When the pandemic began, the majority of destination marketing organizations paused their advertising. Over the last few months, DMOs have been ramping up their paid media when the timing was right for their destinations. Deciding when to do so depends on many factors, such as the readiness of…
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The COVID-19 pandemic may be one of the worst crises in living memory for many of us, and you’d be hard pressed to find an industry as hard hit as travel. But it is without question that the travel and tourism industry has done one thing really well — that is, it has banded together, and in some…
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Using storytelling-based campaigns as part of their marketing strategy allows DMOs to connect with their audiences, which can lead to increased interest and ultimately, a visit. Telling local stories can be done in many ways, including through social media, video and a host of other mediums, such…
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In recent episodes of The Layover Live we’ve covered how to create engaging content for social media, email marketing, video, UGC and more. One medium that we haven’t mentioned much about, but one that DMOs should certainly consider, is audio. Audio is also a powerful, timely medium, and has…
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COVID-19 has disrupted the travel industry in a big way, but DMOs are resilient and have quickly shifted their marketing through the different stages of the pandemic. Our team at Simpleview has been following several travel indicators and data sources to help guide our clients’ marketing strategy…
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There’s no doubt that paid media has been one of the most disrupted marketing channels during COVID-19. One of the most common questions our team has been asked time and time again during the pandemic is “when should I start advertising again?” While the answer will vary greatly depending on your…
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One of the most important things we can do as marketers during COVID-19 is to stay connected to our audiences. We do so in many ways and across multiple channels, including our website, social media and email marketing. But, it’s not enough to just post content if we hope to keep our audience…
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Last week on The Layover Live, we focused on the importance of sharing informational and engaging content through social media marketing. This week, our focus was email marketing, as email should also play an important role in your content strategy. Over the course of COVID-19, we’ve shared the…
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Over the past several weeks, we’ve focused quite a few Layover Live episodes on social media and content marketing, which should be an integral part of your marketing strategy. During COVID-19 especially, sharing destination content through social media is an effective and budget-friendly way to…
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While a full recovery is going to take time — and it certainly won’t be easy for the tourism industry — consider using this challenging time as an opportunity to shift some of your marketing strategies and focus on connecting with your audiences. As people practice social distancing, they are…
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