Travelview has been working in the tourism sector for more than 25 years. Already firmly established as a publisher of print media and travel guides, it needed to shift its strategy to digital engagement to stay ahead of the competition. We thought it should offer not just content, but also the digital media that comes with it. Travelview soon became a profitable online enterprise and has now positioned itself as a major content provider in the tourism industry.
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• Because we believe that the best way to develop is to never stop learning, at Smartyhub we think digital knowledge sharing should be within everyone’s reach. Our idea is to offer a tool that allows anyone to create their own knowledge space and showcase their expertise through interactive courses that can inspire others. To make our dream a reality, we have started work on an information pill, the minimum unit of knowledge that will serve to test and secure the development of the final product.
As part of its B2C strategy, the TUI Group, wanted to open up its sales channels online and target the end client. We designed a branded content strategy that directed traffic to its different online sales pages. We created a multi-language editorial portal and provided quality content, articles, reports, interviews and videos to promote travel. We made it profitable through a partnering scheme and created a global media outlet for tourism: passenger6a.com
The TUI Group, in its B2B strategy, wanted to target travel agents and offer them added value. We decided to create an online training platform for tourism professionals worldwide. To monetise the portal, we offered the platform to other partners who helped to finance it. Today, Upgrade 6A is the leading online training course platform for tourism professionals.
THE BRANDED CONTENT SOLUTION
At Smartyhub, we realised that advertising is becoming more costly and less effective. We wanted to get away from the typical agency concept and focus our efforts on reaching the client through content. Because we love to inspire, share our ideas and bring experiences closer to the reader, we have created a brand that specialises in customer-targeted content creation. This strategy has much lower costs and isn’t perceived as invasive by the user. In a flourish of simplicity, we called it: The Branded Content Solution.