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.
Can Snap make it as an AR company?
The real question Snap faces is whether adding AR elements to its platform will help it continue growing in the face of competition and uncertainty.
How NFTs could evolve for brands — now that marketers know what they actually are
NFTs are finally growing out of crypto novelty into next-gen loyalty tools. Tyler Moebius, founder and CEO of SmartMedia Technologies, explains where else they can go.
Why digital clutter is driving brands to rethink the value of newspapers advertising
GE, Equinox, Take 5 Oil and agency TBWA New York are among those investing in newspaper ads to generate social media buzz in an ever-more cluttered digital environment.
SponsoredHow ad tech is tackling waste by optimizing supply chains
Sponsored by Bidtellect The programmatic and digital advertising industry is well aware of the inefficiencies in buying and selling — from auction duplication and volume bias to multi-integrations and reselling — but how did it get this out of control? How can we fix it? A redundant, multiple-step process to ad delivery has become the norm, […]
The ‘retirement’ of M&M spokescandies raises questions about viral marketing, edgy content
Marketers have mixed feelings and questions about the value of viral, stunt marketing after M&M's "retirement" of its spokescandies.
With TikTok’s growing list of issues, should marketers think twice about the platform?
There is a growing list of issues that TikTok needs to resolve, but marketers seem unfazed and continue to be enthralled by the platform.