We view news and insights through a cultural lens.
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.
Until now, for the most part, there has been no internationally agreed upon formula for tracking social media ROI, so destination marketers have had to be satisfied with little more than “trust me.” For people like us who like proof with our postings, there is cause for celebration.
Currently, many Facebook users use the platform to regularly chat with friends and contacts during the day – and the number of active chatters continues to grow; the Facebook Messenger app was the fastest growing app of 2015, according to Nielsen. Soon, everyone on Facebook will also have the opportunity to message your business.
The Emerald Coast held a campaign across its primary social channels – Facebook, Twitter and Instagram – to extend the county’s 100th anniversary from a single day to three months of digital and in-market celebrations. Over the 100 peak days, the Emerald Coast generated robust visitor interest rankings, boosted hashtag activity and increased local partner and influencer participation.
The Kennedy Space Center Visitor Complex is a real working NASA facility actively preparing future missions to Mars. So with the release of the highly anticipated film, “The Martian,” we thought it was only natural for the brand to take to Twitter – in its debut advertising on this platform – and engage in the conversation and buzz.