A sunset in Bali. The white-sand beaches of Turks and Caicos. Wanderlust is a real thing, people. And you know what they say: a picture is worth a thousand words.
After surveying our 20 million members on Jetsetter, aside from our exclusive deals, curated hotels and personal reviews (where we actually send a correspondent to check things out) it's the library of stunning imagery that draws them in and keeps them hooked. Visual storytelling is core to our business and overall content marketing strategy. How we leverage these visuals to evoke an emotional tie during the trip planning and booking process is what truly sets us apart from the rest of the OTA pack.
When it comes to our distribution channels, it's Pinterest that proves itself as the perfect platform and provides us with the means to amplify this concept of storytelling even further.
Our goal for the platform is quite simple: to inspire and connect people around the places and properties that matter to them most. As the fourth largest brand on the Pinterest with 4.4 million followers, we strive to innovate within the space by complimenting our content on site with unique, supplementary experiences.
Believe it or not, we're a two-person social team at Jetsetter. Small, scrappy, nimble? Your call. But that doesn't stop us from being smart and strategic, leveraging data to draw insights to influence each and every move on the platform.
Our key results from Pinterest in 2014 alone speak for themselves:
Jetsetter's Pinterest is comprised of 55 boards and 6,000+ brand pins that cover all areas of the globe and integrate our community's identified passion points. This past year, we partnered with influencers, hotel properties and tourism boards to leverage the place pins functionality on Pinterest, transforming our long-form editorial content on site into digital itineraries plotted on a map for easy trip planning. We also made an effort to showcase our member's pinning behaviors on Jetsetter.com by creating an exclusive curated collection that featured the 14 most pinned deals on Jetsetter for the year, which received great traction.
We've also become much more aligned internally across all departments to utilize data from Pinterest and have seen great success. In 2014, our traffic acquisition team utilized top performing pin data to influence the assets they chose within all of our paid ad units. Our design team now selects visuals for our site/email creative based on real-time images that receive the best traction on Pinterest. The destination specific insights we generate from Pinterest also influence our direction for visuals on Jetsetter and provide us with a better understanding of which locations should be given more emphasis.
We're excited to continue to grow our presence and increase the level of Pinterest utility and integration on Jetsetter.com in 2015. Come along for the ride.
