Influencing the new influencers, part two

There is a big shift taking place in how brands relate to consumers and many marketers have realised the importance of influencing the influencers. This is also true in destination marketing. Recently Land of Valencia, the regional tourist board, held a number of ground-breaking blog trips – you can read posts from the trips here.

During the last one to Benicassim we met with Land of Valencia’s promotion executive, Joantxo Llantada. Here in our interview with him he offers an overview of their work, return on investment, and how the internet is changing the way people behave with brands and, in turn, the way marketers need to focus their campaigns.

Influencing the new influencers, part two: Joantxo Llantada from maiacomms on Vimeo.

4 Responses to “Influencing the new influencers, part two”

  • Karen Bryan says:

    Sarah – the Valencia blogger trips weren’t innovative or ground breaking. I was on a blogger only press trip in Istria Croatia in April 2009 and in Catalonia in Spain in December 20009.

  • Sarah Lee says:

    Hi Karen
    Good point – I should have explained that bloggers’ trips in general aren’t a new phenomena (after all, while in Valencia the second #FollowMeAtSea cruise was being held by Princess). But I think it’s a rarity for a tourist board, which is publicly-funded and often tied up in government/politics, to run such initiatives. As far as I’m aware Valencia as a region is leading the way in this.

  • Karen Bryan says:

    The bloggers press trip to Istria, Croatia was hosted by the Istria Tourist Board and the Catalonia trip by Catalonia Tourism.

  • Sarah Lee says:

    Excellent – good to hear more travel providers are including bloggers and social media in their PR mix. Though this sort of engagement is growing it is still an area some providers, destinations etc are uncertain about. I think Joantxo offers some useful insights to other travel providers on why blogtrips work and ROI.