the tree + Ink: a Collaboration with Wings

the tree + Ink: a Collaboration with Wings
Written by Daniel Andrews
on

We’re thrilled to announce a brand new collaborative meeting of minds between the tree and Ink - world leaders in travel media.

Ink is a travel industry titan that has been producing outstanding print, digital, video and advertising content for the industry for more than 24 years, from inflight magazines to traveller websites, social media to brand activations. Their award-winning business has clients including: American Airlines, United Airlines, Etihad, easyJet, Thomas Cook and TUI.

Trusted by some of the world’s biggest brands, Ink brings travel storytelling to life with its editorial teams in six global offices and has the sole aim of inspiring people to travel more and broaden their horizons.

Having worked with agencies to support the production of premium content for social media distribution, Ink was ready to broaden its capacity for social and digital projects. Combining Ink’s sector dominance with the tree’s award winning tech-led, digital first approach offers a powerful international opportunity for travel, retail and tourism clients. We couldn’t be more excited to start working together.

Joint CEO Michael Keating said: “At Ink we have always looked to work and partner with the new and best in the media industry.  In the tree, we immediately saw their passion and knowledge pushing forward in the digital first arena and we are thrilled to be working with them on a number of projects around content, distribution and direct to consumer digital projects."

What can social do for the travel industry?
As most of us know, there’s a big role for social in customer service and 1:1 communication when it comes to travel and hospitality. For a customer, travel is an exciting and inspirational leap, which is both exhilarating and stimulating. High emotion and new situations mean that customers look to be guided at multiple stages of their journey. They are super responsive and social media is a way of delivering consistent, reliable brand experiences across borders. This bond can strengthen customer loyalty and positive brand experiences by placing your customer service facility literally ‘in their pocket’ as they adventure. Hilton’s @HiltonSuggests Twitter account, which provides insider tips for travellers on demand, is a great example of the brand as travel buddy concept.

Social’s also the go-to channel for many customers when they need new information in a hurry, so great community management and a robust, well-planned response strategy from a socially-adept CRM team is a must. 

Finally, there’s research and consideration. It should be no surprise that for 65% of travellers, decision making is influenced by content. Travellers use social to discover new travel experiences and trends, to put together itineraries, contact businesses and book experiences, and to gather recommendations and reviews from other travellers. A prominent social presence helps travel brands build recognition and trust among their target audiences, gather leads and develop relationships with potential customers. 

the tree, travel and the tourism industry
We’ve been fascinated by the travel and leisure sector for a while now. It is a unique blend of challenges that we love, from sophisticated marketing strategies that target specific customer segments, to in-depth research using cutting edge listening tools. It’s also fertile ground for some truly emotive and inspiring creative campaigns, and the market is HUGE and growing fast. Its already been reported that passenger numbers will double by 2037.

So, the travel space is alive with energy and we’ve worked with some of the best in the business too, including Ambassador Theatre Group, Marriott, and Kempinski.

With our work with Simplexity Travel Management, we used social listening, bespoke surveys and audience research to help them get inside the heads of their high-net-worth luxury travel customers, an audience with particularly complex goals, requirements and motivations. Based on our insights, we worked with them to produce a global destination guide. This extensive, high-end rich content project led to lots of collaboration with travel industry brands, micro-influencers and partner companies. It took on a life of its own and became the leading source of leads and sales for the brand – a box it’s still ticking 2 years later.

Audience insight was the driving force in our work with Ticketmaster, too. The brand was looking to boost engagement and spark interest in VIP experiences at a range of summer festivals. Digging deep into social data, market research and focus group findings, we knew that their target customer cared about experiences more than purchases, and was driven by having and sharing life-changing moments. So began a video-based campaign focused on putting the viewer into the festival experience, with story-led content and influencer narratives setting the scene. The results? Record-breaking ticket sales and sold-out festivals within days.

Looking ahead: the dream team 
As we join forces with Ink on a number of new projects, we’re looking forward to more strategically-led endeavours that marry up our deep insight and research capability with their industry know-how, premium content pedigree and airline collaborations. Together, we’ll be using insights to inform content production decisions, as well as developing ways to activate content through paid channels and influencer activity. We’re already in conversation with our current clients who’ll benefit from new ways of working and even stronger offerings from us in the future.

Fancy joining us on the journey?

Get in touch
info@thisisthetree.com
02032220077

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