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The Travel Marketing Digest
23rd April 2013 - Volume II, issue 7
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IN THIS ISSUE.....
Dear Industry Colleagues and Friends,
In this edition of the Travel Marketing Digest we cover:
- Trip Advisor launch a new and a fair display advertising model
- California invests to attract Chinese Tourists
- Duncan's short interview with Breaking Travel News at the WTTC Conference
- PATA conference set to start in Bangkok
- Google Glass set for a road test
- Lastminute.com see growth in mobile bookings and launch new TV campaign
Best regards,
Duncan Alexander
Director
The Travel Marketing Store
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 Trip Advisor makes adsense
TripAdvisor, one of the world's largest websites have announced a bold move which is a first for the travel advertising industry. Their objective is to restore confidence in the value of display advertising by only ever paying for advertising that is seen by a user on the site. This works by only counting the advert when the user reaches the point on the TripAdvisor page where the advert is in view.
Read more...
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25th September 2013
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Visit California invest in attracting Chinese Tourists
 Visit California, the state's destination marketing organisation, has launched its first direct-to-consumer marketing campaign to promote travel from China.
Visit California will invest $1.6 million this year to attract Chinese visitors (a $1 million increase) through a social media and advertising campaign. It contracted with China-based WE Marketing Group to help advertise the California brand in China.
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Duncan Alexander speaks to Breaking Travel News at The World Travel & Tourism Council Summit
Duncan Alexander held a brief interview at the WTTC Summit with Breaking Travel News. This is what he had to say about the event and the cohesive approach to Travel & Tourism Development that is being undertaken by Abu Dhabi.
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Duncan Alexander, Director,
The Travel Marketing Store
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 PATA Conference set to start in Bangkok
Travel industry leaders will issue a rallying call for politicians and government policy makers around the world to start "Embracing the Complete Visitor Economy" at the PATA Annual Summit, which takes place on Friday April 26th in Bangkok.
Mr Martin J Craigs, PATA CEO said: "If you want the Travel and Tourism Industry to be respected more, given more budget from Government sources, and taxed less, we need to make the case forcefully. You are invited to join the PATA Annual Summit to add your voice to the uprising that's underway in the travel industry across the world."
An impressive list of speakers will add their weight to the Complete Visitor Economy agenda. From Associations, Organisations and NGOs, Taleb Rifai, Secretary General of the UNWTO and speaker from WTTC; from Government, Gloria Guevara, Former Secretary of Tourism, Mexico; Chen Tiejun, Deputy Director General, Hainan Provincial Tourism Development Commission; from the Private Sector, Abid Butt, CEO Banyan Tree Hotels and Resorts, Ross Jackson, Head of Cross-Border Business, APCEMEA, Visa Inc; Lothar R Pehl, SVP Operations and Global Initiatives, Starwood Hotels and Resorts Asia Pacific; Martin Verdon Roe, Global VP, Display Sales, TripAdvisor; Pansy Ho, Managing Director, Shun Tak Holdings; Paul Griffiths, CEO, Dubai Airports, UAE; Sorajak Kasemsuvan, President, Thai Airways International; Anita Mendiratta, Managing Director - CACHET Consulting/Lead consultant of the CNN TASK Group, and many more, will all contribute their insights. TV anchor Monita Rajpal of CNN will moderate.
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 Google Glass set for a roadtest
This coming May, Robert Patterson, MMGY Global's Vice President of Social Media and Influencer Marketing, will be among the first to experience Google Glass. Patterson was selected as an early recipient of the breakthrough device, and this process will allow him to evaluate and share with the world how the Internet-connected glasses will benefit travellers and the travel industry. |
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Lastminute.com increase mobile bookings through new campaign
Skift
The UK travel site Lastminute.com is aiming to refocus its business around spontaneous hotel bookings, as the brand launches a 'Love Living Lastminute.com' ad campaign.
After seeking to extend its business with a wider leisure proposition, the dotcom pioneer has rolled out a brand strategy aiming to reaffirm its position as the leader in last-minute travel. The campaign seeks to promote the use of mobile phones to book a "last-minute" trip.
The company claims around 55% of all purchases with a mobile device are for bookings within two days, and that it is seeing a 100% month-on-month increase in same-day bookings.
A series of five humorous TV ads, by adam&eve/DDB, dramatises the moment of a spontaneous decision to book a trip. Two examples are shown here.
 | | lastminute.com: love living last minute in New York |
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lastminute.com: love living last minute in Paris
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The Travel Marketing Store
Nicky Baxter
Editor
The Travel Marketing Digest |
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Images courtesy of Shutterstock
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