How are multichannel images upping the ante for boutique hotels
In our small world of hospitality marketing, when we talk about “multichannel,” we are usually discussing ways to increase occupancy and promote to various online channels, travel agencies and consumers directly.
I recently attended a session put on by BusinessWire that provided a high level overview of multichannel images used in today’s press releases which was fascinating! The presenter walked us through a first-hand view of the new take on designing press releases using interactive images. Judging from the presentation, releases have come full circle and look nothing like the old text versions we used in days past. Don’t waste your time writing another static press release (although I’m sure there is a time and place for doing short ones).
It’s now all about utilizing multichannel promotions in one image and making it intensely interactive, allowing the reader to experience your release in the method of their choice, be it via words, videos, social media or on a static presentation.
They are called “image capsules” and allow the user to choose how they’d like to interact with your brand, whether you’re putting out a press release or sending out a promotion.
Here are some great examples of image capsules:
Here is Allianz Travel who had their Content Capsule embedded on more than 40 blogs and they have already received more than 100,000 views to the posts.
Here is also an example of a landing page for one subject, which could be your release, but includes many links to interact: http://www.nextworks.com/client/mike/verifone/verifone_landing.html
BusinessWire will be presenting at our Fall Leadership Symposium being held at UCLA’s Luskin Conference Center during Wednesday’s half day Workshop. More information and registration links are available on the conference page. The program is still under development.
You can be sure that BLLA is currently testing this new methodology for future press releases and will report back to our members on the results. In the meantime, HERE is a brochure on amplifying your press releases.