Established digital publishing company Realview Digital announces the highly anticipated release of PARTICA, a solution which allows travel and tourism operators to deliver their brochures and visitor guides via SMS, straight into the hands of travellers.
The drastic shift of digital behavior over recent years has seen a huge increase in mobile content and media consumption, with eMarketer predicting that this year, 73% of Americans who research their travel options digitally will do so using a mobile device. It is this trend that is sparking travel and tourism operators to rethink how best to engage readers on their mobile device. Many are moving away from flipbook solutions for their guides and are seeking out effective and lucrative new avenues to engage directly with the mobile market.
Created specifically with the marketing challenges of travel and tourism operators in mind, PARTICA transforms print brochures and guides into reflowable, responsive HTML5 content, enabling mobile interactive features such as two-way SMS, tap-to-call, tap-to-book, tap-for-directions, video and zoomable maps, to help travel operators strengthen their content marketing and audience development strategies for mobile.
“With an unprecedented open rate of 99%, SMS content delivery is undoubtedly driving the mobile marketing revolution for the travel and tourism industry,” says Realview CEO Richard Lindley in response to the success of PARTICA’s limited prerelease. Publishers are already witnessing a substantial increase in reader pick-up rates and discoverability of their digital guides, brochures, and magazines since employing the use of the PARTICA mobile-first solution.
“All travelers need to do is text a keyword that we advertise on a billboard, on the train, in a visitor information centre, or in the airport arrival zone, and they will be immediately delivered the latest HTML5 version of their guide to their phone,” says Tom Raggatt, CEO of HWR Media and Communications, who has been trialing the technology with Realview for Tourism South Australia. “With PARTICA’s easy SMS delivery system, readers are no longer burdened with needing to scour the app stores for our content, we deliver the content straight to them as soon as they request it.”
Two-way SMS and sponsored SMS opportunities are also opening the door for travel operators to generate new streams of revenue by offering advertiser incentives that many other operators have been slow to embrace. The rise in printing and distribution costs for brochures and guides are a keen motivator for many travel operators to adopt a mobile-first publishing strategy, with Raggatt citing that their move mobile will help them see greater return, for less.
While still early days into the launch of PARTICA, Realview is already seeing a following of Travel and Tourism publishers who are embracing the platform. HWR Media & Communications have been working closely with Realview to ensure the needs are met of not only travel operators but tourism marketing associations, advertisers and the many stakeholders involved in tourism. Tom Raggatt, CEO of HWR said, “we have had a great relationship with Realview and really wanted to extend the current print and digital platform into an accessible mobile form that would complement the print product benefiting all stakeholders, from the smaller micro tourism business, that has a limited budget and limited knowledge of where they should invest their marketing dollars and why. It’s groundbreaking stuff, it really is.”
To receive a sample guide on your mobile, SMS the keyword DUESOUTH to 0475 111 222
Travel operators can find out more information about PARTICA by visiting http://www.mobiletravelpublishing.com