Fox Content Labs leads by example in destination marketing

When APAC’s generation of millennials hits the road, they’re looking for recommendations from friends and destinations that they can not only explore and discover, but places where they can take incredible, jealousy-inducing pictures to share with their friends and followers.

The stats speak for themselves, with more than 9 in 10 millennial APAC travelers sharing their experiences and photos on social media while they’re away, and around 89 percent of millennials planning travel activities based on photos, videos and other content their friends have shared online. It’s clear—only instagrammable trips are worthy of their time!

What does this mean for destination marketing? It needs to change, and quickly. Steps need to be taken to ensure destinations stand out and look social media worthy. Proving that a destination can offer one-of-a-kind social sharing opportunities must become a priority in convincing APAC’s valuable millennial travelers to come and experience it for themselves.

The key to creating this social proof to tempt millennial travelers is working with an experienced content partner to produce top-quality assets—from breathtaking video to awe-inspiring photos, interactive digital content and beyond—that can be shared via millennials’ most-loved social and digital channels. We can take it one step further by providing these independent-minded travelers with entertaining, informative content to help potential visitors plan the perfect trip alongside stunning imagery.

This is exactly how Fox Content Labs collaborated with Taiwan Tourism Bureau on its recent Taiwan on Two Wheels campaign. Leveraging the power of Fox Sports, the campaign website launched in 2018 featuring different cycling routes and journey advice, packing information and more—all to help visitors independently plan a cycle holiday in Taiwan.

UK Team Sky rider Owain Doull bikes Yangming mountain, outside Taipei

Taking the campaign the distance, Fox Sports worked with a unique collective of influencers, sending these celebrity stars out on the road and filming their adventures on two wheels. As marketers are well aware, getting the right influencers on board a campaign can play a major role in capturing and holding consumer attention. Gathering the right influencers—including UK Team Sky rider Owain Doull and Miss Universe 2015 Pia Alonso Wurtzbach—the campaign was able to showcase the wide variety of cycle experiences in Taiwan, for both cycling pros and leisure riders. 

With millennials in Asia now demonstrating an insatiable passion for travel, destination marketers have a unique and valuable opportunity to capture the attention of these adventure-hungry explorers. Social proof is key to enticing APAC’s millennial travelers, and with five-star content, marketers can demonstrate to potential tourists that their visit will offer great opportunities to explore, and even better opportunities to snap and share their exceptional travel experiences online.

Michael Rich is EVP of advertising sales and content partnerships at FOX Networks Group Asia.