travel UGC

In our latest webinar featuring Nancy Smith from Travel Alberta and Larry Rhodes from Universal Orlando, we discussed the challenges, strategies, and successes both have seen in their recent engagement marketing tactics.

To kick off his presentation Larry shared the question his team sought to solve: “How do we put our guests into the middle of the adventure?” The approach Universal took was to invest in social storytelling that puts the story and fans first before all else with the ultimate goal of engaging their audience. During his presentation, he shared the campaigns launched to achieve this goal along with how they measured their success.

Next, Nancy shared the quick and highly effective pivot their marketing team took in their brand messaging. With the challenges of both increasing awareness and encouraging more visits to Alberta, Nancy’s team decided to put the power of telling Alberta’s story into the hands of real people who visit and live in the area.

“Our strategy is simple,” Nancy said. “We share beautiful moments that are shared with us.”

Learn more from Nancy and Larry in the full video of their presentations above!

Want more travel marketing information? Be sure to download the Visual Marketing Outlook for Travel infographic.

About The Author

Monica is a book hoarder and gets overexcited about community-driven marketing. She lives in New York City and dreams of a day when a landlord will let her have a cat.

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