Interactive Content and Emerging Technologies in Travel Marketing

Angelique Miller, Director of Brand and Marketing Partnerships
November 28, 2018
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I believe every brand has a story, and every story has a hero. While there are many ways to bring this story and hero to life, one way we do this is through our Creative Partnerships (CP) team. As part of this team, I love helping our clients create a customized story. In part, that means marrying digital media with innovative techniques to showcase the uniqueness of our clients. It also means we help clients connect their story with travelers across our network of sites. The result is a blend of creativity and strategic exposure.

Clients have our support at every stage of these bespoke campaigns to help them meet their goals. Our guide on Creative Partnerships  <https://info.advertising.expedia.com/creative-partnerships-guide> outlines some of the other features of these campaigns. Here, I tease out two examples of innovative techniques, interactive content and using emerging technologies.

Interactive Content

Interactive content generates two times more conversions than passive content, according to Kapost. That’s why we try to use it in many of our CP campaigns. One of my favorite examples of this is Palace Resorts’ eye-tracking campaign.

An all-inclusive resort in Mexico and the Caribbean, Palace Resorts pampers guests with a world of luxury and amenities. Almost anything guests need, they can get. This makes for a wonderful, worry-free, vacation, without guests lifting a finger. In fact, “Never Lift a Finger” was their slogan.

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Collaborating with Palace Resorts helped bring the campaign to life around this slogan. The creative played on the idea that once guests arrive to a Palace Resorts property, everything is taken care of, and is at guests’ fingertips. The campaign included a custom microsite, featuring a video quiz that matched site visitors to their ideal Palace Resorts property using eye-tracking technology.

Visitors to the microsite saw two parallel videos playing next to each other that included a variety of themes, like: trip type, activities, experiences, cuisine, and entertainment. Then, the videos prompted guests to use their eyes to make selections. They also prompted users to grant access to their web camera, which enabled them to opt in for the eye-tracking software experience.

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Emerging Technologies

The evolution of technology means there’s often something new out there—you just have to know where to look. To provide clients with new ways to captivate audiences means we must stay informed of these emerging technologies.

These new tools often connect more deeply with audiences precisely because people haven’t seen them used before or very frequently. This dynamism helps clients craft new and powerful stories. For example, Arizona Office of Tourism’s virtual reality campaign tapped into virtual reality to engage audiences. Hawaii Tourism Authority’s facial recognition campaign tracked how users reacted to various landscapes to help build their perfect, scenic trip. And Brand USA’s 3D sound campaign brought sound experiences to new heights with the concept known as 3D sound.

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Visit San Antonio (VSA) is a DMO (destination marketing organization) that used a new video technology to showcase what San Antonio has to offer. They worked with Advrtas in an interactive approach that represented the first domestic tourism campaign featuring 360-degree video content within Interactive Advertising Bureau (IAB)-compliant banner ad units.

Like Palace Resorts, VSA had a slogan that anchored the messaging and creative features: “My Day in San Antonio.” The campaign prompted people to engage with 360-degree video footage within the ad units. By clicking on hotspots within the video, users discovered a variety of San Antonio locations and experiences. As users engaged with the hotspots and explored the content, the banner ad transformed into a “choose your own travel adventure” quiz, in which viewers planned their perfect day in San Antonio. After creating their perfect San Antonio adventure, the campaign delivered a personalized itinerary to users based on their choices and entered them in a contest to win a trip to San Antonio.

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These are some of the successes our Creative Partnerships clients have enjoyed. Download our guide on Creative Partnerships  <https://info.advertising.expedia.com/creative-partnerships-guide> to learn more. If you’d like to discuss Creative Partnerships with one of our digital media experts, click here.

Picture of Angelique Miller, Director of Brand and Marketing Partnerships
Angelique Miller
Director of Brand and Marketing Partnerships
Angelique Miller is the director of brand and marketing partnerships at Expedia Group Media Solutions, where she is responsible for leading creative advertising partnerships and implementing global marketing campaigns. Angelique has designed and executed innovative media campaigns that have won top honors and accolades from the travel and digital media industries. Prior to joining Expedia, Angelique was director of sales and creative solutions at ESPN, working with a wide variety of blue chip brands across several verticals including auto, travel, finance, luxury retail and entertainment.
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