Advantage Travel Partnership is focusing on content marketing tools to boost sales for its agents.
The association has launched four content marketing initiatives: social media video, Navigate cruise digital bookazines, Silver Traveller magazine and access to destination videos with Meridian Partners.
Advantage broadcasted its first Facebook Live video in February 2019 in collaboration with Celebrity Cruises to discuss Celebrity Edge, with results showing an increase in average daily post views of around 300%.
Advantage will continue to roll out a varied video content plan in 2019, including using Facebook Live, to better engage with their members on a range of themes.
It has hosted a series of member cluster meetings to educate members on the virtues of content marketing, and specifically using video, giving practical advice and tips on how to get started.
At its Cruise Conference in March, Advantage launched a series of digital bookazines, called ‘Navigate – a spotlight on cruising’.
Also published in March 2019, the new Silver Traveller customer magazine offers Advantage members support, knowledge and expertise in the over 50s market.
Created as part of Advantage’s ongoing partnership with Silver Travel Advisor, the bespoke magazine brings together a wide range of editorial articles, handpicked for their interest and relevancy to older customers – helping to position Advantage at the forefront of the mature travel market.
Both print and digital versions of the magazines have been distributed to members, along with a ‘how to’ guide with advice on the best ways to distribute the content.
An exclusive partnership with Australian-based production company Meridian Partners will provide high-quality destination content to members for use in their marketing activity.
The company, which also provides content that airs on the National Geographic Channel, will share video, images and written content to showcase locations around the globe for Advantage members’ exclusive use in the UK market. The content will be available to view and download from the member’s online marketing portal imminently.
Advantage head of marketing David Forder said: "Video in particular is becoming an increasingly effective way of reaching audiences, online and through social, and we are demonstrating this knowledge and expertise by embracing video in our own member communications."
