Succeeding with Co-Operative Marketing

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In this session, Katarina Kjaljic explains how to run a successful campaign - what should be the priorities?

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Katarina starts by sharing some research insights that will help destinations design more effective campaigns.

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Main Google Insights

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People are increasingly interested in travelling when we look at searches - either flights, hotels or attractions - a 15% increase in Europe (+12% UK and +21% Italy).

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But the landscape has changed dramatically in the past 6 months - the impact of war in Ukraine, energy prices and the risk of recession in the UK.

Google Destination Insights help destinations to stay on top of these trends.

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Fastest growing destination +25% South Korea

Country with the most inbound interest USA #01

Top city in demand domestically London #01

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Data also shows that exotic destinations are far more popular as travel restrictions are reduced and visitors look for different experiences - like the UAE, Indonesia and Mexico. Another relevant finding is that holiday searches are starting earlier.

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Inspirational content is the key to catching consumers' attention. There's growth in the discovery phase - travellers now need to invest more time and effort in every stage before the pandemic. There's more prep work ahead of booking a trip.

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It is also worth highlighting that traveller expectations are higher than ever - especially for younger generations (18-34 years old).

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'TV view' had the highest decrease in viewership. Online video on the other hand is growing significantly. YouTube videos generate a higher impact (greater ROI than other Online Videos channels).

Online video is the key format to inspirational content - 34M hours of travel in the UK (+55% YoY growth). This is easy to understand since they can find the content they love - it is the most extensive video library in the world.

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Creativity is Key

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Katarina highlighted that 'creativity' is the most relevant determinant of ROI (50% to 80%), whilst targeting is only due to 5% to 35%. So it's relevant to understand how can destinations leverage creativity when creating their campaigns.

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How to maximise messages in different channels:

• Apply the ABCDs guidance - attention (hook and sustain attention), branding (full visibility from the start), connection (help people feel connected) and direction (have a relevant call to action).
• Create ads that feel like content - less like ads.
• Partner with creators - to drive credibility and relevance.

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Personalisation is also an important dimension to consider. In order to effectively implement it in campaigns, Katarina suggests incorporating animated static assets, plan a bespoke shoot and being able to drive urgency.

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Four Key Pillars to Best in Class Co-Op Model

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• Finding the right partner for your destination - that shares the same vision and goals.

• Using the right creative - understand the most important part of the campaign - it should suit both brands and capture attention.

• Being clear on the strategy and concept - make sure you have an audience in mind.

• Measuring success - both parties should be happy.