[wtm] social media advertising for the travel and tourism industry

Targeted: Social Media Advertising

People you can talk to. Results that speak for themselves.

An award-winning social media agency, we work with a wide range of travel and tourism clients.

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Digital Visitor

Accolades

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‘Social Media Agency of the Year’

‘South Marketing Agency of the Year’

‘Social Media Agency of the Year’

‘South Marketing Agency of the Year’

‘Social Media Agency of the Year’

‘Tourism Campaign of the Year’

Our clients

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Travel advertising c. 2012

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Travel advertising c. 2014

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Social media ads c. 2012

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Social media ads c. 2016

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Development

• Rapid acceleration on Facebook

• Product development• Customer desire

understanding

• Optimise UX & customer journeys

• What is context for change?

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Targeting

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Targeting parameters

The challenge…

Market Irish food & drink brands to people travelling to & from Ireland

e.g. Tullamore Dew

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Targeting parameters

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Targeting parameters

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Targeting parameters

65

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Offline targeting

Branding

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Other brands

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Social media targeting

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Brand immersion Brand engagement

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Example on social

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Deeper engagement Deeper immersion

Targeting in action

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Seasonal cycling holidays Audience: UK 25-35 men Interests: Spain, Team Sky, Pinarello bikes, Rapha clothingLocation: UK

Holiday offer Carousel advert

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Off peak spa break holidays Audience: Families 2 kids under 5Interests: Mediterranean Sea, Champneys, Yoga, SwimmingLocation: 25 miles of hub airports

Luxury spa break offer Website click adConversion tracking Retargeting

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Adventure holidays in South America

Family adventure holiday offer Website click adConversion tracking Retargeting

Audience: Couples 45+ familiesInterests: S America, walking, nature, Berghaus, Ellis BrighamLocation: UK

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Media comparison

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Offline targeting

Airline

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Travel Agent

Airline traffic

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Channel Impressions Clicks Cost

Daily Telegraph 1,336,760 5,333 £35,000

Readers Digest 1,200,000 3,390 £25,000

Guardian 412,000 £30,000

Facebook 562,000 18,750 £15,000

Travel agency traffic

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Channel Impressions Clicks Cost

Lonely Planet 500,000 3,400 £17,820

Trip Advisor 1,8222,834 £25,500

Travel Network 3,000,000 2,177 £32,400

Facebook 750,000 27,222 £17,500

The future

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The future

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• 75% of internet traffic in 2017 will be mobile; mobile ads

• Video. Facebook said all content will be video in 5 years.

• Dynamic Facebook ads increasingly valuable for hotels and airlines; incorporates real time website change

The future

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• Instagram algorithm changes will improve ad relevance and uncork potential of network – especially for travel

• Increase in ad options via Facebook messenger and introduction of ads on Facebook live

• Twitter ad targeting significantly improved by third party insight from services like Affinio & Topic DNA

Learnings

Social Advertising continues to evolve:

• Granular targeting

• Inspirational; images and video

• Direct sales

• More cost effective

Facebook leads, others follow:

• Accelerating improvements

• Know your audience, and use social to target with pinpoint accuracy

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Questions

Anthony RawlinsManaging Director

+44 (0) 117 911 1420

anthony@digitalvisitor.com

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