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Effective Travel Advertising Strategy for 2022 + 16 Ad Examples

You can’t rely solely on people’s wanderlust when advertising travel services because while it may keep your business afloat, it’s not enough to help you make waves in the industry.

Besides, people’s appetite for traveling is dependent on many factors and may decrease as a result of unforeseen events.

We’ve seen this happen when traveling took a hit in 2020 due to the COVID-19 pandemic, which is reflected in the industry’s spending data on digital advertising from previous years. While things are improving, a lot is riding on travel ads performing well.

For your vacation advertising efforts to be truly successful, you need a combination of good strategy and creative ads .

Stick with me as I walk you through the steps of building an actionable travel advertising strategy, including identifying your target audience, knowing the customer journey, setting your campaign goals, and measuring ads’ effectiveness.

We’ll also look at 16 travel ad examples from big names in the industry that will surely inspire your future campaign creatives.

If you’re more interested in the ad examples rather than the strategy, use the summary below to jump to that part.

A. Steps for the perfect advertising strategy 

1. Identify your target audience

2. know the traveler’s customer journey.

3. Set campaign goals

4. Create ads with seasonality in mind

5. Choose the right advertising platform

6. measure your ads’ effectiveness.

B. Inspiring travel advertising examples and templates

A. Steps for The Perfect Advertising Strategy

Advertising takes time, money, as well as other resources, so needless to say, the end goal is to maximize ROI.

The surest way to achieve this is by devising a strategy beforehand, meaning a step-by-step plan to reach the right audience and persuade prospects to choose your travel services over those of your competitors.

On top of giving you a precise course of action, having a strategy also provides a reference to assess your results along the way and re-evaluate the plan if need be.

Here are the key steps you must check to build a strong tourism advertising strategy:

A well-defined target audience is the foundation of any good travel advertising strategy. 

Just think what a waste of resources it would be to target users with no potential to become customers. Narrowing down the group allows you to focus your efforts on reaching those who would benefit most from your travel services.

Plus, with a clear target audience in mind, you can create travel ads that double as personalized customer experiences, proven to be more successful in converting to sales.

To define your audience, make a list of different attributes you’d like your ideal customer to have, a.k.a. build a buyer persona. These attributes can be geographic, demographic, psychographic, or behavioral. 

• Geographic : anything related to location, including customers’ country, region, city, or even postal code;
• Demographic : population-based attributes, such as gender, age, education, income, marital status, and so on;
• Psychographic : personality traits, values, interests, hobbies, and lifestyle aspects;
• Behavioral : online behaviors according to browsing patterns, spending and purchasing habits, and many others.

The customer journey sums up all interactions a prospect has with a brand during the purchase process, from the first encounter, up until a transaction is completed. 

Commonly, it’s divided into three main stages: awareness, consideration, and conversion.

However, a traveler’s customer journey differs from the typical model because booking a trip isn’t an easy-to-make purchase decision; quite the opposite—a lot of thought and planning is put into it. 

I mean, would you buy plane tickets as quickly as you would a chocolate bar? Me neither.

So, the customer’s travel journey can be split into the following four to five stages: 

• Dreaming: whether it’s picturing themselves in a gondola on the canals of Venice or sunbathing in Greece, all soon-to-be travelers begin here.
• Planning: even the most spontaneous people make some sort of arrangement for their trip, even if it only implies picking a hotel to stay at.
• Booking: prospects are ready to buy plane tickets and book accommodation. 
• Experiencing: travelers are enjoying their vacation and making lasting memories.
• Remembering: this is an optional stage that comes after the traveler’s journey is completed, where you can consolidate the relationship with your brand .

Understanding this customer journey allows you to time your travel advertising to the most favorable moments, specifically when prospects are in the planning and booking stages.

3. Set your travel campaign goals

Goals or objectives give your travel campaigns a clear direction and help you measure progress along the way, so you don’t lose sight of the value of your work.

To yield the best results, you should set your campaign goals according to the S.M.A.R.T. criteria. The acronym stands for specific, measurable, achievable, relevant, and time-bound, all qualities your goals should have.

A few of the most common goals that can aid your campaign’s success are the following:

• Increase brand awareness by getting your travel services on the radar of potential customers;
• Grow website traffic or attract new visitors to your company’s website;
• Drive consideration through campaigns that promote different travel services;
• Generate leads , whether that means new subscribers to a newsletter or prospects filling out a form to find out more about an offer;
• Boost conversions , a.k.a. make sales.

4. Create travel ads with seasonality in mind

The rain in Spain stays mainly in the plain . 

Well, not really. It falls along Spain’s northern coast and mountains. But the country has its meteorological particularities, as do all travel destinations .

Tourism is highly dependent on weather conditions. As a general rule, there are three seasons in the travel industry: peak season, shoulder season, and off-season.

Demand usually hits an all-year high in summertime (mid-June through August), known as the peak season or high season.

From April to mid-June and from September to October is the shoulder season, during which people still travel, but not as much as they do during peak season.

All travel businesses experience a decline in sales from November to March during what is known as the off-season.

However, seasonality isn’t necessarily a negative thing for travel marketing as it allows you to have a clear perspective over the following months.

Try to stay mindful of seasonal patterns and trends as you will understand when prospects want to purchase plane tickets, accommodation, or all-inclusive offers to specific destinations. Timing your creative ads and tailoring your messaging according to these seasons might help you influence purchase decisions.

There are numerous advertising platforms available, and the easiest way to identify the most suitable ones for your brand is to look where your customers are spending time.

Generally, the following three platforms are obvious choices for most businesses:

Google Ads: Running search or display campaigns on the Google ad network allows you to leverage Google’s massive reach and advanced targeting options to get in front of potential customers exactly when they are looking for travel services.

Social media ads: Whether it’s Instagram, Facebook, or TikTok, advertising on social media helps you increase brand recognition and reach a wider audience at the same time. Plus, it gives you the chance to experiment with a wide range of ad formats, including image and video ads.

Email marketing: Email offers a direct communication channel with customers that you can use to send personalized messaging, as well as discounts and special offers. Besides, it’s a cost-effective marketing method that provides easily measurable results.

Even with a killer strategy up your sleeve, things might not go as expected. And even if they do, measuring the success of your travel campaign is vital to understanding how your vacation ads are performing. 

If everything is going well, you’ll know what to repeat with future campaigns, and in the opposite scenario, you’ll figure out how to optimize ads for success.

Luckily each advertising platform, including Google and Facebook , offers relevant metrics known as KPIs (key performance indicators) to track for the most popular campaign objectives. Hence, you know exactly what to look at.

Things work differently for email marketing campaigns, as you need third-party tools that also enable email automation to measure campaign performance.

B. Inspiring Travel Advertising Examples and Templates

On to the part everyone has been waiting for, here are 17 travel ad examples that succeed in capturing audiences’ attention in one way or another:

Expedia: Chase new experiences

Let’s kick things off with an industry giant—Expedia. These two creative ads from the same campaign work so well because they promote experiences tourists can have in Marocco rather than the destination itself.

The font pairing is a match made in heaven, and the copy conveys a powerful message when teamed up with the beautiful scenery photos.

Kayak: Group trip without the drama

This Kayak display ad gets the struggle of planning a trip with a large group of friends. No matter how tight the relationships are, it’s bound to be a bumpy road.

While design-wise, the ad might not be too impressive, the copy makes audiences feel understood, which is why I think it deserves a place on this travel ad examples list.

JetBlue: Stretch your legs, not your wallet

Moving on to a different traveling pain point, we have this witty JetBlue Facebook ad that promotes the airline’s extra option to have up to 7″ more legroom in coach class.

The simple illustrated design is elevated by the ad copy that manages to capture viewers’ attention and say so much with so few words.

As this is one of my favorite travel ads on this list, I couldn’t resist including a second Facebook ad from the same campaign, a video one this time.

Once again, the funny ad copy is the star, suggesting you don’t have to be a billionaire such as the likes of Jeff Bezos to get to space, which is a clever way of saying JetBlue travelers can get more legroom at an affordable price.

Carta Travel: Tailor made travel experiences

Edit this template

Pictures have the power to transport viewers to different locations, so many travel ads use them to do just that. This template is no exception, using a photograph of a beautiful sunset as its main focus.

If you’d like to create similar designs for your business, open this template in Creatopy and customize it with different elements from our extensive library.

Lufthansa: The joy of flying

The view from an airplane window has become representative of traveling. Many people pay extra money to sit in the window seat when flying or rejoice when randomly assigned to it.

The German company Lufthansa chose this specific image to evoke the joy of flying and invite viewers to click this half-page display ad promoting the over 200 worldwide destinations in their portfolio.

Air France: Le Rendez-Vous

This animated Air France display ad compares a trip in business class to an anticipated first date, embodying the french elegance and romantic spirit. Of course, we’d expect nothing less from France’s flag carrier.

The ad is also a lesson in consistency, as the brand’s distinctive personality is instantly recognizable thanks to the blue, white, and red color palette, as well as the emblematic logo.

Tripadvisor & Visit Orlando: Explore Unexpected

The Tripadvisor Facebook ad above encourages users to take a different kind of trip from the comfort of their own home—an interactive voice tour of Orlando.

The different shades of teal used for the ad’s design help it stand out on the Facebook feed, while the choice to use a single font ensures the text’s high readability.

Delta Air Lines: Your ticket to more travels

Delta Air Lines uses footage of an idyllic destination to catch the eye right before inviting users to learn more about the miles reward program through the CTA of this Facebook video ad.

The copy aims to persuade by linking the reward card to states of wonder, serenity, and inspiration, all of which can be achieved through traveling.

Hilton: Where the pets stay

Now, this ad will make a lot of pet owners go aww . I mean, it can’t be just me swooning at the idea of traveling with my cat.

It’s true Hilton is targeting a niche audience with this adorable Facebook ad that announces pets are welcome in their hotels. Still, even travelers outside the ad’s target audience are likely to smile at the cute animal photos and the pet-away wordplay in the copy.

Traveloom: A great stay is a happy memory

Is there a more effective way to advertise for hotels and resorts than by using actual pictures from the location? I don’t think so, as all travelers want to see where they will stay before booking accommodation.

This fully customizable Facebook template can be adjusted for any use case by adding and replacing design elements in Creatopy’s drag and drop editor. 

Hotels.com: Find your perfect somewhere

Hotel.com knows how important compatibility between a tourist and its booked hotel is. So much so that they compare it to that between lovers, stressing the importance of choosing the right hotel.

The hotel description narrated in the first person by the personified boutique hotel immediately draws viewers into this upbeat ad. It is reminiscent of about me sections on match-making websites, further supported by the tagline Find your perfect somewhere , which sounds similar to Find your perfect someone . Overall, a great example of video storytelling.

Airbnb: Turn the world into a field trip

This colorful newsletter ad promotes Airbnb’s Field Trips, a collection of online experiences from around the world targeted at kids. 

This time around, the visual part outshines the ad copy, as the bright-colored background catches the eye instantly, and the exciting collage image prompts viewers to click the CTA button that invites them to Explore Field Trips .

Vacasa: Make check-in a breeze

The vacation rental company Vacasa aims to increase app installs with this clean and sharp-looking newsletter ad that promises a stress-free trip experience where travelers needn’t worry about aspects like hotel check-in, home entry codes, or wi-fi connection.

Viewers get a glimpse of how the app looks thanks to two mobile phone screens placed on a color block backdrop, which is a great selling point.

Visit Greece: All you want is Greece

The classic problem and solution approach works here because the ad’s characters are so relatable that viewers can easily identify with them. 

Wrapping It Up

As seen from the strategy tips and ad examples in this article, understanding and connecting with the customer is key in the travel industry. 

Hopefully, you’ve learned something new that you can implement when planning your future travel campaign or designing ads for it.

Let us know what you found most helpful, and feel free to share your own travel advertising tips in the comment section below.

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How to write a tour script that your customers will rave about

There’s nothing worse than leading a tour to a group of bored guests. When your guests lose interest in the tour experience, it’s hard to grab their attention back.

This is why the most successful tours are based on a bulletproof tour scripts, a blueprint for the experience that’s been tested and revised over time.

In this guide, we’ll dive into the art of tour script along with sharing best practices and potential pitfalls to avoid.

What is a tour script?

A tour script is the backbone of a guided experience. 

On paper, it’s a well-organized outline of the information, stories, facts, and interactions that a guide will deliver during a tour.

A tour script not only provides the structure for an experience, but also weaves a narrative that keeps guests engaged. It sort of serves as a guide’s compass, ensuring that they cover key points, interact with their audience, and maintain a consistent flow throughout the tour.

What are the benefits of writing a tour script?

Even the most experienced tour guides can benefit from a well-written tour script — here’s why:

• Provides structure and clarity: A tour script acts as a roadmap, ensuring that your tour follows a clear and logical structure. It helps tour guides organize their thoughts, preventing any confusion or stumbling during the tour.
• Keeps the experience consistent: With a script in hand, each tour becomes a uniform, high-quality presentation of information and anecdotes.
• Engages your audience: A well-written script captivates an audience with engaging stories, facts, and insights.
• Gives your guide a chance to introduce themselves: A script should feature a fun introduction, allowing guests to build a personal connection with your guides right away.
• A confidence boost for guides: Armed with a ready-to-go script, tour guides feel more confident and prepared — which, in turn, translates into a more enjoyable delivery.

5 steps for writing a tour script

Let’s take a look at how you might create a compelling tour script that leaves a lasting impression on your guests.

Step 1: Define your tour’s theme and goals

Begin by clarifying the central theme and objectives of your tour. Are you highlighting historical sites, local cuisine, or natural landmarks?

Then, define your goals. Are you educating, entertaining, or both?

Let’s say you live in Philadelphia: The city has heavy historical significance, so you design a walking tour that takes guests on a chronological journey of the signing of the Declaration of Independence.

With your tour’s theme and goal in mind — “historical” and “to inform” in the example above — you can start to create a cohesive and memorable storyline.

Step 2: Research your content thoroughly

Gather detailed information about the sites, facts, and anecdotes you plan to include in your script. Double- and triple-check your facts with reputable sources, historical records, and local experts.

While you’re researching, take special note of interesting tidbits and any quirky stories that come up. These can be used as “fun facts” throughout the tour.

The more knowledgeable you are, the more engaging your narrative will be. Your research will give your tour credibility and provide you with the proper ammunition to answer guests’ questions.

Step 3: Write a captivating introduction

An engaging opening sets the tone and captures your guests’ interest from the start.

With that in mind, write an attention-grabbing introduction for each segment of your tour. 

For example, at the city’s oldest building, you might start with, “Welcome to the cornerstone of our journey, the Old Town Hall. Let’s unlock its secrets together.”

This will hook your guests’ attention and keep them interested in each stop of the tour.

Step 4: Make the script interactive

Include interactive elements that encourage guest participation, like thought-provoking questions, fun facts, or challenges.

For example, when visiting a site that used to be a market, pose the following questions to your guests: “Can you imagine the bustling market that once surrounded this square? What do you think was the most popular item sold here?”

When guests actively participate in the storytelling, the experience becomes more memorable for them.

Step 5: End with a memorable conclusion

Craft a conclusion that ties together the main themes and emotions of the tour.

Let’s say your tour ends at the city square. You might say something like, “Our journey has unveiled the stories etched in these stones. As you leave, remember the resilience and spirit that continue to shape this city.”

A strong conclusion leaves guests with a sense of fulfillment and a positive impression of the tour, increasing their likelihood of sharing positive feedback.

Don’t forget to remind your guests to leace you a review on your preferred OTA platform and/or website. Including this quick call to action will motivate guests to provide you feedback once they leave your tour.

How to write a tour script for an in-person live tour

When writing a tour script for an in-person live tour, you need to consider all the factors that can make or break a face-to-face interaction.

The more your interact with your guests — like prompting them with trivia questions and sharing anecdotes — the more engaging the tour will be.

In a live tour, you can also use body language and facial expressions to enhance the storytelling experience. Think through how your gestures can complement key points, and where to establish eye contact to connect with different audience members.

Finally, pay close attention to your audience’s reactions. Adjust the pacing and delivery of your speech based on their engagement level. Make sure to leave room for spontaneous interactions and allow time for guests to ask questions.

How to write a tour script for a self-guided audio tour

Unlike live tours, where guides lead in real-time, audio tours rely solely on your  script to captivate visitors.

Begin with clear and concise descriptions of each point of interest. Since you won’t be there to address questions, the script should be comprehensive and help listeners visualize their surroundings. Use navigation cues so they can progress from one point to another. Mention landmarks, specific directions, and a logical sequence to guide them.

Storytelling is just as important in a self-guided audio tour — if not more. Your script is the only thing that will keep visitors engaged; fill it with anecdotes and background information about each point of interest.

Finally, timing is key to preventing listener fatigue. Leave ample room for reflection between each audio segment.

How to write a tour script for a virtual tour

Virtual tours, like audio tours, rely solely on your script to take participants on a journey from the comfort of their screens.

Here, you’re not limited by physical constraints, so you can create a fluid narrative that transitions smoothly. Your script will guide viewers through different locations, so make sure to describe the surroundings in detail to enhance the visual component of the tour.

Again, storytelling remains essential. Your narration should foster a sense of exploration — the better the narration, the more immersed the viewer will feel. 

Similar to an in-person tour, interactive prompts should also be used to keep viewers engaged throughout.

3 examples of great tour scripts

Here we’ll dissect three great tour scripts — from a cathedral in Dublin, a safari in Toronto, and a museum in Milwaukee.

We will start from here (presuming you are standing near Celtic Gravestone at shop); walk down into the north transept, or left arm, of the Cathedral. We will stop again at the Choir and then loop around into the south transept finally ending up back roughly where we started. The tour will last approximately 40 minutes and if you have any questions as we go please don’t hesitate to ask.

Then, the script begins by sharing the story of St Patrick himself.

“You may not be familiar with the story of our patron saint,” it says, ensuring that everyone in the group is on the same page. Rather than just pointing to the pictures on a window of the cathedral, the script tells the saint’s story through those pictures. The ongoing narrative captures the audience’s attention and keeps them engaged throughout the tour.

This script also includes several “optional extras,” such as an organ containing over four thousand pipes. This is a great way to give the guide some flexibility. Tour guides have the ability to read a crowd — they can then make extra stops that align with the interests of each group.

Self-guided tour

Toronto Zoo’s Scenic Safari drive-thru tour is a self-guided adventure.

The audio script starts with a message from the CEO warmly welcoming visitors to the zoo. It’s followed by important safety rules that remind visitors to remain in their vehicles, keep noise to a minimum, and drive no faster than 5 km per hour. It’s important to start a self-guided tour with any guidelines that apply to the visit since there is no physical guide present.

The zoo points out interesting facts to pique visitors’ curiosity throughout the tour, like “Did you know that a tiger can bite down with the force of 1,000 pounds” and “A ‘long call’ from an orangutan can be heard up to 2 kilometers away.”

It also uses trivia questions to keep them engaged: “What color do you think a yak’s milk is?”

Mixing educational elements with storytelling makes the safari tour even more memorable for visitors.

Virtual tour

The Milwaukee Public Museum offers 360° virtual tours , including one of a gallery focused on the common traits shared by all civilizations.

The virtual tour starts at the entrance and moves through an interactive screen that showcases each section of the Crossroads of Civilization exhibit. The script has clear navigational cues, like “You are standing before a model of the First Courtyard of that temple while it is under construction.” This gives the visitor a sense of direction within the virtual experience.

The script also keeps users engaged by offering additional features only available online — like a PDF about colors used in ancient Egyptian art. Viewers can then choose to delve into the topics they’re most interested in, making the tour feel more personalized.

6 best practices for writing an engaging tour script

Breathe life into your tour script with these key strategies:

1. Use humor

Infusing humor into your script can transform a mundane description into a memorable anecdote. Don’t be afraid to let your personality shine — and don’t hold back on witty stories or lighthearted observations that make your visitors laugh

For example, during a historical walking tour, you might playfully mention how a renowned figure’s statue seems to have witnessed centuries of gossip.

2. Tell stories 

A well-told narrative can transport visitors into the past or alternate realities. Being a good storyteller is key to captivating your audience’s imagination. While guiding a tour through an art gallery, you could share the fascinating backstory behind a masterpiece, revealing the artist’s personal struggles and triumphs.

3. Use clear and simple language

Make your script easy to understand. Avoid jargon or technical language that non-experts on the subject wouldn’t understand. Imagine leading a wine-tasting tour: Instead of delving into technical terminology, you would describe the flavors and aromas in relatable terms like “notes of ripe berries” or “subtle hints of oak.”

4. Incorporate interactive elements

Engagement flourishes when your guests are actively involved. Questions, prompts, or challenges encourage them to interact with their surroundings, keeping the group interested from start to finish. For instance, while guiding a hiking trip, you could prompt hikers to look for specific bird species and share their discoveries with the group.

5. Create emotional connections

Always start your tour script by introducing yourself in a friendly manner. Then, make your passion for the said activity known. When guests see how excited you are about the tour, this excitement will translate back to them. During a walking tour, for example, you might share your history with the city, including your favorite memories there.

6. Embrace surprise and curiosity 

Unexpected twists or intriguing facts spark curiosity and attract your guests’ attention. On that same walking tour, for example, you might reveal a hidden alleyway with a captivating history, leaving them eager to explore further.

3 common mistakes in tour script writing

There are a few common pitfalls that can dampen a tour script’s impact. Here are three mistakes to avoid:

1. Information overload

One of the most common mistakes is overwhelming participants with too many details. Bombarding them with an abundance of historical facts, dates, and figures can lead to information fatigue.

Instead, focus on delivering key highlights that are relevant to your narrative. For instance, on an architecture tour, avoid inundating participants with every structural detail and instead focus on the stories behind the most interesting buildings.

2. No interaction

Tour scripts that merely deliver a monologue can fall flat. Neglecting interactive elements can leave participants feeling disconnected from the experience.

To avoid this, leave room for your guests to ask questions, share their observations, or even participate in mini-activities. 

During a food tour, for instance, you might ask guests to talk about their favorite meal, fostering a sense of participation.

3. Ignoring pace and timing

You can quickly lose a crowd by rushing through explanations or dwelling excessively on minor details. Dragging out a segment can also bored your guests to death.

Tour guides need to strike a balance between information overload and conciseness. They can do so by allocating appropriate time for each stop and topic. For example, on a museum tour, you’ll allot extra time to explore a major exhibit, ensuring that visitors have ample time to absorb the information.

A well-written tour script possesses the power to immerse guests in your experience. By marrying your storytelling techniques with thoughtful interactions and original humor, your scripts will result in tours that leave a lasting impression on your guests.

Writer Carla Vianna

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A Guide to Successful Video Marketing for Tourism Businesses

In this article:

Craft great tour videos to inspire your customers.

In the age of online visual content, video is a dynamic and hugely popular medium that can bring destinations to life, captivate potential travelers, showcase your tours and activities—and ultimately generate more leads and sales.  Video marketing may be just what your tour business needs.

Picture this: You’re on the couch on a dark, drizzly January afternoon planning your summer vacation online. You come across a video on YouTube that begins with drone footage providing a birds-eye view of a breathtaking sunset over a pristine beach. Next, you’re eating breakfast at a quaint café, before finding yourself in the middle of a lively shopping street. Then you’re kayaking along the coast as evening approaches, before the video concludes with a romantic dinner on a terrace with a view of the same sunset that wowed you at the start. “Yes! This is the type of vacation we want,” you think. You see the video is part of a series on a travel company’s YouTube channel, so you forward a link to your partner, inviting them to check out some videos. Meanwhile, you visit the company’s website to explore more of what they offer. 

This is an example of what Google calls an “I-want-to-get-away” travel micro-moment at the start of a typical travel customer journey, when people are dreaming of their ideal trip and looking for inspiration. A Google study found that 65% of travelers watch travel-related videos when thinking about taking a trip and exploring their options.

6 reasons video content is important for a tour company

Video marketing has become a transformative tool for travel businesses to inspire, engage, and connect with your audience. Here are five key reasons why video content should be a core part of any tour company’s marketing strategy:

• Provide a captivating visual experience: Video offers a multi-sensory experience, combining visuals, audio, and storytelling to create a more immersive experience than text. It’s an excellent way to capture viewers’ attention and make a lasting impression, especially at the discovery stage of their customer journey. It allows you to showcase the beauty of destinations, the fun and excitement of activities, and the variety of cultural and other experiences that await. 
• Connect with travelers: Travel is an emotional experience, and video has the power to evoke those emotions in viewers, especially when compared with static text and images. By showcasing the joy, awe, and wonder of travel, videos can inspire and motivate potential travelers to explore new destinations or try new things. Done well, video content can create an emotional connection and desire to be a part of the experience shown.
• Build trust and authenticity: Video marketing for tourism allows you to build trust by showcasing real experiences, genuine interactions, and authentic testimonials. By providing an inside look into your offerings, you can position yourself as a credible and reliable tour company—something that is crucial for many travelers at the decision stage. 
• Broaden your reach: Video content is highly shareable and has the potential to go viral. With the popularity of video-sharing platforms and social media, you can use video to reach a wider audience and attract new customers. 

• Explain important things clearly: Video can be a good tool for presenting important information for travelers in a clear and engaging way. For example, some airlines have now augmented the traditional pre-takeoff safety demonstration with a video (for example, Air Canada’s safety video ). According to a report by Wyzowl , 96% of people have watched an explainer video to learn more about a product or service.
• Build your competitive advantage: High-quality video content is a way to differentiate your company by showcasing your unique experiences, expertise, and brand identity. You can tell your stories, highlight your values, and communicate your value proposition in a compelling and visual way. Sixty percent of B2B and B2C marketers use video as part of their marketing strategy, according to the Content Marketing Institute .

Types of videos for different stages of the travel customer journey

Like all customer journeys, the travel customer journey includes three key stages. Let’s take a look at examples of the types of video content that can work at each stage.

Inspiration and awareness

Potential travelers are seeking ideas and exploring destinations. 

• Destination highlight videos: Showcase the best attractions, landmarks, and natural wonders of a destination, providing a visual overview of what travelers can expect to experience on one of your tours. For example: “Think you know Singapore” by VisitSingapore addresses misconceptions about the country.
• Travel “vlogs” and influencer videos: Collaborate with travel influencers or vloggers to create destination-specific videos that add an authentic and personal touch. These videos offer an insider’s perspective, sharing experiences, recommendations, and hidden gems. For example, “A little surf fun” by Sonia’s Travels with Travel Mexico invites travelers on a Mexican vacation with her.

Consideration and evaluation

Potential travelers have narrowed down their options and are evaluating different tour companies or destinations.

• Tour and activity highlight videos: Showcase specific tours, activities, or itineraries to give viewers a glimpse into what they can expect. For example, G Adventures’ “Virtual tour of Mount Kilimanjaro” video provides an overview of an iconic trek.
• Testimonial and review videos: Create videos with real customer testimonials and reviews to provide social proof and build trust. For example, TCS World Travel created a testimonial video about their private jet travel experience. 

Decision and booking

It’s decision time, when potential travelers are hopefully ready to book. 

• “Why us?” videos: When making a final decision, many people look deeper at the companies they are thinking of booking with. A “Why us?” type video can give people a final nudge toward your company by showcasing what makes you different. For example, G Adventures’ “Why go with G Adventures?” video focuses on making a deeper connection with potential travelers.
• Limited-time offer and promotional videos: Create a sense of urgency by highlighting limited-time discounts, early bird offers, or exclusive deals to encourage potential travelers to take immediate action. For example, Travel Australia’s “Be the first” video invited New Zealanders to travel there first.

Storytelling techniques for engaging and memorable videos

Effective storytelling is the backbone of engaging and memorable videos. Here are a few ways to grab and hold the attention of viewers:

• Create a narrative: Develop a narrative arc that takes viewers on a journey, starting with an enticing hook, building up the excitement, and culminating in a satisfying resolution. A compelling story with relatable characters and emotional moments will leave a lasting impact.
• Showcase authentic experiences: Highlight real travelers and local guides, showcasing authentic interactions and genuine emotions. This humanizes the experience and establishes a connection with the audience, making the video relatable and trustworthy.
• Leverage stunning visuals: Capitalize on the beauty of destinations by capturing visually striking shots. Showcasing breathtaking landscapes, vibrant cultures, and unique activities will transport viewers and inspire them to explore the destination themselves.
• Keep it concise and engaging: Attention spans are short, so it’s important to keep videos concise and engaging. Engaging videos are more likely to be shared, commented on, and liked, leading to increased engagement, brand awareness, and potential bookings.

Quick start guide to creating your first tourism video

Ready to have a go at creating your first tourism marketing video? Here’s a quick guide to getting started:

• Define your purpose: What is the goal of your video (e.g. to inspire, educate, or showcase your offerings)? Clarify your target audience and the key messages you want to communicate.
• Plan your story: Develop a short script or storyboard that outlines the narrative, visuals, and key scenes. Consider how you want people to feel and what you want them to do.
• Capture engaging footage: Use a high-quality camera, smartphone, or even a drone to capture the footage you need. You can also incorporate still photos and graphics. 
• Edit and enhance: Use video editing software or apps to create your final video. Add captions and music to bring the footage to life even more. Keep it short; 30 seconds (or even shorter) to two minutes long is a good length. Focus on the most compelling aspects of the destination or experience.
• Add a call-to-action (CTA): Guide viewers toward a desired action, such as visiting your website, social media channels, or booking platform to learn more or book. You can also invite them to subscribe to your newsletter or mailing list.
• Optimize for distribution: Choose the platforms and channels that align with your target audience and marketing goals, e.g. Instagram, YouTube, Facebook, etc., and optimize your videos for each specific channel. 
• Amplify your reach: Use the power of social media, email marketing, and strategic partnerships to broaden the reach of your videos, and maybe even go viral. 

After you have created your video and released it to the world, don’t forget to measure its success and impact. Monitor metrics such as views, shares, likes, conversions, and customer feedback to gain insights into what works and what needs to be improved.

HubSpot found that 85% of consumers want to see more video content from brands. The ease of production and lower cost of producing videos in recent years has made video one of your most powerful tools. There’s no better time to channel your inner Stephen Spielberg and produce the video content your customers want.

Written By | Rob Mathison

Rob Mathison is a Vancouver-based freelance writer focusing on tech, travel, digital marketing, and education. He is a co-author of The Complete Resident’s Guide to Vancouver.

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7 Effective Promotion Ideas for Tourism Marketing

Promotion, advertising, marketing… the subtle differences between these terms (opens in a new tab) is interesting, but ultimately the bottom line is about growing your tour business and boosting your sales. That is what I am going to focus on here.

An effective advertising campaign is the most important aspect in the successful development of a tourism business. The key success factors in any campaign are careful planning and creative ideas. 

We will start with some basic foundational elements of a tourism business, and then go on to share effective promotional ideas.

Your Brand Identity

All the elements of a business are interconnected, and each business prioritizes them slightly differently. However, it is important to continually evaluate the strength of your brand presence while you are developing your promotions and marketing strategies.

– Social Media  

Are your social media accounts set up and active ? This is non-negotiable because so many people rely on social media as their primary source of information, and to verify the value of a business before making a commitment. Focus on maintaining several platforms, and keep them current and engaging as best as you can. You can start here (opens in a new tab) , and then take your social media to the next level with this blog post (opens in a new tab) .

– Starting a blog (or posting relevant articles)

There are several ways a blog can help grow your business. When your site is brimming with interesting blogs showcasing your unforgettable tours, or with useful articles about tourism… that gets people excited! Visitors to your blog see all this fun content, and are motivated to try it for themselves, and they hit that book button. 

The other benefit of a blog is that with enough high-quality content, it positions your company as experts in the field (opens in a new tab) . That is great for ranking in Google searches! In addition you can get a lot of mileage out of a well thought out post. Your articles can also be published on other sites that offer similar services, play double-duty as social media content, or be creatively pitched as a sales tool. Plus, when you are writing about your tours, showcasing beautiful pictures, and reminiscing on the fun you provide… that is an enjoyable reminder of how memorable your business really is.

– A professional website

A website is another important place to solidify your professionalism. Prospective customers who visit a high quality website find essential information organized cleanly, and studded with alluring photos. This is the ultimate selling tool. All your promotion efforts and marketing plans typically deliver prospective customers to your website. Therefore it needs to clearly articulate what you do, and provide a clear plan to book a tour. If you need an upgraded website, TourismTiger are experts in building websites for the tourism industry (opens in a new tab) , and we have many years of experience in this arena.

Put your dazzling brand identity to work

In an ideal world, a business has the budget to hire a professional marketing and advertising team. Usually, the team would offer market research, web-marketing services, commercial promo, and also creative ideas to make a tourism business more attractive. This team would have time and resources to implement an effective promotional campaign for tourism marketing organizations. (starry emoji here)

However, not everyone has the resources to pay a team of dedicated professionals. That means we must be interesting and innovative on our own.

Let’s check out below how tourism marketing companies (and tourism businesses) attract their audience and the promotional ideas they use.

1. Utilize local listings

The simplest promotion you can do is registering your business with Google My Business (opens in a new tab) – it is the new Yellow Pages. The vast majority of people use Google to find everything . If your business doesn’t show up in all those searches- you are missing out! A Google listing is basically free advertising for you. The setup process is quite simple, and then you have complete control to update your listing, add new photos, or update hours if they change. Follow these steps (opens in a new tab) , and include as much information as possible.

2. Using email newsletters

Using email newsletters (opens in a new tab) and a customer relationship management (CRM) program is an easy yet effective strategy for interacting with clients. There are classic avenues to invite people to sign up for your newsletter, such as built into your website or Facebook page. Also get creative how and where you ask for subscribers. For example, find a fun way to circulate a paper sign up sheet during a tour. And be very thoughtful of the wording you choose. Offer the user the option to subscribe to the newsletter in order to ‘regularly receive information about current offers’ or ‘hear about our seasonal tours’. Offer a newsletter that is relevant and interesting to your prospective customer. Prospective customers have different interests compared to people who already know how great your tours are.

3. Showing online banners

Considering internet marketing tools (opens in a new tab) for the tourism industry is crucial. One of the most effective promotional ideas tourism businesses can employ is to invest in online advertising. Placing ad banners on certain websites, where users will be able to see your current promotions and offers, is a great idea to get more exposure. The websites you advertise on should be the types of sites your target audience visit. Be careful that you’re placing your ads where your ideal customer is visiting, otherwise you could be marketing to the wrong audience and your efforts will be in vain. You can use different sources and sites to place banners, just use top keywords in your Google search, like ‘top hotels’, ‘travel’, ‘top destinations’, etc.

4. Paid social media marketing

You can use SMM (opens in a new tab) (social media marketing) tools and targeted advertising to get in front of your ideal audience on social networks, such as Facebook and Instagram. Paid advertising on Facebook is extremely easy to set up (opens in a new tab) and monitor. Moreover, targeting a specific audience has been perfected by Facebook, so even a novice will be able to see results with their paid FB ad campaigns. Or, consider reaching out to SMM specialists who know how to promote your travel channels, it is the most effective way to advertise your tours.

5. Applying offline promo

Good ol’ fashioned business cards are crucial, especially for travel and tourism businesses. They are extremely useful and cost-effective. With help (in the form of developing multiple marketing strategies, not relying on one), they can really improve the reputation of your brand, increasing the likelihood of interest from travelers and tourists.

Classic postcards are a great direct marketing tool for tourism marketing and travel agents. By sending a colorful postcard with a wonderful landscape of a tourist destination and a small message to potential customers, you will definitely convince them to contact you. I can imagine the star eyes now, when a person longing for a vacation finds a pretty postcard in their mail.

There is no better way to present a brief and interesting overview of the services offered by your travel business than high-quality flyers and brochures. With brand-oriented design, your travel brochures will resonate with your audience and generate interest in your brand.

6. Checking the contextual advertising and SEO

Contextual advertising (advertising on a page that is relevant to your business) and SEO optimization are types of promotional activities that are aimed at end-users who use search engines such as Google to be able to select their desired tour.

-Wait, what?!

Ok, so contextual advertising is basically placing an advertisement in a location that is relevant. For example, a promotional ad for a gym membership with an athletic clothing company. Consider what type of person books your tours, how they learn about your company, and put your paid advertisements in locations relevant to this audience. Learning more about this type of advertising will improve your techniques, and also help inform your marketing strategies as you grow your business. Read a basic summary here (opens in a new tab) . This is another great place to invest money in a pro.

However, if you do not have the budget yet, get creative! Start with a small campaign, consider joining a tourism professional group (opens in a new tab) , and keep detailed notes to track your successes and areas to improve in.

SEO optimization is a hot topic! It is also dynamic and constantly evolving, which can make it an intimidating area to become familiar with.

Each of the online methods is good in its own way, and it’s worth choosing based on the specifics of your tourism business. The main thing in this business is a professional approach for a bright result and further development aimed at improvement.

7. Using tourist promo videos

The popularity of video content is constantly growing. It is also easier than ever to make a high quality video. These trends are important for the tourism industry to capitalize on. If you are trying to boost sales and grow your business… showing people all the fun they can have on your tours is obviously the way to go! Using positive testimonials, as well as photos and videos of your clients enjoying themselves on your tour is the best way to demonstrate the value in what you offer. It is easy to hire a freelance videographer to make a short promo video highlighting your fun tours.

If you can’t hire a pro yet, get your phone out and start using it! Maybe ask for a brief interview after a tour is finished. Being mindful and asking permission to take a video is an easy way to get the conversation going. This is a great way to appeal to your customers. Read tips on how to take great quality videos here. 

In conclusion

The methods above are by far the most effective ways to promote your tourism business, but the list is by no means extensive. You can find lots of other ways to promote your travel business. (opens in a new tab) Check what people are searching for today. If your target customers go to music festivals, this could be a great location for the promo. If they use apps and mobile phones to be up-to-date, don’t forget to advertise on social media.

First and foremost, do not forget to research your market and make a strategy for promotion. Think of your product and how to best present tourism attractions to prospective clients. You have to know what your target audience needs in the first place. Furthermore, you have to offer your services and present your content via different sources, namely your website, social media channels and email advertisements.

With the help of these suggestions you can attract a large audience and promote your tours.

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5 Tourism Promotion Campaigns Hitting the Right Notes in a Crisis

Rosie Spinks, Skift

March 26th, 2020 at 11:00 AM EDT

It's a tough time for tourism marketers but going dark isn't necessarily required. Here are some examples of campaigns that are striking the proper tone.

Rosie Spinks

Destination marketing is in a seriously tough spot, as Skift has covered in recent weeks . A survey from MMGY Travel Intelligence and Destinations International found that 80 percent of destination organizations surveyed in North America have reduced or postponed sales and marketing spending. But tourism promotion doesn’t necessarily have to go totally dark now that most travel is grounded — and indeed, there’s an argument that it shouldn’t.

As the crisis has unfolded, we’ve been impressed by the creativity of some tourism boards and destination marketers that are finding ways to promote their destinations in a manner that’s not just tonally appropriate — but generous, inventive, and genuinely uplifting as well. Here are five examples of campaigns we’ve noted, as well as why we think they worked. Note that none of these campaigns explicitly encourage booking a trip right now.

Visit Portugal

A decidedly uplifting campaign, Visit Portugal’s ‘Can’t Skip Hope’ video tackles the issue of travel bans head-on its first few words: “It’s time to stop.” The sweeping vistas and charming scenes displayed in the two minute video certainly inspire one to visit Portugal in the future, but it does not come across as sales-y. The we’re-all-in-this-together tone feels uplifting in these trying times.

Visit Britain

Britain’s greatest export is arguably its culture, from literature and film to music. Visit Britain has capitalized on that during the crisis on its social media feeds. In addition to content that essentially says “we can’t wait to welcome you again soon,” the DMO has also been posting ways to engage with British culture right now — from a quarantine couch. What makes it truly clever is including call to actions with each post, from crowdsourcing tracks for a Spotify playlist of iconic British music, or inviting followers to explore the filming locations featured in The Crown and Harry Potter.

View this post on Instagram Stuck on the sofa flicking through Netflix and unsure what to watch? Get your Britain fix with the Crown! 👑 ❤️ Head to our bio to explore some of the filming locations featured, including magnificent @hatfield_house 🎥 #LoveGreatBritain #VisitEngland #HatfieldHouse A post shared by Love Great Britain 🇬🇧 (@lovegreatbritain) on Mar 23, 2020 at 10:30am PDT

Philadelphia Convention and Visitors Bureau

Philadelphia’s DMO has launched a “ Philadelphia from Home” webpage , which features ways to interact with the city’s offerings from home, which it’s promoting across social media. A Facebook Live from the Philadelphia Zoo, a list of restaurants open for takeout , and recipes for a famous Philly Cheesesteak are all ways would-be visitors and locals can interact with the destination. The offerings feel genuinely useful  — and likely to inspire a visit.

View this post on Instagram On #NationalCheesesteakDay, we encourage you to support your local cheesesteak shop while staying safe by placing delivery or pickup orders and by purchasing gift cards. Some Philadelphia favorites even ship nationwide, including Pat’s and Campo’s. You can also try your hand at making Philadelphia’s iconic sandwich with the help of a recipe in our Philadelphia From Home guide. Tap the link in our bio to learn more. #discoverPHL photo by @anthony.difilippo A post shared by PHLCVB (@discover_phl) on Mar 24, 2020 at 3:07pm PDT

Travel Saint Lucia

The Caribbean destination is inviting followers to experience the destination via Instagram Live, with its “7 Minutes in St Lucia” campaign. It kicked off on March 26 with a seven minute streamed yoga practice in view of the famous Pitons, world-famous volcanic spires. Other activities include a cooking class, a dance party, and a guided meditation. The offerings slot into the kinds of things many people are doing anyway while in social distance mode — cooking and working out — which means it feels less sales-y and more generous.

View this post on Instagram Welcome to the beautiful Island of Saint Lucia🌴 While travel may not be possible at this time we want to immerse you in our culture, music, dance, food and more, from your home. ⁠⠀ ⁠⠀ Join us on Instagram LIVE every Tuesday and Thursday for #7MinutesinSaintLucia⁠⠀ ⁠⠀ YOGA AT THE PITONS 🧘‍♀ ⁠⠀ Thursday March 26th, 11:00am – 11:07am EDT⁠⠀ Start your day with a mind-body connection as local yoga expert Monique Devaux kicks off the livestream series with breathtaking views of the world-famous Pitons in Saint Lucia.⁠⠀ ⁠⠀ ⏩ SWIPE for schedule⁠⠀ ⁠⠀ 📸: @stonefieldvillaresort ⁠⠀ #MySaintLucia #SaintLucia A post shared by Travel Saint Lucia (@travelsaintlucia) on Mar 25, 2020 at 2:30pm PDT

Discover Puerto Rico

Puerto Rico is inviting its followers and would-be visitors to a virtual getaway, with salsa classes, cocktail making, and cooking. As Discover Puerto Rico CEO Brad Dean told Skift last week , the DMO shifted from a “visit now” approach to a “visit later” one a couple of weeks ago, with the goal of keeping the destination top of mind for future visitors.

We’re inviting all #daydreamers to a #virtual Puerto Rican getaway this weekend! Immerse yourself in our Island’s #culture by tuning into virtual salsa, mixology & cooking classes this weekend with some of our best local talent! #DiscoverPuertoRico from🏠! https://t.co/EyKwD31F4l pic.twitter.com/J5AK0PxbmF — Discover Puerto Rico (@discover_PR) March 25, 2020

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The Importance of Tourism Advertising

Navigating today’s highly competitive and ever-changing tourism industry is no simple feat — you need to stand out from a constantly expanding crowd to be successful. That’s why effective tourism advertising is essential to any successful tourism brand. It’s not only important to create captivating ad campaigns and impactful messaging to engage potential customers but also to ensure that those campaigns reach the right audience. 

But how do you make sure your travel advertising is effective? While there is no one-size-fits-all solution for marketing for travel advertising, there are certain key elements to consider when advertising travel and tourism that can make all the difference. 

This blog will delve into the multifaceted realm of travel industry advertising, exploring the key components that make a campaign captivating and unforgettable. 

Understanding the Role of Advertising in Tourism Promotion

Advertising plays a pivotal role in tourism promotion, serving as the bridge that connects potential travelers with tourism products, destinations, and experiences. Its primary function is to generate awareness and interest in a specific location or service, ultimately influencing travel decisions and driving consumer action. 

Advertising in tourism promotion encompasses several key aspects:

• Increasing Visibility and Awareness: Advertising tourism destinations helps increase their visibility by promoting attractions, accommodations, activities, special events and other offerings to potential travelers. Creating memorable and engaging advertisements can capture your target audience’s attention and generate interest. This increased awareness can lead to higher demand and more bookings.
• Targeting Specific Audiences: Today’s adtech allows travel and tourism brands to target specific market segments based on demographics, interests, and travel motivations. Tailoring advertising campaigns to resonate with these specific groups enables businesses to attract the right type of visitors, increasing the likelihood of bookings and conversions. Recent advances in AI-driven data science tools enable you to gain deeper insights into your own data, target predictively modeled custom audiences, and optimize campaigns in real time to ensure you’re engaging with relevant, ideal audiences.
• Building Brand Image and Reputation: Effective advertising helps establish a strong brand image and reputation for a destination or travel brand. Businesses can create a lasting impression on potential travelers by consistently conveying a unique brand identity and promoting positive experiences. A strong brand image and reputation will then encourage travelers to choose you over competitors, leading to increased bookings and customer loyalty.
• Communicating Unique Selling Propositions (USPs):  Advertising enables you to highlight unique selling points and differentiate yourself from competitors. Showcasing the distinct features, benefits, and experiences that set you apart can entice potential travelers to visit or use your services.
• Educating Potential Travelers: With informative and engaging content, you can provide valuable information about tourist attractions, local culture, customs, and other considerations that are important to travelers planning their trips. This educational aspect helps travelers make informed decisions and increases the likelihood that they will choose a particular destination or business based on their interests and needs.
• Staying Competitive: The tourism industry is fast-paced and dynamic, making advertising crucial for businesses seeking to stay competitive. Staying up-to-date with the latest trends and adapting advertising strategies can help you maintain relevance and appeal to potential travelers. 
• Measuring Success and Optimizing Strategies: Digital advertising campaigns provide valuable data and insights that your business can use to measure the success of its tourism promotion efforts. You can evaluate the effectiveness of your advertising strategies by analyzing key performance indicators (KPIs) such as website traffic, social media engagement, and conversion rates. This analysis enables you to make data-driven decisions to optimize your campaigns, ensuring that you continue to effectively promote your offerings and attract potential travelers.

Why Is Tourism Advertising Important?

Effective advertising is obviously essential for any tourism business that wishes to stay ahead of its competition, promote its brand, and thrive. Here are a few reasons why it’s so important to keep your tourism advertising ahead of the curve today:

The Travel and Tourism Industry Is Extremely Competitive

With countless tourist destinations, hotels, resorts, tourism agencies, and attractions vying for the attention of potential travelers, differentiating yourself to stand out from the crowd and capture a share of the market is vital.

Since the COVID-19 pandemic, there is significantly increased demand for travel and experiences across all audiences – and brands are responding, saturating the market with messaging. In such a competitive environment, a sound advertising strategy can help you capture the attention of potential visitors and convince them to choose your destination or service over another. The ever-increasing popularity of digital platforms has also intensified the competition, as businesses now have access to a global audience and can target their advertising efforts more precisely than ever before.

Tourists Are Always on the Hunt for One-of-a-Kind Experiences

In an age where travelers are increasingly driven by a desire for unique, authentic, and memorable experiences, tourism brands must showcase their ability to provide these exceptional experiences to attract and retain visitors.

Tourism marketing plays a pivotal role in highlighting the distinctive offerings of a destination or service by showcasing its unique attributes, such as local culture, history, natural wonders, or exclusive activities. By effectively communicating these characteristics through advertising, you can spark the curiosity of potential travelers and persuade them to choose your offerings over those of competitors. Today’s formats and tech-enabled creative capabilities can help you convey the power of a destination or experience, with high-impact creative, augmented reality integrations, interactive video, and more.

Advertising Is a Must To Reach International Audiences

In an increasingly globalized marketplace, destinations and businesses within the travel industry must extend their reach beyond local markets to attract visitors from all over the world. While local tourists are an important source of repeat income, international travelers bring invaluable cultural exchange and can generate a much higher economic impact.

Tech-enabled creative and advanced targeting capabilities can be especially effective at targeting international audiences, finding behaviors and interests that help you determine the right channels, formats and messaging to resonate across cultural and geographical boundaries. By crafting compelling tourism-related marketing messages that resonate with a global audience, your business can create brand awareness and encourage potential visitors to choose your offerings.

Keeping Up an Active Online Presence Is Paramount to Business Success

Digital marketing is one component of an active online presence, which is crucial for business success in today’s digital landscape. With most travelers relying heavily on the Internet for researching, planning, and booking their trips, businesses in the tourism industry must prioritize their online presence to stay competitive, attract potential customers, and foster customer loyalty.

An active online presence ensures that your business remains visible and discoverable to potential customers. Being responsive and informative by engaging on organic social media and providing in-depth content about topics such as your specific offerings, destination, and local cultures will help establish trust and credibility among potential customers and encourage them along their customer journey. Showcasing positive reviews, testimonials, and engaging content demonstrates expertise, reliability, and commitment to providing exceptional experiences, encouraging potential customers to choose your business over competitors.

6 Tips for Successful Tourism Advertising

Here are a few tips to ensure that your campaigns capture the attention of potential travelers and stand out from the crowd:

1. Use the Right Advertising Tools and Services

Successful tourism advertising requires utilizing the appropriate tools and services to reach the right audience effectively. While traditional methods, such as print ads and billboards, still have value, digital channels like social media, search engine marketing, and programmatic advertising provide invaluable targeting capabilities and performance metrics to ensure you’re reaching precise audiences and getting the most out of every spend.

For example,  Google Ads allows businesses to target specific keywords and demographics, enabling them to reach an audience that is already actively interested in relevant destinations or services. Social media platforms like Facebook, Instagram, and Twitter offer advertising options that allow businesses to reach a wide range of users, including those who have shown interest in travel and tourism, by basing targeting on extensive demographic and interest-based behavioral data. Additionally, programmatic advertising enables placement on numerous relevant channels and outlets such as tourism-focused websites, blogs, apps, and even streaming video content and audio. On social media, working with travel influencers can also help you gain exposure to a highly engaged and relevant audience. 

Take, for instance, a hotel targeting young travelers. Partnering with a popular travel blog or influencer can help the hotel gain exposure to an audience of young, adventurous travelers who are likely to be interested. The hotel may also prioritize social media advertising on platforms like Instagram and Facebook, where their target audience is most active. They could use visually appealing images or video ads showcasing unique experiences they offer and collaborate with influencers to increase reach and engagement. 

On the other hand, a luxury resort catering to an older demographic may prefer to focus on display ads on high-end travel publication websites, complementing their print ads in related magazines, or launching targeted email marketing campaigns.

2. Have a Solid Marketing Strategy in Place

A well-defined marketing strategy is essential for successful tourism advertising. This involves setting clear objectives, identifying your target audience – ideally using data science methodology to ensure accurate, objective analysis – determining your USP, and choosing the most effective channels for reaching your audience. Adtech tools like the machine learning technology leveraged by AUDIENCEX strategists can simplify this process, ensuring accurate and unbiased analysis and channel mix recommendations.

This process begins with outlining your goals and objectives, including increasing bookings, driving website traffic, or raising brand awareness. Next, define your target audience by considering age, income, interests, and travel preferences. This is where AI-driven data science tools can help ensure you’re working from objective fact rather than assumptions or unconscious biases. Finally, your USP should highlight what sets your offerings apart from those of competitors: a unique location, exceptional service, exclusive experiences, etc.

Once these elements are in place, you can select the most appropriate advertising channels based on your target audience’s preferences and habits. This is where unbiased media recommendations can help, ensuring that you’re operating from objective performance data based on extensive historical and real-time analysis.

For instance, a  destination marketing organization (DMO) aiming to attract more international visitors may set specific goals for increasing website traffic, social media engagement, and visitor numbers. It would then conduct research and employ data science analysis to understand the preferences and motivations of its target audience and develop a USP that sets its destination apart with a relevant point of interest, such as highlighting unique cultural experiences, stunning natural tourist attractions, or exceptional culinary offerings.

3. Build Tourism Campaigns That Resonate With Your Target Audience

Creating tourism campaigns that resonate with your target audience is key to successful advertising. This involves understanding their needs, desires, and motivations and crafting messages that speak directly to them.

Spring Campaign Planning: Mother’s Day and Father’s Day 2024

One approach to achieving this is by developing buyer personas, which are fictional representations of your ideal customers. These personas can help you understand your audience’s travel preferences, pain points, and decision-making process, enabling you to create campaigns that address their needs and showcase your offerings in a compelling way. These can also be informed by data science to ensure they are accurate to your most valuable segments.

Using storytelling, personalization, immersion and interactivity in your campaigns can particularly help you connect with your audience on an emotional level. Share real-life experiences of previous guests, highlight the unique aspects of your destination, or showcase local culture and history to create memorable and engaging content that resonates with potential customers.

4. Stay on Top of Tourism and Travel Trends

Keeping up-to-date with the latest tourism and travel trends is essential for successful advertising. This helps you stay relevant in a rapidly changing industry and enables you to identify new opportunities and adapt your digital campaigns accordingly.

Some popular sources for staying informed about travel trends include industry reports, tourism conferences, tourism boards, travel-focused websites, blogs, and social media. Additionally, monitoring your competitors’ activities and analyzing their marketing strategies can provide valuable insights into what works and what doesn’t in your particular niche. 

5. Enhance the Customer Experience

A positive customer experience is paramount to the success of your tourism marketing efforts. This includes providing exceptional service from the moment potential customers encounter your ads to the point when they complete their trip.

To enhance the customer experience, ensure your website is user-friendly, visually appealing, and easy to navigate. Provide detailed information about your offerings, including high-quality images, video ads, and testimonials from satisfied customers. Offer multiple booking options and payment methods to cater to different preferences and make the process seamless.

Additionally, consider implementing customer relationship management (CRM) tools to track and analyze customer interactions and preferences. This data can help you personalize your marketing efforts, improve customer service, and anticipate the needs of your guests, and can be helpful to build your first-party data and inform future analysis, audience modeling, and optimization.

6. Highlight the Value of Your Offerings

Lastly, successful tourism advertising involves demonstrating the value of your offerings to potential customers. This means showcasing the features of your destination or services and the benefits and unique experiences they provide.

Communicate how your offerings can meet the needs and desires of your target audience, whether they seek relaxation, adventure, cultural immersion, or something else entirely. Ensure that the message is tailored to the audience you are speaking to, as different travelers have different reasons to employ your services or visit a particular destination. Use compelling visuals and descriptions, as well as engaging interactivity where possible, to paint a vivid picture of what customers can expect when they choose your destination or services. And, of course, consider offering special promotions, discounts, or added-value packages to entice potential customers and demonstrate the value of your offerings.

Grow Your Business With HolisticTourism Advertising Campaigns

The importance of tourism advertising cannot be overstated in today’s highly competitive market. Businesses must partner with proficient advertising partners to stand out in a crowded landscape, promote unique offerings and experiences, attract potential travelers, and drive revenue.

AUDIENCEX is built to be an adaptable partner to help marketers navigate the digital landscape, access emergent technology, and achieve meaningful, measurable performance throughout the digital landscape. Our team has extensive experience with numerous travel, tourism, and hospitality brands, and we pair that expertise with seamless media access, AI-powered data science, holistic strategy and award-winning, tech-enabled creative services. With an in-depth understanding of the full-funnel marketing and data-enabled insight into each unique customer journey, we can deploy impactful, engaging campaigns to reach your ideal audience across channels, screens, and devices.

Contact us today to talk to a member of our team about your needs and goals. We’d love to explore how we can help you find the right audience, engage them effectively, and drive real results today.

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Tourism Promotion Examples for Interactive Marketing

Classify and segment leads while sharing personalized messages

Tourism promotion example to collect user-generated content and promote destinations, tourism promotion example: launch a photo contest to promote travel to a destination, reinforce social media presence with instagram photo contests, social media giveaways to increase brand and product awareness, reward customers’ creativity while doing tourism promotion.

The tourist industry offers a wider range of holidays than ever before, and is continually seeking out newly-emerging or potential niche consumer groups, such as:

• Amusement and theme-park related tourism
• Sustainable tourism
• Rural tourism (gaining a lot of ground in recent years)
• Adventure tourism (canoeing, cycling, climbing, skydiving, etc.)
• Health or relaxation tourism
• Gastronomic tourism
• LGBT tourism
• Sports tourism (golf, nautical, ski and winter tourism)

To this list we could add many alternatives which have arisen as a consequence of the drive towards diversification and whose objective is to attract tourism to specific destinations via a variety of methods.

The same thing happens with campaigns to promote tourism.  Digital marketing and, above all, social networks are important channels in tourism marketing.

At Easypromos we see creative and successful actions every day – campaigns that are focused on  promoting tourist destinations . And so, we’d like to share some of these with you below.

We all respond better to ads that are personalized to our likes and preferences, we’re all more likely to read an email that starts by saying “Hello…” followed by your name.

But email marketing is not the only way to share personalized messages with your audience. Here’s an example of TravelUp, a UK-based travel agency that launched a Personality Quiz with one main objective: to persuade their audience to book holidays.

Participants answered a series of questions about their traveling preferences. After submitting their responses each participant saw a personalized message with a recommendation for their next travel destination.

If you’re looking to increase sales and decide to launch a Personality Quiz, then sharing discount coupons would be a great idea. It would tap into customers’ loyalty and encourage them to book their vacation with you.

Video contests that permit users to upload videos they’ve created themselves are very popular. They offer the chance to combine both image and sound, and they elicit a high level of involvement from fans, increasing the overall brand engagement . Brand followers create their videos and share them across social media channels, automatically becoming new brand ambassadors . By submitting their entry they normally fill in a registration form and opt-in for emails meaning that they happily become subscribers to a hotel, or to a specific destination. In this example of promoting a tourist spot, the proposal was for users to upload a video of their best experience in Seville.

The main purpose of the Video Contest was to collect user-generated content and use it to promote Seville, as UGC is known as the most authentic content brands can share on social media; online communities prefer to see pictures and videos from real customers rather than standard promotional content.

Just like Video Contests, Photo Contests are a fantastic way to collect user-generated content and engage online communities to promote a tourist spot. A photo competition around tourist destinations is always a great idea, simply because we all snap hundreds of pictures whenever we go away. The We Love Siem Reap photo contest is an independently organized contest to help promote Siem Reap as a must-go-to travel destination. The pandemic affected the entire world, and this Cambodian region was hit particularly hard.

The objective of the contest as to collect UCG to show its beauty to the world and motivate international tourism to visit the area. The contest was divided into six different categories with a winner for each plus an overall winner and over $4,000 worth of prizes to distribute among all winners.

As an organizer, it is entirely up to you to decide who the winners will be chosen. By popular vote, by a jury, or a combination of both. Additionally, you can configure the promotion so that every entry and even voters are included in a random final prize draw.

Social media is where your customers are. And that’s the reason why tourism marketing should also focus on social media channels a means to promote a tourist spot.

The following example is of a Photo Contest organized by the town of Manises, Valencia in Spain. The town holds a traditional pottery festival every year and was looking to attract and engage visitor. To do so, the organizers opted for a Mention + Hashtag Contest .

In order to participate, the Instagram users upload pictures of their visits to the pottery festival. In the description, they mentioned the @visitamanises and #FestaCeramica22. All entries were then displayed in a public gallery and the winners won a meal at a local restaurant.

This example has been much talked about and given as an example by many digital marketing professionals and specialists in social networks, for its efficiency and virality, and because it has been repeated various times and is a landmark in promotions of this type. The airline company Vueling, using the Instant Win application, raffles 100 flights to their principal destinations with the aim of promoting them among their customers. The result has always been a success, in terms of the level of virality achieved and the element of fun provided, as well as in the increase in the number of fans and achievement of the set objective: promoting a service.

Watch the  promotional video that was disseminated to create some buzz around Vueling Day.

Learn how a digital prize calendar promotion that started as a way to cope with the Covid-19 pandemic impact on tourism, eventually became a holiday tradition in the town of Leavenworth, Washington USA.

La Ruta del Vino Rueda is an association that aims to promote Enotourism in this Spanish Denomination of Origin wine-producing region. As part of their promotion campaign, and due to the success of the first edition, the association launched its fourth annual short story writing contest and featured it on the its official website. The participating stories have to revolve around wine. The first, second, and third places will be chosen by a jury and will be awarded cash prizes. Finally, a fourth winner will be chosen by popular vote with a prize consisting of an enotourism weekend getaway.

We hope you find these ideas useful and inspiring for your next tourism promotion campaign. An as always, if you need further information or have any questions, don’t hesitate to Online Chat with us !

--> Sílvia Martí -->

She is in charge of the Easypromos marketing team. She holds degrees in Journalism and PR & Advertising, with a special focus on inbound marketing and digital marketing. She joined Easypromos in 2014. In her spare time she loves hiking, cooking or doing crafts, always sharing this time with her daughters.

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10 Promotion Strategies for the Travel and Tourism Industry that Actually Work

Almost every industry is (still!) going through tough times since the pandemic outbreak back in 2020. Some of them, though, have been affected by coronavirus far more than the others – and the travel industry is definitely one of them. Canceled trips, canceled flights, confused guests and hosts alike, countless restrictions, and the overall uncertainty of what’s coming next – all this have brought the industry to the brink of collapse.

Thankfully, most travel and tourism businesses decided to fight against the odds, and work their way through the pandemic. As of summer 2022, there are signs of coming back to (normal) life. Nobody knows, though, what autumn will bring and convincing consumers to plan their trips is far more difficult now than it ever was. That’s why clever marketing and promotion strategies seem to be the keys for the industry to get back on its feet.

Marketing for the travel and tourism industries in 2022

The pandemic isn’t the only problem the travel and tourism industry has faced lately. The economy (for example in Europe) forces people to think twice before going on costly vacations abroad. The competition is stiff as ever, and there’s still a need to maintain a healthy balance between costs and earnings. There’s no point in pumping thousands of dollars into marketing strategies if they won’t bring enough ROI. That’s why it’s crucial to select the next promotion strategy for your business carefully.

Here are some notable travel marketing trends are worth mentioning:

• TikTok marketing – this social video platform became a powerful marketing tool for those skilful enough to unlock its potential. Often referred to as a platform for children and youth (and dismissed for being such), TikTok hosts 1 billion active users. It’s a value that shouldn’t be ignored.
• Social media marketing – the dominance of TikTok does not mean that other social media platforms are doomed in marketing. Instagram, Facebook, and even LinkedIn – all those media have their place and are still valid marketing platforms. The key is – as always – targeting the right audience.
• Influencer marketing – staying in the social media area: engaging celebrities and influencers in your marketing activities is an idea worth thinking of. Of course, the influencer with a 250K Instagram profile won’t bring thousands of customers directly to your company, but the recognizability should definitely help.

What about some travel marketing trends for 2022?

• Flexibility is a key – though low prices are still important, customers are eager to find offers that enable them to get a full refund or change bookings if necessary.
• Long-term rentals – in times of remote work, more people want to try living in new places for a more extended period. So-called workations have become more popular than ever, and people expect special deals for long-term rentals.
• Geofencing – looking for attractions near the place of living has become a thing during the pandemic. People are forced to put off their travel plans until somewhere in the future, turned to what their area has to offer. With geofencing , local attractions, such as restaurants, museums, go-karting tracks, escape rooms or laser tag places, became open for people searching for “[something] near me” which, apparently, grew popular in recent years.

Enough of those trends – you’re here for the list, so here it is! 10 promotional strategies for the travel and tourism industry that actually work – they have been launched and tested by companies we know. There’s no room for hypotheses. Below you’ll find nothing but real-life examples – get ready to get inspired!

Gamecity Zoetermeer

Promotion types used: discount coupons, gift cards, giveaways.

Gamecity GoKarting Zoetermeer is a place of fun games and entertainment for people looking to do something more active and demanding than watching VOD at home or going to the cinema. Gamecity offers go-karting, laser tag, minigolf and an innovative, competitive escape room-like experience called Prison Island.

1. Social media giveaways

Pursuing the newest trends, Gamecity launched a few social media profiles, such as Instagram or TikTok (their most popular video has been watched more than 40K times!). They use TikTok not only for sharing funny, short videos but also to run giveaways for their engaged followers, thus increasing company recognizability and gaining new followers (as well as potential customers):

Online contests are usually a very effective way to raise awareness of newly-created brands. Still, nothing stands in your way if you want to organize a sweepstake every now and then to promote your already established brand.

‍ In short: a well-performed online giveaway should not only bring some attention to your company but it might also result in a significant followers increase. Each of them can become your next valuable customer!

2. Discount coupons

People who don’t order any service without typing “[name of the company] discount coupon” in Google Search won’t be disappointed, as Gamecity Gokarting issues discount coupons every once in a while. A nice 20% discount for go-karting should be enough to convince the unconvinced and create the opportunity for them to try new things while traveling or just hanging out with friends.

Discount coupons are the salt of promotion strategies for the tourism and travel industry – it’s always nice knowing that the attraction you were already willing to experience is a bit cheaper than expected. However, from a business perspective, too big of a discount can be deceptive, as people could try it once and then never come back due to the feeling that the service should be cheaper than it is. That’s why companies usually launch 10-20% discounts.

‍ In short: The most significant advantage of the discount coupon promotional strategy is that it’s not very demanding to launch and maintain such a promotion. And with a proper tool, such as the Voucherify, issuing coupons is approachable and developer-friendly.

Promotion types used: gift cards, partnerships, giveaways.

Sportihome has created its unique business model that combines two things you can find in the company name – sports and housing rentals. To make their offer attractive for sports enthusiasts and travelers alike, Sportihome runs numerous giveaways with strongly-thematic rewards, such as entries for sports events and so on:

3. Partnerships

A popular marketing strategy is partnering up with well-known brands to provide discounts, equipment and other gifts. Sportihome decided to follow this path by teaming up with Decathlon , the most prominent sports gear brand in France. Each host, who joins the Sportihome family, gets an exclusive 10% discount for equipping the lodgings they share with Sportihome customers.

In short: partnerships may strengthen your brand as showing up in the right company to a business meeting does. And if the partnership comes with benefits for the customers, you can be sure that it will positively impact your marketing efforts.

4. Gift cards

One of the ultimate travel and tourism promotion types is gift cards. However, buying holidays as a gift can cause unintended trouble – it isn’t easy to be a hundred percent sure that the gifted person won’t have any plans in a given period. Also, choosing the location and lodgings for them might not be the best idea (who knows if they’d like it?). In such a case, the best way would be to present someone with a gift card for holidays of their choice. And that’s exactly what you can do via Sportihome – choose the price (from €50 to €1,000) and choose whether Sportihome should send the card to the recipient or if you want to do this personally.

Each gift card is valid for 24 months, and the gifted person can use the code from the gift card during the payment – after choosing the most suitable location.

In short: Gift cards are present in almost any industry, but they became especially popular when the pandemic began – if all the travel companies ensured full refunds for everyone who wanted to cancel their flights, trips and vacations, they would already be out of business. One of the ways to stay above the surface while encouraging customers to return was to offer them gift cards instead of a cashback.

This is precisely the way easyJet decided to deal with the coronavirus crisis – read more about it in our case study!

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Al Ali Yachts

Promotion types used: BOGO, discount coupons, giveaways.

Al Ali Yachts is a luxury yacht-rental company based in Dubai, UAE. In a demanding market, rental companies have to try different marketing strategies to get to the right audience. One of the most effective promotions used by Al Ali Yachts is BOGO – buy one, get one free – promotion.

How does it work? BOGO promotions add an item whenever a customer orders a required number of items. For example, during the "Enjoy the Summer" promotion, Al Ali Yachts offers their customers 1 hour of yacht rental for free for every 3 hours booked. It’s easy to calculate that the offer equals a 25% discount. The difference lies in the incentive.

If a group of friends would like to rent a yacht for two hours, they might get incentivized by the promotion – they’d rather pay for 3 hours and have a boat for 4 hours.

6. Holiday giveaways

There’s always an occasion to celebrate – should it be International Women’s Day, Independence Day or National Pizza With Everything (Except Anchovies) Day, brands have learnt to incorporate them into their marketing efforts. A contest where the winner gets 1 hour of free cruising? Why not? If it brings people interested in the product, it’s probably a good idea (though there’s a million dollars for whoever creates a campaign combining National Pizza Day with yacht rental).

Dertouristik

Promotion types used: discount coupons.

Visiting the Dertouristik website for the first time is one of those unforgettable moments, when a pop-up ad doesn’t get on the nerves – why so? Because of an exclusive, time-limited offer (also the fact that it doesn’t cover the whole screen)!

7. Time-limited offers

Though setting a time limit for the offer is old as the world, it’s useful promotional tool companies use with success in 2022 (and will probably still use in 2222). Here’s what it looks like on the Dertour website:

The window pops up right after entering the website – it says that there’s a €50 discount for any travel package from Dertour, as soon as the total costs are above €500. The offer is valid until midnight, so there’s a strict deadline, but with plenty of time to think this decision through.

It’s a nice touch that after closing the pop-up window, it’s still available under the blue “Ihr Rabatt Code” button, so the customers can get back and copy their code anytime.

Promotion types used: flexibility packages, discount codes, freebies.

8. Flexible packages

Trends in the travel and tourism promotions have changed – customers expect more than low prices, loyalty solutions or various discounts. They also need peace of mind when it comes to planning their vacations. That’s why solutions such as ItaliaRail’s Flexibility packages work! With an additional fee customers can ensure that they would be able to reschedule or cancel their train tickets with an 80% or 90% refund:

9. Freebies

Genuinely taking care of customers’ well-being is one of the most effective promotional strategies – especially if the goal is to create a long-term relationship with the customer. So ItaliaRail went the extra mile and prepared a little welcoming gift for their potential customers – a free Italian phrases ebook, which can be a helpful guide for those who visit Italy for the first time. Of course, giving away an ebook like this probably won’t become a game-changing strategy for the company. Still, it’s an excellent little addition to make customers feel better about traveling, and to get some email addresses in the process.

Promotion types used: cart promotions, discount coupons.

With its branches in Switzerland, Austria, Netherlands, France, Poland, Spain, the UK, Denmark, Belgium, Norway, Sweden and Finland, TUI became one of the most popular travel agencies in Europe, offering holiday trips worldwide.

10. Cart promotions

Knowing that the most straightforward solutions are often the most satisfying ones, TUI went through with cart promotions – the discounts visible immediately while browsing the offers:

A big, red –41% alert is precisely what TUI wants people to see right after clicking the TUI Deals button on the homepage. The difference between the regular and discounted price is what drives people’s purchasing decisions more often than they want to admit. But the difference between €1410 and €831 is just too good!

‍ Cart-level promotions , though, offer more than only displaying lower prices. Using them, you can assign automatic discounts to each customer who meets the redemption criteria, create personalized deals, enable free shipping, bonus items and much more!

Coming up with a successful promotion strategy for the travel and tourism industry requires a lot of work and dedication – I hope the above list of examples will help you choose the best promotion type to begin with. Now, before I finish, here are three final tips you might find helpful:

• Select two or three promotion types you’re eager to try out. Learn more about them and see if they are within your reach before investing any money in them.
• Look around and search for software that would help you create and launch the type of promotions you’re interested in. It’s always a better (and cheaper) idea to find ready-made software instead of trying to come up with your own solution.
• If you’re determined to try out different types of promotions for your business, make sure that the software you’ve found in step 2 is able to handle each of them. No point in subscribing to (and paying for) two or three different software packages while you can stick to a single one.

If you’re looking for a powerful promotion engine where you can create numerous marketing campaigns (personalized coupons, cart-level promotions, digital gift cards, product bundling, loyalty and referral programs, geofencing), but pay only for the actual usage, try Voucherify. And when I’m saying “try” I mean it – Voucherify comes with a free plan, which you can use to find your way through the platform before deciding to pay any money!

Don’t hesitate any longer

Get started with Voucherify!

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Promotional Video Script Example

Are you challenged with creating an engaging  promotional video script  to attract new customers? Did you know that a well-structured promotional video script can boost your conversion rate significantly? This blog post will guide you through the  essential elements  of a successful promo video script, providing  examples  and  top tips  along the way.

Get ready for lift-off as we propel your  digital marketing efforts to exhilarating heights !

Key Takeaways

• A promotional video script should include a  short introduction, main message, details, call to action, and examples  to inspire creativity.
• Using a promotional video script offers  benefits such as effective communication, captivating audience attention, clear messaging, and increased conversion rates .
• To create an engaging promotional video script :  know your target audience ,  keep it simple and focused ,  use storytelling techniques ,  incorporate visuals and graphics , and  include a strong call to action .

Components of a Promotional Video Script

A promotional video script should include a short introduction, the main message, important details, a clear call to action, and additional examples to inspire creativity.

Short introduction

A  gripping start  matters a lot in videos. A  short introduction  in a promo video does this job. Here, you have to  catch the viewer’s eye  and  spark interest  about what comes next. The tone for the video gets set here too.

It’s like giving a  sneak peek  of your product or service while dropping hints about the  unique perks  it offers. This glimpse makes viewers keen to watch more of the video.

Main message

The  main message  is very important in a video script. It tells about the best thing of what you are selling or showing off. Your main message must be  short but strong . This will help people want to learn more.

Next part is  details . They make your main message even stronger by giving information like  how things work  or  why they are good . After that,  ask people to do something  like buy the product or go to a website.

Always put the best feature of your product first and focus on it in your main message. Tell people how this feature can solve their problems or make things better for them.

Call to action

A  call to action  is a must in every video script. It tells your viewers what to do next. It could be  buying your product ,  signing up for a newsletter  or  visiting a website . It makes people act right away and can  bring sales up fast .

The words you use should make them want to do something now. Make it fun and full of life!

More promotional video script examples

Here are some easy to follow video script examples:

• Product Launch Script : Start with an issue the viewer can relate to. Show your product as the solution. Talk about its unique features and finish with a strong call to action.
• Event Promotion Script : Begin by painting an exciting picture of the event. Explain what will happen, who will be there, and why the viewer should attend. Close with event dates and registration details.
• Sales Video Script : Target viewer needs at the start. Talk about benefits of your products or services. Use  motion graphics animation  to keep viewers engaged.
• Tutorial Video Script : Open with what viewers will learn from your animated video content. Step by step, explain how to do the task or use the product.

Benefits of Using a Promotional Video Script

Using a promotional video script offers several benefits, including effective communication, captivating audience attention, clear and concise messaging, and  increased conversion rates .

Effective communication

Good talks matter. A  video script  helps say things clear and fast. It makes it easy for people to get what you want to show or sell them. Using a good script means the  key points  don’t get lost.

Buyers see what is  special about your item or service . This can  make them want to buy  from you more than others!

Captivating audience attention

Videos catch the eyes of people fast . They use motion graphics and animation to tell stories.  Fun, colourful shapes that move hold our gaze . They make complex things simple to grasp.

A good script can help a video do this even better. By crafting a smart script for your promotional videos, you draw in more viewers. This leads to them knowing about your products or services faster than reading text alone would allow! It’s an easy way to share big ideas right away.

Clear and concise messaging

Developing  clear and concise key messages  is crucial when creating a promotional video script. By  scripting every single word , we can effectively communicate our message in the most straightforward way possible.

This helps eliminate any confusion or doubts that viewers may have. A clear and concise message ensures that our audience understands what we are trying to convey, leading to better engagement and higher chances of achieving our desired goals.

So, when writing your promotional video script, remember to keep it simple, direct, and easy for everyone to understand.

Increased conversion rates

Using promotional videos can  significantly increase conversion rates  for businesses. Studies have shown that video advertising, when combined with an effective strategy, can drive conversion rates by up to 80%.

Having videos on landing pages has also been found to  increase conversions by as much as 86% . Marketers who incorporate video into their campaigns experience a  34% higher conversion rate  compared to those who don’t.

Additionally, sending video emails to prospective customers can  boost reply rates by 26% . By leveraging the power of video, businesses have the opportunity to connect with their audience and close more deals.

Tips for Writing an Engaging Promotional Video Script

To create an engaging promotional video script, know your audience, keep it simple and focused, use storytelling techniques, incorporate visuals and graphics, and include a strong call to action.

Read on to discover more tips for writing a captivating script that converts viewers into customers.

Know your target audience

Understanding your  target audience  is essential when writing a promotional video script. You need to know who you are trying to reach and what they want to hear. By identifying their  needs, interests, and preferences , you can  tailor the message  of your script specifically for them.

This will help you create content that truly  resonates with your audience  and increases the chances of them engaging with your brand or taking the desired action. Knowing your target audience allows you to craft a script that speaks directly to them in a language they understand and  connects with their emotions , ultimately boosting the effectiveness of your promotional video.

Keep it simple and focused

To effectively engage your audience with a promotional video, it’s important to  keep the script simple and focused . This means using  clear and concise language  that is easy for your target audience to understand.

Avoid complex jargon or technical terms that may confuse viewers. Instead, use words and phrases that are familiar and aligned with your brand’s tone of voice. By staying focused on the main message you want to convey, you can ensure that your video captures the attention of viewers and delivers a compelling call to action.

Remember,  simplicity is key  when it comes to creating an engaging promotional video script.

Use storytelling techniques

Incorporating storytelling techniques can make a promotional video script more  engaging and memorable  for the audience. By emphasizing themes,  building emotional stories , and following storytelling principles such as  introducing a conflict or problem  and resolving it, the video becomes more captivating and relatable.

Storytelling helps to create an emotional connection with the viewers by evoking empathy or curiosity. A well-crafted story in a promotional video can effectively communicate the main message while keeping the audience interested throughout.

So, when writing your promotional video script, consider using storytelling techniques to make it more compelling and impactful.

Additionally, using storytelling techniques in your promotional videos can help  increase brand recognition  and build trust with your target audience. Sharing relatable stories or testimonials from satisfied customers can create a personal connection between your brand and potential customers.

It also allows you to showcase how your product or service solves real-life problems or meets specific needs. By incorporating storytelling into your video script, you can engage viewers on an emotional level and leave a lasting impression that goes beyond just promoting your business.

Incorporate visuals and graphics

Using visuals and graphics in a promotional video script can greatly enhance its effectiveness. When you incorporate visuals and graphics that align with the brand’s colors and style, it creates a  visually appealing experience  for the audience.

Additionally, including the brand’s logo in the video reinforces  brand recognition . By using visual elements that are  consistent with the brand , you promote a sense of identity and make your message more memorable.

Visual humor in the right places can also engage viewers and add an extra layer of entertainment. Remember, telling a compelling story within the video script can captivate the audience and leave a lasting impression.

Include a strong call to action

A strong call to action is a  crucial element  in a promotional video script. It  tells the viewer  what they need to do next and helps  drive them towards taking action . Whether it’s visiting a website, signing up for a newsletter, or making a purchase, the call to action should be  clear and compelling .

By including a strong call to action at the end of your video script, you can  motivate viewers  to take the desired actions and achieve your promotional goals.

Outsourcing Promotional Video Scripts

Benefits of hiring professionals to write your promotional video script include access to experienced scriptwriters, ensuring high-quality and engaging content. Find the right  video production company  and work collaboratively with the scriptwriter for a successful  promotional video campaign .

Read more for tips and a template to create effective scripts!

Benefits of hiring professionals

Hiring professionals for outsourcing promotional video scripts has many benefits:

• High-quality content : Professionals can deliver well-written and engaging scripts that effectively communicate your message.
• Experienced writers : Outsourcing provides access to skilled and experienced scriptwriters who know how to capture viewers’ attention and deliver information quickly.
• Answering common questions : Professionals can help address common questions or concerns about your product or service, ensuring that your script provides all the necessary information.
• Focus on other aspects : By outsourcing script writing, businesses can focus on other important aspects of video production, such as filming and editing.
• Saves time and effort : Hiring professionals saves you the time and effort required to write a script from scratch, allowing you to allocate resources elsewhere.

Finding the right video production company

To ensure the success of your promotional video, it’s crucial to find the right video production company. They will help bring your script to life with  high-quality visuals  and  engaging storytelling techniques .

Look for a company that has  experience in creating marketing videos  and  understands your brand and target audience . By working collaboratively with the scriptwriter, they can ensure that your message is conveyed effectively and resonates with viewers.

Don’t forget to check their portfolio and client testimonials to make sure they have a  proven track record of delivering excellent results .

Working collaboratively with the scriptwriter

Collaboration with the scriptwriter is crucial when outsourcing your promotional video script. It’s important to work together and  provide feedback throughout the process  to ensure the script  reflects your goals and objectives .

The scriptwriter  relies on your information and input , so working collaboratively ensures that the final script  aligns with your branding and marketing strategies . By actively participating in this collaboration, you can create an effective script that  effectively communicates your message to your target audience .

Promotional Video Script Template

1. introduction.

• Briefly introduce your company, product, or service.
• State the purpose of the video and what viewers can expect to learn.

Example: “Welcome to [Company Name], where we provide [Product/Service] to help you [Benefit]. In this video, we’ll show you how our [Product/Service] can make your life easier and more enjoyable.”

2. Problem Statement

• Present the problem or challenge your target audience faces.
• Use questions or statements that resonate with the viewers.

Example: “Are you tired of [Problem]? Do you wish there was a better way to [Task]?”

3. Solution

• Introduce your product or service as the solution to the problem.
• Highlight the key features and benefits of your offering.

Example: “Introducing [Product/Service], the ultimate solution to [Problem]. With our innovative [Feature], you can now [Benefit] effortlessly.”

4. Testimonials or Social Proof

• Include testimonials, case studies, or social proof to build credibility and trust.
• Showcase real-life examples of satisfied customers or users.

Example: “Don’t just take our word for it. Listen to what our happy customers have to say about [Product/Service].”

5. Call to Action

• Encourage viewers to take the next step, such as visiting your website, signing up for a free trial, or making a purchase.
• Make the call to action clear and compelling.

Example: “Ready to experience the benefits of [Product/Service] for yourself? Visit our website at [URL] to learn more and get started today!”

• Summarize the main points of the video.
• Thank the viewers for their time and reiterate the call to action.

Example: “Thank you for watching. Don’t forget to visit our website and discover how [Product/Service] can change your life for the better. See you there!”Remember to keep your script concise, engaging, and focused on the needs of your target audience. Use storytelling techniques to make your content more compelling and persuasive. Good luck with your promotional video!

In conclusion, using a promotional video script can greatly enhance the effectiveness of your video marketing efforts. By following the components outlined in this blog and incorporating  engaging storytelling techniques , you can create powerful videos that captivate your audience and drive action.

Don’t forget to check out our easy-to-use promotional video script templates for inspiration! Take your marketing to the next level with compelling promotional videos.

Take your promotional videos to the next level with our expert assistance. Sign up for our newsletter or contact us today for professional video script support. Elevate your marketing strategy and captivate your audience with compelling promotional videos that drive conversions.

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Subscribe to our newsletter and  stay up-to-date  with the  latest tips, trends, and insights  in video script writing. Get  expert advice  on creating  engaging promotional videos  that captivate your audience and  drive conversions .

Join our community of content creators, marketers, and business owners who are harnessing the power of video to effectively communicate their message. Don’t miss out on this valuable resource – sign up today!

Contact us for video script assistance

If you need  help with your video script , don’t hesitate to reach out to us. Our team is here to provide  expert assistance and guidance  in  crafting a compelling and effective script  that will  engage your audience .

Whether you’re looking for  advice on structuring your script , creating a clear call to action, or incorporating visual elements, we have the knowledge and expertise to help you succeed.

Contact us today and let us support you in  achieving your video marketing goals .

Q: How can I write a video script?

A: To write a video script, you need to start by identifying your target audience and understanding the purpose of the video. Then, outline the key message you want to convey and break it down into smaller sections or scenes. Use clear and concise language, and make sure to incorporate both visual and audio elements into your script.

Q: What is a promotional video?

A: A promotional video is a short video that is created to promote a product, service, or an event. It is often used as a marketing tool to attract and engage potential customers. Promotional videos are typically visually appealing and include a strong call to action.

Q: Can you provide an example of an explainer video script?

A: Sure, here’s an example of an explainer video script: “Are you tired of struggling with writing a video script? Don’t worry, we’ve got you covered! Our easy-to-use video script templates will help you write a compelling script in no time. Whether you’re creating a promotional video, an explainer video, or a how-to video, our templates and examples will provide you with the guidance and inspiration you need.”

Q: How long should a promotional video script be?

A: A promotional video script should usually be around 1-2 minutes in length. It’s important to keep it concise and engaging to hold the viewer’s attention. Remember, the goal is to communicate your message effectively within a short period of time.

Q: Can you provide 5 easy script templates for promotional videos?

A: Yes, here are 5 easy script templates for promotional videos: 1. Problem-Solution: Identify a common problem and showcase how your product/service solves it. 2. Testimonial: Feature a satisfied customer sharing their positive experience with your product/service. 3. Storytelling: Narrate a compelling story that highlights the value of your product/service. 4. Demonstration: Show step-by-step instructions on how to use your product/service. 5. Before and After: Present a side-by-side comparison of the “before” and “after” scenarios of using your product/service.

Q: How can I make my video script more effective?

A: To make your video script more effective, follow these tips: – Keep it concise and focused on your key message. – Use conversational language and a clear call to action. – Incorporate visuals and audio elements to enhance engagement. – Practice reading your script out loud to ensure it flows smoothly. – Make sure your script aligns with your brand identity and target audience.

Q: Where can I find free video script templates?

A: There are several websites that offer free video script templates. Some popular options include: – Template.net – Screenplay.com – Videohive.net – Trello.com – Google Docs Templates

Q: How important is it to read your video script out loud?

A: Reading your video script out loud is highly important. It allows you to identify any awkward phrasing, pacing issues, or areas that need improvement. It also helps you gauge how well your script flows and whether it effectively conveys your message.

Q: What should I do if I can’t clearly articulate my ideas in the script?

A: If you’re struggling to clearly articulate your ideas in the script, try breaking them down into smaller, more manageable chunks. Focus on simplifying your message and using clear and concise language. You can also consider seeking feedback from others or consulting with a professional scriptwriter for guidance.

Q: How can I create a visually and audibly appealing video?

A: To create a visually and audibly appealing video, pay attention to the following aspects: – Use high-quality visuals, including images, animations, and graphics. – Choose appropriate background music or sound effects that complement the mood and message of your video. – Ensure the audio is clear and easy to understand. – Incorporate visual effects, text overlays, and transitions to enhance the visual appeal. – Maintain a consistent visual and audio style throughout the video.

Q: What are some good resources to learn how to write a video script?

A: There are various resources available to learn how to write a video script. Some recommendations include: – Online courses or tutorials on platforms like Udemy or Coursera. – Books on scriptwriting and video production, such as “The Filmmaker’s Handbook” by Steven Ascher and Edward Pincus. – Websites and blogs that provide tips and examples of video scriptwriting. – Attending workshops or seminars on video scriptwriting and production in your local area.

About   Creative Island Team

This article was written by Creative Island's founder Filipe Bastos. Beyond being the owner of the studio, Filipe has a background in philosophy and psychology, and loves reading and writing about anything related to human nature. He brings his unique perspective and insights to the work he does, including creating engaging and effective animated explainer videos for startups and small businesses.

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The Effective Travel Agent Sales Pitch: Tips, Techniques, and Closing Strategies for Success

Jan 25, 2024 | Grow a travel business , Sales

Do you find sales uncomfortable? Or perhaps you struggle with converting leads? Read on to learn our most effective travel agent sales pitch examples and strategies so you can make the entire process easier and FUN!

Originally published January 2021; updated January 2024

Sales.  It’s a part of being a travel agent that doesn't necessarily get talked about that much, but everybody has to do it, and doing it right – or wrong – can make a huge difference in your career.

For most travel agents – especially those just starting out – the way you learn how to make sales is good old trial and error. You do this, you do that, this works, that doesn’t…  It takes a lot of time and energy to make all the mistakes before you start to figure out what works for you.

Wouldn’t it be helpful if you could skip this process?  Wouldn’t it be great to have all the best, most effective sales tips and techniques that are created from years of experience at your fingertips on your first day as a travel agent?

Or if you’ve been a travel agent for six months, or a year, or three years already…  Wouldn't it be great to up your sales game and get more confident when it’s time to close the deal?

This is why we’re sharing some valuable insights on successful sales pitches for travel agents. Sales is one of our favorite topics, and we believe it's a superpower that can be harnessed to grow your travel business.

Rather watch than read? Check out the video below!

Take a Consultative Approach to the Sales Pitch

Firstly, we need to shift your mindset around sales and think of it more as a consultative process versus a one-and-done pitch. The goal is to really understand your client's needs so you can match them with the right solution. Good sales strategies involve a supportive approach, active listening, and effective matching.

A Solid Sales Approach for Travel Agents

We’re going to assume that you've already qualified your clients and have confirmed their needs match what you can offer. Now, let’s dive into our favorite key components that will take your sales approach up a notch.

Ditch Sending an Email-Only Quote

One major mistake is only emailing the quote to a new client. This approach allows clients to shop around and might not effectively communicate the value you're providing. Instead, consider an alternative like conducting a video presentation.

This allows you to be ‘face to face’ with your potential client and address any concerns they may have right away.

Pro tip: Run through your proposal once or twice before jumping on your call. This will make you more comfortable so you can deliver with confidence.

Illustrate How You Meet Your Client Needs

During your proposal presentation, make sure you emphasize how you've met specific client needs that were discussed during the consultation call. Whether it's a child with autism needing a kid’s club or a couple wanting sunset views, make sure you call out the requests they’ve made. This shows that you not only listen but also follow through on delivering what they request.

Learn the Art of Mirroring

Mirroring is when you intentionally match the pace and tone of your client's communication. This strategy builds rapport and makes clients more comfortable.

Paint a Vivid Picture

Invite your clients into a story. Instead of a generic presentation, describe the experience with intricate details so they feel like they’re actually experiencing what you describe.

See Objections as Opportunities to Address Concerns

Don't fear objections; see them as opportunities. Prior to your presentation, run through the possible objections that may arise and practice how you will respond. You can also address them proactively while you’re going through the presentation. The goal is to show your commitment to meeting their needs and addressing their concerns.

Find Your Preferred Closing Technique

There are five popular closing techniques that you can test out – assumptive, choice, suggestion, and urgency closes. Explore the components of each one, experiment with using them and determine which one works best for you, and your clients.

Increase Ticket Price Strategically

To maximize revenue, consider adding insurance to every quote. Show clients an option slightly above their budget and include add-ons like rental cars, tours, or concierge services.

Make the Sales Process Easier

If you're looking to enhance your sales skills, consider applying for our Careers on Vacation Mastermind. We cover not only sales but also marketing, automation, and expert positioning to make your travel agency thrive.

Who doesn’t want to make the sales process easier and more fun? Here are four tips for making sales work for you:

• Qualify clients effectively.
• Adopt a consultative approach.
• Consider charging planning fees.
• Position yourself as an expert to build trust.

Closing sales is an art, and with the right techniques, you can turn potential opportunities into successful bookings. Remember, it's about creating a win-win situation for both you and your clients. Happy selling!

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PRESSR: 2024 Seoul My Soul in Dubai to be held May 6-7

• Seoul Metropolitan Government and Seoul Tourism Organization to hold tourism promotion event “Seoul My Soul in Dubai” from May 6th to 7th in Dubai
• Popular K-pop idol groups, OH MY GIRL and KARD, will be at Dubai’s The Agenda for a K-pop concert and to take part in fan meetups and autograph signing, live audience dress rehearsals, and more
• Beyond the stage activities also available such as pop-up booths offering a taste of Seoul's festivals and lifestyle, with a lucky draw for a chance to win a round-trip flight from Dubai to Seoul
• Due to overwhelming demand that led to the first round of tickets being sold out, an additional 500 tickets will be made available through the Platinumlist website starting on Monday, April 29th
• A limited number of remaining seats will be distributed with tickets on the day of the event

DUBAI, United Arab Emirates--(BUSINESS WIRE/AETOSWire)-- The Seoul Metropolitan Government and the Seoul Tourism Organization are hosting a tourism promotion event, ‘Seoul My Soul in Dubai’, on May 6th and 7th at Dubai’s The Agenda to showcase the charms of Seoul. The event aims to highlight the vibrant Seoul lifestyle and its soulful essence. The organizers have prepared a diverse program featuring a K-pop concert and fan appreciation events with popular K-pop artists OH MY GIRL and KARD, along with K-pop cover dance performances, a brand showcase of Seoul, lucky draw event, and much more.

By popular demand, as evidenced by all first-round release tickets being picked up, organizers have decided to issue 500 additional free tickets. Same as before, ticketing will be on Platinumlist’s website on a first-come, first-served basis at 12PM on April 29th (Monday). On the day of the event, remaining tickets will be also distributed on a first-come, first-served basis.

At 16:00 on day 1, and at 14:00 on day 2 the venue will open Seoul Style Pop-up Booths, offering visitors an immersive experience of the Seoul lifestyle. From beauty and wellness to the Hallyu phenomenon, K-food, and more, the experience space will be filled with interactive content and items to experience life style in Seoul.

In the Beauty Seoul Zone, visitors can immerse themselves in the full Seoulite festivalgoer experience. They will have the opportunity to be glammed up by K-Beauty makeup artists and personally decorate light sticks and bracelets — must-haves for any festival — to take home afterward. At the Seoul Picnic Zone, a media art wall and ASMR zone will transport you through Seoul's four seasons, creating a unique sensory experience. Capture your unforgettable moment in one of the mini photo studios in the Hallyu Zone, where you can choose from multiple background options such as K-pop music video style. Additionally, a Medical Zone will offer skincare consultations for those interested in beauty treatments. The K-Food Zone will showcase the latest drinks and snacks trending in Seoul, while the Brand Zone will feature newly launched 'Seoul My Soul' official goods.

The main event will kick off with thrilling performances by renowned K-pop cover dance teams from the UAE, setting the stage for an electrifying dive into the dynamic world of K-pop. Following this, the Seoul City Brand Showcase will feature talented drawing artists from Seoul, offering immersive art experiences showcasing the city’s must-visit hotspots and foodie stops. Participants will also have the chance to win round-trip airline tickets from Dubai to Seoul and hotel vouchers through a lucky draw, offering them the exciting opportunity to experience Seoul firsthand. The highlight of the program is the K-pop concerts, featuring the popular idol group OH MY GIRL on May 6th (Monday) and famous co-ed group KARD on May 7th (Tuesday).

During the event period, at 16:30, attendees can watch the pre-rehearsal of K-POP artists. Following that, a lottery will be held to select lucky winners for special fan events such as high-touch sessions, group photos, and autograph event, providing fans with unforgettable memories.

• PRE-REGISTER FOR TICKETS HERE (URL) : https://buly.kr/15MWbDF
• PRE-REGISTER FOR SECOND ROUND OF TICKETS STARTING : 12:00PM, April 29th (MON), 2024
• INQUIRIES : [email protected]

*Source: AETOSWire

SEOUL TOURISM ORGANIZATION

Jihyeon Song

[email protected]

© Press Release 2024

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