As the competition to stand out on media platforms, travel agencies are required to go above and beyond to create exceptional forms of audio and visual (AV) marketing to attract attention.
Now, even small agencies are growing more familiar with visual social media marketing. So, how can they go the extra mile and intrigue users?
Emilene Rangayah of Emilene's Travel Services approached 2023 with the mission of expanding her marketing methods beyond popular visual social media.
Emilene's Travel Services uses a mixture of captivating visuals on social media, collaborative podcasts and television advertisements with attention to personalisation, to achieve a well-rounded marketing portfolio.
These are her tips for navigating AV media marketing learned during her marketing adventures in 2023.
"The purpose is to grow and to grow others as well, because when you gain experience, you should be able to share that knowledge with others," explained Rangayah.
Vivid visuals
Emilene's Travel Services distributes content across social media platforms including Instagram, Tik Tok and, predominantly, Facebook. On these platforms, the agency ensures a consistent brand message that aligns with its target communities, by posting stunning travel photos that showcase personalised travel itineraries, client testimonials and promotional videos of regional attractions.
Additionally, its website displays visually appealing packages and more captivating promotional videos.
"Our visuals focus on immersive experiences, vibrant colours, and lasting memories. Client journeys take centre stage, weaving narratives that evoke wanderlust and showcase our commitment to tailored adventures," says Rangayah.
Audio, video
For audio media, Emilene's Travel collaborates with travel-focused podcast sponsors to share travel insights and tips on how it makes travel more efficient for its clients.
In December, Rangayah participated in an interview on Cliff Central's series 'Life with Lebang', explaining how the travel agency uses advanced and personalised planning to ensure that its clients' family trips are a stress-free holiday.
"Voice content engages and informs potential clients about unique travel experiences on the go," says Rangayah. "Our audio content aims to transport listeners into the clients’ experiences and storytelling, using descriptive language and carefully chosen music. We aim to create an atmosphere that aligns with our travel themes, fostering a connection with listeners about their dream destinations."
Additionally, Emilene's Travel runs adverts on television platforms that target aspiring travellers. Rangayah was featured in a DStv Kyknet advert and on an episode of 'Trou, Trek of Toer', further extending the agency’s target audience.
Engagement
However, Emilene's Travel's marketing is not limited to audio and visuals. Rangayah believes the marketing strategy is equally reliant on attentive customer relations.
"We reassure new clients through welcoming consultations, discussing preferences, and providing detailed insights. Clear communication, transparent pricing, and addressing concerns instil confidence," says Rangayah.
This relationship-building is achieved by engaging on social media, assigning dedicated agents, and ensuring regular communication via emails and calls.
And, of course once the client has travelled, that’s just the start. Rangayah says efforts to retain clients include seeking feedback through calls, pre- and post-trip; organising client events and prioritising ongoing training for its agents, to secure enduring relationships.
