You share experiences, not advertise: influencer marketing to be effective must go hand in hand with content strategy.
In tourism, too, social dictates the law: Imperatore Travel World and Alilauro, power2Cloud clients, continue to support new strategies for territorial promotion by creating a winning network. Marketing 4.0 fits right into what is Tourism 4.0 that we have been talking about recently.
#DiscoveryIschia, a network that started two years ago
Discovery Ischia is a social project promoted by Imperatore Travel World, in collaboration with Ribrain, organized in synergy with some local entrepreneurs.
The initiative started two years ago with a website (https://viaggi.imperatore.it/discovery-ischia/ ) and a dedicated hashtag that collects and communicates experiences, places and activities on the isolaverde.
"Ischia has so much to offer and we at Imperatore Travel wanted to tell about it," explained Luigi Polito, general manager. "For this project, we chose 15 Italian Ambassadors who shared an interest in wellness, travel and food and wine."
The storytelling made some of Ischia's most striking places go viral, showing in real time the preparation of rabbit all'ischitana, the cooking of eggs under the sand of the Fumarole, the walk between the village of Sant'Angelo and that of Ischia Ponte, set of L'Amica Geniale. Many comments and inquiries prevened from the followers of these young Ambassadors (the average age did not exceed 30).
Each stage (Antonello de Rosa's photos in the gallery) told an unseen aspect of Ischia with a post or a live broadcast, intercepting tens of thousands of followers. Then we will move on to consult the metrics and evaluate the ROI of this initiative.
Why choose micro influencers?
Micro influencers represent, in spite of influencers, a niche sector that has gained more credibility in recent times, as also confirmed by Il Sole 24 Ore. For brands, this translates into more authentic storytelling and effective communication during the customer journey.
For many followers, micro influencers choose a brand because they know and like it, as opposed to celebrities who monetize their posts. Thus, the virtual community rewardsauthenticity of content and specificity of topics, which is why micro influencers are a good investment, whether it is a tourist destination or a product.
New storytelling initiatives with the BSO blog.
Another initiative involving Alilauro and Imperatore Travel World was the presentation of the BSO Blog, the brainchild of the BSO Group.
The BSO Blog will involve journalists, critics, bloggers and influencers of the f&b, travel and hospitality industry from all over the world in an exciting storytelling, which started in recent days just from the island of Ischia, one of the main destinations reached by the Alilauro fleet.
After visiting the Hub in Naples Beverello, the Ambassadors reached the island to experience the hospitality of Imperatore Travel World, savor the taste of local dishes, the regenerating energy of the spas, with a walk and a toast among the vineyards, before a tour by sea.
In the north, it is municipalities and regions that are focusing on youtubers, bloggers and instagrammers
Tourism marketing is thus also decided by the sound of likes and the right hashtags, until the content goes viral. Users look for reviews and buy online mostly based on the suggestions that on Social. Referral companies are increasingly attentive to these new mechanisms that they use to promote a tourist destination, service or fast fashion product.
In the north, it is municipalities and regions that are focusing on Youtubers, bloggers, and instagrammers. Genoa in June hosted a group of influencers arriving from Italy, France, Germany and the United Kingdom for an outdoor tourism experience. The tour was organized for the second time by the municipality as part of the influencer marketing project, with the aim of promoting the city on social media.
#inLombardia365 also continues to be a success: from 2016 to 2018, 62 stages were proposed and more than 214 travel influencers were involved. The project, desired and supported by the Region of Lombardy, is followed by Explora and last year had a return through the project's official social channels, Facebook, Twitter, Instagram, IGTV, and You Tube, of more than 25 million impressions on the hashtag #inLombardia356 and more than 1,500 pieces of content produced and shared with more than 830,000 engagement shares.