360DigitalInfluence

Taking a summer vacation as a reward for working hard all year long is ingrained in our culture. The significance of these annual trips goes far beyond well-deserved relaxation. Local economies depend on tourism dollars to thrive, and, in some cases, just to function.

And as consumers look for information and make buying decisions for holidays, flights and hotels based around a range of factors – from personalization of content, delivery of services to mobile devices, and recommendations from their peers in social networks and other online communities - so destinations have embraced social and digital media as a key means of communication.

This week we are looking at social media and the travel and tourism industry, starting with a look at a selection of campaigns and destinations, and providing some key takeaways on how travel brands can use social media.

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Selling a product is one thing - selling a country is quite another.

When I first started out in the ad biz, I cold called high-level entertainment executives in an attempt to garner business. I’m still amazed that I was able to wrangle clients from an industry notorious for refusing to take anyone’s calls. Over time, I also learned that the sales stalk is a delicate blend of persistence, patience, and positivity.

Among the other things I learned: people can buy into an idea even if there is no idea. Instead, the idea is the sound of your voice and the passion in your pitch. So, when it comes to selling a destination or a country it should be easier, right? After all, a country has a history and a culture. The idea is already right there for you.

Well, yes and no.

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