The Insight Files
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The Insight Files
Consumer trends and news curated by Tourism Australia
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Social media - the art and science

Social media - the art and science | The Insight Files | Scoop.it

Around 83% of international travel considerers say they trust a travel recommendation received through social media sources. Over 50% of travellers say seeing a friend's travel photo on social media inspires them to go to the same destination. 95% use Facebook for holiday activities pre-departure, while 60% factor online opinions, such as TripAdvisor, into their travel recommendations. The reality is that there is conversation happening throughout the life cycle of a holiday. In light of these statistics, Tourism New Zealand recently recorded a webinar, discussing the mobile and social performance of some of the organisation's key marketing channels, including Facebook and Instagram. In the update, Tourism New Zealand's Digital Manager looks at the changing behaviour of newzealand.com users, including the information needs of consumers across priority markets and mobile user insights. The session also examines how the DMO is using Facebook as a marketing channel, looking at the art of great content, the science of post formats and targeting why its social strategy has moved from social 'likes' to social advocacy.

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Tourism New Zealand CEO on Smarter Digital Marketing

Tourism New Zealand CEO on Smarter Digital Marketing | The Insight Files | Scoop.it

Long an infrequently visited country of untouched outdoor landscapes, New Zealand burst onto the international scene when the minds behind two remarkable movie franchises - the Lord of the Rings and Hobbit trilogies - decided to produce their films in the country more than 13 years ago. The series brought New  Zealand into the living rooms of viewers across the world, with the tourism board capitalising on it by making as many connections as possible between the real-life destination and fictitious Middle Earth in movie-goers' and travellers' minds. Tourism New Zealand's CEO knows that the time and money it takes travellers from most markets to travel to the country will forever be a challenge despite its recent rise in popularity. Skift recently spoke to Bowler about the country's unique and targeted messaging strategies, and how his and other destination marketing organisations can more effectively prove their value, as well as how he plans to build on the film's tourism lessons for future success. Click here to read the full interview.

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