The Advantage Travel Partnership is expanding its portfolio of marketing tools for members which it hopes will help agents “inspire, educate and engage their customers”.
It will launch content marketing initiatives using video and Facebook Live.
The consortium has already hosted cluster meetings to educate members on content marketing and using video.
David Forder, head of marketing for Advantage Travel Partnership, said: “We are delighted to unveil a wide variety of new marketing initiatives for our members, with a strong focus on digital and video. Content marketing is one of our key services for members and these new products and services will help our members to effectively showcase and discuss informatively the destinations and holidays they sell.”
Advantage broadcasted its first Facebook Live video in February in collaboration with Celebrity Cruises to discuss Celebrity Edge, with results showing an increase in average daily post views of around 300% and the video has received more than 1,400 views to date.
As part of Advantage’s partnership with Silver Travel Advisor, both print and digital editions of the Silver Traveller customer magazine are being distributed to Advantage members, with a ‘how to’ guide on the best ways to distribute content.
Advantage members will also have exclusive access to destination video content from Meridian Partner which will be available to view and download from the member’s online marketing portal.
Forder said: “Video in particular is becoming an increasingly effective way of reaching audiences, online and through social, and we are demonstrating this knowledge and expertise by embracing video in our own member communications.”