Tourism industry advertising unlocks new ways to play with Tik Tok videos!

This article shares with you the May Day holiday promotion case in the tourism industry, unlocking new ways to play with Douyin videos.

1. Advertiser introduction

Client J is a well-known travel agency in Guangzhou. Its business covers inbound tourism, outbound tourism, domestic tourism, provincial tourism, surrounding tourism, etc. It mainly provides itinerary arrangements such as customized tours, self-driving tours, group tours, as well as services such as tickets to various attractions and hotel reservations. With its considerate, high-quality and personalized travel services, its sales performance has been ranked among the best in the province many times since its establishment, and it has now become one of the most popular travel agencies in Guangzhou.

2. Marketing background

The COVID-19 situation overseas remains severe, but the domestic epidemic was initially under control in March. Major scenic spots have lifted martial law in April and will be reopened one after another. It is expected that the first wave of tourists will surge during the May Day holiday. Now that the weather is getting warmer, the tourism industry is ushering in its annual peak promotion season. Although it will still face many challenges brought by the epidemic, the demand for travel consumption that has yet to be released is increasing.

There is a 5-day May Day holiday this year. People's living space has been severely compressed in the past period of time, so the number of people traveling during the short holiday will definitely increase. Client J wants to take this opportunity to promote his domestic tours, provincial tours, short-distance tours, surrounding tours and other tourism businesses, and make preemptive arrangements in advance to arrange travel routes and optimize the advertising of packages.

In the past, the client placed ads on Baidu’s “search + information flow”, but the mobile Baidu channel page was revamped in April, so the client was looking for new promotion channels and wanted to try a new way of video promotion to help achieve new breakthroughs in tourism promotion.

3. Delivery Target

We hope to promote travel agency business through TikTok short videos, increase the visibility and influence of the corporate brand in the Chinese market, and obtain more consultations and lead forms online. The client's budget for this campaign is 120,000 yuan, the testing period is 15 days, and the form satisfaction cost is no more than 46 yuan. We will start with the campaign and observe the daily customer acquisition volume.

4. Delivery plan

1. Market analysis

●Industry commonalities: Most of them present tourist scenery, culture, and experience from the perspective of tourists, and often use travel expenses and discounts as gimmicks, but the advantages of attractions and route arrangements affect users' consumption decisions.

●Industry differences: The main attractions have their own characteristics, different discounts, different route arrangements, and different tourist experiences.

●Target audience: mainly office workers, people who love traveling and focus on travel experience.

2. Targeted strategy

●Geographic targeting: According to data from the National Bureau of Statistics, people in first- and second-tier economically developed regions prefer to travel, especially users in Beijing, Shanghai, Guangdong, Zhejiang and other regions, so this advertising campaign will focus on users in these regions.

●Behavioral targeting: The main purpose of this tourism promotion is to attract new customers, so it is mainly through accurate qualitative analysis through behavioral labels such as "travel, outdoor sports, parent-child travel, domestic travel", and the age is locked in the young group and parents around 25 to 45 years old, and advertisements are placed in provinces and cities around relevant attractions.

●Interest targeting: Preferred interest tags with higher preference among travel users include entertainment, real estate, social networking, finance, mother and baby, reading, etc.

3. Advertising creativity

●Video cover: The video cover picture selects some very representative high-definition real-scene pictures, showing a sense of three-dimensionality and space. The overall picture color is bright and fresh, creating a relaxed, comfortable and stress-relieving atmosphere for users. At the same time, attract them to watch and click through core discount information.

● Video shooting: From the tourists’ first-person perspective, video shooting uses trendy shooting techniques such as “long-range shooting + aerial shooting + follow-up shooting + underwater shooting” to present scenic spots or hotels and other beautiful scenery from multiple angles, and intuitively present to users what they will see, where they will stay, what they will eat, what they will play, etc. during this trip. This is both down-to-earth and very practical. In-depth understanding and experience of the destination, meaningful words, mobilize fans with purchasing power and intention to consume, and achieve high conversion.

● Copywriting creativity: The copywriting is mainly based on the scenarios and pain points of the target population under the influence of the epidemic, keeping up with user needs, and weakening customers' vigilance through content such as "latest price list", "online consultation", and "hot recommendations", so as to make them want to travel.

For example: "How long has it been since you went out to play? It's time to go out during this May Day holiday!", "Your children must be bored at home recently! It's time to spend some time with your children during this long holiday", "Journey to XX secret place to discover the mysteries of nature. It only takes 2 hours from Guangzhou and only costs XX yuan for X days and X nights", "Go to XX from Guangzhou in 2020, only XX yuan", "For domestic travel during the May Day holiday, these places are the most worth visiting"...

4. Delivery strategy

●The first stage: maximize the exposure of advertisements to attract more attention, and then test with different advertising materials to maximize the coverage of people with different preferences. Based on relevant behavioral data, exposure numbers, click-through rates, playback rates, interaction rates, etc., continuously optimize and adjust to accurately reach more potential users.

●Phase 2: Focus on increasing the number of consultations and form leads, maintain the comment + private message area, increase fan interaction rate, and ultimately promote ROI growth. The initial conversion cost was around 62 yuan, and the daily customer acquisition was only 50+. After optimization and adjustment, consumption was stabilized, the cost decreased, and the daily customer acquisition increased significantly.

5. Landing page design

Through fun and interesting route customization, as well as the insertion of limited-time member discounts and advance registration for special events in the advertising landing page, we can stimulate users' desire for travel in a short and efficient manner and capture high-intent target customers. At the same time, through all-round displays such as a safe and hygienic accommodation environment, everyone's safety concerns about this trip were eliminated and the form submission rate was increased.

5. Delivery effect

With the help of the Douyin platform, accurate advertising push is achieved. During the half-month promotion period, the advertisements have accumulated more than 5 million views, more than 65,000 likes, and a cover click-through rate of 9.8%. The average daily customer volume has increased to about 120. The cost of Douyin tourism promotion has dropped to about 41 yuan, a cost reduction of 34%, and the customer efficiency has reached 64%, with gratifying growth results.

6. Optimization summary

1. Plan the delivery time period in advance

Qingming Festival, May Day, summer vacation, National Day, etc. are all peak periods for advertising in the tourism industry. Now facing the upcoming May Day holiday, potential customers who are willing to travel will definitely plan in advance, first looking for relevant travel information on the Internet, and then comparing and selecting the most suitable one, so advertisers in the tourism industry must make preparations for advertising in advance.

2. Video material and landing page are equally important

The quality of video materials will affect the number of ad clicks, while the landing page is of great help to target conversion, so the two are complementary. In the process of placing video ads, the same landing page is generally used to test different video materials. This is the so-called multi-material testing of the landing page. Therefore, the production of videos and landing pages must be considered from the user's perspective to solve the pain points that they are most concerned about.

The above is the case sharing of this case. ,

Author: tingting

Source: Xingya Technology