The benefits of investing in content marketing will become more clear over time, but the brands that take a risk and invest first will already stand out in the crowd.
Earlier this month Visit California made one of the largest investments in content marketing that we’ve yet to see from a tourism board.
The organization launched a 24-hour ad takeover of YouTube with 24 different videos playing on the site. It is now sharing several statistics about the impact of the major media buy:
- Interaction ranged from 12 to 13 percent in the first 24 hours with an average interaction time of 8 to 9 minutes.
- Desktop interaction across all markets translates to over 22,270 hours, or 2.5 years, of branded interaction time.
- Increased awareness and engagement also led to a 7 percent increase in trip consideration among exposed audience, on par with historic results from media activity, and a 17 percent rise lift in likelihood to visit among exposed audience.
“The launch activity created a great deal of momentum for this exciting new content initiative,” a Visit California representative explains.
“Over the next 90 days, the focus will be on sustaining that momentum through a substantial digital paid media program combined with robust owned and earned activity.”
As a comparison, Visit St. Pete/Clearwater‘s recently successful orange juice carton campaign resulted in 306,157 site page views, 5,304 e-newsletter sign-ups, 2,019 destination magazine requests, and 146,401 free trip entries across Facebook, mobile, and online.
Subscribe to Skift Pro
Subscribe to Skift Pro to get unlimited access to stories like these ($30/month)Subscribe Now
Photo Credit: Clips of a few of the 24 videos shown as part of Visit California's YouTube takeover. Visit California / YouTube
Social Media Influencers Sync With Startup Tools to Sell Travel
This reporter managed to include Kourtney Kardashian's Insta in this story about travel tech. #winning #socialmedia #thinkfluencer
Sean O'Neill, Skift | 3 weeks ago
Video: Building Brand Loyalty Through Storytelling and Technology
Watch a full session from our recent online event devoted to hotels and hospitality, and post-pandemic marketing strategy and planning.
Skift | 3 months ago
Trivago Guy, RIP — You and Your Fellow Stars Have Been Retired From Travel TV Commercials
Trivago is changing its brand marketing approach to abolish the Mr. and Ms. Trivago cult of personality. Instead Trivago is trying to establish deep emotional connections with viewers. TV will still be important despite the digital surge in consumer preferences, and in Trivago's calculations, YouTube is not a particularly effective option.
Dennis Schaal, Skift | 5 months ago