Goals and objectives: 1. Shift marketing efforts from traditional (print and digital ads) to content marketing via rich travel stories and video that live on TheTravelCurrent.com, 2. Increase overall brand awareness through inspirational content, 3. Solidify Palace Resorts as a leader in the travel industry, and 4. Help guests plan trips of a lifetime.
The Travel Current project was divided into two ongoing phases. Phase one was the development of a dynamic website and content creation (articles, listicles, interviews, infographics, and videos). Phase two consisted of amplification and distribution via content sites, social media (paid and organic) newsletters along with cross-utilization of content in a variety of different channels. Examples of this includes featuring videos on our internal Palace Channel, that guests can view while they visit and get inspired to plan a return trip, and distribution of content by top-tier brand ambassadors.
We produced content that focuses on our destinations and created awareness at the very top of the marketing funnel. As of July 15, 2017, we have produced a total of 35 articles, which has generated promising results. Total traffic to The Travel Current was approximately 51,000 visits in June and July, and organic and paid social media amplification reached 1.3 million people. These results prove that the Travel Current is an effective way to reach new guests and get them excited about their next vacation.
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