Tapping into the emotional appeal of the decision at the right time is critical. Online video has quickly outpaced TV as the preferred channel when considering a leisure trip. It is a proven tool to convert and increase engagement, aid awareness, and drive perceptions. How to Improve Brand Reputation with Video One unexpected example of the effective use of video in the travel category is that of the airlines. Airline safety videos are one of the hottest marketing tools in the industry. Why It Works: By sharing the video across social platforms and using the hashtag #westjetchristmas, the airline helped viewers share the surprise and warm feelings of the video. While many people plan a trip out a year in advance, many others make decisions at the last minute. Video Converts the Affluent Traveler 45 percent of leisure travelers booked immediately after viewing a video, Expedia finds. The best results come from companies that consider the strategy first, create a multi-channel plan, and then develop the video content. Remember to make all videos mobile-friendly.
Travel is one of the fastest growing markets: It is the world’s fifth fastest growing industry with one billion international travelers, $1.53 trillion in global revenues, and 5 percent annual growth forecasted according the U.N. World Tourism Organization.
Travel companies, destinations, and the hospitality sector know the challenges of shifting travel dreams into travel purchases. The consumer’s purchase cycle changes as quickly as their media consumption. Tapping into the emotional appeal of the decision at the right time is critical.
Online video has quickly outpaced TV as the preferred channel when considering a leisure trip. Two out of three U.S. consumers watch online travel videos when they’re thinking about taking a trip, finds Skift research.
Why video? Because travel is a highly emotional decision. Video creates a sense of excitement that makes the experience real. It is a proven tool to convert and increase engagement, aid awareness, and drive perceptions.
How to Improve Brand Reputation with Video
One unexpected example of the effective use of video in the travel category is that of the airlines. Carriers often fall on the list of the most hated global brands, right up there with big banks and utilities. Even with upgraded planes and scheduling and service improvements, most airlines find it hard to bolster their brand reputation.
Airline safety videos are one of the hottest marketing tools in the industry. Leading airlines such as Virgin Airlines understand the power of YouTube. The airlines have been quick to see how they can use clever safety videos and viral marketing to show their personality. The videos showcase key differentiators among brands in a humorous way.
Another great example is West Jet Airlines’ “The Christmas Miracle.” The airline set up a digital kiosk at departure gates and asked travelers what they wanted for Christmas. As the passengers flew to their destination, WestJet employees scrambled behind the scenes to deliver those gifts. The resulting campaign video showed highlights, including travelers’ reactions when they opened the gifts at the destination luggage carousel. To date the video has generated more than 47 million views on YouTube.
Why It Works: By sharing the…
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