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SkiftX
A well-produced video is now a necessary element of a destination's marketing toolbox and worth any investment it takes to make it right.
Samantha Shankman, Skift | 9 years ago
This week's companies are from completely opposite corners of the world, but their similar approach to branding shows the universal trends in travel marketing.
Travel brands often end up sharing the same message leading to tired campaigns. Focusing on just one element of the experience adds a fresh perspective that could attracts new customers.
There's no one way to make a destination appealing and timely in 60 seconds or less. Each of the techniques employed by this week's featured brands work for a certain audience.
Brand perception today is built one digital asset, video or campaign at a time. The faster that brands understand who they are and how to share that message, the easier it will be to attract their target customer base.
Consumers today are as concerned about what a brand represents as the service that it provides so making the values of a company clear is an important step towards getting the service right.
Digital content has democratized the marketing's potential giving any brand the chance to shift a consumers' perception about their name and product.
The distance between the lifestyle that travel companies market and the actual experience needs to close, quickly, in order for these brands to maintain their customers' trust.
The best travel ads double as mini vacations whose scenes transport the viewers to another place... and convince them to book a trip when their minds return to the desk.
It can be difficult to determine whether travel companies are selling daydreams and memories or luggage and plane tickets today as brands align themselves with experiences rather than the details of their products.
