Slides from my recent talk at Tourism Challenges conference in Lisbon about how travel bloggers are shaping the future of destination marketing.

1. Best Blogger Cases
How travel bloggers are shaping the future of destination
marketing
How travel bloggers are shaping the future of destination
marketing
@BudgetTraveller @portugaltc #PTTC15
Kash
Bhattacharya

2. 2
Blogging at BudgetTraveller.org for 5 years
Featured in the Guardian, NY Times, CNN,
Lonely Planet & Vanity Fair.
1.36 million people have come to my site for travel
inspiration. I wrote a guide to Luxury Hostels
which you can download for FREE from my
blog.
iAmbassador : network of the world’s leading
travel bloggers.
Award winning digital travel marketeer, creator of
#Blogville, #Blogmanay &
#MustLoveFestivals
I am also the blogger outreach expert for the
destination marketing agency, Toposophy
BudgetTraveller
@BudgetTraveller @portugaltc #PTTC15

3. 3
@BudgetTraveller @portugaltc #PTTC15
WYSTC Millennial Traveller report (
wystec.org)
66% of millennials use travel blogs when
planning their trips.

4. @BudgetTraveller @portugaltc #PTTC15
Who are the influencers in
travel?

5. 8@BudgetTraveller @PortugalTC #PTTC15
New generation of travellers
New media needs…
New rules
of engagement.
Challenge conventional wisdom. Experiment

6. 10
@BudgetTraveller @PortugalTC #PTTC15
#Blogville Emilia Romagna
120 bloggers invited. 500 blogposts
7000 photos/videos shared
Over 1m visitors to the different posts.
Publication of 2 BlogVille eBooks
Twitter: over 180m impressions and 20m people reached with
#BlogVille hashtag
Long tail effect- Still blog posts, tweets, photos and videos being
published

7. Travel is an emotional sell
Give bloggers the trust to build an emotional
relationship with your brand
7
@BudgetTraveller @PortugalTC #PTTC15

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@BudgetTraveller @PortugalTC #PTTC15
Work with the right & professional bloggers
Network of the world’s leading travel bloggers. Over 70 bloggers
from all the key markets plus we work with Global Bloggers
Network.
Download the white paper on blogger-brand relationships
http://thesocialtravelsummit.com/think-tank/

9. @BudgetTraveller @PortugalTC #PTTC15

10. Video Notte delle Luci, Puglia.
Steve Kennedy Bridges and
Balloons
@BudgetTraveller @PortugalTC #PTTC15
https://vimeo.com/112805545

11. Digital storytelling project about cool, quirky
festivals
Digital storytelling project about cool, quirky
festivals
Digital storytelling project (www.mustlovefestivals.com) with 16 top travel bloggers
covering 40 of Europe’s coolest and quirkiest festivals. Developed in partnership
with Expedia.
Working with 9 tourism boards (Austria, Germany, Hague, Rotterdam, Finland,
Slovenia, Ireland, Puglia, Malta) + Meininger Hotels & Generator Hostels
126 blog posts published which have received 1/2 million views so far.
April 2015: Must Love Festivals 2014 e-book to be sent out to Expedia’s database.
Project going global this year with new partners that include Canada, Latvia and
Poland.
@BudgetTraveller @PortugalTC #PTTC15

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WHERE WAS THIS PICTURE TAKEN?
BONUS POINTS IF YOU CAN NAME THE
EVENT
Invite audience for questions.
@BudgetTraveller @PortugalTC #PTTC15

13. 13
@BudgetTraveller @PortugalTC #PTTC15
#BLOGMANA
Y

14. 14@BudgetTraveller @PortugalTC #PTTC15
SHETLAND PONIES IN
CARDIGANS

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1. Increase online awareness of #Blogmanay
2. Target was to reach 1 million accounts
3. Create targeted digital content for use for all
partners
100 high quality photographs. 2 videos. 500 Instagram photos
4. Increase digital footprint of Edinburgh’s Hogmanay
14 deep links to Edinburgh’s Hogmanay website and to Visit
Scotland
@BudgetTraveller @Portugaltc #PTTC15
#Blogmanay
Have some set goals: Don’t go into deliverable
overload

16. 16
Results
1.#Blogmanay generated 80 million impressions/opportunities to see
reaching estimated 4 million people.
2.9,000 tweets, 70 blog posts ( + links)
3.Facebook followers increased 61% to 11226.
4.Twitter followers increased 101% to 5008 followers.
5.On Instagram, the campaign produced 1248 photographs (over-
exceeding target by 120%) producing 29,757 likes and comments
and garnering 1.15 million impressions.
6.Database increased 50% from 80000 to 120000.
@BudgetTraveller @PortugalTC #PTTC15

17. 17
Japan Revealed
First time JNTO has worked with bloggers for a campaign for
their European markets
@BudgetTraveller @PortugalTC #PTTC15
https://www.youtube.com/watch?v=cPue8vnZ9kg

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Japan RevealedAim: To increase the number of foreign visitors to Japan to 20 million by 2020.
Three videos were created by Lonely Planet to introduce Japan in the eyes of the
consumers in Europe.http://www.welcome-japan.jp/
Videos are being aired on BBC World News, Euronews and National
Geographic.
Aim was that by watching the bloggers’ videos this target market would get
a feel for what they too could experience of Japan’s rich culture.
Short term target: Feb. 1 – Feb 26 Numbers of visitors on the campaign website
are 121,694. Numbers of people apply for campaign is 9,790
The videos have reached roughly 50k people so far on Lonely Planet's Facebook and
YouTube channels, with over 7000 views collectively on YouTube and 15,000 for the
trailer on Facebook.
Long term target: Number of arrivals from each market.
@BudgetTraveller @PortugalTC #PTTC15

19. Let’s talk!
Let’s talk!
Let’s talk!
E-mail europebudgetguide@gmail.com
Twitter @budgettraveller
Instagram instagram.com/BudgetTraveller
@BudgetTraveller @Portugaltc #PTTC15