Articles tagged “marketing”

Market perceptions vs press hype (read BrandUSA) are two different things in travel and tourism marketing. Lots of lessons to learn for U.S. and other more mature economies.

Our favorite, the first one, from Visit Finland.

Going by the generalized video and hotel recommendations, NYC & Company seems to be going for mass market headlines-only tourists, for whom TV and movie version of Brooklyn is the epitome of artisanal.

Smart move from Google to show off its capabilities and educate on possible future of advertising and branded content, but use of Google+ login? Ugh.

EasyJet's drive to get passengers places while making the most money could turn off customers, but they've managed customer service relatively well -- at least compared to regularly reviled competitor Ryanair.

"Our job at Tourism Australia is as creator, co-creator, curator and syndicator of this content." That's surely nirvana-level social media marketer talk right there.

On the sales side, Royal Caribbean realizes it needs to use sophisticated marketing techniques and social media. The cruise line won't say it, but it also realizes that direct sales to consumers will become an increasing important part of its business.

The airlines have pretty much settled on most of the kinds of ancillary services they want to charge you for, and now it's all about marketing experts and revenue managers figuring out new ways to get you to pay for them, or to hand them out for "free" to their most loyal customers.

As consumers use online and mobile tools to jump across all kind of industry-defined value chains, loyalty programs are becoming outdated and need a wholesale rethink.

This is the first we've seen of a tourism board getting truly digital savvy in its marketing efforts in an attempt to take its message mainstream, and could be the first in a new tourism ad trend.