Work With Travel Blog in Creative Tourism
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WORK WITH TRAVEL BLOG IN CREATIVE TOURISM
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Transcript of Work With Travel Blog in Creative Tourism
WORK WITH TRAVEL BLOG IN CREATIVE TOURISM
www.thetraveljunkie.orgTwitter: @TravelJunkieID
Instagram: @TravelJunkieIDFacebook: /thetraveljunkieofficialFacebook: /traveljunkieindonesia
Email: [email protected]
DIGITAL ERA
CREATIVE TOURISM
EXPERIENCE
REVIEW
ENGAGEMENT
TRAVEL BLOGGERS
PASSION!
COMMITMENT!
TRAVEL BLOGGER:TRAVEL JUNKIE,
WEB DEVELOPMENT,PUBLISHER, WRITER,EDITOR, DESIGNER,
PHOTOGRAPHER,SOCIAL MEDIA MANAGER,
MARKETER, REVIEWER, etc.Very BUSY!
POSITIONING DIFFERENTIATION
BRAND
A Briefing onglobal travels,
culture,Life.
Content (What to Offer)Accurate and credible information about travel notes, culture, food, fashion, music, hotels and life (more personal) Context (How to Offer)Informative, edutaiment, and mature designInfrastructure (Enabler)the most up to date travel blog, link to social media network, and media community
THE TRAVEL JUNKIE STRATEGY
Intellectual Emotional Spiritual
Mission SupportingIndonesia and international
tourism campaign
ShowcasingIndonesia’s & international
most authentic cultural and
natural heritage
Sparking love and affection for culture and
tourism community
Vision The Platform to bring Indonesia’s &
international Culture and Tourism
Sites to the World Stage
The platform toshowcase the
pride of Indonesia & international
The authority to showcase the
pride of Indonesia & international
Values Celebrating True Uniqueness
AppreciatingLocal Wisdom
ExpressingHuman Spirit
THE TRAVEL JUNKIE MISSION, VISION, VALUES
CONNECTEDCATALYSTCIVILIZED
CLARIFICATIONOF
PERSONA
CODIFICATIONOF
DNA
CHARACTERWITH CHARISMA
DIFFERENTIATIONPOSITIONING
BRAND
This travel blog as marketing 3.0 tools for alternative tourism media
Primary
• Travel Junkies (national/international)
• Travel Blogs
Secondary
• Ministery of Tourism
• Tourism Board
• Brands
• etc
Target Market
Target Audience
Content Management - The Emperor
Images Help Content Stand Out
Search Engines
Traffic Rankings
Sponsors
OBJECTIVE
• Increase awareness• To further strengthen brand image
among target audience• As an active feedback• A valuable component for search
engine rankings• Drive organic search results
SOCIAL MEDIA gets wrapped up in SEO
DIGITALCHANNEL
CREATIVE TOURISM+
CREATIVE MARKETING+
CREATIVE BLOGGING=
ENGAGEMENT
Admit It You Love It
Tourism Slogans From Around the World
http://www.theguardian.com/travel/2013/nov/21/tourism-slogans-around-the-world
OFFLINE TO ONLINE
WHY WORK WITHTRAVEL BLOGGER
UNWTO report shows 33% of US travelers going to Europe cite travel blogs as part of their trip planning. That is only 10% less than traditional media and up from 0% just 5 years ago. It is the fastest growing source of information for travelers. (http://www.etc-corporate.org/resources/uploads/ETC-UNWTO_Study_on_the_Outbound_Travel_Market.pdf)
World Travel Market 2011 Industry Report shows that social media and blogging are considered the #1 and #2 online marketing vehicles for travel, ahead of mobile, pay per click and video/content marketing. (http://www.wtmlondon.com/files/onsite_wtm_industry_report_2011.pdf)
2011 Google report shows 24% of personal travelers and 40% of business travelers have read a travel related blog in the last 6 months. (http://www.thinkwithgoogle.com/insights/library/studies/travelers-road-to-decision-2011/)
DATA AND MORE DATA
Hypothetical Travel Blogger Comparison vs Big Media
Big Media Travel Blogger
Monthly Readers ~800,000+ ~100,000+
CostsMidtown Jakarta office space, staff of
100’s
Suitcase, laptop, camera, food, hotel
rooms
Advertising Prices $100,000 = 1 page, 1 issue $100,000 = Everything for 1 year
Advertising Quality1 page flip in competition with dozens of
other advertisers
100% banner inventory, no competition, social media
mentions, meet ups, travel projects, personal
appearances, SEO, videos, etc.
Total Exposure ~800,000+ ~1,200,000+
Growth Shrinking Growing
Click Through No Yes
TRAVEL BLOGGERS AND
INTERNET PERSONALITIES
OFFER A LEVEL OF PERSONALITY
AND TRUST THAT NO MEDIA
PROPERTY CAN MATCH, AND CAN
DO SO AT A FRACTION OF THE
COST OF TRADITIONAL
ADVERTISING.
TRAVEL BLOGGER = MARKETER
Any Question?
www.traveljunkieindonesia.comTwitter: @TravelJunkieID
Instagram: @TravelJunkieIDFacebook: /traveljunkieindonesia
Email: [email protected]
