Tourist Boards

We regularly run content campaigns for tourist marketing agencies, and have worked on some 20 such projects, covering destinations ranging from Monte-Carlo to Ireland.

The brief

Travel marketers generally look to tap into our expertise in high-net-worth individuals’ lifestyle preferences, while some aim to publicise their destination’s sustainable credentials – making Ten a natural fit as a B Corp company that promotes green tourism. Our content teams are particularly strong on travel, with decades of experience at brands such as Lonely Planet and within the travel PR industry.

Whether we create a travel guide, an online article, a feature in our quarterly travel magazine, a social media campaign, or a video shot on location, we can exploit the assets across our fortnightly travel mailers and other communications to Ten’s high-net-worth member base.

Our solution

We meet with marketers to discuss their requirements and agree on the most current and relevant aspects of the destination to emphasise. We also work together on compiling a shortlist of travel experiences, hotels, restaurants, big-name local interviewees, and tour operators, ensuring the inclusions meet the client’s strategic objectives, fulfil their partner obligations, and fit the criteria for businesses and activities that Ten would recommend.

We’re keen to incorporate media trips, giving our writers first-hand destination experience to encourage evocative and well-informed content – adding to the global expertise that comes from having more than 20 locations, from London to Hong Kong. Clients also benefit from the involvement of our commercial travel colleagues, who can implement workshops or videos to train our lifestyle managers in selling a destination to our members.

We’ve recently created guides to Monaco, highlighting the principality’s sustainable appeal alongside its luxury and gastronomic charms; Spain, focusing on the culture, cuisine, and outdoor activities of five diverse regions; Dublin, Ireland’s Wild Atlantic Way, and Northern Ireland; Tenerife, aiming to reposition the island as a high-end destination; Madeira, showcasing its winemakers and outdoorsy appeal; and city guides to Vienna, Antwerp, and Helsinki. The guides normally tie in with an article or other supplementary content, while our sustainability-themed feature on Sweden’s Gothenburg area is a good example of a smaller project.

Services

Digital | Training

The impact

Destination marketers praise our content as a tool for communicating their brand to affluent travellers.

‘Thank you for the Vienna concierge guide, it was very much appreciated by our CEO, Norbert Kettner. He was impressed by the presentation of the guide – thank you for your effort and the very detailed thought you put into the piece.’ – Vienna Tourist Board