Earlier this week, CAA South Central Ontario posted a video that really pulls at the heartstrings.
Haven't seen it yet? Check it out here:
"Every trip should be the trip of a lifetime." You see the brilliant tagline when the video ends, after a few lucky CAA patrons are rewarded with a surprise vacation. It's the kind of video that appeals to our emotions and wanderlust, and inspires travellers to set-out for their own adventure.
Understandably, not all travel agencies or advisors have the resources to produce this quality of content or hand out free trips. So we thought we'd offer up a few tips on how you can improve your own content marketing game for the sake of inspiring prospective or repeat clientele to pay you a visit.
Find & share inspirational content that already exists.
If you don’t have the time, skills and/or resources to create your own content, leverage the wealth of content available on the world wide web. Start with websites for travel magazines, YouTube influencers, bloggers, TV shows — inspiration is everywhere! From there, use your personal and professional social media pages to share the content, as well as community pages and newsletters to your distribution list. Be sure to come up with creative and captivating taglines, and have a clear call to action; let your audiences know that the information you’re sharing aligns with the sort of trips you can make happen.
Ask supplier partners to help.
Whether tour operators, hoteliers, cruise lines or the like, many suppliers are always investing in creating videos for the sake of inspiring consumer action. Reach out to your BDMs and local representatives; request access to (and permission to use) b-roll that they have on-hand. Are you a major seller of their product already? They might even be willing to have the content custom-branded for you, so the call to action at the end of the clip is your name and phone number. If not, it may be worth finding an intern or junior video editor to make the magic happen.
Travel is all about authenticity, and there’s nothing more authentic than showing off your own experiences as they happen. Take a lesson from Jackie Niven at Transat Distribution, who is constantly using Facebook LIVE reports to encourage client action. Check-out her videos here.
Be an authority.
We can all agree that travel isn't all fairytale and rainbows. Things go wrong, and when they do, you'll be the one clients call for guidance. Remind them of that; show them you have your finger on the pulse of all things travel by using your social media pages to post travel warnings, updates on Visa or passport requirements, news about new airlift — you name it. Establish yourself as an authority by constantly communicating to your clients (prospects or otherwise) via e-mail and social media. This is guaranteed to make them trust in your expertise all the more.
Want to take things offline? Gift your top clients with a subscription to Canadian Traveller magazine so they’re continually thinking about the next big trip to book with you. See below for more information.