The State of Content in Travel and Tourism: 5 Components of Australia’s Content and Social Media Strategy
Content Marketing World 2014 Industry Lab: Travel/Tourism/Hospitality presented by Jesse Desjardins of Tourism Australia. Live blogged by Kim Higdon.
Jesse Desjardins, head of social for Tourism Australia led an intensive session after the conclusion of Content Marketing World 2014. This workshop specifically focused on the travel and tourism sector and some of the unique and exciting challenges this industry faces. The following are highlights from the first section of his workshop:
According to Jesse, travel and tourism’s primary goal is to merge what the brand is, to what the consumer thinks it is.
He feels strongly that an untapped opportunity is to look to the Millenial and emerging audiences because the youth industry can tell you a lot about what’s coming up in the future.
Australia’s tourism strategy that they’re the world’s biggest social media team and Jesse shared with us the key areas of focus which makes their tourism bureau so successful.
5 Components of Australia’s Strategy:
- Can we build something that gets bigger over time? Think beyond “campaigns” to architect platforms that other people can make bigger for you. Is it repeatable and scalable? Is it just award-winging? You have to demonstrate stakeholder value year after year; does your strategy allow for that? (Skift published a story about Australia’s Instagram performance which started as a simple effort on Facebook). Don’t reinvent the wheel every week or rely on new influencers all the time, that’s not scalable.
- Can we make our customer the hero? Most brands approach marketing assuming the brand is Luke Skywalker. Brands are really the Yoda, guiding the consumer to where you want them to go. Social gives us an inside look of the story others are telling their audience. Giving a story to tell is much more powerful than telling the story. Create stories that are engineered to make your audience look good. (Australia doesn’t brand the tourism bureau, just a Kangaroo and “Australia” to let others tell the story the way they want).
- Can we surf a wave? Always look for ways to tap into popular culture.
- Are we giving and capturing value? To understand this, you have to understand the priorities of the organization. Are you looking to add value to the business or value to the consumer? Value to audience is content that can’t be found anywhere else or stories that make audience the hero. Capturing value involves generating insights that shape future decisions, traffic that you can monetize, attracting and retaining talent and money through the door. Does this move the consumer along the path to purchase? Tourism Australia plays well in the “Dreaming” and “Sharing” space and values content coming in is the most important part of the content marketing landscape. Move away from the model of paying to distribute, instead, amplify what’s already working.
- Are we sharing our insights? “Educating and training stakeholders on the economic impact of tourism is as critical to a destination’s long-term success as raising awareness to tourists across the globe.” — Skift. Use PR to support what we do to tell stories to the C-suite and partners.
And to think, this was only the first part of his lab. The common theme within his presentation thus far really is about making the audience the center of the content marketing universe and better leverage the amazing stories of the travelers to and through our destinations, cities, states and even countries.