Sustain engagement over diverse marketing channels As a niche holiday destination, Tourism New Zealand knew it had to get a head start on engaging industry list travelers, so it launched a multimarket campaign in key international markets, including Australia, telling travelers to “stop dreaming about New Zealand and go.”The campaign ran across all major channels, including industry list cinema, TV, on-demand, social, and digital to reach as wide an audience as possible. PR and trade activity also supported the campaign.
René de Monchy, chief executive of Tourism New Zealand, says: “We found we had to keep engaging with consumers to get them to dream about New Zealand. We industry list also really accelerated our digital channels by enabling them to convert business for New Zealand.”Use digital to reach and inspire travelers To stay top-of-mind among travelers, travel-booking company Klook experimented with live industry list events on its mobile app, where it could reach a wide audience with industry list content geared toward their various interests. Some live events were sales-driven, whereas others invited people to share travel ideas and trends. The live sessions enabled audiences to interact with the hosts and to connect with others on the livestream.
One session hosted by a celebrity, for example, received over 11,000 comments from participants within the first hour of streaming, and many of the comments industry list were from people sharing travel ideas and suggestions. By offering entertaining and educational content around travel, Klook gave people reasons to open its travel app and start thinking about and planning for future travels. Indeed, brands that understand and meet the needs and expectations of this new breed of traveler are well-poised to capture travel demand as it rebounds. To do this, brands should keep up industry list -to-date with changing traveler preferences and adapt quickly to shifts in demand. Investing in a strong digital presence will also help brands reach APAC’s growing online population and be ready for the future of travel.