There’s a new addition to Snapchat: a travel show.
Topdeck, a U.K.-based travel company, has unveiled the first travel show on the platform, and roped in YouTube star James Hill — with a popular series and over 70,000 subscribers on his YouTube channel — as the host of “Topdeck Snaps,” a six-episode series that will focus on exploring and discovering offbeat stories and quirks of destinations. Hill will take a deep-dive into Europe and live like a local at his destinations as a part of this season, consisting of six episodes.
“Snapchat really taps into the ethos of our trips,” Hazel McGuire, the marketing manager for Topdeck Travels, U.K. and Europe, told Digiday. “As with Topdeck Travel, Snapchat is designed for personal, unguarded and free-flowing experiences— the perfect platform to explore for our latest campaign.”
The campaign takes advantage of Snapchat’s Stories section, which lets users stitch together a narrative of photos and videos, visible to their friends for 24 hours. The ephemeral-messaging platform is gaining traction among brands, as it serves the dual purpose of reaching out the younger demographic and creating creative content at the same time.
Topdeck Travel’s Snapchat handle will feature the shows as well as insider tips, as Hill travels to Budapest and Berlin, via Krakow and Prague— capturing authentic cultural experiences to share in real time. The first snap will be circulated tomorrow, followed by an active weeklong schedule featuring the sights, sounds and snaps captured by Hill.
“The strategic aim behind the campaign is our desire to increase our brand awareness within a UK and European audience and to challenge the stereotypes around coach travel in this particular market,” McGuire said. “James is the perfect fun, engaging and adventurous frontman to kick it all off.”
The campaign will also be promoted on Topdeck’s other platforms, including Facebook, Twitter and Instagram using the hashtag #TopdeckSnaps.
“We hope the campaign will really introduce us to a 18-34 audience in a way which inspires and challenges perceptions of what a coach-based holiday around Europe actually is,” McGuire said.
Member ExclusiveMarketing Briefing: With pressure mounting on Q4, some marketers are planning to roll out holiday sales early
Marketers are rolling out holiday marketing and sales early as economic uncertainty persists and pressure builds for the fourth quarter.
Member ExclusiveDigiday+ Research: Who will gain and who will lose when (if?) the third-party cookie goes away?
There is endless speculation about what the world without third-party cookies will look like -- or even if it will ever come to be. Digiday asked publishers, agencies and brands about who they think will gain and who they think will lose following the death of the third-party cookie.
Why a sports betting company will brand the new train line to MetLife Stadium
As part of this effort, a variety of print and digital assets have been developed, as well as the official rebranding of all of the NJ Transit system's signage and advertising to accommodate the new rail line. A clear understanding of the financial agreement was not provided.
Sponsored<strong>How marketers are responding to shoppers’ wants this holiday season</strong>
Matthew Tilley, executive director, marketing, Vericast With the holidays right around the corner, the economy may force some consumers to adjust their plans and stretch their dollars even further. While some shoppers may rein in their spending, others will still go all out despite a cloudy economic outlook. Given the current economic climate, consumers are […]
How Squarespace is marketing more directly to the creator economy
With new features and ads, Squarespace is the latest tech company to market more directly to creators
As the economy wobbles, advertisers and publishers at the top end of the market go more and more direct
Whenever markets are thrown into disarray, there’s usually a flight to quality and scale – the two things premium publishers pride themselves on.