Category: Destination Marketing

iFly – KLM Royal Dutch Airline’s new interactive online multimedia Inflight Magazine (Dutch Design 48)

ifly
Recently, after a testing 6 months with 3 numbers, KLM Royal Dutch Airlines has launched number 4 of its interactive multimedia on-line in-flight magazine iFly. It is available in the Dutch and English language.

It is not KLM’s intention to scrap the paper magazine (yet?), but it is an interesting experiment. The topic presented to the viewer are based on the viewers behavior and interests, for instance the time a viewer spends on a certain topic.

An very interesting format for future blogs and hotel sites as well. Media gurus love the clickrate and time spent on the site….

Update.

I was a bit surprised not having found more on the subject.

Then I found this post of Junta42.com.

After each new issue they send an e-mail to their subscribers.

* After their third issue, KLM has found that iFly is their best marketing tool ever used to sell repeat tickets.
* The average reader spends 20 minutes reading the magazine.
* 20% read the entire magazine.
* Frequent flyers are heavy users of the magazine.
* The click-through rate of iFly is higher than any other online campaign from KLM.

Sheep, Art and Travel Marketing Gurus

Today I was waiting for a bride and groom who had spent their first honeymoon night in our hotel, to check out. In the meantime I watched a highly inspiring keynote from marketing guru Seth Godin which he delivered at Ted. He tells the audience how Tribes are creating the most powerful relationships. I found it via a tweet from Chris Noble of Worldnomads in Todd Lucier‘s Blog Internet Marketing for Tourism.

Immediately I had to think of the following hilarious footage:

The message is that nowadays everybody can reach out and connect with people. If you do it with passion you can get results far better than the medieval kings of marketing that try to tell everybody what they need to have or need to do (the way they do it is considered to be spam in nowadays net etiquette). Create tribes that follow you and they will tell their followers what to have or what to do. You can do it! I can do it!

Lol… talking of travel marketing gurus… yesterday Susan Black confirmed even I can do it, as she counted me under 28 Travel Industry Gurus in a post where she quoted their opinion: Part II Why Travel Industry Gurus Love Twitter.

The Worst Hotel in The World (Dutch Design 43)

The Hans Brinker Budget Hotel advertising campaigns are the stuff of Amsterdam legend. Culturally significant not just for their humour and genius, but because they reveal something of the city’s mindset and the attitudes of the people that call this city home.

If you want to know how to market a really bad hotel, there is something to learn from the Amsterdam based KesselsKramer agency’s recent book The Worst Hotel of the World of their ad campaigns for the (In)famous Hans Brinker Budget Hotel.

Via Design.nl

The Best Job in the World went to … A Brit!

Ben Southall Gets the Best Job in the World
Ben Southall Gets the Best Job in the World

Yesterday the winner of the best Job in The world contest was announced by the Queensland Premier. It is Ben Southall from Great Britain.

Generally this publicity stunt is regarded as one of the best destination marketing campaigns. Over 35,000 applicants and a huge media coverage have given Australian’s Great Barrier Rif, a Unesco Heritage site, an enormous boost.

Ben will be blogging 6 months from his paradise and earn a nice salary with it.

Here is some Footage of Ben’s last interview days:

You can find more on the site Island Caretaker and probably later also on Ben Southall’s Blog.

Now there is a Californian Winery, Murphy Goode Winery that tries to achieve the same result. Applications will be accepted until June 5 at A Really Goode Job Com. We will see (hope they will not attract Murphy’s Law:-)

Connecting with your Guests

A post from my back burner (almost for two years now). I didn’t ditch it, because I see some analogies with destination marketing. In the present economic circumstances it is even more important to be able to think outside of the box.

The artist, Robert Arquer, does something with fish in a bowl. As any good modern artist his art inspires you to think…. Roger shows me various ways of thinking outside the box.

This project comprises fifteen different fish bowls that explore variations of the iconic image of a fish bowl.
Each piece examines a topic or suggests a solution to a different issue. In this project human qualities had been attributed to fish through the design. Thoughtful and yet playful

Under some of the photos (by Peter Mallet) I’ll give my own thoughts: Imagine you (or your accommodation or attraction) is the fish in the bowl…and your potential guests are out there…

web-fishbowl-dont-piss-me-off
Don’t piss me off

Do Not Piss Me Off, “tells us about the power to decide between the life and death of the fish”. This is very clear, also in a good economy you should never aggravate your potential guests.Those who threw the stop at you are your potential guests. But the most important message is: Go find them, because apparently they like you! Connect!

web-fishbowl-hanging-from-a-string

More or less the same idea: There are people out there who might fancy your accommodation or attraction. Go find them! They keep you afloat better although you might think you can swim on your own very well… If you don’t find them, you can hang yourself!

web-fishbowl-bottle-vase

Do something surprising with your accommodation or attraction: It may attract those you need!

About Robert Arquer:

Roger Arquer was born in Barcelona, Spain in 1975. Graduated in Design at ESDI, Barcelona (1994-1998). A year after his graduation, he moved to New York City (1999-2003) to work as industrial designer. After New York, he moved to London to attend an MA in Design Products at the Royal College of Art (2003-2005). During the summer break in RCA he worked as designer in Zurich (Switzerland). He set up his own design practice in London after RCA.

Well done, Robert! Show us more of your work!

Via Dezeen | Fish Bowls