“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

“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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

“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

“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”

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

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

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

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

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

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

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

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

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

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

“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

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

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

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

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

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

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

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

“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

“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

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

“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)

“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.

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

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

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

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

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

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