Content marketing takes flight for travel and tourism brands

The article explores how content marketing can be used effectively in the travel category, offering examples of localisation and experimental marketing.

Travellers are becoming more demanding and content marketers have to get smart, according to Lauren Quaintance, co-founder and head of content at Storyation, which works with top travel advertisers including Tourism Australia and Tourism New Zealand.

Quaintance believes that traditional marketing is in decline: she reports that 86% of consumers skip television ads and that 44% of direct mail is never even opened.

"Banner advertising is all but dead, in fact, you are more likely to be hit by lightning than get a click on the banner ad. So it's getting harder and harder to reach your audiences through traditional...

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