Social Index Engine

Case Study Marketing Tourism With Horse Whipsers Teaser Video

In a recent campaign the Barbados Tourism Encylopedia is featuring a series of GoPro videos on its YouTube Channel and its blogs and websites.

One of these campaigns is the Horse Whispers, a fun series of short videos that are set up as teaser all leading to a special  offer. The tease i about how the managed to get a young filly into the water. The horse was adamant that she did not want to swim and all sort of cajoling did not make any difference to her defiance. She stood her ground and towered over her handler as he tried to pull her along. The short videos she the trainers effort even resorting to the horse whisper technique, turning his back to her and pretending he did not care. All to no  avail.


The short videos prompt the user to visit a site or another video to see exactly how they do get her into the water.  The videos are very popular and will become more so as the program unfolds. It is a full multimedia campaign involving a magazine feature. many videos and several press releases. It is evolving as we go to press with this blog, and I would like to share it with you as it is a great example of how to add value and get your message across without trying to hard to sell. Shoppers love to be entertained and, if they are in the buy mode, good information that engages them will go a long way to converting to a booking.

In the horse whispers campaign, the focus is on demonstrating one of the favorite sights that tourist love. The Savannah race horses on  the beach and swimming in the sea. Its a special treat, even the BBC TV flew to the island to made a documentary of the event.

The first step is to create interest and awareness, and to get the message out. This is done video the series of videos.

The teasers are set to appear on multiple channels. Their are several versions of the teaser, each version slightly different and tailored to the channel they appear on. Two versions are:

a. Barbados Travel Channel:

This is also posted to GoPro network see

b. This video at - See Video above.

c. There will be other teaser on other channels as we move forward.


The main videos are on the landing page, in this case Videos are also published to the related networks (see 5). A single Video covers the entire event with a short on the horses running the beach then the teaser and the final walk into the sea. It too may have a full promotion later after the teaser has run its course.

A story such as this can have many aspects and each aspect can have its own video, press campaign, distribution and promotion. In this case the stories about the use of GoPro, user created video content and travel video in general are of interest to different niche markets. each can have a video, press release and distribution. At this stage the GoPro video is ready, and the pres release is stage but not published. We will add these later.

This is just one aspect of a larger promotion with many videos that explain the offer, the accommodation, the heritage tour and the destination. Other videos offer social proof and product reviews. A series of explainer videos illustrate the value in a clear and concise way, going to the extend of offering comparisons with other alternatives.


The website is not essential in the eary stages. videos can be the landing page and the call to action. Note that this video actually links to a. in many of the promos. That because a. is the key portal and linking to it creates its authority. Video a, could in fact point to any version on the full video. In this case we did build a landing page and a special offer at The lading page is actually a part of a campaign for independent Travellers. This is a growing market for destinations. These travelers love something different. They usually stay in Self catering accommodation like apartments and they love villa accommodation. The independent holidays campaign has several pages that are ties together is a loose silo that includes:

Travelers Insight Magazine | Barbados Holidays | Barbados Self Catering | Barbados Independent Holidays | Beach Villa Holidays

In addition there are several blogs on the BTE as well as on other site like Marketing Hotels and Tourism Travelers Insights | This Blog | Travel to Exotic Places | Adventure Travel Destinations and many more.


Their are several angles to the story. First of is the teaser - Two complementary Press Releases are posted within the first week or so of the campaign. The primary PR is

it is distributed and picked up by approximately 200 Media outlets including Boston Globe and La Daily News to name just two.

We also use other distribution that will get picked up by Travel Weekly (this is a related page - the Horse-Whispers Pr is not live yet) and others not syndicated via The second and third video in the series will often link to one of the first so that we build authority for some key media pages on our release.

Of course each PR is unique and can be picked up by the same media if they find it of interest. To get coverage in the UK we use an agency who distributes to the Press in that country.

Press Release build a lot of authority for the properties linked. Some media coverage will also make it into Google news and search results giving more links to the target sites.


All videos, Web pages, blogs and Press releases are posted to various social networks. Again they link to an array of sites, video and content. It is important to be strategic in building the links and the networks. Never overdo it, and stage it out over weeks and even months, depending on the number of properties in the network. The network will contain your Facebook profile and pages, Twitter, Tumbler, Pinterest, Reddit and all the major social properties.

In our company we have video sites and networks for each target market. For Barbados .org the video channel on YouTube is BarbadosTravel. On Dailymotion and other video sites like Vimeo, mySpace, PhotoBucket etc it is BarbadosHolidays. Similarly their are social profiles on linkedin etc for the identity. This is repeated for World-Heritage-Tourism magazine, Travel2ExoticPlaces, Adventure-Travel-Destination and many niche market personalities we create to build out our networks.

It's also important to reach out to other networks, 3rd party sites and properties that are not your own. Search engines tend to ignore self promotion after a certain level. While the social activity on your own sites is vital for sharing your message as wide as possible you need other site to help gain authority backlinks that will influence your search engine ranking and get you to the top of search result.


In addition to publishing Travelersinsights magazine that features this promotion and the villa holiday package, a major part of our strategy involves using high quality document sites where we publish PDF magazines. These include iTune, iPad, IPods, Slideshare, Scribd and many other quality magazine sites. Printed copies are also available with MagCloud.

TravelersInsights. Barbados Independent Travel

We also build photogalleries on photosites, like TripnTale, and comment across relevant channels that are high in authority. (Use to evaluate the authority, citation and trust score of the sites you choose to work with).


Advertising and social sharing is added as needed. If the organic activity works you don't need to do anything more, but generally we have to boost activity with other content marketing, advertising and social activity.

It is important to stagger all of this promotional and social comment activity. If not search engines will find it unusual or see it as self promotion and just ignore you.


When ever we do a promotion campaign such as this we are on the lookout for how it fits into marketing trends or technology developments. At the time of this release Haikudech and Slideshare formed a cooperative agreement that allowed Slideshare users to have free access to Haikudeck and its rich visual presentation app and large graphics database.

The new software made creating a high impact slidedeck easy. We used it to do a teaser on Slideshare and created a video on its use. That too was distributed to our network and was shred. Haiku Even Commented on our Travelwatchnews blob. The comment has been shared on twitter and retweeted. all great social engagement and visibility for our project.

9. creating Buzz

Bear in mind that each of these many items are not independent. each can be multiplied out with thr own press, social, video and content campaigns. See the video that explains the multiplier effect.

This video refers to a previous " title="marketing tourism tutorial series">tutorial on multichannel marketing >>

for the entire Tourism Marketing Tutorial Series click here >>>


Keep tuned - An explainer video (see example) will follow that will explain this case study and results at completion.

In the NEXT blog we will look at the conversion funnel and continuity program with this campaign.

We will also look at analytic, automation tools and how to measure the effectiveness of your campaign.


I Would love to hear from you.
Is this sort of information helpful,
What would you like to know more about.
How can I help you more.

Please leave your comments below


Why Facebooks in-Post Advertising is Bad For You

I created this short video to go a bit deeper into what is happening with social media advertising on our own posts. It looks at what the latest trends with social advertising as social networks move to capitalize on the wealth of content that users give it. Some reward content owners, many do not. This post and video explore why in-post advertising is bad for users.

The original post is on a curator site that looks at the latest research and trends in brand, marketing, automation and systematization technology primarily for hotels and tourism. Of course the insights and analyses we share applies to any business or industry.

see Why Facebook in-post ads are bad for you on Youtube

What the Video Says about Social Advertising Today

I’m still on with my rant about Facebook. They are becoming the largest advertising company in the world. But, do they have the right to put advertisements in our posts?

I writing about things that interest my clients in the business that I’m in, which is travel. So I look at technology and I look at the trends and I report on that. I do a lot of curation. I look at what other people are saying and I put my own slant on it because they don’t often have our perspective. That how I came across the article about I like the company, love their wacky ads. but I’m not associated with them and I’m NOT endorsing them. I wrote the article exploring how they had positioned themselves in the market, which is creative and effective. I then posted the article to Facebook who turns around and puts an advertisement in my post. I didn’t know they were doing that, and immediately I got a couple of people who are saying they’re quite concerned and confused by what am I doing advertising The truth is I’m not, Facebook is, and their ad in my post is deceptive and usury.

In-Post ads  give the impression that we endorse the products!

If you are going to advertise with someones picture or content, you have a legal and moral obligation to give credit to that person and to reward them if you’re receiving money. The laws around the world are pretty strict about that and I’m not going after Facebook or anything stupid like that, trying to get some money from them. But we have a responsibility to be guardians of our own property and our own rights in this marketplace.

The original video on being anonymous in social media shares this idea and looks at the where The Internet is going with respect to being social — It is very positive review on the whole, but social is unraveling to some extent and it’s becoming a very anti-social network in lots of ways as exposed by Prince Ea in that first video. We are being sucked into creating good content for their ads. In the process we are giving away our privacy, we’re giving away our independence and our best content.  We are in that process totally anonymous and our content builds their ad-network at our expense.

Our content is making social ad platforms a success and the exchange is not in our favour.

That’s not only true of Facebook. Google has done much the same thing. We’ve built maps for using the basic Google Map platform. Google has commended us for these map applications.  Our map-app adds locations information, property information, rates, photos and booking capability right in the map. It was at the time leading edge technology long before all the OTA like Expedia etc got maps working for themselves. Not long after G used all of our point information for themselves.

The promise of the social media was "being social", sharing, and involving other people, helping other people, not helping ourselves at the expense of others. Instead the very people that have created the social platforms and the social networks are switching that around to helping themselves.

Do you see what I mean? Facebook is helping themselves to my post to advertise to who are spending a fortune with them. Google is helping themselves to the maps that we’ve created, putting it on their carousels and taking the benefits of that for themselves. Its not only us that they are depreciating in the process because all that property information is driving traffic to their adverting partners (the OTA) making impossible for small hotel to get seen on the first page of search results - See more on this at #GoogleTravel.

Social media should be about sharing, not about taking!

Watch these development and take control of your content. We might loose it all because we are small cogs in the wheel. If you look at the GoogleTravel blog and video you will see how G is favoring what it calls authority sites - In the case of tourism that means the big Online Travel Agents and in that process small local hotels are pushed off of search.

We are just a little screw in the machinery and they will walk all over us if we let them.

Now, I have quite a number of rants and you can see them all on and you can search for it on the site for rants. I’m just trying to let people be aware of some of the things that I think are provocative in terms of what’s happening in the industry so that we can be informed about it and do what we want and not do whatever we want.

On a footnote- A story on Twitters new fabric and digital (password technology) had, as a sideline, that statement that twitter does not charge for all these services. Its free in exchange for your content.. Maybe Facebook is the same, maybe that is the new format of eCommerce, but maybe its not good thing for us, and certainly it is a good thing to know about. If we do know, maybe we will be more careful about what we say and share.

Related Posts On

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Related Videos Anonymous in social media on YouTube at

About the author
Ian R Clayton - Author, Publisher & CEO of AXSES | Profile on Amazon. Books - next | Rogues in Paradise Publisher -Travel Magazine | Google+


How Google Travel has Evolved & What it Means to Hoteliers & Tourism

For Details See the Press Release at

Ian R Clayton Internationally Authority on Tourism

Ian R Clayton Internationally Authority on Tourism

Ian R. Clayton first worked in tourism starting with his hotel and catering training in the UK. He moved on to be a hotel manager in Barbados and after attending McGill and Concordia in Canada return to tourism in 1995 to set up AXSES SCI a tourism development company.

The Company developed the fist Facebook bookings App for small independent hotels, that allowed FANs to book direct without paying Online travel Agent (OTA) commissions. It pioneered the first dynamic package system based on behavior response and personality profiling. Today AXSES SCI is the creator of a series of Visual Tourism Tool for travel planning, marketing, sales conversion and bookings.

In this Press Release Clayton shows how Google has changed for a search company to media and now travel marketer. The Release is based on a blog written by Clayton on MarketingHotelsAndTourism (MHAT) - Click Here for the full MHAT blog >>

Here is an Excerpt from Clayton: “Hotels and tourism companies that depend on SEO had better be prepared for the months and years ahead, If not they are going to be in for a very big surprise and not a good one. We've seen it before when Google shifted their emphasis to paid advertising, and the near future holds more of the same!”

“Adaption is key to survival,” Clayton continued. “Now more than ever.”

See the PR on


Google Hangout on Mobile Website Design – Analytics

This follows our very popular Mobile Checklist.

The Mobile checklist outlines 20 things that you need to know when creating a mobile website, marketing it or optimizing it. In this hangout Kathy-Lynn Ward one of the Authors of the checklist, gives an overview of how to use Google Analytics to get insights into your visitors behavior and find out what is working on the mobile website and what needs to change.

You may download the free Checklist Here


Checklist Helps you Build & Market Your Mobile Websites


checklist on things you must know about mbile

Check list of what to do and not in building and marketing your mobile website

Checklist of things you must know about building and marketing your mobile website

This checklist is put together the by the team that write the report on responsive Web Design. Mobile Travel and Building Calendars for destination events.

Now, after extensive experience in building and marketing website optimised for smartphones, tables and all mobile devices, the team has come up with list of things that you absolutly have to know about mobile use and design.

The report is Free - when you subscribe for FREE, you also get the whitepapers and reports on mobile technology.


You will get the checklist as well as several reports and resources:  mobile travel - checklist update - responsive web design, mobile calendar - video tutorials and more.



Get it here now Checklist of things you must know about building and marketing your mobile website




The Future of the Web is Visual

In the last week or so there have been dozens of articles and blogs about the Visual Web.

From ReadWrite web we have 'The triumph of the visual web" - commented on Marketing Hotels and Tourism

- Skiff echos this with its article on visual are the new currency of travel marketing - The list goes on and on and on...

Tourism Marketing Goes Visual

In travel planning and destination marketing the latest technology is visual with system like Mygola visual trip and AXSES own Visual Bookings Technology, a system that transforms a booking engine into a tourism planning solution that engages travellers and gets more conversions - see the video below - or on youtube

More on this at See several video of how this technology impact travel shoppers, hotels suppliers and tourism destinations, association and other hospitality marketing services.

The move to visual content with video, images, slide presentations and info graphics is of course global.

Info-Graph of Global Visual Content Marketing

Visual Content is growing faster that any sector of marketing. It has the larges annual increase in both audience and time spend on any network, and that accross all industries and platforms!

Check out the blog and info-graphics by Jeff Bullas at Click Here for latest info-graph


How to use the Travel Cloud for Hotel Marketing

information content marketing chart

The building blocks of Information Marketing Relieved

Following on from the last blog on's Insights on Multimedia Marketing.. This video dives deep into the concept of information, breaking it down in its source and format which allows us to re-purpose and reconfigure content into many entities/articles/video blogs etc.

YouTube Video 1

10 articles by 10 formats gives a hundred entities

But it does not stop there. Ian shows how these are distributed into multiple channels and multiplied again with Press Releases all of which go into a social network creating a travel cloud for effective marketing, brand building and authority.

Multiple your Exposure and Reinforce your Marketing

This is a personal insight of Ian R Clayton and it is a revolutionary new understanding of how information can be formatted, re-proposed and published in the digital age. The concept builds on a fundamental change in the way we look at social media, as Ian calls it the Social Network, and shows hos it can literally multiple your exposure and reinforce your marketing. The concept is applied to hospitality, hotels and tourism but applies equally to any business or service.

What you Need to Know about your Social Network

A major part of this strategy is how you can build and use your social media to hyper-charge your hotel and tourism marketing. That is covered in full on the Free Video Tutorials - Click Here >>>

To Get the full series go to - Click Here >>>

This blog and the previous are just two excerpts from the list of many FREE video on Tourism Marketing Machines. To fully understand this technique you will also needs to see the explanation of how to buid your social network, another video that bridges the two displayed on our site. is a free services helping hotel and tourism companies as well as holiday destinations, understand and use the new digital media and the cloud. Sign up to receive all FREE videos at

Covered in this series - How to build your social network, examples of using the network to build a travel cloud, how to use your travel cloud to hyper charge your hotel and tourism marketing and build a lasting brand.



Insights on Travel Products Leads to Marketing Breakthrough launches a new series of free video tutorials that go deep into understanding marketing and publishing in the new media.

This series takes you behind the scenes of a multi-channel campaign in the new age of participation when consumers and suppliers are now publishers. It starts of with understanding some of the consumer mental triggers in video marketing, and lays out a framework for understanding the form and function of information products in tourism, packages and holidays.

See Video on Youtube How to Build Your Hotel and Tourism Brand across multiple media

The tutorials show you how to build your content and information products for hotels, tourism and travel. How to position, distribute, promote it and keep it fresh and current.

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Get all videos at


Why Hotels & Tourism Need to be Really Worried About Search

Its Official Hotels are Falling Off search

See the youtube video for the full story on How Hotels are falling Of of Search

We now know and this video prooves it, that Google is looking for authority sites to list on top of search results. And that means that small hotels and hospitality companies in the location are loosing out to big international companies and the Online Travel Agents (OTAs).

This video looks at what is happening in search result now. It compares what used to be and shows, without a doubt, how hotels are falling off of search. Its bad news for hospitality, tourism and hotel owners who rely on search to drive traffic to their sites. And that means just about everyone in tourism who is not a OTA, a chain or a big well know brand. Oh and yes, we even checked destination site, in some Islands they too were not showing up in the first page of Gs search results. The good news is you can build back authority and we can show you how.

The video is one of a series of Videos by offering FREE tutorials and case studies on how to market your travel and hospitality business.

See the more details on YOUTUBE


New Book: Marketing Hotel & Tourism Online

Ian R Clayton is Publishing Again: This times its a Book for Hotel and Tourism managers and owners.

See Details on YouTube -  Marketing Hotels & Tourism Online - The Book

Its a How to Book for tourism that is Up-to-date with the very latest information for travel in the digital age.

As the video says "If you are a manager, owner or profession in tourism who would like to understand more about what works in marketing today, this book is for you".

The Book brings you the latest know how in travel marketing with simple and easy language with no jargon. It can be read by Luddites and marketing Gurus as it has unique insights into topics of the day, and guides based on the ever changing search patterns.

The Book was written for the novice in terms of the language but not in terms of the subject. Clayton weaves through the basics to deeper thoughts, building bridges of understanding with everyday examples and colourful descriptions that everyone can relate to.


Author and Publisher Magazine |
How to Build your Business Online
In Progress - This book | Rogues in Paradise |