Passion Point Targeting: How to Use Your Destination’s Assets to Attract New Visitors (Part 2)

Jeremy Braud

Jeremy Braud

Media Director

In our last blog post on passion point targeting we reported how users are adjusting their travel plans to focus on passion-based experiences, ones that appeal uniquely to them. In this post we’ll reveal ways brands can reach those users, mainly through content-based ad units. There are some great opportunities to connect passion segments to your destination, attraction or property.


Digital Connections

Data providers allow us sophisticated access into users’ wallets, homes and key passion points. If a user travels for music festivals, is an avid hiker, likes opera or is a bird-watcher, we can target those travelers with very specific content. Consumers are much more likely to respond to an ad if it is relevant and timely. So if we place targeted content in their news feeds, we have a better chance of engaging that passion-driven user. Two opportunities within this space include:

  • Native Advertising – Catchy headlines that appear as content can grab a reader’s attention and draw them to your destination. This is your chance to tell your venue’s story and appeal to their passion points. Targeting options on native platforms are quite robust. Yahoo! Gemini has massive reach and is improving its targeting options to reach even more types of travelers.
“10 Best Hotels in New Orleans” – native ad that was placed in Yahoo’s Travel section.
  • Social Placements – A whopping 25% of trips are inspired by social media. Facebook, Instagram and Pinterest all have unique targeting opportunities and the ability to get content activated. For example, by targeting fans of microbreweries you can highlight your brew-friendly offerings to a motivated crowd. They may not book a trip immediately, but they will start to associate your destination with their interest.
Try the World used food, adventure and travel-based targeting to reach like-minded users on Pinterest.
  • Bonus: Make sure that once they click, users are rewarded with a digital experience that speaks to their needs. Describe what their experience can be in your market. Include relevant content, custom itineraries and packages suited to their interests, and partner with local providers to flush out your service offering.

Connected Television

Previously, TV campaigns had to appeal to a broad range of users. But now with Connected TV, travel brands can apply digital accuracy to TV buys and reach only those interested in a certain type of travel. For example, you can reach health and wellness travelers in origin locations and send video about health expos, spa services and yoga retreats in your trade area.

  • Bonus: Test a few segments of travelers. If specific calls to action and packages are created, you might even be able to get directional ROI on your television campaign!

PR and Blogger Outreach

Niche traditional outlets are still valuable when speaking to your passion segments. Getting content placed in magazines and on TV outlets can reach the right segment, resonate with users and then be leveraged online.

There has been a proliferation of travel blogs that focus on specific types of travel. Many travel marketers are using their PR or social media teams to entice bloggers to cover their location in exchange for free trips or small media buys. Have them create articles, POV-style videos, behind-the-scenes interviews and custom itineraries.

  • Bonus: Once you achieve placement or accolades, be sure to brag about them on social media channels. You can pay nominally to target hikers, foodies or music fans who will respond to the content. Also, if you are paying bloggers to cover your destination, include posting to their social channels as part of the buy.
Peter Mayer partnered New Orleans Jazz & Heritage Festival with Rolling Stone magazine. The partnership yielded millions of targeted impressions and thousands of shares and comments.

While we know that users traveling to experience their passions stay longer and spend more money, some segments will respond better for your destination than others. Many of these recommendations are not expensive to test. They just require strategy and a coordinated paid, owned and earned media effort.

For an analysis on how Peter Mayer can identify and test travel segments for your market, contact us now.



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