Copyright © 2014 Leonardo Worldwide Corporation
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Best Practice Storytelling on 3rd Party Travel Channels
June 19, 2014
Darlene Rondeau, VP, Best Practices, Online Merchandising, Leonardo Laura Begley Bloom, Executive Editor, Yahoo TravelAlyssa Bushey, Corporate Director, Communications & Strategic Alliances, Montage Hotels & Resorts
Technical Difficulties?Contact
Citrix GoToWebinar1-800-263-6317
Darlene RondeauVice-President,
Best Practices, Online Merchandising
Leonardo
@darlenerondeau
Follow:
@vfmleonardo
Tweets & Questions:
#leo3rdparty
Laura Begley BloomExecutive Editor
Yahoo Travel
Alyssa Bushey Corporate Director, Communications & Strategic Alliances
Montage Hotels & Resorts
► Research travel options
► Influence travel planning decisions
► Compare for the best value
► Broadcast your brand to travel shoppers
3rd party travel sites are used to…
Laura Begley BloomExecutive Editor
Yahoo Travel
Visual Storytel l ing on Travel Channels: Yahoo Travel
P R E S E N T E D B Y L a u r a B e g l e y B l o o m , e x e c u t i v e e d i t o r J u n e 1 9 , 2 0 1 4⎪
Yahoo Confidential & Proprietary
Yahoo is the world’s leading storyteller — and a digital content leader
Super Bowl dominance
with2x the size of
the official network
#1 Sports website globally
during the 2010
World Cup
109M reached
with coverage
of the last Olympics
Hollywood Awards
World Cup 2014
Grammys
March Madness
Emmy Awards
Combined, Yahoo Food & Tech have been visited by 13 million
people since launch in January.
Super Bowl XLVII
The New Yahoo Travel Launched April 2014
Dream it, See it, Share it, Book it, and Go!
The New Yahoo Travel
aspirational, accessible, inspirational, visually immersive
Yahoo Travel Believes it’s Important to … Have Fun!
10 Yahoo Confidential & Proprietary
Inform and Delight
10 Yahoo Confidential & Proprietary
Stay Current
10 Yahoo Confidential & Proprietary
Be Beautiful and Inspirational
Yahoo Confidential & Proprietary
16
Keep it Real
Yahoo Confidential & Proprietary
17
Take Chances and Embrace Change
Yahoo Confidential & Proprietary
18
Dazzle and Delight
Yahoo Confidential & Proprietary
19
Think About New Angles
Yahoo Confidential & Proprietary
20
Get Creative
Yahoo Confidential & Proprietary
21
Connect With Your Followers
Yahoo Confidential & Proprietary
Source: Yodelers, 2014; Q11: When thinking of the topics that you are passionate about, how do you participate? Live-tweet a major event related to the topic, Blog about the topic on a site other than Tumblr, Check in to an event or location on social media, Blog about the topic on Tumblr, Tweet about the topic on Twitter, or Post photos/videos online
Yahoo Users are Avid Sharers of Travel Content
% of users who share topics
they are passionate about online
54%
50%
46%
42%
41%
38%
37%
31%
20%
Sports
Travel
Food
Fashion
Politics
Tech
News
Beauty
Finance
Content MarketingMore Ways to Tell Stories
StreamsY! Travel Magazines
Content and Native AdvertisingIntegrates Seamlessly with Original Content
Innovative Canvas
Advertisers saw a 73x lift in brand searches for users who had read an article
Inspire at all stages with great stories & rich
visuals
Online content is versatile & easily modified
All travellers want interesting, authentic and
helpful content
Key Takeaways
Alyssa Bushey Corporate Director, Communications & Strategic Alliances
Montage Hotels & Resorts
Visual Storytelling on Travel ChannelsAlyssa Bushey | Corporate Director, Communications & Strategic Al l iances
29
Evolution of Luxury Marketing
At our roots…
Montage: an artful compilation, a collection
A ship is safe in harbor-- but that's not what ships are for. ~John A. Shedd
Journey of Life, Well Lived
Montage Magazine
Montage Magazine
Montage Magazine
Montage Magazine
TheMontageMagazine.com
Journal of Life, Well Lived
MontageImpressions.com
MontageImpressions.com
• Storytelling
• Social Sharing
Montage Impressions- Promotions
Focus on property happenings; ability to change in seconds
Highlight community events, partners and strategic alliances.
#montagememory
Results
Organic Shares of Content
Paid Placements
Placements include:
Huffington PostForbesCNN.com
Ideas for Hotels
Be Fearless.
Listen.
Evaluate.
Create stories from your target audiences’ point
of view
We all have interesting & helpful stories to tell
Consumers continue to research their abundant
choice of hotel options on a variety of channels
Key Takeaways
The Ultimate Visual Storytelling Solution for Hotels
VBrochure
VScape Media Publishing
VNetwork Analytics Customer Success
BestSTART++ ++ +
Online Players Mobile Web
GalleryFacebook
++
► About Leonardo
► Invitations to upcoming webinars● July’s topic is The Magnetism of Visual Media to
Attract Travel Shoppers
► Recording of this webinar● Share it with your colleagues
It’s a Wrap
Copyright © 2014 Leonardo Worldwide Corporation
