Travel Bloggers Help Airlines Get Social
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This morning, a group of Berlin bloggers gathered at a café for the Travel Massive meetup. As the group huddled on couches with lattes, Adam Groffman, the American blogger behind the Travels of Adam, offered insight on how bloggers can work with brands. Groffman launched a sweepstakes on his website with airberlin and Visit Berlin, a type of partnership between airlines and travel bloggers that is taking off in the industry.
- Photo: Instagram @anulagalewska
Groffman is just one of many travel bloggers working with airlines. “Airberlin has worked with other bloggers so I sent them a pitch,” he said. “Since the airline is active with LGBT – they did a gay blogger press trip – I knew that was a market they are interested in.”
Groffmann had 2,000 sign-ups in just two days of posting the sweepstakes on his blog. With the traffic coming for his city guides, he promoted the sweepstakes through social media exclusively.
Lufthansa gave their Instagram account over to travel bloggers Angelika Schwaff and Yvonne Zagermann who posted photos throughout their travels, while the German Tourist Board had six bloggers, including French travel blogger Aurélie Amiot, take over their Instagram account, as they toured Hamburg, Cologne and Munich.
One way the companies find the bloggers is through group efforts, like the Travel Blogger Collective for German language bloggers, who have worked with the national tourism board, or the Professional Travel Bloggers Association for international bloggers who write in English.
They’re also discovered at industry travel fairs like ITB in Berlin or the World Travel Market in London, where Groffman was recently featured on a panel. “I think some companies don’t realize where their audience actually is,” said Groffmann. Through bloggers, that’s one way to find out.
Travel bloggers can offer airlines new and interactive ways to promote their destinations and offer inspiration for anyone searching for their next adventure!