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Travelodge Hotels Releases Series of Influencer Videos to Encourage Beercations

April 15, 2017 Hotel News No Comments Email Email

TFE Hotels’ marketing team has embarked on a novel new content marketing campaign designed to prompt would-be travellers to book a “beercation” at one of its Travelodge Hotels. The campaign involved producing a series of high-quality, light-hearted videos about Sydney’s best breweries and pubs, which are then promoted via Facebook advertising, social channels and PR articles. The team will measure the ensuing traffic and engagement, and ultimately, the resulting conversion.

For the series, Tim Charody, the curator of Australia’s favourite beer blog The Beer Pilgrim, teams up with Travelodge Hotels to take Sydney beauty pageant winner Claire Parker on a ‘Beercation’ to the finest craft ale houses and microbreweries around the city and suburbs, with the aim of converting her from a self-professed beer hater to a beer lover.

The entertaining web series created with Trinket Films takes us on a curated tour of Sydney’s west, inner west, city and northern beaches, forming a great beginners guide to the top spots to find Sydney’s best brews, from the Transit Lounge tasting room at Nomad Brewing Co. in Brookvale, to the vast Modus Operandi Brewing in Mona Vale with its seven-serve tasting paddles, the famous 4 Pines Brewing Company in Manly and Australia’s oldest pub, Lord Nelson Brewery Hotel in The Rocks. We end up at the stunning new Basement Brewhouse at Bankstown Sports Club, which has its own microbrewery featuring 30 taps, American-style burgers and an in-house deli, next to Travelodge Hotel Bankstown.

The TFE Hotels marketing team has set up a microsite where viewers can continue the content journey and engage with interesting articles by thought leaders, watch the series and find interactive maps and a booking tool to find a hotel located near the breweries. The campaign is part of the brand refresh launched in late 2015 and aims to position each of Australia and New Zealand’s 17 Travelodge Hotels as a quality offering with “Refreshingly Simple” values, delivering more of what guests want and less of what they don’t, from hearty breakfasts to free high-speed Wi-Fi and comfortable beds – differentiating these hotels from other Travelodge branded hotels around the world.

TFE Hotels CEO Rachel Argaman said the beercations content marketing campaign was designed to capture new audiences, particularly in younger demographics, and inspire them to travel by engaging with them at key points along the customer journey, with the ultimate goal of conversion.

“We are using beer and story – two of the oldest things known to human civilisation – to bridge perception,” she said. “We start by inspiring people around a topic they like or are interested in learning about, with the aim of capturing their attention beyond what a traditional advertisement or press or online article might have done, then we take them on a journey. Beer is the perfect conduit for that – while it is perceived to be basic and to only appeal to a limited demographic, the reality is that beer has a quality, richness and cultural significance but is accessible by all. Just like our hotels!”

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