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Consumer trends and news curated by Tourism Australia
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Powerful ways to captivate travellers through storytelling

Powerful ways to captivate travellers through storytelling | The Insight Files | Scoop.it

A captivating image of a destination is bound to garner a traveller’s interest, and might even be enough to get them to book a trip. MMGY found that 37% of people make a travel decision based off of images. Here are a few ways destination marketing organisations (DMOs) can share their story:

 

  1. Identify the iconic - a destination must find its unique identity and then create content that tells the story of its individuality. A destination's brand identity often features overarching themes relevant to the area such as good, culture, heritage or outdoor adventure.
  2. Consider point of view - since travel is inherently personal, incorporating a first-person point of view can help potential travellers imagine themselves in the destination and visualise what they would experience on their trip.
  3. Add interactivity - interactive elements can engage potential travellers in a destination's story. Through interactivity, users can participate in an online experience, making the virtual experience even more personalised and real.

 

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Storytelling in virtual reality: The basics

Storytelling in virtual reality: The basics | The Insight Files | Scoop.it

As virtual reality enters mainstream, it is likely that the average consumer will not only navigate VR content with ease, but even begin to produce their own 360 degree content. Among the storytelling benefits of this platform include:

 

  • Immersion - the perception that you, the participant, are physically there.
  • Presence - at peak immersion, the audience experiences a sense of presence; the feeling of actively participating rather than passively watching.
  • Agency - to interact or react rather than simply perceive; the viewer chooses how to participate.
  • Empathy - you don't have to imagine what it feels like, you feel it for yourself. Empathy is generated through expert use of POV and perspective, and influencers.

 

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Creating engaging content for travellers

Creating engaging content for travellers | The Insight Files | Scoop.it

Customers are becoming increasingly wise to conventional advertising methods. They’ve learned to filter out marketing messages delivered through long-established channels. To remedy this, savvy marketers are turning to content marketing - the practice of creating informative and educational content that potential customers want to read. The immensely popular tactic is being leveraged by brands on a large scale, particularly within the travel industry. Content marketing is all about providing customers with entertaining and useful information; the goal is to build long-lasting and meaningful relationships with your audience. As of 2014, 86% of B2C marketers are using some form of content marketing. This article summarises the key pillars of successful content marketing:


  1. Create content around the buyer journey.
  2. Be your customer's hero.
  3. A picture is worth a thousand words.
  4. Create an effective distribution strategy.


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Jacques Tang's curator insight, October 30, 2015 1:30 PM

Le marketing de contenu est indispensable à la recherche de nouvelles clientèles dans le tourisme. Il repose sur des propositions d'expérience avec la destination, pour le voyageur ou sa famille. Plus sur ce très bon article.

Panos Fotiadis's curator insight, November 3, 2015 3:45 PM

Content marketing stuff...

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What is Social Media Storytelling?

What is Social Media Storytelling? | The Insight Files | Scoop.it
My parents and many of my friends still don’t understand what it is I do every day. They envision me frolicking in the fields of Facebook and Twitter, swapping gossip and sharing funny memes. They must think I have the best job in the world because my profession is social media—exactly the tool used by everyone else to procrastinate and avoid doing their real job.

The combination of social media and storytelling, the term social media storytelling could be the holy grail of buzzwords. Half emerging technology that everyone said would either rule the world or totally fail, half proven method of transferring emotion and knowledge since the dawn of humanity, social media storytelling is a relatively new and an oft-misunderstood term. Nearly every digital agency claims that they’re “storytellers,” and if the client is interested in a social media activation, then they’ve magically become “social media storytellers” as well.

My mom and dad are clueless about what “social media storytelling” means, and that’s okay. But I fear there are other agencies and brands that are misunderstood, and that can be dangerous for audiences.


What Exactly Is Social Media Storytelling?

Though I would argue that we, as humans, are all storytellers by nature, that doesn’t make a group of us effective brand storytellers, transmedia storytellers, digital storytellers or social media storytellers, just as I’m not a world-class runner simply because I know how to run and can do it for two hours continuously (finished my half marathon in 1:59:58 thankyouverymuch!).

Storytelling, at its core, is more than just telling stories about a brand, and social media storytelling is more than just creating Facebook, Twitter and blog posts promoting that brand. Effective brand stories must embody the brand. They must be unique and noticeable and inspire people to engage, share and eventually buy (or watch, or whatever drives profitability). They must be selfless and meaningful to audiences.

Since there’s a chance I might not know everything, I posed the same question to noted storytelling expert Michael Margolis, CEO of Get Storied. Said Margolis, “Storytelling means you have to reveal something beyond self-congratulations. [It] is not just a gimmick to sell more crap. Storytelling is about relationship—most importantly describing the world of your audience, and how much you get who they are, what they care, and where they are trying to get in life.”

Effective social media storytelling starts at the beginning as does all brand storytelling on any platform or in any medium, and that’s the difference. An effective social media campaign rooted in storytelling will be united by one aspect—the brand’s Story Platform. 

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Powerful ways to captivate travellers through storytelling

Powerful ways to captivate travellers through storytelling | The Insight Files | Scoop.it

A captivating image of a destination is bound to garner a traveller’s interest, and might even be enough to get them to book a trip. In fact, MMGY found that 37% of people make a travel decision based off of images. However, a beach sunset photo can look strikingly similar across many tropical locations and may not be enough to encourage someone to choose one destination over another - differentiation is key. Visually appealing images and other content must also tell a story about the destination to stand out from the competition and attract potential visitors. This Skift article outlines a few ways that destination marketing organisations can share their story:

 

  • Identify the iconic.
  • Consider point of view.
  • Add interactivity.

 

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How to tell an authentic, effective travel brand story

How to tell an authentic, effective travel brand story | The Insight Files | Scoop.it

Thirty seconds or less - the average length of time that consumers spend reading or listening to online marketing communications. This article collates a list of tips on how to hone your brand's storytelling techniques to rise above the background noise. These include:


  1. Leveraging cross channel integration - getting your message across all channels.
  2. Social content should be channel specific - each channel allows a different segment of visitors to experience the destination in a different way.
  3. Professional photography isn't dead but user-generated content has a place.
  4. Copy is another way to be compelling via a variety of mediums.
  5. Be authentic: operate from the heart. Being authentic is about using gut instinct to respond in a human way.
  6. Colour adds charisma: TripAdvisor is associated with green, Virgin with red and Facebook with blue.
  7. Video: a great conversion tool that doesn't have to break the bank.


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Brand Storytelling with Instagram

The art of brand storytelling is not about showcasing your greatness or emphasizing on how amazing you are, its about depicting the connection that the brand i…

Via Stefano Principato, massimo facchinetti, Soraia Ferreira, Ph.D.
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