Content Partnerships
The creation of partnerships and alliances helps build the narrative around the brand and amplify the power of the brand by co-investment and audience alignment.
The creation of partnerships and alliances helps build the narrative around the brand and amplify the power of the brand by co-investment and audience alignment.
The creation of partnerships and alliances helps build the narrative around the brand and amplify the power of the brand by co-investment and audience alignment.
It is fundamental to understand how to build the right partnerships not to jeopardise the consistency of the destination brand, for example by seeking out partnerships that are not a good fit because they do not strengthen the brand proposition or worse, could potentially damage the destination's brand by association.
First and foremost, ensure the relevance of your partners' brand for your own brand. You need to identify the perfect brand match. If the connection between DMO and partners is not strong enough, it may not be worth time and investment.
Ensure your partner is guaranteeing you access or a wider reach to the audience you are aiming to target. Consider your partner as a further channel to reach out to that specific segment of the market that you want to attract and that will bring high-quality visitors to your destination.
The media you choose to work with need to ensure the right reach and volume in the segments or markets you are trying to reach. It is, in fact, essential to make the time and budget invested worthwhile.
Building a successful partnership is the opportunity to create something mind-blowing. Working with great partners has nothing to do with ordinary work, but needs to be considered as something unique, the greatest opportunity your DMO has to create high-quality content and unforgettable products and experiences.
Contiki, the world's leading youth travel company have been working hard to stay on point when it comes to engaging with the millennial audience. Now more than ever that means adopting a content-led approach and re-positioning the Contiki Marketing Lab to thinking like a publisher.
Contiki has been managing content partners with tourist boards and brands to drive awareness and ultimately drive sales on bookable products. DMOs can break out of their traditional "book now" tactical partnerships cluttered with print and digital banner ads to create engaging content partnerships which truly resonate with a millennial audience.
An example of a longstanding partnership is between The Telegraph and Brand USA. They have been collaborating together for years always seeking the best way to celebrate the diversity of the USA, for example exploring the history of American music.
The first campaign promoted the History of American Music through an interactive webpage with a unique scrolling feature that lets you navigate through time and learn about the historical highlights of music, in the USA. What is interesting is the integration of a Spotify playlist to listen to the music while you read the articles.
The second collaboration, named Sounds of the States, features an interactive map that allows users to navigate their way around the major music festivals of America; and a print supplement that acts as a travel guide to seven American cities.
United Stories of America has developed further involving collaboration from Beautiful Destinations on the creation of videos, called the 'United Stories'.
Tourism Australia partnered with The Telegraph in April 2016, as a part of the There's Nothing like Australia campaign. The campaign aimed to indicate the abundance and variety of attractive destinations in Australia.
The Telegraph promoted a range of experiences in Australia, by presenting eight different 14-day itineraries through an interactive travel guide. The itineraries can be chosen based on the user's specific interest, such as the 'Motor Home Adventure' or'East Coast Luxury'.
The travel guides that the telegraph have produced are highly detailed and curated. Each itinerary does elaborate on the vast amount of sights and activities that visitors can experience day by day. For example, a day in the blue mountains for eco-tourists could be spent spotting wild Kangaroos or, for more thrill-seekers, abseiling or canoeing.
Visit Dubai has put together a campaign called #MyDubai, which has been published by the BBC on their travel website. The campaign consists of a series of six stories, natively integrated as sponsored content.
On BBC Travel, the user can get to know the stories of six people that are behind great ideas that were born in Dubai, from cutting-edge technology and entrepreneurship to world-leading arts and culture, food and design. This time, the people that have been chosen to represent Dubai are not celebrities, but common people and Expats.
This example is different from the others. Recognising the importance of taking time out, Novotel partnered up with Calm: the number-one app for sleep, meditation and relaxation.
Novotel's driving force is to deliver a calming and energising environment in which you can press pause, unwind and connect – with friends, family... or simply take time for yourself. Starting in January 2020, guests who stay in one of the Executive rooms will receive a complimentary 60-day pass to the Calm app, meaning you can unwind with guided meditations, relax with mindfulness masterclasses and drift off with Sleep Stories. The newest feature on the app is Calm Sleep Story, narrated by award-winning actress Eva Green and created in partnership with Novotel.
The creation of partnerships and alliances helps build the narrative around the brand and amplify the power of the brand by co-investment and audience alignment.
It is fundamental to understand how to build the right partnerships not to jeopardise the consistency of the destination brand, for example by seeking out partnerships that are not a good fit because they do not strengthen the brand proposition or worse, could potentially damage the destination's brand by association.
First and foremost, ensure the relevance of your partners' brand for your own brand. You need to identify the perfect brand match. If the connection between DMO and partners is not strong enough, it may not be worth time and investment.
Ensure your partner is guaranteeing you access or a wider reach to the audience you are aiming to target. Consider your partner as a further channel to reach out to that specific segment of the market that you want to attract and that will bring high-quality visitors to your destination.
The media you choose to work with need to ensure the right reach and volume in the segments or markets you are trying to reach. It is, in fact, essential to make the time and budget invested worthwhile.
Building a successful partnership is the opportunity to create something mind-blowing. Working with great partners has nothing to do with ordinary work, but needs to be considered as something unique, the greatest opportunity your DMO has to create high-quality content and unforgettable products and experiences.
Contiki, the world's leading youth travel company have been working hard to stay on point when it comes to engaging with the millennial audience. Now more than ever that means adopting a content-led approach and re-positioning the Contiki Marketing Lab to thinking like a publisher.
Contiki has been managing content partners with tourist boards and brands to drive awareness and ultimately drive sales on bookable products. DMOs can break out of their traditional "book now" tactical partnerships cluttered with print and digital banner ads to create engaging content partnerships which truly resonate with a millennial audience.
An example of a longstanding partnership is between The Telegraph and Brand USA. They have been collaborating together for years always seeking the best way to celebrate the diversity of the USA, for example exploring the history of American music.
The first campaign promoted the History of American Music through an interactive webpage with a unique scrolling feature that lets you navigate through time and learn about the historical highlights of music, in the USA. What is interesting is the integration of a Spotify playlist to listen to the music while you read the articles.
The second collaboration, named Sounds of the States, features an interactive map that allows users to navigate their way around the major music festivals of America; and a print supplement that acts as a travel guide to seven American cities.
United Stories of America has developed further involving collaboration from Beautiful Destinations on the creation of videos, called the 'United Stories'.
Tourism Australia partnered with The Telegraph in April 2016, as a part of the There's Nothing like Australia campaign. The campaign aimed to indicate the abundance and variety of attractive destinations in Australia.
The Telegraph promoted a range of experiences in Australia, by presenting eight different 14-day itineraries through an interactive travel guide. The itineraries can be chosen based on the user's specific interest, such as the 'Motor Home Adventure' or'East Coast Luxury'.
The travel guides that the telegraph have produced are highly detailed and curated. Each itinerary does elaborate on the vast amount of sights and activities that visitors can experience day by day. For example, a day in the blue mountains for eco-tourists could be spent spotting wild Kangaroos or, for more thrill-seekers, abseiling or canoeing.
Visit Dubai has put together a campaign called #MyDubai, which has been published by the BBC on their travel website. The campaign consists of a series of six stories, natively integrated as sponsored content.
On BBC Travel, the user can get to know the stories of six people that are behind great ideas that were born in Dubai, from cutting-edge technology and entrepreneurship to world-leading arts and culture, food and design. This time, the people that have been chosen to represent Dubai are not celebrities, but common people and Expats.
This example is different from the others. Recognising the importance of taking time out, Novotel partnered up with Calm: the number-one app for sleep, meditation and relaxation.
Novotel's driving force is to deliver a calming and energising environment in which you can press pause, unwind and connect – with friends, family... or simply take time for yourself. Starting in January 2020, guests who stay in one of the Executive rooms will receive a complimentary 60-day pass to the Calm app, meaning you can unwind with guided meditations, relax with mindfulness masterclasses and drift off with Sleep Stories. The newest feature on the app is Calm Sleep Story, narrated by award-winning actress Eva Green and created in partnership with Novotel.
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