Content marketing and campaigns

Why emoji are a 🎁 for your DMO’s content marketing

Jing Ge is a postdoctoral research fellow in the Anthropology Department and Co-Chair of the Tourism Studies Working Group at University of California, Berkeley. She received her Ph.D. in marketing and communication from the UQ Business School at the University of...

Engagement benchmarks: How does your destination compare?

You’ve just received your DMO’s quarterly marketing report. Flipping through the deck, you see that your social media channels are showing strong numbers. 70,000 more engagements here, 8,000 more followers there - growth is happening across the board. It seems like...

Sparking genuine word-of-mouth promotion is always a best practice

“If you talked to people the way advertising talked to people, they’d punch you in the face.” - Hugh MacLeod Hugh’s warning is not only good for your health, it’s relevant for any destination that talks to visitors online using platforms like Facebook. Use social...

8 retro tourism brochures reveal 7 lessons and new roles for destination marketing

Apr 13, 2018 | Best practices and tactics, Content marketing and campaigns

For decades, destination marketing organizations (DMOs) were among the few essential sources of vital, up-to-date...

How Visit Flanders affects lives through social media, inspiring people to visit Flanders Fields

Apr 6, 2018 | Content marketing and campaigns, Tips from destinations, Topic: Case studies

Your destination’s most passionate advocates care deeply about the place where they visit or live. Often, this passion...

2 content marketing principles that transcend algorithms and boost word of mouth

Mar 2, 2018 | Best practices and tactics, Content marketing and campaigns, Topic: Always-on content

BREAKING: Posts beginning with the letter Q will now rank highest in Facebook’s News Feed. Marketers using L, S and T...

Incremental gains: If your content manager isn’t making them, your destination is losing.

May 10, 2016

Did you know that the Tour de France was created over 100 years ago as a piece of content marketing? Short on stories...

Nine criteria for selecting the right people for your next influencer campaign

Apr 21, 2016

Online travel influencers understand the benefits they offer a destination through authentic coverage and passionate,...

Learning can only happen when you make mistakes: how South African Tourism puts risk-taking first

Apr 13, 2016

When William Price, South African (SA) Tourism’s global manager of digital, stood in front of a room full of...

Case study: How Destination British Columbia encouraged visitors to share their #exploreBC experiences through one-to-one conversations

Apr 13, 2016

A journey of a thousand miles starts with a single step, particularly if it’s straight up a mountain. Few destination...

What does an Instagram algorithm mean for marketers?

Apr 13, 2016

Instagram has announced that the platform will begin using an algorithm to prioritize content in a user’s timeline....

Case study: How Tourism and Events Queensland’s innovative online listening campaign added “Surprise & Delight” to visitor experiences via Twitter

Apr 13, 2016

Tourism and Events Queensland (TEQ) is a bold and ambitious global destination renowned for its remarkable campaigns....

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