Branded Travel Blogs: A Communications Strategy
By Susan Hartzler Public Relations Executive, Mental Marketing | June 14, 2015
Custom branded content is booming in today's media landscape. For the travel industry, hosting leading travel bloggers to create and deliver enriching branded editorial has become an effective complement to an integrated public relations strategy. The California Highway 1 Discovery Route, representing more than 500 lodging operations in 10 destinations of the Central Coast, has implemented a paid blogging program to connect this diverse region with targeted travelers in a dynamic way.
The Truth About Travel Bloggers
We all know that the way consumers find information about travel destinations is evolving. Today, more than 80% of travel planning is done through the Internet. With the majority of consumers booking their travel online, more and more companies, PR agencies and Destination Marketing Offices (like tourism boards) are beginning to understand the benefits of working with bloggers to promote their products and destinations through online and social media campaigns.
According to Cision' State of the Media Survey 2015, digital and social media journalism will continue to boom. Cision is a leading provider of public relations software that enables professionals to plan, execute and measure influencer-oriented campaigns in one integrated platform.
In 2014, new and continuing developments persevered and pushed the boundaries of the newsroom-and with these developments emerged a sense of excitement for the future of media. Even big-name media companies are reinventing themselves in terms of operations, offerings, products and personnel, going beyond the scope of traditional news.
One of the major driving forces in this evolution is the Millennial Generation, the biggest generation of customers ever. As more Millennials reach adulthood, a different breed of customer emerges; one who's connective technology, i.e. the internet, web and smartphones, have pretty much always been around. What you may find surprising is the growing importance of travel bloggers. In fact, 33% of US travelers read travel blogs for advice and ideas of where to vacation. That number is certain to grow over time because:
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