Official Video Partner: Connections Adventure in the Azores
Destinaion Markeing Lessons learned from a decade of storytelling and content marketing for the travel industry
With over a decade of award-winning storytelling and content marketing for the travel industry, Rob Holmes, chief strategist of GLP Films, shares insights and best practices in digital content and destination marketing for travel brands in this exclusive Q&A.
Based on your experience producing over 200 films across 40+ countries globally over the last ten years, what are the best content strategies that work for travel brands? There have certainly been a lot of changes in the digital marketing landscape over the past decade, especially with new platforms and ever-changing trends. From videos and blogs to social media and influencer marketing, each tactic has its strengths but is only effective with a thoughtful strategy. The one strategy GLP Films has found to be successful
across all mediums and trends is authentic storytelling. Research shows that storytelling elicits an emotional response that is more likely to influence behaviour. The modern consumer does not want to be sold to. Consumers want to be informed and inspired, and storytelling is promising to be an effective strategy in content marketing for the travel industry.
2 December 2019
What are some of the challenges for destination marketers today? Terms like “overtourism” are now at the forefront of conversations. By 2030, international tourist arrivals are set to hit a staggering 1.8 billion worldwide. Like any large global industry, tourism can devastate destinations when left to grow freely without strategy, management, or awareness of impact. Destination managers are now faced with the balancing
act of promoting growth while ensuring the longevity and health of the very places that makes a destination attractive. At GLP Films, we are proud to be part of the solution by leveraging marketing strategies such as storytelling to help destination marketers promote sustainable tourism.
How should a destination develop its content strategy to align with sustainable tourism? First, a destination should look at its existing tourism assets to clearly outline its identity, positioning, and branding within the broader tourism sector. Second, a destination's long-term success in today’s
highly competitive tourism market depends on its ability to differentiate itself and provide a unique and authentic travel experience. Therefore, destinations should embrace their unique and authentic travel experiences and emphasise the protection of their cultural and natural assets as a core value for the destination and its stakeholders. Third, once a destination brand strategy is in place,
they should develop a strategic and cost-effective storytelling and digital content strategy in order to produce the best content to share these experiences and reach high-value travellers on key digital and social channels.
weareconnections.com
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74
