Travel Channel

Travel Channel

Taylor Best, Owen Gartner, Lauren Hawkins, & Jessica Singer

Target Audience: Millennials

● 43% have liked more than 20 brands on Facebook● 63% stay updated on brands through social networks● 50% say that they like looking at brands through social

media● 95% say that friends are the most credible source of

product information

Focus Group StatsGroups

- 2 groups of men + 3 groups of women

Number of Participants- 11 Male

- 13 Female

Class Year- Sophomores and juniors

Two IdeasInstagram Campaign● Simple ● Low cost and low risk

Food Related Contest● Engage through social

media● Requires more time and

resources

Idea One: Instagram Post

● Use Instagram posts to drive users to the Travel Channel’s website

● Posts will be still-shots from Travel Channel shows

● Link to a clip from the show will be provided in the caption directly below the picture

The Travel Channel on Instagram

Currently:● Daily escape● Hashtag● Behind the scenes● Link to blog

○ Pictures○ Articles

Our Strategy

● Posts on Instagram○ Go to followers○ Go to targeted demographic

through sponsored posts

What Is a Sponsored Post?

● Appears directly in news feed● Uses data from Facebook and

Instagram to provide relevant posts● Denoted by label ● Users provide feedback

Media Schedule● Start immediately

○ Instagram has already started working with several brands

● Easy to implement○ Pictures are taken from existing content

● Post on a regular basis○ Gauge user reactions

Why is this effective?

● Michael Kors○ 34,000 new followers within 18

hours○ Sixteen times more followers

than non-sponsored posts○ Received four times as many

likes as the average Michael Kors post

Idea Two: Contest - You Vs. Food

● Contest to create an interesting, food related video unique to your hometown, college, etc.

Why You Vs. Food?

● Focus group participants liked the idea of a competition

● They are familiar with and like the food shows on The Travel Channel

● Food is something everyone can relate to

How people find out about the contest

Facebook Sponsored post: What page would look like:

TwitterSponsored post: What page would look like:

Instagram Sample post:

Information about the contest on the Travel Channel’s website

Contest RulesTo participate in You vs. Food a single contestant or team of contestants must make a 10

second video on Instagram. The content of the video should be food related in that it should be something funny or interesting. Make up a food challenge of your own or base it off of one of the food shows we have. If there is a restaurant in your hometown that makes 15 pound burritos, challenge a friend to a eating the whole thing. Make it interesting, surprise us here at the travel channel, we’re game for anything! To enter film your video on Instagram and enter it in the contest by using the hashtag #YOUvsFOOD. Content will be screened as it is submitted and if it violates terms it will be disqualified and removed. To vote its as easy as “liking” the video. The top 10 videos with the most votes will be shown on the Travel Channel so be sure to keep an eye out. The top two overall winners will receive a cooking lesson with Anthony Bourdain that will be aired at a later date on the Travel Channel. Keep in mind though as a contestant in You vs. Food you are agreeing to the terms and conditions of the Travel Channel found on the Travel Channel website by clicking the link below. When submitting content you are agreeing to abide by these terms.

How users will submit entries

● Users will submit by posting their entries on their own accounts using the hashtag #YOUvsFOOD

● By using a hashtag, all the entries will be together in one place that can be accessed by all Facebook and Instagram users

Hashtag Page

Sample Entry

How videos will be shared

User Post

User Post

Sample Hashtag Page

Contest Timing

● During colleges’ spring semester

● One month of contest promotion and submissions

● Two week voting period○ “Like” the post○ See all submissions through the hashtag○ Share!

Additional Details● Submissions will be screened to ensure content is

appropriate

● Top ten submissions with the most likes will be shown as bumpers on Bizarre Foods at 8 pm Monday Nights on the Travel Channel

● Grand prize: the top two submissions will be aired live following the second hour of Bizarre Foods (shows vary by day)

Why is this contest effective?

● Engaging● Drives traffic to the website and broadcast● Generates awareness through social media

○ Viral content○ Uses participants to send a message about the

brand■ Newsfeed

The Two IdeasInstagram Post● Simple ● Low cost and low risk

Food Related Contest● Engage through social

media● Requires more time and

resources