Jared Chandler’s Post

Curious to know why Travelbeta.com changed its “going somewhere, go with Travel beta” ad to a new one already. I think that ad was fast becoming more enjoyable likewise a distinctive communication asset with long term effectiveness potential for the brand. Something close to, if not like, Cowbell’s “Oyoyoyoyoyo, our milk”, Airtel’s “444 opor, opor, 4 meta is a metaphor”. If my thought is in anyway valid, TravelBeta may have just missed out on something potentially and commercially helpful for the brand and business. It may have also starved us of a communication effort that’s fresh, unprecedented and somewhat redefining in the travel and tourism category at large. My thought/ “warm take” on this is primarily based on the effect of the ad on me. And how I evaluated it relative to our travel and tourism category’s marcomms conventions and norms. I’ve caught myself singing the ad unaided/unprompted at random scenes like driving, showering 🧼 or waiting on a queue. I have a video of me “moonwalking” to it in my private space also. Lol. These shows how much I enjoyed the ad. And how it’s favorably built a structure in my mind for the brand. Which directly strengthens Travel Beta brand’s salience, and will most likely trigger recall in me at moments that matter in that category. Aside me, this may and may not be the case for other already exposed people out there. But whatever it is, I trust the team got some convictions that made them switch to the new ad. And that’s all good and fine. Whenever I crave the ad., I’ll be on TravelBeta’s YouTube channel to sing along to 🎤 “Going somewhere, Go with TravelBeta.” And yes, I will definitely consider the brand on need occasions. 🥂. #marketing #communication #travelbeta #strategy #advertising

If you were good at marketing 5 years ago, doesn't mean you're good today. Attention spans are shrinking fast. The world's changed, and the average attention span is now just 8 seconds. The result? Consumers demand quick, engaging, and easily digestible content. Normal ads don't work anymore. Consumers crave authenticity, but they don't see it in polished ads. In fact, 86% of people find user-generated content to be the most authentic. Travel is left behind... other markets are ahead! Beauty, fashion, and other industries use short-form videos to boost conversions. Travel platforms can and should follow their lead. As a travel company, you don't compete just with other travel companies, you compete for attention. Travel today competes with gaming, fashion, and food for consumer engagement. Without innovative content strategies, travel risks being overshadowed. Time to invest in UGC! Travel videos today influence over 75% of travelers! They drive social proof and turn casual viewers into enthusiastic travelers. It's time to incorporate authentic UGC videos to boost platform engagement and conversions. We want you to harness the power of UGC!  Check the first comment for how we can help! #TravelMarketing #ShortFormContent #TravelVideos #UGCStrategy #AuthenticMarketing #TravelIndustryTrends #VideoMarketing #DigitalTravel #TourismInnovation #TravelEngagement

In today's digital realm, where attention is scarce and competition is intense, brands must captivate their audience in unique ways. Storytelling emerges as a potent tool for achieving this, allowing brands to forge emotional connections, express their values, and differentiate themselves in the crowded online space. Here, we explore how brands can effectively incorporate storytelling into their digital presence. Know Your Audience: Understand preferences and engage with digital content. Define Brand Narrative: Craft a cohesive story reflecting values. Embrace Authenticity: Share genuine, resonant stories. Leverage Multiple Formats: Experiment with content formats. Create Compelling Characters: Humanize storytelling. Evoke Emotion: Craft emotionally engaging stories. Foster Engagement: Encourage audience interaction. Measure and Iterate: Track metrics to refine strategy. Let's explore how Airbnb, a pioneer in the travel industry, effectively utilized storytelling to achieve these objectives and overcome challenges along the way. Airbnb integrated storytelling into their digital strategy through the "Belong Anywhere" campaign. By sharing authentic stories of hosts and guests worldwide, they humanized their brand and fostered emotional connections. Encouraging user participation on social media, they built a sense of community and authenticity. The campaign emphasized emotions like belonging and trust, addressing concerns and highlighting unique experiences. This approach boosted engagement, trust, and loyalty, driving Airbnb's success in the travel industry. Share your thoughts! What resonates with you about these storytelling strategies? How do you apply them to your brand's digital strategy?🚀🌟 (Photo Credit: LinkedIn) #airbnb #airbnbexperience #storytelling

Travel consumers can be reached in a number of different ways…. Not just online and on social. One mistake we see travel companies making when trying to reach new customers is being too focussed on digital channels. In fact, very often we see companies operating a digital-only approach. Something we encourage is to look beyond digital: Adding a combo of more traditional channels. Why? It adds authority, as well as being likely to find consumers more often throughout their day. → A well-placed poster-site on a key tourist route → A linear TV ad during a highly topical tv show → A promotion partnership with a similar local attraction → An engaging radio ad as someone walks into a cafe → A branded coffee cup that they buy in that cafe! These additional touch-points… And often these touch-points are finding customers when they’re actually engaged with the ad… Not just doom-scrolling. Don’t get stuck in your digital bubble… Look at your consumer’s daily habits and build your campaign around those. Look beyond digital and reach your audience more often… Who else is leveraging OOH and non-digital channels?

𝘿𝙚𝙨𝙩𝙞𝙣𝙖𝙩𝙞𝙤𝙣 𝙢𝙖𝙧𝙠𝙚𝙩𝙚𝙧𝙨, 𝙝𝙖𝙫𝙚 𝙮𝙤𝙪 𝙩𝙖𝙥𝙥𝙚𝙙 𝙞𝙣𝙩𝙤 𝙩𝙝𝙚 𝙥𝙤𝙬𝙚𝙧 𝙤𝙛 𝙨𝙩𝙧𝙚𝙖𝙢𝙞𝙣𝙜 𝙏𝙑? 🎥 According to a new Skift report, streaming services are becoming a major source of travel inspiration for viewers. 👀 As people spend more time bingeing their favorite shows, they're increasingly discovering new places they want to visit. In fact, 60% of travelers say streaming content has influenced their travel plans! So how can your destination leverage this trend? 🤔 ✨ Partner with streamers to showcase your location - from scenic backdrops to local culture and cuisine. This can drive real-world visits to your area. ✨ Produce your own episodic content that immerses viewers in your destination. Think docu-series, culinary adventures, and more. ✨ Tailor your digital marketing to complement popular streaming shows. Capitalize on the halo effect to reach engaged, travel-hungry audiences. The lines between entertainment and travel inspiration are blurring. Don't miss your chance to be the star of the show! 🌟 #StreamingTV #TravelMarketing #DestinationMarketing #AmazonAds #STV #ConnectedTV #PrimeVideoAds #Ads #AI #Tourism #Travel Amazon Ads Partners - Amazon Ads - Twitch - Amazon Read the full Skift report here ⬇️

Hey travel industry colleagues! 👋 I've been reflecting on the incredible impact of emotional advertising, especially after watching this Budweiser Brewing Company APAC advertising “Bud for 3” video. This masterpieces is not just an ad; its an emotional journey that resonate deeply with their audience. 🎬✨ It's a powerful reminder for us in the travel sector: To truly connect with our customers, we need to transcend beyond the traditional. We're not just selling flights, rooms, or destinations; we're offering memories, experiences, and dreams. 🌍💭 So, I challenge you, fellow marketers, creators, and storytellers of the travel world: Let's harness the power of emotions. Let's create ads that don't just showcase destinations but teleport viewers into a realm of possibilities and dreams. 🚀✨ #TravelMarketing #EmotionalAdvertising #StorytellingInTravel #DigitalMediaRevolution

https://lnkd.in/gGHen4xa Innovation in advertising can redefine a brand’s image and drive deeper connections with audiences. Take Airbnb’s "Live There" campaign, for example. Instead of just promoting accommodations, it highlighted authentic travel experiences, offering travelers the chance to immerse themselves in local culture. This personalized approach encouraged people to live like locals and created a more engaging, relatable message. The campaign was seamlessly integrated across social media, video, and digital platforms, delivering a cohesive and compelling story. It’s a great example of how innovative advertising can enhance brand identity and engagement. Which innovative campaigns have inspired you? Let's discuss! #MarketingInnovation #BrandManagement #Advertising #Airbnb #IntegratedMarketing #MMKTG5519

Excited to share my insights on the transformative power of storytelling in branding! In today's marketing landscape, storytelling emerges as a timeless and potent tool for building lasting connections with consumers. From folk tales to modern-day campaigns, narratives have captivated audiences and driven brand loyalty. Take Airbnb's "Belong Anywhere" campaign launched in November 2016, for instance (I'm in love with it). By highlighting personal stories of travel and belonging, Airbnb forged emotional connections with consumers, resulting in increased brand loyalty and advocacy. The impact speaks volumes – in 2023, over 448 million Airbnb nights and experiences were booked, nearly double the bookings from five years ago. Why does storytelling resonate so deeply? It taps into our innate human nature, drawing us in with characters, conflicts, and resolutions. Brands that harness this power can engage consumers on a profound level, fostering trust and credibility. In today's cluttered digital space, compelling storytelling is more vital than ever. Brands must go beyond product promotion, offering narratives that resonate with values and aspirations. Whether through ads, social media content, or immersive experiences, storytelling builds meaningful connections that endure. In conclusion, storytelling is not just a marketing tool – it's a cornerstone of brand identity and loyalty. By crafting narratives that resonate emotionally, brands can differentiate themselves and create a lasting impact. #Branding #Storytelling #MarketingStrategy #BrandNarratives #ConsumerEngagement #EmotionalConnection https://lnkd.in/gkxKkNgi

🚀 Brands that I think are killing it on TikTok right now! ⬇ 🔹 Ryanair - Europe's Favourite Airline ✈️: Embracing its reputation as the "villain", Ryanair has tailored its strategy to resonate with Gen Z and deal hunters. 🔹 Semrush 💼: Talking about employee-generated content in my previous post... Semrush is doing an excellent job at just that. 🔹 Chipotle Mexican Grill 🌯: They're always on top of social media trends! For me, the highlight was their collaboration with the "It's corn" kid. 🌽 🔹 San Diego Zoo 🐾: I mean doesn't love cute animals? Despite only recently starting their TikTok journey, they're already at 2.6M followers. There couldn't be a better time to invest in vertical video content for your brand than now, to drive meaningful traffic to your website. What do you think makes brands perform well on TikTok? #marketing #TikTok #brandstrategy #socialmedia #contentcreation #creativemarketing #digitalmarketing

Southwest Airlines is known to be the fun airline, but they're also social media savvy! ✈️ They've cracked the code for using TikTok to promote their brand. Yes, they make silly and relatable content. But that's not all... They're currently offering a way to buy flights in-app. 📲 That's right-- you can buy your vacation essentials and flight without ever leaving the app! Making your brand accessible is important, and social media is a great tool to facilitate that. 𝐖𝐡𝐚𝐭 𝐜𝐚𝐧 𝐰𝐞 𝐥𝐞𝐚𝐫𝐧 𝐟𝐫𝐨𝐦 𝐒𝐨𝐮𝐭𝐡𝐰𝐞𝐬𝐭 𝐀𝐢𝐫𝐥𝐢𝐧𝐞𝐬? Check out the internal tools of each social media platform-- which ones align with your brand strategy? How can you use them to your advantage? 💫 #CaseStudy #SocialMedia #DigitaMarketing