Free cabin upgrades with Cosmos Tours

Free cabin upgrades with Cosmos Tours

Thursday, 20 October 2016 14:00

There stil...

Last minute autumn breaks available at Haven

Last minute autumn breaks available at H…

Thursday, 20 October 2016 11:00

Agents can still give their customers a last minute family break this autumn from £99 when booking a Haven holiday between now and November 5.

Skiers urged to head east for best piste costs reveals new report

Skiers urged to head east for best piste…

Thursday, 20 October 2016 08:00

Cash-conscious skiers can avoid the slippery slope of higher prices for their annual downhill trip by heading to ski resorts in Eastern Europe.

Design an anniversary poster for DFDS competition

Design an anniversary poster for DFDS co…

Wednesday, 19 October 2016 14:00

Ferry operator, DFDS, is putting out a call to professional and amateur artists to create a poster that will be used in their 150th anniversary celebrations this year.

Savings on worldwide adventures with Explore

Savings on worldwide adventures with Exp…

Wednesday, 19 October 2016 11:00

Explore has launched a new collection of worldwide adventures with a launch offer of up to 10% discount on all new trips booked by November 7.

New route to Seattle makes it one to watch for 2017

New route to Seattle makes it one to wat…

Wednesday, 19 October 2016 09:12

Seattle is expected to be one of the fastest growing US destinations for UK travellers next year with a Virgin Atlantic direct non-stop daily flight launching March 2017, new hotel...

Air Transat launches 2017 programme with increased connections across Canada

Air Transat launches 2017 programme with…

Tuesday, 18 October 2016 14:04

Air Transat has expanded its programme of flights from the UK to Canada with increased capacity and connections for travel in 2017.

Oceania Cruises reduces single supplement fares

Oceania Cruises reduces single supplemen…

Tuesday, 18 October 2016 14:02

Oceania Cruises has launched a reduced single supplement promotion for solo travellers, with guests offered single supplements fares from 25% on seven itineraries, booked before December 31.

Mall of America welcomes arrival of MythBusters

Mall of America welcomes arrival of Myth…

Tuesday, 18 October 2016 14:00

Running throughout autumn until January 15, 2017, visitors can ignite their curiosity and discover whether they can really huff and puff to blow a house down; if running in the...

Emirates to launch new daily service to Fort Lauderdale

Emirates to launch new daily service to …

Monday, 17 October 2016 11:00

Emirates has announced that it will launch a daily service between Dubai and Fort Lauderdale-Hollywood International Airport, on December 15, serving the South Florida area, including Fort Lauderdale, Miami and...

New tours in UK & Europe from Back-Roads Touring

New tours in UK & Europe from Back-R…

Monday, 17 October 2016 08:42

Small group tour specialist Back-Roads Touring has launched its summer 2017 brochure to reveal a unique line up of new itineraries in Switzerland, Scandinavia, the Baltics, France, Iberia and Russia.

Star studded cruise line up from CMV in 2017

Star studded cruise line up from CMV in …

Friday, 14 October 2016 10:16

Cruise & Maritime Voyages has announced five star-studded cruises for 2017 following the arrival of its new main brochure.

Non-stop flights to Manchester from SIA

Non-stop flights to Manchester from SIA

Friday, 14 October 2016 10:11

Singapore Airlines will fly non-stop between Singapore and Manchester from October 30 as part of its northern winter schedule.

Exclusive offers to Borneo from Premier

Exclusive offers to Borneo from Premier

Friday, 14 October 2016 09:39

Premier Holidays has unveiled exclusive twin-centre offers to Borneo for 2017, with savings for couples.

 Demand for New Bristol Hotel ahead of its opening

Demand for New Bristol Hotel ahead of i…

Friday, 14 October 2016 09:22

With the highly anticipated opening of the new Bristol Harbour Hotel fast approaching (October 17), Harbour Hotels reports that it has seen ‘a substantial number’ of bookings in advance of...

Omega schedules exclusive packages from LBA

Omega schedules exclusive packages from …

Thursday, 13 October 2016 16:51

A series of exclusive special departures will take to the skies from Leeds Bradford Airport with Omega Holidays next year to offer Northern Lights, Italy, Austria and Croatia departures along...

More and more travel companies are turning to viral marketing, also known as ‘buzz marketing’, as an option for raising brand awareness quickly and generating traffic to their websites. Equally though, the term is as vague, mysterious and terrifying as ‘social media’ for many business owners and directors in the sector.
So what is viral marketing and how can it benefit a travel business? Viral campaigns consist of either a video or a game, designed to generate discussion and encourage consumers to pass them onto their friends, family and colleagues. They can generate hundreds of thousands, if not millions, of hits almost overnight and become great sources of publicity in their own right. This is because it is driven by the consumer, not the marketer, and people are more open to the recommendations as they trust the source.


T-Mobile are great exponents of this through their ‘Life’s for Sharing’ marketing campaign. Their first viral video, which featured scores of ‘commuters’ dancing at Liverpool Street Station, has had over 17million views on YouTube since its launch in early 2009. That is the exception, rather than the rule though. Games are usually much more successful and provide companies with a greater return on their investment. Our latest release, Rough Roads (, was launched on November 11 and had 2.2million plays in its first two weeks! This allowed the client, travel publisher Rough Guides, to raise the profile of their newest guide, Make the Most of Your Time on Earth, and generate £5,000 for their chosen charity Global Giving (they pledged to donate 10p for everyone who played the game and submitted their score).

We’ve had similar successes for other travel companies. For example, Seasons Holidays commissioned us for a game – called Sunbed Invaders ( – to raise brand awareness and give players the chance to win the holiday of a lifetime. The game had two million plays in two weeks, and was eventually nominated for a Roses Design Award – one of the design industry’s most respected awards.

Viral campaigns can deliver a fantastic return on investment, very quickly, and can generate huge numbers in a short space of time – on a global scale. There is no limit to the reach of a viral, and the possibilities for exponential growth make them very attractive. They allow businesses to automate their marketing – they can just set up their campaign and forget about it – and integrate online marketing with other promotional methods.

So why choose a viral game rather than a video? Games can be easily integrated with social media profiles – Rough Roads, for example, is playable through Rough Guides’ Facebook page and has directed a lot of traffic to their fan pages. They are often known as ‘social media games’ for that reason. They also allow companies to quickly and easily gather contact data, because players can submit email addresses when entering their score, or taking part in a competition. For example, NetFlights asked us to design a game called Holiday Fling ( to raise awareness of their destinations, to help them capture prospect data and increase the number of visits to their website. NetFlights captured 100,000 email addresses in just eight weeks.

Games can include calls to action, to encourage people to visit a company’s website and find out more about their products or services. And they often come back again and again and publicise their scores on Facebook, Twitter and other social networking sites. Another advantage games have over videos is the ability to track everything, including average user engagement times, click throughs, return rates and so on. And because they are distributed online, they become very easy to follow and evaluate their success.

We use tracking software like Google Analytics to provide details of where players are, how much time they have spent on the game, and how many plays the game has received. These details are obviously very beneficial for companies which want to build a prospect database with accurate contact information, aiding their future marketing work and allowing them to spread the return on investment over months if not years.

Finally, games have a unique quality which gives them a greater chance of success. Not everyone can produce a game, but they can film their own videos and post them to sites like YouTube. This means a viral video can easily be lost in amongst the millions of videos uploaded every day, making it much harder for brands to be noticed.

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