Unit 2: Assignment 5 Content Marketing in the Travel Industry

1. CONTENT
MARKETING IN
THE TRAVEL
INDUSTRYUNIT 2
ASSIGNMENT 5

2. WHAT IS CONTENT
MARKETING
“Content marketing is a strategic
marketing approach focused on
creating and distributing valuable,
relevant, and consistent content to
attract and retain a clearly defined
audience — and, ultimately, to drive
profitable customer action.”
Definition from Content Marketing
Institute, 2011

3. Content marketing is a
means to attract
consumer by engaging
with a group of people
who are intrigued by your
content, then converting
these people eventually
into customers.
Essentially, content
marketing is a new way
word of mouth. By
gaining the initial group
of people and converting
those into customers,
eventually it will grow.
After turning people into
customers, you have to
appreciate and grow your
loyalty base by using
positive customer
behaviors.
THREE REASONS
CONTENT
MARKETING IS
IMPORTANT
INCREASED SALES COST SAVINGS LOYAL CUSTOMERS

4. 1. LAST MINUTE.COM
TABLE OF CONTENTS
3. TRIVAGO
2. EXPEDIA
Exploring LastMinute.com’s use of
video, Youtube and their blog
Looking at Infographics and podcasts
Checking out their instgram, and Paid
advertising
4. KUONI
5. FIRST CHOICE
Looking at their use of video on social
media and their website, alongside
paid ads
Here you could describe the topic of
the section

5. 1. LAST
MINUTE.COM
YOUTUBE
LastMinute.com is one of the most well known online travel
retail brands in the industry right now. Their YouTube page
consists of videos about tips for when yu travel all the way
down to hashtags for specified things related to travelling e.g.
#foodmakesyoutravel.
“Lastminute.com is bringing its
commercial creative and content production teams in-house
as it looks to bring the ‘human touch’ back to marketing and
ensure it does not get too caught up in data.” - R. Gee,
Marketing Week, 2017
This is a great example of content marketing as not only is it
informative but it is also entertaining. Its allowing the
consumer to watch and enjoy but also feel involved, pushing
them further into purchasing
Scrrenshot of
LastMinute.com’s
YouTube page
-April, 2020
YouTube
video of
“Top Ten
Holiday
Hacks” from
LastMinute.
com’s
YouTube
-April, 2020

6. LastMinute.com’s blog is composed of
‘Destination Guides’ that can inspire or help
consumers on their journey to both finding the
perfect getaway or guiding them through
booking.
At the bottom of each guide, it shows you on
average how long it should take to read the
post, the majority are under 5 minutes. This
means that the reader knows how long their
attention is needed.
Each guide is factual and straight to the point,
meaning that the reader’s attention isn’t lost.
There are also links within each guide leading
you to external resources such as external
websites for more information.
1. LAST MINUTE.COM
DESTINATION
GUIDES
Scrrenshot of LastMinute.com’s blog page
called “Destination Guides”
-April, 2020

7. Expedia uses almost every type of content marketing avaliable.A lot of the time their content is
relatable. Such as this infographic, it consists of the “Most Instagrammable Sights in the UK”
with added information such as the number of instagram posts linked to each site as well as
hashtags avaliable to each site.
This Infographic is bright and easily reaadable, it has a clear demographic and applies the
appropriate tone in a quick fashion to relay information which is why it is a good example of
content marketing.
“Infographics can be effective in that if one is good it can be passed around social media and
posted on websites for years.”- J. Steimle, Forbes, 2014
2. EXPEDIA
INFOGRAPHICS
Infographic found
on Epedia’s
website.
-April, 2020

8. Instagram is one of the most powerful social
media sites, especially when it comes to content
marketing. Expedia have curated a feed based
around beautiful images, it is bright and shows
off the places that Expedia promote.
Not only this, but it includes short videos using
the side platform incorporated into Instagram
called IGTV. These short videos allow
consumers to feel involved, not only that but
some of the videos are from real life
perspectives. For example, “Discover your
yellow” is a series on their IGTV that is lead by
relatable people. Customers can hear
testimonials not just about the company but
also the outcomes of using the company.
2. EXPEDIA
INSTAGRAM
Screen recording of
Expedia’s
Instagram page.
-April, 2020

9. 2. EXPEDIA
X SKY TV
Expedia partnered with Sky Movies to promote a competition as part
of their “Travel Yourself Interesting” Campaign. They aligned their top,
highest value destinations with facts, and placed them in adverts
throughout Sky Movies, Sports and Drama. The adverts were also
placed on Sky’s Website, the call to action button sent you to Expedias
webstie where you could participate in a competition to win £100 of
holiday vouchers.
This is a great form of content marketing as it was planned out well.
The cleverness of aligning their top destinations with Sky’s top
programmes meant that it was targeting a huge audience. Not only
this but the tagline for their campaign alongside each fact went hand
in hand.
Expedia won an award for this campaign.
Poster
taken
from
equime
dia.co
m
-April,
2020

10. Trivago’s podcast is
available in episodes. Each
episode is lead by a curated
group of specialists based
on the topic of the episode.
For example, Episode 13 is
based on Travel Guides and
includes Tom Hall, editorial
director of Lonely Planet
and Nathan Thornburgh,
cofounder of Roads and
Kingdoms.
This type of marketing
allows people to hear from
experts about topics
regarding travel but in an
entertaining way.
3. TRIVAGO
PODCAST
3. TRIVAGO
INFLUENCERS
Influencer marketing is hugely popular and Trivago are using it to their
advanage entirely. Influencer marketing can help a company reach an
audience without directly targeting them, instead using influencers
and their audiences.
Trivago have partnered with a pair of bloggers called ‘A Couple of Men’
who travel all around Europe finding the best places that celebrate
LGBTQ+. This audience base is really based on trust and Trivago are
using a well trusted blog space to guarantee the delivery of information
in a well written and informative way, whilst also touching on a
sensitive topic.
Screenshots of Trivago’s podcast
page.
-April, 2020
Screenshots of
Trivago’s collab
with “A Couple of
Men’
-April 2020

11. 4. KUONI
BLOG
Kuoni are renowned for their luxurious travel destinations, and their blog
holds firm to that. It consists of a filter which allows to your to narrow
down what is being searched for. The topics range from weddings all the
way to Ski trips and Safari’s.
Not only does it cater for a multitude of interests, but it also includes
interviews with celebrities, which is another form of Influencer
marketing. Celebrity endorsement is a way to target fan bases. These
interviews include Celebrity opinions about their favorite holidays,
favourite filming locations, what they wore on these trips and what they
ate etc.
This is a good example of content marketing because not only will it be
displayed on their blog, but the celebrities will then post about it on their
social media accounts with links leading to the blog post and the website.
Screenshot of blog page from Kuoni (top
post)
and screenshot of Kuoni’s interview with
Bear Grylls (Left)
- April 2020

12. 4. KUONI
TV AD’S AND
VIDEO
Kuoni stopped producing TV ad’s in 2017 as it
was too much of a cost. However, recently they
have turned back to TV ad’s to create brand
recognition without using partners such as Tui.
There are two TV ad’s that have been created,
one being a collection of beach locations and
the other advertising a bespoke service offer.
Both adverts were designed to make the
consumer feel like they are on holiday, however
the bespoke service offer was made to summon
emotion and lust for a vacation.
“The ads will air in rotation but the tailor-made
version, which “evokes slightly more emotion”,
according to marketing director Dean Harvey,
has been up weighted this year.” - Amie Keeley,
2019
This type of content marketing keeps the
luxurious brand as independent and exclusive
as the destinations they advertise. With the
brand launching them on only specific
channels between certain programmes, it
allows them to target a specific type of
audience.
Kuoni’s Tv Ad’s (Taken from YouTube)
-April, 2020

13. 5. BRITISH
AIRWAYS
TWITTER
5. BRITISH
AIRWAYS
MEDIA CENTRE
British Airways use their social
media platforms to keep in touch
with their consumers. Twitter is a
regularly updated with statuses
regarding flights, customer
service and partnerships.
British Airways is a sponsor of
the British Rugby Team and
regularly post about them. Whilst
the Covid-19 had taken hold of the
world, British Airways were
remaining in touch with trends
such as #ClapForCarers which
involved the nation stepping
outside and clapping for the NHS.
Not only are British Airways an advocate for the nations rugby team,
they also participated in fundraising for Sports Relief. This shows their
involvement in community and charity. The event they held was based
around a Guiness Book of World Records for heaviest aircraft pulled
over 100 metres, which they achieved.
This story, amongst many others, can be read on British Airways
media centre.

14. 5. BRITISH
AIRWAYS
“MADE BY
BRITAIN”
“The campaign, ‘Made by Britain’, aims to “ignite” British Airway’s emotional link with
the flying public as the airline kicks off its centenary celebrations.” - S. Vizard, Marketing
Week, 2019
The Made By Britain campaign was introduced in 2019, it was made to inspire the British
public and feel connected. Part of its aim is to show British Airways values and their aim
to focus on customer service. It captures all types of people and the things they love
about Britain.
This is good content marketing because it is bringing together a community of people
who love Britain. Having a community of support is essential when marketing to ensure
that your content is circulating amongst all types of people who have something in
common. This particular advert is empowering for people, as a nation and as a company.
It is ensuring pride for everyone.

15. Content Marketing Institute What is Content Marketing? {Online} Available at:
https://contentmarketinginstitute.com/what-is-content-marketing/ {accessed on 31st March 2020}
Youtube Top Ten Holiday Hacks {Online} Available at: https://www.youtube.com/watch?v=g79g9G6mju4 {accessed on 31st March 2020}
LastMinute.com Destination Guides {Online} Available at: https://www.lastminute.com/blog/ {accessed on 31st March 2020}
R. Gee Lastminute.com brings content creation in-house as it looks to bring back ‘human touch’
Marketing Week {Online} Available at: https://www.marketingweek.com/putting-human-touch-back-marketing/ {accessed on 31st March
2020}
Instagram Expedia {Online} available at: https://www.instagram.com/expedia/ {accessed on 1st April 2020}
Expedia The Most Instagrammable Sights UK {Online} available at: https://www.expedia.co.uk/explore/infographic-instagrammed-sights-uk
{accessed on 1st April 2020}
J. Steimle What is Content Marketing? Forbes {Online} Available at:
https://www.forbes.com/sites/joshsteimle/2014/09/19/what-is-content-marketing/ {accessed on 1st April 2020}
REFERENCES

16. Equimedia 5 Brilliant Travel Brand Campaigns {Online} Available at: https://www.equimedia.co.uk/blog/5-brilliant-travel-brand-campaigns
{accessed on 1st April 2020}
Trivago Magazine Podcasts {Online} Available on: https://magazine.trivago.com/theme/podcast/ {accessed on 2nd April 2020}
Trivago Magazine Episode 13: Lonely Plant and Roads and Kingdoms {Online} Available at: https://magazine.trivago.com/travel-guides/
{accessed on 2nd April 2020}
Facebook Trivago {Online} Available at: https://www.facebook.com/pg/trivagoUKIRE/posts/ {accessed on 2nd April 2020}
Trivago LGBT+ friendly destinations and hotel around Europe {Online} Available at:
https://magazine.trivago.co.uk/lgbt-friendly-destinations-hotels-europe/ {accessed on 2nd April 2020}
Kuoni Interview: Bear Grylls - Born Survivor {Online} Available at:
https://www.kuoni.co.uk/celebrity-interviews/interview-bear-grylls-born-survivor {accessed on 2nd April 2020}
YouTube The Kuoni Sale 2020 | Travel Worth Talking About (Discover Advert) {Online} Available at:
https://www.youtube.com/watch?v=bPZRMsPcIV8 {accessed on 2nd April 2020)
REFERENCES

17. YouTube The Kuoni Sale 2020 | Travel Worth Talking About (Beach Advert) {Online} Available at:
https://www.youtube.com/watch?v=DnkrLOripb4 {accessed on 2nd April 2020}
Travel Weekly Video: Kuoni returns to TV with tweaked ‘travel worth talking about’ turn-of-year advert {Online} Available at:
https://www.travelweekly.co.uk/articles/352607/video-kuoni-returns-to-tv-with-tweaked-travel-worth-talking-about-turn-of-year-advert
{accessed on 2nd April 2020}
Twitter British Airways {Online} Available at: https://twitter.com/British_Airways/status/1243236404865441800 {accessed on 2nd April 2020}
British Airways British Airways Achieves Guinness World Records Title for Sport Relief {Online} Available at:
https://mediacentre.britishairways.com/pressrelease/details/86/News-1/12157?ref=Home {accessed on: 2nd April 2020}
S. Vizard British Airways writes ‘love letter to Britain’ in first brand campaign since 2012 Marketing Week {Online} Available at:
https://www.marketingweek.com/british-airways-centenary-brand-campaign/ {accessed on 2nd April 2020}
YouTube British Airways - Made by Britain Commercial {Online} Available at: https://www.youtube.com/watch?v=iTY5rw9NPuk {accessed on
2nd April 2020}
REFERENCES