Why “Interest Media” Is Reshaping Travel Marketing | Travel Unpacked Newsletter

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Editor’s Pick 🌟

At POSSIBLE Miami, Everyone Was Talking About Interest Media—Here’s Why

ClickZ was on the ground at POSSIBLE Miami, and here were our top takeaways:

1. More than ever, consumer discovery is shifting to "interest media" platforms (like TikTok, Snap & Pinterest). Gary Vaynerchuk highlighted this evolution from a "social media era" to interest media, emphasizing that brands must now prioritize creating relevant content aligned with user interests to capture attention at the crucial initial stages of the customer journey.

2. Measuring the ROI of top-of-funnel engagement on "interest media" channels is becoming a crucial differentiator. Despite recognizing the importance of reaching consumers earlier, many brands struggle to effectively track how content on interest media channels translated to bottom-line results. Those adopting full-funnel measurement solutions increasingly hold a competitive advantage.

3. Commerce is increasingly integrated into content (e.g., TikTok Shop) demanding strategies that blend engagement and direct purchase. The growing impact of viral content driving sales, particularly through platforms like TikTok Shop, highlights the need for brands to embrace shoppable content experiences to capitalize on this evolution.

Turning these insights into actionable strategies is essential. For a free resource on strategically investing in and measuring the performance of upper-funnel 'interest media' channels, check out Fospha's Growth Accelerator Guide here.

Sector Spotlight 🎥

BRAND COLLABORATION

American Tourister Unveils Limited-Edition Netflix Squid Game Travel Collection

American Tourister’s launch of its limited-edition Netflix Squid Game Collection leverages cross-industry collaboration, merging entertainment with travel gear for enhanced consumer engagement ahead of a major series premiere. The “Join the Game” campaign, featuring immersive retail activations, exemplifies experiential marketing that drives both brand relevance and fan participation.

PRODUCT EXPANSION

NUDIENT Expands Into Travel With Its Debut Luggage Collection

LUXURY TRAVEL ACCESSORIES

Away Just Dropped the Cutest Kids Luggage Collection, So the Whole Fam Can Travel in Style

Away’s new kids luggage collection brings practical, durable design to a younger audience, leveraging vibrant colors and customizable features to enhance both brand affinity and visibility at key travel touchpoints. Marketers should note the strong alignment with family-oriented travel trends and the collection’s potential for content-driven campaigns.

PRODUCT INNOVATION

Bellroy Launches Luxe Minimalist Wheeled Luggage With Durable, Customizable Features

Bellroy’s entry into wheeled luggage, featuring hard-shell and lightweight soft-shell carry-on suitcases, targets premium travelers with modular, repairable designs that enhance product longevity and customer loyalty. Marketing professionals should note Bellroy’s customer-centric focus on sustainable features, global compliance sizing, and competitive pricing as differentiators in a crowded travel market.

TRAVEL INNOVATION

Triple Suitcase Storage With The Ekester TravelPack Vacuum Kit

Ekester’s TravelPack Vacuum Kit enables travelers to compactly pack up to 60 additional items using vacuum-powered compression bags and a portable air pump, directly addressing the growing demand for space-optimizing travel accessories. Its battery efficiency and modular design align with key travel and portable electronics trends, giving marketers actionable product differentiation opportunities in luggage and travel gear segments.

Influencer Corner 📢

Optimization Hub ⚙️

BRAND COMMUNITY MONETIZATION

Five Proven Brand Community Tactics That Drove $2 Million in Revenue

Building robust brand communities delivers measurable impact, with tactics such as member-exclusive product launches, community-led content creation, tiered membership programs, collaborative product development, and monetized events collectively generating over $2 million in revenue. Marketers gain higher customer lifetime value, lower marketing costs, improved product adoption, and sustainable growth by implementing these strategies. Community-focused approaches outperform traditional marketing, offering actionable frameworks for brands seeking authentic engagement and financial results.

INNOVATIVE MARKETING TECHNOLOGIES

Supercharge Email Marketing With Seamless API Integrations for Unmatched Personalization and Automation

APIs streamline email marketing by enabling automation, advanced segmentation, and real-time analytics, allowing marketers to send highly personalized messages and monitor campaign performance efficiently. Integrating robust email APIs strengthens customer engagement and optimizes campaign outcomes while ensuring data security and regulatory compliance.

INNOVATIVE AD TECHNOLOGIES

Google Expands CTV Ads With AI-Powered Targeting and Prestigious Platform Partnerships

Google is expanding its CTV advertising through broader partnerships with Netflix, NBCUniversal, Disney, and new integrations with Tubi, Spotify, and Roblox, delivering enhanced reach on major streaming platforms and tentpole events. Marketers now access improved AI-driven tools within Display & Video 360 for precise targeting, custom audience segmentation, automated campaign optimization, and actionable reporting across a dynamic retail media ecosystem. With 98% CTV household penetration and YouTube’s dominant streaming watch time, leveraging Google’s advanced CTV offerings presents a significant opportunity for measurable brand impact and cross-channel campaign effectiveness.

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