Destinations, associations, hotels, meeting planners, events, restaurants... we all have a story to tell to get more members, more travelers, to relate and engage with our products and services. Here are some key factors that contribute to effective storytelling.

1. “Association Brand Storytelling: What it is and why you must embrace it”
Tourisme Montréal Workshop
Association Brand Storytelling:
What it is and why you must embrace it

2. “Association Brand Storytelling: What it is and why you must embrace it”
[ Agenda ]
1. The impact of photos & videos on travel decision-
making process
2. 5 success factors in visual storytelling
3. Case studies
4. Q & A

3. “Association Brand Storytelling: What it is and why you must embrace it”
Why Travel Brands Must Embrace
Visual Storytelling…

4. “Association Brand Storytelling: What it is and why you must embrace it”
Why Travel Brands Must Embrace
Visual Storytelling

5. “Association Brand Storytelling: What it is and why you must embrace it”

6. “Association Brand Storytelling: What it is and why you must embrace it”

7. “Association Brand Storytelling: What it is and why you must embrace it”

8. “Association Brand Storytelling: What it is and why you must embrace it”

9. “Association Brand Storytelling: What it is and why you must embrace it”
Why Travel Brands Must Embrace
Visual Storytelling…

10. “Association Brand Storytelling: What it is and why you must embrace it”

11. “Association Brand Storytelling: What it is and why you must embrace it”
Life in micro-moments

12. “Association Brand Storytelling: What it is and why you must embrace it”
The Travel Decision-Making Process…
Source: Expedia Media Solutions

13. “Association Brand Storytelling: What it is and why you must embrace it”
… Is Going Mobile!
Source: Think Google

14. “Association Brand Storytelling: What it is and why you must embrace it”
Inspiration

15. “Association Brand Storytelling: What it is and why you must embrace it”
Source: Traveler’s Road to Decision, Think with Google, 2014

16. “Association Brand Storytelling: What it is and why you must embrace it”
Source: Traveler’s Road to Decision, Think with Google, 2014

17. “Association Brand Storytelling: What it is and why you must embrace it”
Source: Traveler’s Road to Decision, Think with Google, 2014

18. “Association Brand Storytelling: What it is and why you must embrace it”

19. “Association Brand Storytelling: What it is and why you must embrace it”
Inspiration

20. “Association Brand Storytelling: What it is and why you must embrace it”
Photos Impact Bookings
Source: TripAdvisor Barometer, September 2014.

21. “Association Brand Storytelling: What it is and why you must embrace it”

22. “Association Brand Storytelling: What it is and why you must embrace it”

23. “Association Brand Storytelling: What it is and why you must embrace it”
5 Success Factors in Visual Storytelling
1. Emotions, not facts
2. Get locals & travelers onboard
3. Communicate offline too!
4. Think multi-channel
5. Content variety

24. “Association Brand Storytelling: What it is and why you must embrace it”
“As a marketing tactic, storytelling is based on the premise
that people remember information better when it is told as a
story rather than presented as a list of facts. This is largely
because stories are more relatable and inspire an emotional
reaction in an audience. Any marketing campaign that
rouses an emotional response – whether it be empathy,
sympathy, outrage or laughter – is more likely to be
remembered”

25. “Association Brand Storytelling: What it is and why you must embrace it”

26. “Association Brand Storytelling: What it is and why you must embrace it”
Source: Acquity Group’s 2015 Next Generation of Commerce Study

27. “Association Brand Storytelling: What it is and why you must embrace it”
2. Get Locals & Travelers Onboard

28. “Association Brand Storytelling: What it is and why you must embrace it”
And influencers too!

29. “Association Brand Storytelling: What it is and why you must embrace it”
Get Locals & Travelers Onboard

30. “Association Brand Storytelling: What it is and why you must embrace it”
Influencers too!
Great examples in travel

31. “Association Brand Storytelling: What it is and why you must embrace it”
Great examples in travel

32. “Association Brand Storytelling: What it is and why you must embrace it”
Great examples in travel

33. “Association Brand Storytelling: What it is and why you must embrace it”
3. Communicate Offline Too…

34. “Association Brand Storytelling: What it is and why you must embrace it”
3. Communicate Offline Too…

35. “Association Brand Storytelling: What it is and why you must embrace it”
4. Think Multi-Channel
How marketing channels for large businesses in the travel industry in the U.S.
influence the purchase decision. Source: Think with Google

36. “Association Brand Storytelling: What it is and why you must embrace it”
4. Think Multi-Channel

37. “Association Brand Storytelling: What it is and why you must embrace it”
5. Content Variety
Source: BuzzSumo, March 2016

38. “Association Brand Storytelling: What it is and why you must embrace it”
5. Content Variety
Source: BuzzSumo, March 2016

39. “Association Brand Storytelling: What it is and why you must embrace it”
5. Content Variety

40. “Association Brand Storytelling: What it is and why you must embrace it”

41. “Association Brand Storytelling: What it is and why you must embrace it”

42. “Association Brand Storytelling: What it is and why you must embrace it”

43. “Association Brand Storytelling: What it is and why you must embrace it”
So What’s The ROI On All This??
Two examples:
-Tourisme Montreal
-Westjet

44. “Association Brand Storytelling: What it is and why you must embrace it”
#MTLmoments
“We don’t talk about segments of travelers first anymore,
we talk more about niches and motivations to travel”
– Emmanuelle Legault, VP Marketing, Tourisme Montréal.
Content creation…
- Official destination blog (2009)
- Dedicated Meetings & Conventions blog (2014)
- Web serie (2014)
- Photos & videos shared on social networks

45. “Association Brand Storytelling: What it is and why you must embrace it”
[ 3. Case Study & KPIs ]

46. “Association Brand Storytelling: What it is and why you must embrace it”
#MTLmoments
Between February and December 2013:
• Facebook: 105,666 to 143,214 fans (26% increase)
• Twitter (English): 25,117 to 39,400 followers (36% increase)
• Twitter (French): 14,078 to 20,900 followers (33% increase)

47. “Association Brand Storytelling: What it is and why you must embrace it”
Westjet
There’s no doubt its content marketing has been
a boon for the brand – after “Real-time giving”
WestJet saw site traffic increase 100%,
bookings increase 77% and revenue
increase 86% — and because of high views and
lifts in brand perception, it has doubled down on
its content marketing efforts.

48. “Association Brand Storytelling: What it is and why you must embrace it”
It’s How We Do Business

49. “Association Brand Storytelling: What it is and why you must embrace it”
“We hear facts.
We FEEL stories.”

50. “Association Brand Storytelling: What it is and why you must embrace it”
Are we doing a good job ?

51. “Association Brand Storytelling: What it is and why you must embrace it”
[ Questions / Comments? ]
Contact me: frederic@gonzomarketing.biz or www.fredericgonzalo.com

52. “Association Brand Storytelling: What it is and why you must embrace it”
Best Practices – Open Discussion

53. “Association Brand Storytelling: What it is and why you must embrace it”