Unlike regular consumer products, selling travel is the art of converting sales for an intangible collection of experiences. What’s more, these targeted consumers need to journey away from their home to obtain the value of their purchase, providing an added challenge for destination marketers to overcome.
Social media has allowed destination marketers an engaging channel to entice potential travelers by harnessing the power of virtual word-of-mouth. DMOs have found success developing creative socially driven campaigns to engage and attract visitors.
For example, The Los Angeles Tourism & Convention Board’s “What’s Your L.A. Story?” campaign, showcases the city in 15-second video vignettes, highlighting true visitor stories such as a father and son visiting the venue where The Doors debuted. Instagram Influencers were also courted to visit the destination and tag posted photos with #LAStory. This accounted for half the campaign’s 25 million social media impressions.
New Orleans Tourism Marketing Corp. used a similar tactic with their “Follow Your NOLA,” inviting a dozen digital story tellers to the city. To date, the “Follow Your NOLA” campaign has generated 600 million total impressions and drove a 20 percent increase in traffic to neworleansonline.com.
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