Destination Marketing - The Strategic Shift to Content

Content Marketing, The Strategic Shift
Loudscout.co
Destination Marketing

The DMO Disruption
Today, the destination decision of the modern traveller is influenced by
a variety of sources, both online and off. The effectiveness of the
traditional tourism boards to attract and engage the prospective
traveller is under challenge. Travellers are shifting their context of
influence towards Social Media, Influencers and Online Travel Agencies
and turning dark to traditional media.
And the influence of those new spheres have over the traveller is
dramatic and disproportional as their content production and cadence
clearly out paces the output of other, tourism advertising.
We are losing our place in the path purchase, pushed out by relevant
and relentless content streams.
If we can not form a relationship with the traveller and become a
trusted source of information and inspiration, our value to the tourism
industry will be greatly diminished.
What do consumer behaviours look like today?
People want to be in control of the content they receive:
86% of people skip TV commercials.
44% of direct mail is never opened.
91% of email users have unsubscribed from a company email they
previously opted into.
70% of consumers prefer geEng to know a company via arFcles over ads.
90% of users listen to recommendations shared from friends.
People spend more than 50% of their time online with content and an
additional 30% of their time on social channels where content can be
shared.
90% of consumers find custom content useful and 78% believe that
organizaFons providing custom content are interested in building good
relaFonships with them.
AOL NIEISLON (2012)
CONTENT MARKETING INSTITUTE
THE CONTENT COUNCIL (2011)

Our competitive scan criteria has been crafted to find
examples of best in class content marketing to take note
of and incorporate into future planning:
1.  Inspires travel and creates a sense of urgency to
visit and delivers tangible, inspirational experiences.
2.  Engages with global travelers by connecting with
them emotionally.
3.  Converges bought, owned and earned channels
through content.
4.  Optimized for mobile consumption.
5.  Presents a seamless cross-channel transition and
experience.
Tourism category competitive scan
(from a Tourism Board perspective)
United States
Oregon
Europe
Finland
The Competitive Landscape – Best in Class

Competitive Scan: Oregon
Content Marketing Review
The brand and content experience presented by Travel Oregon is
extensive. The brand campaign – Seven Wonders of Oregon – is
strategically integrated across all digital and offline channels. The
campaign is foundational to their content marketing efforts from which
all other content elements fall.
Inspiration through emotion, not utility: Whether it’s through the
brand campaign content elements, strong imagery, story telling or
consistent messaging such as ‘We’re in love with Oregon’, the traveller
is inspired through emotion. Examples of this are present across all
channels – their site, Pinterest, Instagram, Facebook, Google Plus,
Twitter and their Travel Guides (available both online and in print).
Open and supportive dialogue with the traveller: Multiple touch
points with the traveller are made throughout all channels. Travel
Oregon asks the potential visitor to connect through any platform they
wish – Facebook, Twitter, Ask an Expert, standard contact form,
telephone and email. They want to know who their guests are and
start a conversation with them.
Consistency in messages across all channels: Brand identity is built
through consistency across every channel used. Travel Oregon
actively contributes to how the traveller envisions an experience in
Oregon no matter what channel they are being introduced to the
brand through. Visual and key content elements are consistent across
all channels.
Orchestrates bought, owned and earned media seamlessly:
Travel Oregon is clear on how to guide a potential visitor through
their brand and content experience. Pathways for the traveller to
consume Travel Oregon content are present from Search results, to
their site, to their very well established social platforms as well as
guiding the offline experience with travel brochures. Each path that a
guest goes down delivers them to other content opportunities
through multiple channels. They consistently offer the traveller
support in their discovery shown through innovative tools such as
oregon.roadtrippers.com.

Competitive Scan:
BEST IN CLASS
Seamless integration: Oregon’s content is based
around their love of the state and communicating the
wondrous experiences they have on oﬀer. Oregon
knows that images are the clearest path to inspiration
and engaging with the potential traveller.
Oregon is best in class in their ability to harness the
power of photography, communicate their message
(wonder and passion) and keep the experience seamless
across all channels.
Throughout every channel, whether its their site, social
platforms or travel brochures, their content experience is
immersive through the strategic use of photography
complimented by simple headlines communicating the
wonders of the state.

Wintercation
Inspires travel and creates a sense of urgency to visit and delivers tangible, inspiration experiences.
Itinerary’s and Story
Wintercation is not just a series of local deals
strung together with events and big brand
sponsors. It’s a theme that is explored
through stories and travel itineraries that
make the 49 local destinations come to life.
However, it is not a perfect story. Many of the
local destinations identified under the
Wintercation banner do not have integrated
creative and content in support of theme.
Focus on Activates and Value:
The Wintercation content experience has
been smartly curated to bring together travel
deals and events from over 49 locations.
Wrapping events and deals in a theme,
provide a diﬀerentiated context from Online
Travel Agencies and travel deal aggregators.
More importantly, creating a unified, easy to
explore content experience enable’s
prospects to hunt and removes barriers to
sale.
Wintercation is Travel Oregon’s clever
content strategy to entice the opportunity or
last minute traveller with a promotion,
curated events, deals and experiences.
This is a best in class example of a Tourism
Board providing a macro creative platform
and content strategy to make local
communities and operators more competitive
and compelling.
It also a best in class example of content
curation/reuse by bringing what would have
been disparate content elements under one
theme and experience. That experience is
then powered across the content ecosystem
and integrated into key content pillars such as
SEE and DO, ASK OREGON, and TRAVEL
DEALS.

Editorial Point of View
Engages with global travelers by connecting with them emotionally.
Travel Oregon has captured the essence of story
craft by being genuine and talking from a place
they honestly understand. It is this emphasis on
being authentic and genuine that draws people
in and appeals to their emotions.
And by ascribing to credible “storytellers”, they
let the reader in on a first-person perspective of
the Oregon experience. A sense script of the
sights, sounds and tastes that build a new
perspective of what is possible to experience in
such a diverse destination.
And the editorial voice places a high value on
incorporating utility into the story. With specific
recommendations, trip insights and insider
secrets the reader is provided a complete
spectrum across emotional to utility.
“It was so serene sitting by the
fireplace listening to the
waves. I couldn’t have
pictured a more perfect
place.”
“Before this trip I thought of the
Oregon Coast as just a summer
destination. But as I drove down the
coast experiencing all the gorgeous
scenery and delicious food, I
realized the Oregon Coast is
beautiful to visit any time of the
year. I’m so happy to have had the
opportunity to come here. I’ve met
so many amazing people along the
way and I can’t wait to come back!”
Overall though, the editorial content
is weighted to exploring the activities
within Oregon. And as convincing
and compelling as these stories are,
there is still room for a lifestyle and
values driven narrative that would
appeal to people emotionally to
Travel and not just their activities.

Article Pages
Engages with global travelers by connecting with them emotionally.
Travel Oregon is also to be praised for its thoughtful and
balanced user experience design of the editorial article page.
Though each story is unique, Travel Oregon is making us
long scan pages that are embedded with a host of
interactive and storytelling elements.
Rich photo galleries that are both detailed and iconic in
subject matter.
Clean, well couched text that flows in concert with visual
media.
Interactive planning tools that are lite, engaging an
intuitive.
Related and recommended articles that propel the reader
deeper into the content experience.
As a reading experience, the page feels complete, connected
not just to the emotional mindset but a planning and
considered one as well.

The Seven Wonders of Oregon
Converges bought, owned and earned channels through content.
Oregon’s cross channel narrative is a brilliant example of
harnessing a context that is globally understood, the 7
Wonders, and translating it for the travel Oregon experience.
The regions, and each of their wondrous experiences, are
branded and wrapped inside a integrated content experience
that includes the use of:
•  Narrative video
•  Articles
•  Social Media Integration
•  Sponsorships
•  Trip ideas and See and Do
•  Expert advice through ask & answer
•  Inﬂuencers – Guest Authors
“So we see your 7 Wonders, World. And raise you 7 of our own.
And we invite you to not just see them, but experience them. Because our Wonders aren’t
just for taking pictures of – to truly say you’ve seen our Wonders, you have to get out of the
car, hike down from the scenic vista and feel them beneath your feet.
Just remember: This is Oregon. So how you go about doing that is entirely up to you.”
*From the traveloregon.com

The Seven Wonders of Oregon
Converges bought, owned and earned channels through content.
7 Wonders of Oregon is activated across
their social media channels with key creative
representation in channel mastheads, such
as on Facebook, Instagram, Twitter, Google+
and YouTube.
7 Wonders of Oregon is their content
strategy and creative platform, which is
made incredibly impactful by being
supported with deep content experiences
inside traveloregon.com.
The 7 Wonders content extends well into the
needs of the traveller to find and plan unique
itineraries.
The Wonders are detailed extensively through
“recent wonders”, an editorial play to bring
existing content inside the 7 Wonders
program. A very smart and nimble curation
strategy.
Value add planning content is also provided
in the form of See and Do interactive maps.
With such a distributed yet, convergent
content experience program, it’s easy to see
how sponsors would be prepared to invest
and support the program with incentives and
content of their own.
Travel Oregon is aggregating an audience
and making them available directly to
sponsors, through well integrated and
compelling content.
#traveloregon

ROADTRIPPERS
Presents a seamless cross-channel transition and experience.
ROADTRIPPERS
https://oregon.roadtrippers.com/
Roadtrippers is Travel Oregon’s web based trip
plan service that powers a surprising complex
planning and discovery experience. User can move
freely between the mobile optimized, desktop or
IOS version of the service
At its core, are hundreds of geo tagged places
within Oregon that users can discover, add to and
build out a trip plan with. It’s a map based
interface, very common to most users now,
wherein users can plot a start and finish point and
see their trip plotted out with “places” derived
from: Accommodations, Attractions,
Entertainment, Food & Drink, History, Nature,
Shopping, Sports, Scenic Drives.
Seamless Integration
Roadtrippers is a best in class example of
thinking with the One Web mindset. The user
experience is seamless between web and app,
and a user can choose to further integrate the
service into their lives by using their Facebook
account as their Roadtrippers account.
There are additional subscription services
within a users profile for Best of Roadtrippers
weekly, Product Updates, and Notifications.
Additional auto-publishing settings to
Facebook can be managed here as well.
Trips can be shared via Facebook, Twitter and
email. At this level, the Trips and Places become
targeted messages within the users’ network of
influence.
Crowd Source Listings
Why is this great content marketing? Underneath
the personal planning tool, Roadtrippers gives
Travel Oregon the ability to crowd source the
value add to its “listings”, by capturing thousands
of new data points, created by travellers, that
later be used for content personalization and
targeting.
Roadtrippers is a relevancy engine that is
collecting all the individual interactions and
selections users make. That data can then be
mined to optimize either personalized messages
or future remarketing eﬀorts.
Taken at scale, the data can be extremely
compelling for plotting out future campaigns in
terms of creative decisions, suggested itineraries
and destination recommendations.

One Web Design
Optimized for mobile consumption.
Travel Oregon has taken a One Web design approach to their
digital product with their digital hub, traveloregon.com, being
mobile web ready. Moving between the desktop version of the site
and mobile one is fluid, unobstructed and clearly the product of
careful design consideration. With particular attention given to
image sizing, typography, navigation and overall colours and
design treatments of blocks of content.
Their mobile strategy is also fueling their capabilities social CRM,
content marketing and the ever important Android and IOS
platforms, specifically with:
Google Field Trip: Travel Oregon content is integrated directly into
Google location and geo tag driven destination discovery tool. The
content is then available to anyone using the Field Trip App on
Android, and IOS. More importantly Google has integrated Field
Trip into the Google Now service, an entirely new audience who
may have never discovered Traveloregon.com or its mobile
services.
Facebook Login: Travel Oregon has made a very progressive
decision in allowing users to choose either Facebook or their email
address for the basis of their traveloregon.com account. Integrating
with Facebook will power a host new capabilities to directly target,
mine activity interest date and optimize creative and ad
remarketing.

Competitive Scan: Finland
Content Marketing Review
Finland knows what makes them special. They use their content
marketing efforts and platforms to communicate that message.
The extent of their channels (eg. Weibo, Vkontakte) is reflective of
their global audience and their awareness of how to engage them.
Discovery through story telling: Each of their content platforms
is set up to tell a story whether it’s their site, Instagram, Twitter or
Weibo. They leverage the strength of each channel to tell their
stories through snippets of content and imagery. It is very clear
that they want to take their visitors on a journey both in their
content discovery and when they arrive in person.
A dynamic responsive design: Finland’s content experience is
very well optimized for mobile through a responsive site design.
This is a key strength in their content marketing efforts ensuring a
seamless visitor experience across all devices. Visitors can
consume their content any time, on any device and with the same
consistent quality.
Engages and encourages a global discussion: Finland asks travellers
to help tell the country’s story through their own content. This is shown
clearly on channels such as Twitter as well as Pinterest where visitors are
asked to share their images. They position Finland as a place to be
experienced by everyone around the world. They provide utility style
content, such as how to get there, from a global perspective and in a
welcoming tone.
Content is easily consumable: This is done through design but also in
the way they organize their content types through seasonal and theme
based categories. They know what makes them unique in the global
travel marketplace and they use filters within the content to
communicate that. For example, content is presented around a theme
of ‘Silence Please’ where they showcase all the places to provide a ‘place
to breathe’. Tranquility is often a sought out factor in travel and potential
visitors understand quickly and easily that Finland can offer them this.
Other unique and accessible content formats are also used to create
interest such as ‘Find your Finn name’ or ‘The Wise Puppy’. Both are
centered around introducing characteristics of Finland in an entertaining
way.

BEST IN CLASS
Craft your story: Finland is exceptional in their ability to
structure the technology needed to deliver their content
experience but they also excel in how they display
content. They deliver a strong narrative combined with
beautiful photography and present it in a fluid format.
Consumable content elements are linked in a cascading
style so the traveller can digest the information eﬀortless
while still being inspired.
Every level of their content is built around telling a story
whether it is about an experience or utility.
Screenshots represent one
template with cascading
elements that ﬂow into one
another.

Inspires travel and creates a sense of urgency to visit and delivers tangible, inspiraFonal experiences.
With story telling at the foundation of their content
marketing, each channel uses copy, images and
video cleverly laid out to tell a visual, simplistic and
inspiring story. It’s the story of what it means to
experience Finland leaving the traveller aspiring to
visit.
On their main site, they use compelling images as
the back drop, over lay consumable content pieces
and deliver tangible information on how to get
there or experience it for yourself. Utility style
content stays inspirational with the cascading
template style and its multifunctional use of
slideshows (see example). The experience guides
the potential traveller through a vast amount of
details but they do it with simplicity and elegance.
Where Finland excels is how they categorize their
content and create themes around what makes
them unique. They use those themes to tell their
story and use emotive headlines to engage and
create a sense of urgency.
Facebook: ‘I wish I was in Finland’
Content format creates sense of urgency while inspiring Crea@ve use of imagery as the back drop accompanied
with copy and maps. Best in class ability to deliver a
slideshow horizontally but also allow the poten@al
visitor to con@nue ver@cally through the template
Emphasize unique experiences around seasonality

Engages with global travellers by connecFng with them emoFonally.
Across all of their channels they acknowledge
the global audience. Finland recognizes their
visitors are from all over the world by having
an established presence on all social platforms
– both English and Non-English speaking (e.g.
Weibo, Vkontakte). They go to where their
potential guests are discussing Finland and
open up the conversation with them. Their
tone and perspective is very open and inviting
by positioning images shared as a way to
illustrate ‘Our Finland’ (see example).
In many ways, Finland is certain of it’s
strengths and what it can oﬀer the global
audience. They make this very clear in the
way their present their content as well how
they ask their visitor to engage. For example,
the Northern Lights is a world renowned
experience and most likely once in a life time.
They know this and they set up numerous
instances through their content to ignite
emotional responses and camaraderie over
having experienced it (see Instagram
example).
‘Our Finland’ for everyone to contribute to Instagram: ” Have you seen the Northern Lights? How did you
feel about it?”
Presence in non-English social plaOorms Know what makes them unique on a global scale

Op9mized for mobile consumpFon.
The Finland mobile experience is exceptional.
The movement from the desktop version of the
site to mobile is seamless and clearly the result of
careful audience consideration, planning and
design. Their desktop experience is best in class
with the ability to navigate in multiple directions
and create the feeling of being immersed in the
content while still maintaining simplicity. Their
mobile experience is no diﬀerent.
Potential visitors can consume Finland’s content
across every device and every channel with the
same quality of content, design and integration.
The sheer nature of how they present their
content across devices shows their strength
against many of the criteria to which we assessed
them – inspiring, tangible, connects emotionally,
shareable and seamless.
Consistent quality across devices Excep@onal mobile design show in modiﬁed
naviga@on

Competitive Scan: Summary of Findings
Inspiring Travel Now
Macro creative platforms and
content strategy can make local
communities and operators more
competitive and compelling.
Content curation and re-use can
bring what would have been
disparate content elements under
one theme and experience. This
can drive inspiration, tangibility
and urgency.
Seamless Experience
Delivering a seamless experience
means harnessing the power of
photography while
simultaneously communicating
your message and keeping the
experience clearly integrated
across all channels.
Lead travel content marketers are
providing an immersive
experience through strategic use
of photography complimented by
simple headlines communicating
the wonder of the destination.
Connecting Emotionally
The essence of story craft is about
being genuine and talking from a
place the audience honestly
understands and can connect
with emotionally.
Travel content marketers excel
when they incorporate first
person perspectives and lead with
editorial content that is story
driven.
Stories should have a weighting
of emotion, exploration and
utility. That weight is not always
equal but the presence of content
types for each, make a story
whole.
Mobile Optimization
Moving between the desktop
content experience through to
the mobile version needs to be
fluid, unobstructed and based on
careful design and audience
consideration.
Presenting content well across all
devices creates a powerful
integrated content experience
and helps content marketers
achieve their goals through
inspiration, tangibility, emotion,
being shareable and delivering
seamlessly.

Loudscout is a customer experience
agency led by a group of content
strategists, user experience and
digital consultants who, over the last
fifteen years, have been at the
forefront of experience disruption.
We’re helping some of the world’s
leading DMO change, everything.
WHO ARE WE?
www.loudscout.co
hello@loudscout.co
1.855.289.675.2857
Toronto, Vancouver,
San Francisco, New York

Destination Marketing - The Strategic Shift to Content

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