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AS SEEN ON SCREEN


Popular TV shows and films can inspire customers to travel, providing engaging hooks for promoting holidays, explains Abra Dunsby


F


ilms and TV shows are watched by almost everyone and they can be a great conversation starter – but have you


considered using their popularity to promote and sell holidays? “Films and TV shows are a great way to


engage with a customer, knowing you can make an instant connection with them,” explains David Forder, head of marketing at the Advantage Travel Partnership. What you should be promoting depends


on your audience and what they are watching, but it can range from TV travel documentaries such as Our Planet with David Attenborough to blockbuster films such as recently released The Lion King. The shows or films don’t have to be focused on a destination – they just


34 TRAVEL TRADE GAZETTE 09.09.2019


need to showcase it well, as Game of Thrones does for Northern Ireland, for example. “We’ve seen our Northern Ireland members promote Game of Thrones tours, capitalising on the popularity of the show and the desire people have to visit the real-life set,” adds Forder.


THAT’S ENTERTAINMENT So how to piggyback off TV shows and films to promote effectively? Firstly, it’s about timing, says Forder. “Knowing when a programme is going to air or when a film launches is important to engage customers when they feel emotionally connected to the travel experience captured on screen.” Consider using social channels, as


customers are likely to have their devices to hand while watching. “Social media is easily accessible and, with many consumers dual-screening while sat in front of the TV, using this medium will increase your chances of engaging with customers as they are watching the programme or film,” explains Forder. That said, a multi-channel marketing


approach will be most effective. “The initial engagement may start on social, but the customer will likely need more than one engagement with your brand before enquiring,” says Forder, who recommends also using your website, email newsletters and print to improve the campaign’s success. For example, you might have posted an offer for a trip to Majorca on Facebook after


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