3 Travel Brands That Drove Brand Engagement With Their Twitter Campaigns
The global travel and tourism industry was valued at $695.9 billion in 2020 and is expected to reach $2,001.1 billion by 2028, growing at an excellent CAGR of 13.2% between 2021-28.
Although the travel and tourism sector has been severely impacted by COVID-19, it is slowly picking up. However, travel brands would need to think of unique ways to create a good impression on their target audience in this fiercely competitive industry. This will require them to use the existing marketing avenues available to them just like these three brands who leveraged Twitter to reach out to their target audience.
1. Bahía Príncipe
Bahía Príncipe Hotels & Resorts is a division of resorts owned by Grupo Piñero, established in 1995.
Bahía Príncipe sought to begin the year by achieving maximum performance during the peak season for bookings by American customers and reach the Spanish market too.
Approach & Solution
Bahía the first campaign focused on the American market, the other targeted the Spanish market, trying to reach different age and interest groups. To direct traffic to its website, the brand used the Website Card format for both campaigns and utilized the Twitter Audience Platform to extend its reach beyond the platform.
Moreover, Bahía Príncipe leveraged Twitter’s advanced targeting options, such as keyword, interest, and behavior targeting. Thus, it communicated its campaign message to all users who were looking for or tweeting about vacations, Caribbean destinations, and the beach.
Bahía Príncipe’s Twitter campaign was quite successful and led to more than 2 million views. Also, it raked in over 250k web clicks.
2. MGM Resorts
MGM Resorts International is an American global hospitality and entertainment company operating destination resorts in Las Vegas, Massachusetts, Detroit, Mississippi, Maryland, and New Jersey, including Bellagio, Mandalay Bay, MGM Grand, and Park MGM.
MGM Resorts wanted to promote its Las Vegas properties as the Times Square of the West for celebrating the new year and reaching millennials.
Approach & Solution
MGM Resorts ran the campaigns from mid-December to early January. Lookback16 invited users to share their favorite moments of the year, incentivizing participation through sweepstakes with a grand prize resort stay and leveraging a Twitter emoji and conversational ads.
LiveFromLV showcased the New Year excitement in Vegas by featuring three niche influencers who used Twitter and Periscope to lifecast their experience celebrating at various MGM resort locations. By using live broadcasts from these influencers, MGM Resorts enhanced the impact of the campaign, creating a conversation with a millennial audience that is difficult to reach with more conventional brand campaigns.
The Twitter campaign performed outstandingly well for MGM Resorts leading to a 14% post-campaign increase in positive brand sentiment. The campaign also resulted in 22.7 million total impressions along with 641k engagements.
3. Turkish Airlines
Turkish Airlines is the national flag carrier airline of Turkey, operating scheduled services to 315 destinations in Europe, Asia, Africa, and the Americas, making it the largest mainline carrier in the world by the number of passenger destinations.
Turkish Airlines sought to tap into the curiosity that people generally have about flying.
Approach & Solution
Turkish Airlines broadcast a live stream of a flight from Istanbul to New York. it followed the aviation guidelines to ensure that it got the necessary approvals. Also, it was careful to not broadcast the live in-flight video in the cockpit.
The use of Periscope during the flight offered Turkish Airlines a great opportunity to talk about its quality customer service offerings. Since it was live and presented without any editing, viewers could see all the action.
Turkish Airlines managed to reach more than 10,300 users with their Twitter campaign that garnered 154,406 likes. The replays of the broadcast were viewed by 14,967 additional users and further led to 138,373 hearts.
The campaign reached an audience of 4.5 million people and helped Turkish Airlines gain 5,000 news flowers too.
Just like other popular marketing channels, Twitter has also established itself as a quite effective marketing platform. It can help you direct more traffic to your website, improve brand awareness, engage your audience, create personal relationships with your followers and customers, boost conversions, and drive sales.
A solid plan and an effective marketing strategy are all that you need to make the best out of your Twitter campaign.