This article discusses opportunities for hospitality brands to leverage maximum marketing impact around topical events, such as Halloween, beyond adding some pumpkins to the social media content. One such was Airbnb organising a free weekend in a unique property underground in the Paris catacombs at Halloween in 2015, and Visit Scotland’s 2013 Vine campaign promoting the region’s spooky castles.

The new trend is in utilising influencers and advocates, since audiences are increasingly overwhelmed by content on Facebook, Instagram, Snapchat and other channels, are seeking unbiased sources of advice, and are harder to persuade to change brands. Getting engaged brand users to defend a brand on social media has mmore impact than the usual in-house responses.

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