If programmatic video is the future of advertising, then, in the words of the great science fiction writer William Gibson, "The future is already here - it's just not very evenly distributed." The distribution varies from industry to industry, simply because some are better suited than others. Accounting, for instance, may benefit less from great video ads than travel.
Once again, a Washington hotel proves it's possible to capitalize on political excitement without upsetting potential customers. As was the case with The Jefferson hotel pushing a puppy for president (see my column), the equally venerable Mayflower Hotel (part of Marriott's Autograph Collection) launched a campaign earlier this year positioning itself as the city's "official bi-partisan" hotel. Upon check-in, guests are asked to select a red or blue guest room key card, signifying #TheMayflowerVote. - and triggering an informal straw poll. Of course, any guests who aren't interested in being polled can simply request a standard room key.
As a travel marketer, there are myriad ways you can spend budgets to sell rooms, cruises, vacation packages, and everything in between. Unfortunately, you don't always know who likes what, why they would be interested in your product, or even if they're even in the market to buy.
Possibilities abound for speech recognition to fuel better experiences in travel.
If you're an advertiser, the CLIO Awards should be a familiar name. Honoring innovation and creative excellence in the industry, the CLIO Awards make being a nominee a great accolade in itself. Submissions from all of the globe have been reviewed and whittled down by world class creative talent to the 2016 Shortlist revealed last week. Of the remaining elite, five travel brand campaigns have made the cut!
Free drinks in first class, five-star restaurants and breathtaking views from the hotel balcony. All too often, business travel is depicted as something glamorous. Don't get me wrong, it can be. But there's also the frequent reality of fast food and flight delays, missing putting your kids to bed and nights spent tossing and turning in a bed that isn't your own.
Pet peeve: pet programs and other examples of marketing me-tooism. It's impossible to count how many hotels and hotel brands in the past 10-15 years have issued press releases about their pet programs. They inevitably have cutesy names - usually involving a tired pun; and they might include something "creative" like a monogrammed collar.
Leisure travel is still just that-leisure. People have to buy food, medicine and hygiene products-they don't have to buy a Caribbean vacation. The way to reach them is with a great story that spans across screens.
With over 26 million Americans already playing Pokemon Go in less than two weeks since its launch, it's become not just a gaming phenomena, but a social one. And, as the game is quickly rolled out to even more countries in the days and weeks ahead, it will almost assuredly make Pokemon Go a global phenomenon as well, creating a gaming platform that is universally understood and enjoyed across cultures, geographies and languages.
Baby boomers were once the most coveted demographic group for the hospitality industry, but in recent years millennials have become the largest age group in the US with one of the strongest purchasing power. There are now over 83 million Americans in the millennial age range and they represent an enticing, yet challenging, effort for hotel marketers.