Episode #015 - Brent Hill (South Australian Tourism Commission), new research shows a drop in influencer engagement, Just Alright from JetBlue
After a break, we’re back with a new episode! We talk with Brent Hill executive director of marketing for South Australian Tourism Commission (SATC) about last year’s mammoth “State of Wonder” campaign where the tourism body broke new boundaries with a five day live stream with more than 120 hours of continuous footage.
Hill tells us that SATC faced a challenge common to many destination marketers – how to overcome narrow and dated perceptions of the destination, and demonstrate the breadth of the state’s offering in a 30 second TVC. “That's when we sort of sat down and went, what about if we just left the camera rolling when we go and shoot these ads?” he said. “We wanted the consumer to be able to see really authentically what it was like to travel around South Australia. And we also wanted to see if we could increase the amount of time that they spent viewing South Australia.”
Hill says he never expected anyone to watch all 120 hours of footage, but as people dropped in and out to view content over the five day period they were able to substantially increase average view time to an impressive seven and a half minutes.
Even more critically SATC was able to effectively measure leads to operators and tourism industry partners. “We had record numbers of traffic into our digital ecosystems, and our operators got a ton of bookings, which is super exciting, because we don't sell airline tickets or hotel rooms. What we do is act as essentially a portal and take people through directly to the operator,” Brent said.
In our regular Trend Monitor segment Andrés and Lauren talk about a study released by analytics firm InfluencerDB showing that Instagram influencers have seen engagement rates on their content drop to an all-time low.
Andrés notes that “nano influencers” are still performing well on the platform: “So if you have a product, and you're trying to attract a particular kind of traveller, a new segment, or stimulate repeat business, then maybe it's better to focus your influencer strategy in the travel space on those more niche groups, rather than broadcast.”
In Campaign News in this episode we talk about the “Just Alright Doesn't Fly Here” campaign from US carrier JetBlue which focuses on service. Lauren pans the campaign as a “bit of a cop out” since it fundamentally relies on pointing out its competitors’ so-called weaknesses in service rather than focussing on any meaningful strengths the airline might have vis a vis its competitors.
She laments that the bar for effective marketing has fallen so low in the airline category that JetBlue highlights the fact its staff answer the phone as a strength. “That’s just a hygiene factor, surely.”
Full 120-hour State of Wonder ad // South Australian Tourism Commission on YouTube
The South Australian Tourism Commission engages travellers on YouTube with its “State of Wonder” // Brent Hill article on Think with Google
Instagram influencer engagement hovers near all-time lows, study says // Mobile Marketer
Just Alright Doesn’t Fly Here ads // JetBlue on YouTube