The Travel Marketing Awards:  Travel marketing tips from the industry’s mould-breakers – TTG Media

The recent Travel Marketing Awards in the UK highlighted some excellent new case studies.  We particularly liked this one from Hostelworld featuring Chris Eubank.


Award: Best PR Tactical, and the only platinum winner, for its Hostelling with Chris Eubank video – a collaboration with Lucky Generals creative agency.

Brief: To engage with the target audience of millennials, reminding them that hostels are not just affordable social hubs but that they boast increasingly stylish spaces.

Strategy: “The millennial audience is on mobile and social media,” says Ottokar Rosenberger, chief marketing officer at Hostelworld, explaining why digital is such a focus for the brand. The company’s Hostelling with Chris Eubank video, which was uploaded to YouTube, was born out of an 18-year-old sketch that featured on TV’s I’m Alan Partridge show, where Partridge suggested the idea to a BBC executive.

The idea was brought to life last year after Eubank expressed his confusion on Twitter over why people always asked him about youth hostels. The online hostel aggregator seized the opportunity to introduce the eloquent former boxer to the world of hostels. “Everybody knows Eubank and lots of young people are in on the Partridge joke – it was culturally very relevant,” Rosenberger explains. “So when Eubank came around and said, ‘Hey, what is up with hostels and me?’, that got us going.”Rosenberger adds that it is testament to the team’s ability to innovate quickly that made the idea a reality. “From going, ‘Should we do this?’ to getting Eubank involved and into the Brighton hostel, to putting it online, it was four days. If we’d done it a week later, I don’t think it would’ve worked… [Working on the momentum built online] was absolutely the key to success.”

Masterminding such a successful campaign all comes down to having great brand awareness, Rosenberger adds. “It was tongue-in-cheek, but also very authentic for our brand. [It’s important to] always be authentic about what you do and what you stand for as a brand.”

ROI: The video reached an audience of two billion and was picked up by national media. “We were featured in places we wouldn’t normally get to, such as the BBC” says Rosenberger. “We wanted to pierce through the consciousness of millennials. And we totally achieved that.”

Watch the ad here:


Judge’s feedback
Aneil Bedi, partner at M&C Saatchi, says: “The key to good marketing is that it has to present ‘old’ information in a new, surprising but relevant way. What makes Hostelworld’s Hostelling with Chris Eubank so brilliant is that it combined all this with the impact of everyone being in on the Alan Partridge joke. It didn’t cost a fortune and the results were outstanding – a masterstroke of marketing. It was a unanimous decision to give it The Travel Marketing Awards’ highest rating – platinum. I can’t wait to see what they do next.”

Source: TTG Media | Travel industry, travel agent and tourism news, events and jobs – Features – TTMAs: Travel marketing tips from the industry’s mould-breakers

Hilton Launches New Direct-Booking Campaign

Hilton Worldwide has launched a new “Stop Clicking Around” ad campaign, underscoring that the best price is available only on its own website or through travel agents. The promotion offers Hilton HHonors members a discount of 10% off the best available rate.

“’Book Direct’ means bookings that are made on Hilton Worldwide’s hotel brand websites and reservation call centers, the Hilton HHonors app, directly at a hotel, or through preferred corporate travel partners and approved travel agents,” the website says.

“The travel agent community is an extension of our business and we greatly value their opinions and support,” Geraldine Calpin, Hilton’s Chief Marketing Officer, told TMR. “We are, and have always been, committed to supporting our travel agent partners.”

About 57 billion HHonors Points–more than 1.6 million free nights–went unearned last year because guests booked through a third party, the company said. “Our bold campaign will set the record straight and help travellers understand how to take advantage of every Point, benefit and experience they possibly can during their hotel stay,” Calpin said.

The campaign is running on numerous channels, including print, online, television, billboards, on-property ads, and social media.

Source: Hilton Launches New Direct-Booking Campaign

Cathay Pacific and CNN explore life changing travel moments | Marketing Interactive

Cathay Pacific and CNN have teamed up for a series of on-air segments called The Trip That Changed My Life, which will run across CNN’s TV and digital networks.

The campaign marks a big shift for Cathay Pacific, which is exploring new ways of engaging audiences through content initiatives and social media channels.  The centre-piece of this campaign is the sponsorship of a series of six on-air segments called ‘The Trip That Changed My Life’, with high-profile personalities sharing stories of how travel has changed them.TCP, CNN International’s in-house creative agency, produced the campaign that runs across both TV and digital.

The narrative follows architect and designer Usman Haque as he travels from Hong to Kong to London with Cathay Pacific. A 30 second Cathay Pacific advertising spot will also run on CNN International completing the package.  Sunita Rajan, vice president of CNN International Advertising Sales Asia Pacific, said Cathay Pacific has been a valuable partner of CNN for almost two decades.  She said this campaign is the perfect example of combining high quality content to engage an up-scale global mobile audience.

“We are thrilled to be able to work with Cathay Pacific to deliver this holistic, integrated advertising solution that covers all the key touch points of TV, digital, branded content and social.”

Julian Lyden, general manager of marketing, loyalty programmes & CRM at Cathay Pacific, added that travelling well is vital to living well.“We hope this series will inspire the audience and travellers alike to get more out of their lives and from their travel.”

Source: Cathay Pacific and CNN explore life changing travel moments | Marketing Interactive

Royal Caribbean launching new marketing campaign that shows off incredible and immersive vacations | Royal Caribbean Blog

Royal Caribbean has launched a new marketing campaign entitled, “Come Seek”, that aims to show a Royal Caribbean cruise is more than just a vacation on a floating hotel.

The new campaign which made its début on October 19, 2015 conveys that a Royal Caribbean vacation is not simply a cruise and those that take a cruise are not taking a conventional vacation.

Royal Caribbean’s multi-million dollar campaign wants to “roll out red carpet for next generation of cruisers” that are not just new to cruising, but also tech-savvy and relish an immersive and experiential kind of vacation.

Royal Caribbean are calling these people “Seekers” because, travel is not about vacations or being a tourist: travel is a way of life.  “Come Seek” has three main messages: This is not a cruise; You are not a tourist; This is not the Caribbean.  At the end, it ends with simply, “This is the Royal Caribbean”.

Through a variety of channels, Royal Caribbean aims to have “Come Seek” invoke imagery of mashing up surprising on-board experiences, such as North Star, the FlowRider and connecting on social media with Voom high speed internet.  In addition, Royal Caribbean wants to show the depth of places to explore in the Caribbean.  All of this works towards giving guests experiences and memories that they cannot wait to show off to their friends and family.

New television ads made their début on the October 19th in 15 and 30 second spots.  In addition, Royal Caribbean added 5 second ads in programs with heavy live viewership on US TV networks, such as The Voice and Late Night with Jimmy Fallon, with a 30 second ad later on to expand upon the 5 second teaser.  People may also have seen 5 second ads will run across the web including Facebook, Instagram, Twitter and YouTube.

Going beyond traditional media:

Perhaps one of the most innovative parts of this new campaign are the brand new “live billboards” in the New York city area that will feature live look-ins to Royal Caribbean’s ships.  Two hundred and thirty geo-target units across New York City will show live broadcasts via Periscope in high traffic commuter areas, such as John F. Kennedy International Airport terminal, news stands and subways.

Using the Voom high speed internet, these live tune-ins from the ships to show off the experience as it’s happening in real time.  These live look-ins will occur throughout the month of November and be shown around peak commuting times.  Most, if not all, of the tune-ins will come from Anthem of the Seas sailings.

Royal Caribbean will also look to guests to suggest experience that Royal Caribbean should broadcast back on Periscope.  Going off the map Royal Caribbean is also trying something else new to show off the kind of amazing experiences waiting in the Caribbean with a new Tumblr page called, “Uncharted”.

Royal Caribbean crew members will become ambassadors and share content as they experience it on their cruises.These Uncharted experiences will also be on the website, advertising and social media.  If it proves successful, the program could eventually extend to guests and travel agents.

Getting noticed:  

The idea behind this kind of advertising is to get past the traditional produced and polished advertising people expect.

Royal Caribbean believes authentic experiences will be something guests really value and notice.Royal Caribbean is very cognizant that consumers are used to being advertised so much that a lot of gets tuned out or fast forwarded.  With live Periscopes and crew ambassador reviews, the hope is the public will take notice because this is not a traditional kind of ad.

Source: Royal Caribbean launching new marketing campaign that shows off incredible and immersive vacations | Royal Caribbean Blog

Travel Booking Sites Spent $624 Million on TV Advertising in 2014 – Skift

TV advertisingIn the hotly contested TV advertising wars, 18 online travel brands spent an estimated $624.7 million on national television advertising in the U.S. in 2014.The biggest spending brand was Germany-based Trivago at $108.5 million as it tried to build its brand in the U.S. Trivago edged out the U.S. TV ad spend of at $105.8 million.But Expedia Inc. companies, namely Trivago ($108.5 million), ($105.8 million), Hotwire ($92 million) and ($50.2 million) accounted for 57 percent, or $356.5 million, of total online travel TV spend in the U.S. in 2014.The spending estimates come from, which tracks “paid TV media and related earned digital activity across social, search & video,” the company says.Using data, AdAge reported that Trivago spent the 7th most, or $64.3 million, of any brand — not just travel brands — on U.S. TV advertising in 2014 on a single ad. Trivago  was the only travel company in AdAge’s top 10 list.

via Travel Booking Sites Spent $624 Million on TV Advertising in 2014 – Skift.

Opportunities in video remain, as brands become media companies: Tnooz

Consumers increasingly perceive brands as media companies, a perception that is both fueled by companies creating more engaging content and consumer expectation of more interactive and interesting advertising.

A recent report sheds some light for travel marketers looking to engage more deeply with video content – a medium ideally suited to the beauty and story of the travel experience.

The survey of 1,000 Americans, and 500 marketers, comes from content marketers LevelsBeyond, and points out that brands are leaving opportunities on the table, as many brands don’t believe that their customers even want to see videos from the brands.

Video consumption disconnectThere’s also a disconnect between what consumers want to watch and what brands provide.  Surprisingly, consumers are especially eager to consume videos that are instructive and teach how to do a particular skill. This insight could be leveraged by travel marketers in spaces where active sports or other insider knowledge could be packaged as a “how to” for a specific destination, vacation or location.Comedy comes in a second, following by product videos, micro-documentaries and animations. Travel marketers should take note of the 33% of surveyed consumers that enjoy micro-documentaries – this result is a sign that this type of content could be a way to hook browsing travelers into a purchase mindset.

However, the surveyed marketers did not match what the surveyed consumers wanted to watch. Brands are focusing less on instructive videos and more videos from their own branded events. A slight focus switch from “event videos” to “micro-documentaries” could be a welcome move by consumers.  Social sharing also becomes a very important component of successful online video, as consumers are much more likely to watch videos that were shared within a network. And when a video is trending, a solid 38% of respondents would be more inclined to watch that video.Despite this compelling evidence that successful social sharing drives ROI of video, brands are behind in understanding how this mechanic works.

Another piece of data from Videology shows an immense shift into what video advertisers are seeking for the investment. The jump in cross-screen analysis reveals that this has quickly become one of the most important metrics for video advertising.The videos are pegged to their ability to bring attention and traffic across screens, liberating some of the conversion pressure for one particular platform as its impact can be tracked across screens.Marketers are finally starting to see video as a key component of the cross-platform marketing mix; now brands must be more considered when it comes to matching consumer appetite for video.The full report can be downloaded here.

via Opportunities in video remain, as brands become media companies.

VisitBritain adopts innovative sound campaign to lure tourists | Travel Daily ME

English: Wimbledon Championships

English: Wimbledon Championships (Photo credit: Wikipedia)

VisitBritain has come up with an innovative way of luring tourists. The sounds of some famous links to Britain such as pouring of a cup of tea, a black cab beeping and chimes of Big Ben are all being used in a new TV and interactive online advert.‘Sounds of GREAT Britain’ is a GBP 2.5 million global film campaign, commissioned by VisitBritain has been launched across key markets of USA, Brazil, China, India, Gulf states and throughout Europe.Joss Croft, marketing director at VisitBritain said: “We want to involve people in creating their own British experience – first online where they can become the director of their own bespoke tourism ad, and then in reality following their individual journey across Britain according to their own interests and inspirations.”The advert’s soundtrack – Feel the Love – which pieces the audio experience together has been supplied by BRIT band, Rudimental. Traditional British sounds and activities are set against the soundtrack, representing a modern, contemporary Britain.The advert features a whole range of landmarks, people, locations and experiences, including a Dartmouth Steam Train, sound of a Wimbledon tennis crowd, glamour of The Goring, buzz at LoveBox festival and striking medieval fortification at Caerphilly Castle.

via VisitBritain adopts innovative sound campaign to lure tourists | Travel Daily ME.

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Visit California launches marketing campaign | Travel Weekly

Visit California and Qantas will launch their Dreamers and Kids at Play advertisement campaign next week.

The campaign will run on commercial television from 27 January to 16 March and Qantas will offer promotions  on flights.

“The new ‘Dreamers’ commercial shows how our fun-loving, free spirited vibe encourages visitors to follow their dreams here to California,” Visit California president and chief executive officer Caroline Beteta said.

“Dreaming big is a unique state-of-mind that can be found in people statewide, from flying like a superhero on a jet pack in San Diego to playing princess at a castle among the vineyards of Napa Valley.”

via Visit California launches marketing campaign | Travel Weekly.

The New Ad From Apple Is All About Exploring. And Travel – Skift

Rafat Ali, Skift

Apple iPad

Apple iPad

Admittedly it is early for an ad of the year declaration, but when the brand is Apple you have to sit up and notice. And this one is a doozy: the new ad for iPad Air channels Robin Williams and his verse from “Dead Poets Society” and is all about writing your own verse in life, so to speak.The new ad, titled “Your Verse,” positions the new iPad Air as a tool to dream, create, explore, and travel. “We’re humbled and inspired by what people do with iPad. So we set out to capture some of their stories. What will your verse be?” says the description for the ad on YouTube, which we’ve embedded below.

via The New Ad From Apple Is All About Exploring. And Travel – Skift.

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Tui Travel to launch biggest ever peaks ad campaign –

Tui Travel is to launch its biggest ever turn-of-year advertising campaign for Thomson and First Choice, with TV ads set to air pre and post-Christmas.

The First Choice ad goes live on December 23 while the Thomson ads start on December 27 in a deliberate bid to differentiate the brands.

At two minutes, the Thomson ad is its longest ever and is, in effect, a mini film using special effects seen in Hollywood blockbuster Pirates of the Caribbean.

via Tui Travel to launch biggest ever peaks ad campaign –