Course curriculum

  • 1
    Welcome to the course
    • Introducing... Targeting & Distribution
    • Targeting & Distribution - Sprint
  • 2
    The evolution of the targeting landscape
    • Personalisation and demographic vs psychographic targeting
    • Visit Copenhagen - attracting the US market with Norwegian airlines
    • Geneva Tourism's targeting strategy
    • Is SEO still relevant?
    • How to exploit data for targeting purposes
    • Fjord Norway - media agency for western Norway
    • Singapore Tourism - data and analytics hub
    • Travel audience - Audience Targeting & Multi-Layered Intelligence
    • Creating Stories and Campaigns
    • Using Big Data
  • 3
    Targeting and distribution throughout the visitor cycle
    • Channels and advertising techniques for each stage of the visitor cycle
    • Sojern - Targeting consumers across the visitor cycle
    • Adara and Turespaña on targeting specific audiences
    • Travel audience - Superior Targeting I
    • Helsinki Marketing - Targeting the Chinese visitors
    • Retargeting and Remarketing
    • Sojern's explanation of Programmatic Advertising
    • Targeting & Distribution throughout the Visitor Cycle
    • Let's Recap
  • 4
    Targeting and distribution - Tips and best practices
    • Brand campaign tips and tricks
    • Laax and the role of data
    • Visit California distribution strategy
    • When distribution goes wrong
    • Visit Denmark's viral promotional video - An example of campaign that went wrong
    • The 'Go-Vilnius' campaign criticised by John Oliver
    • Creating Campaigns for Target Audiences