What Interactive Marketing Can Do in Tourism

Hello lovely people,

I am Zeynep, the newest member of Spotful! I joined the team about a month ago and thought I’d take a break from being the honeymooning new employee and share some of my thoughts with you.

It is mid-September and I don’t know about you guys but with the summer ending, I spend half of my time getting apprehensive about the upcoming winter and the other half watching travel videos to help me daydream.

Just a couple of days ago, I watched this great video by Travel Basecamp, which changed the way I think about travel videos and the value making them functional can add to the tourism industry. The video is an episode from Travel Basecamp’s travel documentary series, sponsored by Air Transat, and focuses on Algarve, a beautiful region in the south of Portugal. Travel Basecamp does an amazing job at leveraging Spotful’s content engagement toolset to create a more contextual video experience.

First of all, I do not remember how many times I’ve watched a travel video and got impressed by the specific places or activities seen in the footage, without having a way of knowing their locations or communicating with those people. Travel Basecamp cleverly adds Google Maps whenever the location changes, making it easier for the audience to follow the journey and potentially go there themselves now that they know the exact locations.

Google maps 3.png

The Facebook pages of the places visited are also included when applicable, creating a bridge between the local business and the viewer of the video. Overall, the use of Google Maps and Facebook pages concretizes the experience for the audience, moving away from the abstract nature of discovery videos.

algarvesup.png

Secondly, as a big fan of non-linear storytelling, I just love anything that allows me to get additional information in a continuous video. Travel Basecamp leverages Spotful’s storytelling tools to add more context to the content by adding 3 spots—each with the picture of one of the travelers—to the video. By interacting with these spots, the viewer is able to get more information on the characters. Overall, I think the extra information presented adds depth to the story and the clickable spots turn the interaction into a dialogue the viewer can choose to enter or not. This way, additional information can be shared with the viewer respectfully without having to include everything in the main script!

Characters.png

If you are anything like me, you won’t leave the video just to give the Facebook page a like and will forget about it once the video is finished. Well, the two social media call-to-actions by Travel Basecamp serve as a solution to this, permitting the audience to like the Facebook page, and interact with Travel Basecamp’s twitter feed while still in the video! All you have to do now is just click the spot and you are converted!:) Spotful’s capability to incorporate multiple conversion points into the video experience leads to higher conversion rates, more subscribers, and increased customer loyalty.

      TB Twitter.png

Last but not least is the subject of commerce. Spotful’s toolset allows the embedding of responsive websites and widgets within the spots, meaning one can book tables and buy tickets also while still in the video! Even though this functionality is not used in the Travel Basecamp example, Air Transat has used pictures with link outs to their online ticketing page for Portugal-based trips, using the call-to-action as a channel leading to a potential transaction.

Screen Shot 2016-09-14 at 1.07.34 PM.png

All in all, with the growing space for videos in online media and the diminishing attention span of today’s consumers, Spotful helps tourism-related businesses communicate with their audience and get as much value out of that interaction as possible, by leveraging in-video conversions, enabling non-linear storytelling, and allowing for subscriptions and transactions within the video experience.

Zeynep Kecelioglu, Office Manager @Spotful

Spotful Loading animation plays during video load.