best practice storytelling on 3rd party travel channels

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Best Practice Storytelling on 3rd Party Travel Channels

June 19, 2014

Darlene Rondeau, VP, Best Practices, Online Merchandising, Leonardo Laura Begley Bloom, Executive Editor, Yahoo TravelAlyssa Bushey, Corporate Director, Communications & Strategic Alliances, Montage Hotels & Resorts

Technical Difficulties?Contact

Citrix GoToWebinar1-800-263-6317

[email protected]

Darlene RondeauVice-President,

Best Practices, Online Merchandising

Leonardo

@darlenerondeau

Follow:

@vfmleonardo

Tweets & Questions:

#leo3rdparty

Laura Begley BloomExecutive Editor

Yahoo Travel

Alyssa Bushey Corporate Director, Communications & Strategic Alliances

Montage Hotels & Resorts

► Research travel options

► Influence travel planning decisions

► Compare for the best value

► Broadcast your brand to travel shoppers

3rd party travel sites are used to…

Laura Begley BloomExecutive Editor

Yahoo Travel

Visual Storytel l ing on Travel Channels: Yahoo Travel

P R E S E N T E D B Y L a u r a B e g l e y B l o o m , e x e c u t i v e e d i t o r J u n e 1 9 , 2 0 1 4⎪

Yahoo Confidential & Proprietary

Yahoo is the world’s leading storyteller — and a digital content leader

Super Bowl dominance

with2x the size of

the official network

#1 Sports website globally

during the 2010

World Cup

109M reached

with coverage

of the last Olympics

Hollywood Awards

World Cup 2014

Grammys

March Madness

Emmy Awards

Combined, Yahoo Food & Tech have been visited by 13 million

people since launch in January.

Super Bowl XLVII

The New Yahoo Travel Launched April 2014

Dream it, See it, Share it, Book it, and Go!

The New Yahoo Travel

aspirational, accessible, inspirational, visually immersive

Yahoo Travel Believes it’s Important to … Have Fun!

10 Yahoo Confidential & Proprietary

Inform and Delight


Stay Current


Be Beautiful and Inspirational


16

Keep it Real


17

Take Chances and Embrace Change


18

Dazzle and Delight


19

Think About New Angles


20

Get Creative


21

Connect With Your Followers


Source: Yodelers, 2014; Q11: When thinking of the topics that you are passionate about, how do you participate? Live-tweet a major event related to the topic, Blog about the topic on a site other than Tumblr, Check in to an event or location on social media, Blog about the topic on Tumblr, Tweet about the topic on Twitter, or Post photos/videos online

Yahoo Users are Avid Sharers of Travel Content

% of users who share topics

they are passionate about online

54%

50%

46%

42%

41%

38%

37%

31%

20%

Sports

Travel

Food

Fashion

Politics

Tech

News

Beauty

Finance

Content MarketingMore Ways to Tell Stories

StreamsY! Travel Magazines

Content and Native AdvertisingIntegrates Seamlessly with Original Content

Innovative Canvas

Advertisers saw a 73x lift in brand searches for users who had read an article

Inspire at all stages with great stories & rich

visuals

Online content is versatile & easily modified

All travellers want interesting, authentic and

helpful content

Key Takeaways

Alyssa Bushey Corporate Director, Communications & Strategic Alliances

Montage Hotels & Resorts

Visual Storytelling on Travel ChannelsAlyssa Bushey | Corporate Director, Communications & Strategic Al l iances

28

Luxury Industry Forecast- 2014

http://www.montagehotels.com/

29

Evolution of Luxury Marketing

At our roots…

Montage: an artful compilation, a collection

A ship is safe in harbor-- but that's not what ships are for. ~John A. Shedd

Journey of Life, Well Lived

Montage Magazine

TheMontageMagazine.com

Journal of Life, Well Lived

MontageImpressions.com

MontageImpressions.com

• Storytelling

• Social Sharing

Montage Impressions- Promotions

Focus on property happenings; ability to change in seconds

Highlight community events, partners and strategic alliances.

#montagememory

Results

Organic Shares of Content

Paid Placements

Placements include:

Huffington PostForbesCNN.com

Ideas for Hotels

Be Fearless.

Listen.

Evaluate.

Create stories from your target audiences’ point

of view

We all have interesting & helpful stories to tell

Consumers continue to research their abundant

choice of hotel options on a variety of channels

Key Takeaways

The Ultimate Visual Storytelling Solution for Hotels

VBrochure

VScape Media Publishing

VNetwork Analytics Customer Success

BestSTART++ ++ +

Online Players Mobile Web

GalleryFacebook

++

► About Leonardo

► Invitations to upcoming webinars● July’s topic is The Magnetism of Visual Media to

Attract Travel Shoppers

► Recording of this webinar● Share it with your colleagues

It’s a Wrap