Expedia - Native Content Marketing
San Diego Tourism
San Diego Tourism
Expedia Native Content Marketing
Expedia Native Content Marketing
ROLE:
Director of Content Strategy
Company:
Expedia
CLIENT:
San Diego Tourism Board
PROJECT:
"Buzzfeed style" content
CHALLENGE:
Create a scalable internal content creation program that meets clients and Expedia’s business goals. Publish content on all owned and rented channels driving traffic back to book travel on Expedia.com.
SOLUTION:
Established a horizontal team to execute content production in 8 weeks: 6 blog posts, 3 Facebook posts, 6 tweets and Instagram posts, 1 dedicated email to 500K subscribers, native banner ad creative for storefront and landing pages.
RESULTS:
Repeatable program that drives both revenue and destination content creation that scales globally: 15K blog pages views, 114% increase of time on page compared to average blog content, $1.2M incremental lift in gross bookings to San Diego during the 4 week campaign.
