CTC News

Competitive intelligence: international marketers hunger for more travellers.

The US seeks to appeal to travellers through food stories, Australia is taking a panoramic view on tourism while Ireland has stepped back in time.

22 October 2015
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The way to many travellers’ hearts is through their stomachs, with great food leading to greater stories and memories. It’s a common theme in international marketing, and one that resonates strongly with Destination Canada (DC) and its Canadian tourism partners. This latest Destination Canada Newsround-up looks at the marketing recipes being cooked up around the world, with tidbits hand-picked by our industrious colleagues and industry partners.

  • An appetite for travel: Brand USA hopes that travellers’ growing hunger for foodie destinations will send them to the US via its major new culinary marketing strategy. After unveiling its content hub “Flavors of the USA” in the spring, it also launched a second edition of its online culinary guide. The magazine features regional profiles and recipes from across the States and is published in eight languages to provide appeal around the world. Short video stories on the Travel Channel and Food Network supported the program internationally.
  • Vision on: Qantas teamed up with Samsung and Google to give travellers a new look at Hamilton Island, Australia. The video “Visit Hamilton Island in 360º Virtual Reality with Qantas” lets online travellers swim with sea turtles, play golf and enjoy the view from a helicopter tour. It’s best viewed on Chrome.

 

  • Native advertising: Tourism Australia has made a push to promote its country’s indigenous culture through a digital content campaign. “Aboriginal Australia: Our Country is Waiting for You” highlights Aboriginal experiences in the Outback as well as in Australia’s cities. Tourism Australia’s consumer website has bolstered the campaign with further stories, as well as info on individual operators.

 

  • History boys (and girls): Tourism Ireland is dipping into its country’s past for a new major campaign designed to appeal to international visitors. Ireland’s Ancient East aims to attract visitors keen on history, culture and a dash of romance. Its four main themes are Ancient Ireland, Early Christian Ireland, Medieval Ireland and Anglo Ireland. The campaign’s two target audience segments are travellers who are “culturally curious” and “great escapers” based in France, Germany, the UK and US.

 

  • Let the music play: Visit Seattleis promoting the Washington state city to international travellers via a new online TV channel. VISITSEATTLE.tvwill share the stories of travellers as well as live performances and tales from Seattle’s music scene. The content for the channel is being produced by Revolt TV, owned by Sean “P. Diddy” Combs. 

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