Notes from Task 2
Overview of Air BnB – https://contently.com/2014/12/05/how-airbnb-is-using-content-marketing-to-stay-on-top/
Berlin Short Video
Economic Impact – https://www.airbnb.com/berlin-economic-impact
Idea – Explore Trivago
Trivago Magazine – https://magazine.trivago.com.au/winter-getaways-victoria/ for consumers
- Mostly commericals and traditional tactics on their youtube channel
Visit New South Wales – https://www.visitnsw.com/things-to-do/drives-and-road-trips
- Expert Guides are written by travel writers – knowledgeable which educate the audience
- Prepares a map and downloadable itinerary along with amazing photographs
- Do not have a podcast but CEO often goes on podcasts for exposure
- Content is shareable (Kukesh, 2016)
- NSW Local Stories, #LOVENSW and #NSWMoment
https://www.youtube.com/watch?v=OPUDrHdr5UM&ab_channel=visitnsw – Guest Ocean Alley singer to bring prominence to the video e.g. Amy shark & Guy Sebastian
Examples of great content marketing
- Airbnb short animation – https://www.youtube.com/watch?v=BpAdyFdE3-c&t=73s
- Touching, leaves you with a warm feeling
- Inspire belonging and celebrate a united Germany through the magical true story of an Airbnb host and guest on the 25th Anniversary of the fall of the Berlin Wall.
https://shortyawards.com/7th/wall-and-chain-a-true-story-about-belonging-by-airbnb
- Visit New South Wales blogs expert guides by written travellers
- Blogs on their website accompanied by amazing visuals with people enjoying places
- Also comes with a downloadable pdf itinerary – https://www.visitnsw.com/things-to-do/drives-and-road-trips/expert-guide-greater-blue-mountains-drive#
- Visit New South Wales Video content
- Videos are less than 10 minutes containing music influencers, like Guy Sebastian as a form of entertainment and showcasing NSW and posted on YouTube
- https://www.youtube.com/watch?v=z8vPvnb4pHA&ab_channel=visitnsw – make things more newsworthy & gain more traction
- Visit New South Wales social media content remains consistent with the website
- Reels and photos contain beautiful scenery and is usually presented by visitors & photographers & reposts from influencers
- Earthy tones capturing NSW and Australia
- Contiki offer a ‘Freebies’ section including:
- Online Quizzes may show you where you should travel next depending on your answers
- https://www.contiki.com/six-two/quiz-contiki-europe-trip/ – Which Contiki euro trip is good for you?
- Wallpapers for your phone or laptop
- Some playlists put together on Spotify
- https://www.contiki.com/six-two/ Six Two blog powered by Contiki
- Interesting blogs intertwined with SEO and call to actions
- 15 of the most LGBTQIA+ friendly travel destinations in the world
- Out of the office powered by Contiki Podcast
- Puts a modern take on issues, e.g. dating apps during covid.
- Puts a modern take on issues, e.g. dating apps during covid.
- IDEA – Spirited Pursuit – A travel blog and visual daydream for those with an unwavering bout of wanderlust sharing dynamic travel stories run by a content creator
- Blog containing engaging graphics, simple subheadings, FAQ
- Lee’s rebranding is helping to inspire investment and tourism to often overlooked destinations.
- Linking to e-books
- Leverages off Pinterest & Instagram to gain views & clicks to her blog & other resources
- While 60% of Pinterest users are women, don’t discount this platform if your target audience.
Script
In an online world that is drowning in content, it is important to stand out from the crowd. Hi, I’m Madeleine. Today, I will be sharing some excellent examples of content marketing within the travel industry – some that may spark ideas for yours.
Let’s begin,
- The AIRBNB Short Film about the Berlin Wall (2014)
A short animation was released celebrating a united Germany through the magical true story of an Airbnb host and guest. This was released on the 25th Anniversary of the fall of the Berlin Wall.
Within one month the animated film had over 8 million views across social and digital with 130 press hits in 15 countries. The power of storytelling, animation & leveraging off an important milestone, launched AIRBNB into success (Shorty Awards, 2014).
- Visit New South Wales Content appealing & user-friendly content has caught the eyes of many fans, some examples of their great content includes:
- Travel Guides – A downloadable pdf itinerary accompanied by engaging and interactive visuals, images, maps, etc. includes engaging copy (Miller, 2021).
- YouTube Content – The Long Road Series took music influencers on a road trip around NSW, whilst showcasing the beautiful landscape & attractions. Visit NSW itinerary series have received an average of 2,200 views. Whereas the Long Road Series received an average of 4,761 views. (The Long Road Ep 5: The Grand Pacific Drive with Guy Sebastian, 2021). This YouTube series also gained some PR from news publications (Murphy, 2021).
- Social Media Content – Visit NSW’s instagram contains videos and photos containing beautiful scenery. Photos are reposted by tourists, photographers & influencers. Visit NSW Instagram of the day allows followers to have their photos posted and reshared. They proceed by saying “thank you for sharing your #feelNSW moment” (visitnsw, 2021).
- Contiki Blogs – Contiki’s blogs are interesting blogs and relevant for the younger demographic. The blogs are intertwined with SEO and subtle call to actions. They images accompanying the article is relevant and eye catching!
- Out of the Office Podcast – This podcast puts a modern take on issues. It discusses travel, community, supporting mental health. They state, “travel is just a thread that bines us”.
These 4 examples are the best examples as they monitor trends and therefore remain and stay relevant. These companies monitor competitors which allow them to benchmark and also create new and interesting content which is different from others. Additionally, all companies ensure their content is eye-catching and visually appealing. Alongside these features, it seems that there is a deeply constructed strategy. The metrics speak for themselves (with 8 million views on the AirBNB video).
I hope this has sparked some ideas which will lead to some success on your own marketing journey! Thank you.
References:
Aubree West (2020), Contiki, ’15 of the most LGBTQIA+ friendly travel destinations in the world’. Available at: https://www.contiki.com/six-two/gay-friendly-travel-destinations/ [Accessed 10 December 2021].
Contiki (2020), ‘A new Podcast from Contiki’. Available at: https://www.contiki.com/au/en/about/out-of-office-podcast. [Accessed 10 December 2021].
Kukesh, J. (2016) 3 steps to creating a content inventory for the buyers journey, Available at: https://blog.hubspot.com/customers/creating-a-content-inventory [Accessed 23 November 2021]
Miller, J (2021), ‘The Expert Guide to the Greater Blue Mountains Drive’. Available at: https://www.visitnsw.com/things-to-do/drives-and-road-trips/expert-guide-greater-blue-mountains-drive#journeymapfeature:c7e9f6c3-febb-11ea-96fe-067ec0c7e8f4 [Accessed 10 December 2021]
Murphy, P (2021), ‘Guy Sebastian joins fellow Australian musicians to reboot NSW visitor economy’. Available at: https://www.adnews.com.au/news/guy-sebastian-joins-fellow-australian-musicians-to-reboot-nsw-visitor-economy. [Accessed 7 December 2021]
Shorty Awards (2014), ‘Wall and Chain: A True Story of Belonging by AirBNB. Available at: https://shortyawards.com/7th/wall-and-chain-a-true-story-about-belonging-by-airbnb [Accessed 10 December 2021]
Visitnsw (2021), The Long Road Ep 5: The Grand Pacific Drive with Guy Sebastian, YouTube. Available at: https://www.youtube.com/watch?v=z8vPvnb4pHA [Accessed 7 December 2021]
Visitnsw (2021), Instagram. Available at: https://www.instagram.com/visitnsw/?hl=en [Accessed 7 December 2021]
Video Pitch available here: https://vimeo.com/663208521
Slide show available here: https://www.slideshare.net/MadeleineBuruma/assignment-5-content-marketing-250955416
Madeleine's Blog 