In this episode of Tradigital Tourism Insights, the show explores the technology Sora; an innovative text to video model developed by OpenAI. The program delves into the technical aspects of Sora and discusses its potential for revolutionizing video creation. The episode then shifts focus to a study on American travel sentiment and how financial concerns are influencing travelers’ choices and behaviors. Following that, spotlight is placed on an innovative and creative marketing campaign by Barilla Pasta that blended music and cooking. Finally, the show sees an examination of travel trends, including motivations for cultural exploration and the balancing act between luxury and budget.
00:00 Introduction to Digital Tourism Insights
00:43 Tech Spotlight: Sora, OpenAI's Text to Video Model
https://www.washingtonpost.com/technology/interactive/2024/ai-video-sora-openai-flaws/
https://www.theringer.com/2024/2/28/24085364/will-ai-video-replace-hollywood-open-ai-sora
https://www.reddit.com/r/LocalLLaMA/comments/1aspxox/explanation_of_openais_sora_by_jim_fan_nvidias/
https://twitter.com/drjimfan/status/1758210245799920123?s=46&t=XNcOsqyq6z3Fp3ZNc2ibMA
02:37 Deep Dive into Sora's Technology
07:11 Research Roundup: American Travel Sentiment Study
https://longwoods-intl.com/american-travel-sentiment-study-wave-82
12:12 Destination Spotlight: Creative Campaigns
https://thinkbastien.com/brand-strategy-blog/barilla-spotify-playlist
https://www.marketingdive.com/news/barilla-cooks-up-pasta-timer-playlists-on-spotify/593694/
15:32 Travel Trends: Shifts in Traveler Behavior
https://traveltrends.skyscanner.com/
18:58 Conclusion and Contact Information
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Pat (00:12):
hello and welcome to Digital Tourism Insights, a
podcast by Digital Relativity.
I'm your host, Pat Strader,founder and CEO 20 years of
experience in travel and tourismmarketing.
And I invite you to join me fora quick look at industry trends,
research, emerging technologies,and real talk on what works,
what doesn't, and why.
(00:33):
So grab a coffee, a beer, or acocktail, there is no judgment
here, and let's have some funwith an honest and irreverent
look into the nitty gritty oftravel and tourism marketing.
In today's tech spotlight, weare going to be looking at Sora,
OpenAI's innovative text tovideo model that was officially
introduced on February 16th of2024.
(00:55):
Currently, Sora is accessibleonly to a limited group of
testers, including red teamtesters, assessing the risks and
small number of visual creativesthat are providing some
feedback.
Now the red teams if that's anew term for you, they are
literally trying to break thisto make sure that it is Safe and
not going to be compromised.
(01:15):
How's that?
But this approach to gettingthis feedback is going to allow
OpenAI to refine the model basedon real world use and feedback.
While there is no clear timelineat this moment for public
release, OpenAI has hinted atjust ongoing testing and
improvements of the model.
With the anticipated focusgroups involving policymakers,
(01:38):
educators, other stakeholders,including creatives, to address
concerns and manage the model'sdeployment in a responsible way.
Sora represents a significantadvancement in AI driven video
generation, offering thepotential to create incredibly
highly realistic and detailedvideo clips.
(01:58):
From text prompts.
If you have not seen any of thevideos that have been generated
by Sora, I highly encourage youto visit OpenAI.
Visit their website, that is,and, and you can see some of
these videos for yourselves thatare based upon the prompts.
But in essence, Sora representsa groundbreaking advancement in
(02:19):
AI technology, obviously in therealm of the video production,
but is harnessing sophisticatedneural networks and algorithms
Sora has the potential to trulyrevolutionize how videos are
created, setting new standardsfor quality and efficiency in
their generation.
Now here is where things areabout to get weird.
(02:41):
This is a detailed explanationof how Sora works.
Now, this is Much different thanother video AI tools that are
currently out there and I'mgoing to share some information
with you that is frankly reallyin the weeds.
I think that it's important toat least talk about these
(03:02):
concepts so that we can allbegin to familiarize ourselves
with what this new terminologyis as this AI revolution
continues to take place.
SORA, this is what is known as a3D Convolutional Neural Network,
3D CNN as it's referred to.
(03:24):
What exactly is that?
It's an advanced type of neuralnetwork, and it's particularly
adept at processing data with aspatial and temporal dimension.
such as videos unlike 2D CNNsthat are great for image
recognition or analyzing pixelsin two dimensions.
The 3D CNNs take it a stepfurther and analyzing the change
(03:47):
in pixels over time.
I know I know what is happeninghere, but this third dimension,
we are in the future y'all.
This third dimension.
Well, it allows the network tocapture motion and changes
within the video, making itincredibly useful for video
analysis and tasks like actionrecognition, classification,
(04:10):
just all different types ofthings that can happen here that
are just, frankly, mind blowing.
But, Sora is also what is knownas a vector quantized
variational autoencoder.
Oh boy.
Uh, yeah, so.
A vector quantized variationalautoencoder is a machine.
(04:31):
It is a learning model that aimsat compressing data, such as
images and videos, into lowerdimensional representations,
encoding, before reconstructingit back to its original form,
decoding, with minimal loss inquality.
Is a VQ VAE is what this isknown as, but these VQ VAE
(04:53):
models Are known for theirability to generate super high
quality reconstructions and areused in generating high res
images and videos fromcompressed data.
I know, this is a lot, butagain, I'm just trying to get
this out here so that we can allstart to learn this new
language.
(05:13):
As we were talking about these,but when you combine.
A 3D CNN with a VQ VAE for videocompression.
You're essentially leveraging, Ididn't write this, okay, I'm
reading a description that Ifound that was written by people
that are clearly way smarterthan I am.
(05:34):
But you are essentiallyleveraging the spatial, temporal
understanding, and analysiscapabilities of a 3D CNN with
the efficient, High qualityreconstruction abilities of the
VQVAE.
What the hell does that evenmean?
Here's the thing.
Know that Sora is coming.
(05:55):
This tool is like nothing I haveever seen before.
Again, if you are unfamiliarwith what this is, please go to
OpenAI's website and just viewfor yourself.
I think it's going to be quitesome time before it does find
its way to public access that wecan all get in there and just
see exactly how this works, howto leverage it, and just what is
(06:20):
going to be done with this.
But this is The future, this istinfoil hat kind of stuff, if
you will.
But I'll be honest with you.
It's a little frightening, butit is also incredibly exciting
to see the velocity of changethat is happening with some of
(06:41):
these AI based tools.
And you'll hear me say this overand over any AI tool that is out
there right now.
As of today, is the worst thatit will ever be.
So, Sora, start to familiarizeyourself with it.
So that when it does come outand it is publicly available,
(07:03):
we'll all have an understandingof what we should, could,
potentially do with a tool ofthis type.
In today's research roundup, weare going to be looking at the
American Travel Sentiment Study.
This is Wave 82.
This is research that isconducted by Longwoods
International and the MilesPartnership.
(07:24):
This is free, readily available,incredibly insightful.
If you are not taking advantageof leveraging this research
please start.
It is incredibly helpful and,we're very fortunate.
In my opinion, for those of usin travel and tourism marketing
to have these types of researchprojects that are available to
(07:46):
us for free.
So, some of the highlights ofthis study are looking at
financial concerns with travelplanning, gas prices, inflation,
rising airfare costs, thingslike that.
It's also looking at some of thetravel motivators that are, The
impetus for folks, to planleisure travel and then of great
(08:08):
interest, with AI being so topof mind and frankly, a buzzword
for all of us.
it also looks at the use of chatGPT in trip planning.
As travel marketers, it's reallyimportant that we understand
these trends.
It's crucial for us in tailoringour strategies, so that we can
meet these needs of travelers.
We're, very fortunate that wehave this type of information
(08:31):
that is available to us, to helpus as we plan our marketing.,
and advertising strategies.
But this study, it reveals thatfinancial concerns are a
significant factor ininfluencing travel plans.
Many travelers are choosingdestinations that are closer to
home, they're reducing theirtravel spending, uh, and there
appears to be a clear shifttowards more budget conscious
(08:54):
travel decisions.
Transportation costs, such asgas prices, are a key concern.
The inflation and airfare pricesare starting to squeeze some
travel budgets for those andleading to changes in travel
behavior.
And this trend reallyunderscores the importance of
offering value driven travelpackages and promotions that can
(09:15):
help address those travelersfinancial concerns.
On the brighter note, the studyshows that the main motivations
for leisure travel remainsstrong with rest and relaxation,
spending time with family andfriends, seeking new
experiences, improving mentalhealth, top of those lists.
And these motivations providereal opportunities for marketers
(09:38):
to create campaigns thatresonate with these emotional
and these experiential desiresthat travelers are expressing.
So one thing that is also partof this, I'm really glad to see
this in, I realized that it'sprobably a personal preference
as my interest in how AI isimpacting travel and tourism
(10:01):
marketing.
But this takes a look at the useof AI tools specifically in this
case, Chad, GPT.
in the trip planning process andCHAT GPT use.
And the study indicates that apercentage of respondents have
used CHAT GPT in their tripplanning.
This is all within the last sixmonths.
(10:22):
Um, but I think some of thesenumbers that I'm about to share
with you, hopefully, you'll viewas real opportunities.
Before I dive into that, I, I doknow that there's this
prevailing thought by many inthis industry and just.
In general, about feeling behindin understanding this rapidly
(10:42):
changing landscape, that'sinfluenced by AI.
There's plenty of opportunitieshere, and we need to all
continue to learn about whatthese are.
But when we look at the usagestatistics that are presented in
this study, approximately 14percent of respondents reported
using ChatGPT to plan theirtrips.
(11:06):
The awareness levelInterestingly, about 12 percent
of respondents admitted to notknowing what ChatGPT is.
And so, this highlights, theopportunity when we look at
that, 14 percent have usedChatGPT, which 12 percent have
not.
Use Chat GPT, and then we havethat just massive swath of
(11:30):
individuals there in the middlethat may be aware of Chat GPT
But are not using it currentlyto plan travel so all this to
say That again, there's somegreat opportunities to learn
about how we can leverage TheseAI tools that I do feel that
people will see increasinglyhigher rates of adoption and
(11:53):
using them for travel planning.
And it gives us greatopportunities to continue to
learn how to leverage thesetools and just some really
fascinating stuff in this study.
And I highly encourage you tovisit the link in the show notes
and download this report and letme know what you think.
In today's destinationspotlight, we are going to break
(12:16):
the rules.
This is going to be looking at acampaign versus a destination.
And this is actually outside ofthe scope of travel and tourism.
And I feel that this is verycreative.
This isn't new.
This is a campaign that waslaunched in 2021, but If you
haven't seen this yet, I thinkthat you're going to find this
incredibly interesting andcreative.
I hope it provides just a littlebit of inspiration for you.
(12:38):
But this is Barilla.
I had to look that up to makesure that I was pronouncing it
in the authentic Italian way.
Barilla Pasta has partnered withSpotify and they launched an
inventive campaign that reallyresonated with pasta lovers,
how's that?
And they created a series ofplaylists, each with durations
(13:00):
that match the perfect cookingtime for their pasta, from al
dente spaghetti to perfectlycooked tender fusilli.
The brilliance behind thiscampaign, it lies in the
simplicity and the utility.
Each playlist, named after adifferent pasta type, features a
mix of songs curated toentertain while you cook.
(13:21):
It's a creative solution to acommon problem.
Waiting for your pasta to cookwithout overdoing it.
You can choose from playlistslike the mixed tape spaghetti,
boom bap fusili, the moody daylinguine, best song penne, and
the list goes on.
(13:41):
And again, this is, this isreally fun, very creative.
And this move, it not onlyshowcased Barilla's brand in a
new light, but also deepenedtheir engagement.
And they entered into a spacewhere they were least expected
to be seen.
And Barilla made everydaycooking an event to look forward
to.
A blending of art, music, food,into a memorable experience
(14:05):
here.
And I've cobbled together some,from some different resources.
You're going to find links tolots of different things about
this campaign in the show notes.
This was wildly successful andon Spotify, they have 440, 000
plus followers the success ofthis campaign even spilled over
into Tik Tok where you can finddozens upon dozens of videos on
(14:29):
tech talk that are talking aboutthe burrito brand.
The media coverage was veryimpressive, with a global PR
reach of over 1.
1 billion, and hundreds uponhundreds of articles including
highly targeted websites andpublications, such as Delish,
The Food Network, many otherhigh profile publications.
(14:51):
So, for those of us in traveland tourism, what can we learn
from this?
I think it's the creativity, theunexpected, considering
partnerships that can elevatethe customer experience in ways
that are unexpected, whetherit's through music, art,
technology, gauging youraudience where they least expect
it can have a real lastingimpression.
(15:14):
So if we kind of wrap this upand again, um, sharing this with
you, hopefully it's a, a Pieceof inspiration, but engaging
your audience with ultracreative solutions that, that
blend utility and entertainment.
It can transform the mundaneinto the memorable.
In today's Travel Trends, we aregoing to be taking a look at a
(15:35):
recently published study fromSkyscanner that focuses in on
the shifts that are shaping howtravelers explore, experience,
and enjoy their travels.
As travelers are increasinglyprioritizing cultural
exploration, it's important thatwe recognize the immersive and
the authentic experiences thattravelers are seeking.
(15:57):
From gig trippers that are usingthe music scene and concerts as
the centerpiece of their travelto budget conscious food
enthusiasts.
And the quest for genuinecultural immersion is driving
travel decisions for many.
So this surge in culturalcuriosity signals what I think
(16:17):
is a broader movement towardsvaluing experiences over
possessions.
This is nothing new, but it'sreally great to have.
Some additional information justto support that and to help us
as marketers and, to highlightour local traditions, cuisines,
arts, and our marketing andadvertising strategies and
(16:40):
campaigns.
So, simultaneously, the trend ofcost conscious, quote unquote,
luxe experiences showcasestravelers balance between luxury
and budget.
Even amidst economic cautions,we discussed in our research
segment from the recentLongwoods study, the desire for
(17:01):
enhanced experiences, bettermeals, upgrades, it remains a
strong driver of traveldecisions.
But this quote unquote lux forless mindset, it opens up some
real opportunities I feel forbrands to Find ways to offer
premium experiences ataccessible price points and just
(17:24):
cater to the things thattravelers are telling us that
they're seeking.
Further, the travel landscape isdiversifying, but they have
identified seven key trends, andthese are based around culture
led and also Behavior led typesof things.
So again, gig tripping is onethat they refer to.
(17:46):
This is really interesting.
Uh, you know, myself as a musiclover, we have traveled as a
family, to concerts, takingflights and planned trips around
musical experiences.
We're seeing more and more ofthat happening.
We're also seeing these folksthat are seeking analog
adventures.
(18:07):
Using analog tools like filmcameras and things like that is,
it's a really interesting lookat some of the things that are
driving travel decisions and howpeople are experiencing their
travel.
The travel industry as itinvolves, these trends are
really important and insightfulfor us as travel and tourism
(18:31):
professionals.
To continue to tap into the.
Desires that travelers aretelling us that they're seeking.
And so it puts the onus on us tocraft these experiences, these
quote unquote luxe travelexperiences.
And I think that this studygives us some great insight and
I think can be a very compellingpiece of information as we're
(18:53):
crafting strategies andcampaigns, for the upcoming
travel season.
that's all for today's episode.
I hope that you found one smallpiece of information to help you
along your marketing journey.
If you have any questions over atopic that you'd like to hear
covered or a great example oftravel and tourism marketing in
the wild, I'd love to hear fromyou.
Just drop me an email, tti atdigital relativity.
(19:16):
com.
That's tti at digitalrelativity.
com.
You can text 209 300 5017.
That's 209 300 5017.
Or message me on X at PatStrader.
I'm your host, Pat Strader,signing off, and I invite you to
subscribe wherever you get yourpodcasts and join us next time
(19:38):
as we continue to explore thefuture of travel and tourism
marketing.
hello and welcome to Digital Tourism Insights, a
podcast by Digital Relativity.
I'm your host, Pat Strader,founder and CEO 20 years of
experience in travel and tourismmarketing.
And I invite you to join me fora quick look at industry trends,
research, emerging technologies,and real talk on what works,
what doesn't, and why.
(00:33):
So grab a coffee, a beer, or acocktail, there is no judgment
here, and let's have some funwith an honest and irreverent
look into the nitty gritty oftravel and tourism marketing.
In today's tech spotlight, weare going to be looking at Sora,
OpenAI's innovative text tovideo model that was officially
introduced on February 16th of2024.
(00:55):
Currently, Sora is accessibleonly to a limited group of
testers, including red teamtesters, assessing the risks and
small number of visual creativesthat are providing some
feedback.
Now the red teams if that's anew term for you, they are
literally trying to break thisto make sure that it is Safe and
not going to be compromised.
(01:15):
How's that?
But this approach to gettingthis feedback is going to allow
OpenAI to refine the model basedon real world use and feedback.
While there is no clear timelineat this moment for public
release, OpenAI has hinted atjust ongoing testing and
improvements of the model.
With the anticipated focusgroups involving policymakers,
(01:38):
educators, other stakeholders,including creatives, to address
concerns and manage the model'sdeployment in a responsible way.
Sora represents a significantadvancement in AI driven video
generation, offering thepotential to create incredibly
highly realistic and detailedvideo clips.
(01:58):
From text prompts.
If you have not seen any of thevideos that have been generated
by Sora, I highly encourage youto visit OpenAI.
Visit their website, that is,and, and you can see some of
these videos for yourselves thatare based upon the prompts.
But in essence, Sora representsa groundbreaking advancement in
(02:19):
AI technology, obviously in therealm of the video production,
but is harnessing sophisticatedneural networks and algorithms
Sora has the potential to trulyrevolutionize how videos are
created, setting new standardsfor quality and efficiency in
their generation.
Now here is where things areabout to get weird.
(02:41):
This is a detailed explanationof how Sora works.
Now, this is Much different thanother video AI tools that are
currently out there and I'mgoing to share some information
with you that is frankly reallyin the weeds.
I think that it's important toat least talk about these
(03:02):
concepts so that we can allbegin to familiarize ourselves
with what this new terminologyis as this AI revolution
continues to take place.
SORA, this is what is known as a3D Convolutional Neural Network,
3D CNN as it's referred to.
(03:24):
What exactly is that?
It's an advanced type of neuralnetwork, and it's particularly
adept at processing data with aspatial and temporal dimension.
such as videos unlike 2D CNNsthat are great for image
recognition or analyzing pixelsin two dimensions.
The 3D CNNs take it a stepfurther and analyzing the change
(03:47):
in pixels over time.
I know I know what is happeninghere, but this third dimension,
we are in the future y'all.
This third dimension.
Well, it allows the network tocapture motion and changes
within the video, making itincredibly useful for video
analysis and tasks like actionrecognition, classification,
(04:10):
just all different types ofthings that can happen here that
are just, frankly, mind blowing.
But, Sora is also what is knownas a vector quantized
variational autoencoder.
Oh boy.
Uh, yeah, so.
A vector quantized variationalautoencoder is a machine.
(04:31):
It is a learning model that aimsat compressing data, such as
images and videos, into lowerdimensional representations,
encoding, before reconstructingit back to its original form,
decoding, with minimal loss inquality.
Is a VQ VAE is what this isknown as, but these VQ VAE
(04:53):
models Are known for theirability to generate super high
quality reconstructions and areused in generating high res
images and videos fromcompressed data.
I know, this is a lot, butagain, I'm just trying to get
this out here so that we can allstart to learn this new
language.
(05:13):
As we were talking about these,but when you combine.
A 3D CNN with a VQ VAE for videocompression.
You're essentially leveraging, Ididn't write this, okay, I'm
reading a description that Ifound that was written by people
that are clearly way smarterthan I am.
(05:34):
But you are essentiallyleveraging the spatial, temporal
understanding, and analysiscapabilities of a 3D CNN with
the efficient, High qualityreconstruction abilities of the
VQVAE.
What the hell does that evenmean?
Here's the thing.
Know that Sora is coming.
(05:55):
This tool is like nothing I haveever seen before.
Again, if you are unfamiliarwith what this is, please go to
OpenAI's website and just viewfor yourself.
I think it's going to be quitesome time before it does find
its way to public access that wecan all get in there and just
see exactly how this works, howto leverage it, and just what is
(06:20):
going to be done with this.
But this is The future, this istinfoil hat kind of stuff, if
you will.
But I'll be honest with you.
It's a little frightening, butit is also incredibly exciting
to see the velocity of changethat is happening with some of
(06:41):
these AI based tools.
And you'll hear me say this overand over any AI tool that is out
there right now.
As of today, is the worst thatit will ever be.
So, Sora, start to familiarizeyourself with it.
So that when it does come outand it is publicly available,
(07:03):
we'll all have an understandingof what we should, could,
potentially do with a tool ofthis type.
In today's research roundup, weare going to be looking at the
American Travel Sentiment Study.
This is Wave 82.
This is research that isconducted by Longwoods
International and the MilesPartnership.
(07:24):
This is free, readily available,incredibly insightful.
If you are not taking advantageof leveraging this research
please start.
It is incredibly helpful and,we're very fortunate.
In my opinion, for those of usin travel and tourism marketing
to have these types of researchprojects that are available to
(07:46):
us for free.
So, some of the highlights ofthis study are looking at
financial concerns with travelplanning, gas prices, inflation,
rising airfare costs, thingslike that.
It's also looking at some of thetravel motivators that are, The
impetus for folks, to planleisure travel and then of great
(08:08):
interest, with AI being so topof mind and frankly, a buzzword
for all of us.
it also looks at the use of chatGPT in trip planning.
As travel marketers, it's reallyimportant that we understand
these trends.
It's crucial for us in tailoringour strategies, so that we can
meet these needs of travelers.
We're, very fortunate that wehave this type of information
(08:31):
that is available to us, to helpus as we plan our marketing.,
and advertising strategies.
But this study, it reveals thatfinancial concerns are a
significant factor ininfluencing travel plans.
Many travelers are choosingdestinations that are closer to
home, they're reducing theirtravel spending, uh, and there
appears to be a clear shifttowards more budget conscious
(08:54):
travel decisions.
Transportation costs, such asgas prices, are a key concern.
The inflation and airfare pricesare starting to squeeze some
travel budgets for those andleading to changes in travel
behavior.
And this trend reallyunderscores the importance of
offering value driven travelpackages and promotions that can
(09:15):
help address those travelersfinancial concerns.
On the brighter note, the studyshows that the main motivations
for leisure travel remainsstrong with rest and relaxation,
spending time with family andfriends, seeking new
experiences, improving mentalhealth, top of those lists.
And these motivations providereal opportunities for marketers
(09:38):
to create campaigns thatresonate with these emotional
and these experiential desiresthat travelers are expressing.
So one thing that is also partof this, I'm really glad to see
this in, I realized that it'sprobably a personal preference
as my interest in how AI isimpacting travel and tourism
(10:01):
marketing.
But this takes a look at the useof AI tools specifically in this
case, Chad, GPT.
in the trip planning process andCHAT GPT use.
And the study indicates that apercentage of respondents have
used CHAT GPT in their tripplanning.
This is all within the last sixmonths.
(10:22):
Um, but I think some of thesenumbers that I'm about to share
with you, hopefully, you'll viewas real opportunities.
Before I dive into that, I, I doknow that there's this
prevailing thought by many inthis industry and just.
In general, about feeling behindin understanding this rapidly
(10:42):
changing landscape, that'sinfluenced by AI.
There's plenty of opportunitieshere, and we need to all
continue to learn about whatthese are.
But when we look at the usagestatistics that are presented in
this study, approximately 14percent of respondents reported
using ChatGPT to plan theirtrips.
(11:06):
The awareness levelInterestingly, about 12 percent
of respondents admitted to notknowing what ChatGPT is.
And so, this highlights, theopportunity when we look at
that, 14 percent have usedChatGPT, which 12 percent have
not.
Use Chat GPT, and then we havethat just massive swath of
(11:30):
individuals there in the middlethat may be aware of Chat GPT
But are not using it currentlyto plan travel so all this to
say That again, there's somegreat opportunities to learn
about how we can leverage TheseAI tools that I do feel that
people will see increasinglyhigher rates of adoption and
(11:53):
using them for travel planning.
And it gives us greatopportunities to continue to
learn how to leverage thesetools and just some really
fascinating stuff in this study.
And I highly encourage you tovisit the link in the show notes
and download this report and letme know what you think.
In today's destinationspotlight, we are going to break
(12:16):
the rules.
This is going to be looking at acampaign versus a destination.
And this is actually outside ofthe scope of travel and tourism.
And I feel that this is verycreative.
This isn't new.
This is a campaign that waslaunched in 2021, but If you
haven't seen this yet, I thinkthat you're going to find this
incredibly interesting andcreative.
I hope it provides just a littlebit of inspiration for you.
(12:38):
But this is Barilla.
I had to look that up to makesure that I was pronouncing it
in the authentic Italian way.
Barilla Pasta has partnered withSpotify and they launched an
inventive campaign that reallyresonated with pasta lovers,
how's that?
And they created a series ofplaylists, each with durations
(13:00):
that match the perfect cookingtime for their pasta, from al
dente spaghetti to perfectlycooked tender fusilli.
The brilliance behind thiscampaign, it lies in the
simplicity and the utility.
Each playlist, named after adifferent pasta type, features a
mix of songs curated toentertain while you cook.
(13:21):
It's a creative solution to acommon problem.
Waiting for your pasta to cookwithout overdoing it.
You can choose from playlistslike the mixed tape spaghetti,
boom bap fusili, the moody daylinguine, best song penne, and
the list goes on.
(13:41):
And again, this is, this isreally fun, very creative.
And this move, it not onlyshowcased Barilla's brand in a
new light, but also deepenedtheir engagement.
And they entered into a spacewhere they were least expected
to be seen.
And Barilla made everydaycooking an event to look forward
to.
A blending of art, music, food,into a memorable experience
(14:05):
here.
And I've cobbled together some,from some different resources.
You're going to find links tolots of different things about
this campaign in the show notes.
This was wildly successful andon Spotify, they have 440, 000
plus followers the success ofthis campaign even spilled over
into Tik Tok where you can finddozens upon dozens of videos on
(14:29):
tech talk that are talking aboutthe burrito brand.
The media coverage was veryimpressive, with a global PR
reach of over 1.
1 billion, and hundreds uponhundreds of articles including
highly targeted websites andpublications, such as Delish,
The Food Network, many otherhigh profile publications.
(14:51):
So, for those of us in traveland tourism, what can we learn
from this?
I think it's the creativity, theunexpected, considering
partnerships that can elevatethe customer experience in ways
that are unexpected, whetherit's through music, art,
technology, gauging youraudience where they least expect
it can have a real lastingimpression.
(15:14):
So if we kind of wrap this upand again, um, sharing this with
you, hopefully it's a, a Pieceof inspiration, but engaging
your audience with ultracreative solutions that, that
blend utility and entertainment.
It can transform the mundaneinto the memorable.
In today's Travel Trends, we aregoing to be taking a look at a
(15:35):
recently published study fromSkyscanner that focuses in on
the shifts that are shaping howtravelers explore, experience,
and enjoy their travels.
As travelers are increasinglyprioritizing cultural
exploration, it's important thatwe recognize the immersive and
the authentic experiences thattravelers are seeking.
(15:57):
From gig trippers that are usingthe music scene and concerts as
the centerpiece of their travelto budget conscious food
enthusiasts.
And the quest for genuinecultural immersion is driving
travel decisions for many.
So this surge in culturalcuriosity signals what I think
(16:17):
is a broader movement towardsvaluing experiences over
possessions.
This is nothing new, but it'sreally great to have.
Some additional information justto support that and to help us
as marketers and, to highlightour local traditions, cuisines,
arts, and our marketing andadvertising strategies and
(16:40):
campaigns.
So, simultaneously, the trend ofcost conscious, quote unquote,
luxe experiences showcasestravelers balance between luxury
and budget.
Even amidst economic cautions,we discussed in our research
segment from the recentLongwoods study, the desire for
(17:01):
enhanced experiences, bettermeals, upgrades, it remains a
strong driver of traveldecisions.
But this quote unquote lux forless mindset, it opens up some
real opportunities I feel forbrands to Find ways to offer
premium experiences ataccessible price points and just
(17:24):
cater to the things thattravelers are telling us that
they're seeking.
Further, the travel landscape isdiversifying, but they have
identified seven key trends, andthese are based around culture
led and also Behavior led typesof things.
So again, gig tripping is onethat they refer to.
(17:46):
This is really interesting.
Uh, you know, myself as a musiclover, we have traveled as a
family, to concerts, takingflights and planned trips around
musical experiences.
We're seeing more and more ofthat happening.
We're also seeing these folksthat are seeking analog
adventures.
(18:07):
Using analog tools like filmcameras and things like that is,
it's a really interesting lookat some of the things that are
driving travel decisions and howpeople are experiencing their
travel.
The travel industry as itinvolves, these trends are
really important and insightfulfor us as travel and tourism
(18:31):
professionals.
To continue to tap into the.
Desires that travelers aretelling us that they're seeking.
And so it puts the onus on us tocraft these experiences, these
quote unquote luxe travelexperiences.
And I think that this studygives us some great insight and
I think can be a very compellingpiece of information as we're
(18:53):
crafting strategies andcampaigns, for the upcoming
travel season.
that's all for today's episode.
I hope that you found one smallpiece of information to help you
along your marketing journey.
If you have any questions over atopic that you'd like to hear
covered or a great example oftravel and tourism marketing in
the wild, I'd love to hear fromyou.
Just drop me an email, tti atdigital relativity.
(19:16):
com.
That's tti at digitalrelativity.
com.
You can text 209 300 5017.
That's 209 300 5017.
Or message me on X at PatStrader.
I'm your host, Pat Strader,signing off, and I invite you to
subscribe wherever you get yourpodcasts and join us next time
(19:38):
as we continue to explore thefuture of travel and tourism
marketing.
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