R. (2018). The Impact of Social Media on Travel Inspiration. [online] Olapic | Visual Commerce and
Marketing Platform. Available at: http://www.olapic.com/resources/the-impact-of-social-media-on-travel-
inspiration_blog-p1aw-f1tr-v1th-t1sm/ [Accessed 7th April 2018].
Content Marketing Institute. (2018). Content Marketing Is No Leisurely Feat in the Travel Industry. [online] Available
at: https://contentmarketinginstitute.com/2017/06/content-marketing-travel-industry/ [Accessed 4th April 2018].

17. Fisher, J. (2016). Part 1 – Universal Orlando Resort – Flying Long Haul With Virgin Holidays. [blog] Life with Pink
Princesses. Available at: http://lifewithpinkprincesses.co.uk/part-1-universal-orlando-resort-flying-long-haul-virgin-
holidays/ [Accessed 4th April. 2018].
Foxe, K. (2016). Travellers find holiday inspiration on Facebook and Instagram. [online] Lonely Planet. Available at:
https://www.lonelyplanet.com/news/2016/10/14/travellers-holiday-inspiration-social-media/ [Accessed 8th April
2018].
Instagram.com. (2018). #seizetheholiday Instagram photos and videos. [online] Available at:
https://www.instagram.com/explore/tags/seizetheholiday/ [Accessed 4th April 2018].
Life with Pink Princesses (2016). Kids First Long Haul Flight To Orlando. [video] Available at:
https://www.youtube.com/watch?v=s13UrQLbLNY [Accessed 30th April. 2018].
Marketo.com. (2018). What is Content Marketing? Overview & Resources. [online] Available at:
https://www.marketo.com/content-marketing/ [Accessed 4th April 2018].
Nsfavourites.nl. (2018). #nsfavourites | #nsfavourites. [online] Available at: http://www.nsfavourites.nl/ [Accessed
20th March 2018].
Perry, A. (2017). Flying To Orlando With Virgin Holidays. [Blog] Not Another Mummy Blog. Available at:
http://notanothermummyblog.com/2017/12/01/flying-orlando-virgin-holidays/ [Accessed 4th April. 2018].
Pierucci, S. (2018). The Rise of Podcast and Why ‘YOU’ Should Start One. [blog] Medium. Available at:
https://medium.com/swlh/the-rise-of-podcast-and-why-you-should-start-one-48e10a17b79e [Accessed 7th April
2018].

18. Rogers, C. (2017). Four things marketers can learn from innovation in travel. [online] Marketing Week. Available at:
https://www.marketingweek.com/2017/01/31/four-things-marketers-can-learn-travel-sector/ [Accessed 20th April
2018].
Rowena, C. (2017). Bali Travel Guide. [blog] Carly Rowena. Available at: https://www.carlyrowena.com/2017/06/bali-
travel-guide-perfect-honeymoon.html [Accessed 20th April 2018].
Russell-Johnson, E. (2017). Content marketing in the travel and tourism industry. [blog] Quba - Latest thoughts.
Available at: http://www.quba.co.uk/insights/blog/january-2016/content-marketing-in-the-travel-tourism-sector
[Accessed 4th April 2018].
Tesseras, L. (2018). Virgin Holidays’ live ad wins campaign of the year. [online] Marketing Week. Available at:
https://www.marketingweek.com/2016/12/23/virgin-holidays-live-ad-wins-campaign-year/ [Accessed 7th April 2018].
Virgin Holidays (2016). Seize the Holiday. Virgin Holidays Live TV Ad. [video] Available at:
https://www.youtube.com/watch?v=NCUFpYGOsQ4&t=1s [Accessed 4th April 2018].
Visitcalifornia.com. (2018). Dream365TV. [online] Available at:
http://www.visitcalifornia.com/dream365tv/dream365tv [Accessed 12th April 2018].
Visitcalifornia.com. (2018). Visit California. [online] Available at: https://www.visitcalifornia.com/ [Accessed 12th
April 2018].
Visit Faroe Islands (2016). Sheepview360 in the Faroe Islands. [video] Available at:
https://www.youtube.com/watch?v=ywdqiyoQNgQ [Accessed 4th April 2018].
Visit Faroe Islands (2016). The full story: #wewantgooglestreetview. [video] Available at:
https://www.youtube.com/watch?v=P2lclIm_gtA&t=2s [Accessed 4th April 2018].