In 2011 the Jordan Tourism Board has gone “all in” with their effort to work with travel bloggers and they are not about to end this alliance.
Yesterday, the Jordan Tourist Board continued its foray into digital media by announcing a unique marketing collaboration with a group of eight travel bloggers. The concept, called iAmbassador, is an initiative by Keith Jenkins that is designed to leverage the bloggers’ previously published related content and their social networks.
In addition to select travel bloggers showcasing Jordan as a featured destination, the campaign also includes a two day social media event on December 15 and 16. The two day media marketing blitz will include a #GoJordan chat on December 16 at 12 p.m. (EST) hosted both by the bloggers involved and @VisitJordan.
The participating travel bloggers (who will be paid for their efforts) are:
Keith Jenkins (@VelvetEscape)
Janice Waugh (@SoloTraveler)
Abigail King (@insidetravellab)
Nellie Huang (@WildJunket)
Isabelle Kenis (@IsabellesTravel)
Melvin Boecher (@TravelDudes)
Dave and Deb (@ThePlanetD)
Michael Hodson (@MobileLawyer)
What do you think? Is this a model that can work?
Image: Archer10
Will this model work? That will depend on how readers respond to advertorial, and how carefully the bloggers walk the line between writing for their readers and writing for their client.
DEFINITELY! I think it will be great to have a liaison between bloggers and tourism/travel companies.
I think Adventurous Kate was also part of the travel bloggers who took part in the Jordan press trips?
Food for thought:
A blogger may want to consider the possible legal ramifications before making the switch from “journalist” to “marketing partner.”
For example, in the U.S. and many other countries, editorial photographs don’t require model releases. Promotional photos do. If you’re a hired marketing partner of the Shelbyville Tourist Office, you may need to be careful about snapping photos of Shelbyvillians and using them in your blog. At the very least, you should consult a lawyer before deciding whether to publish such photos without model releases.
Being a paid promoter could have other implications, too: In countries that have a free press, being a “journalist” entitles you to legal protections that marketers don’t enjoy. Violating accepted standards of journalism (e.g., by accepting payment for coverage) isn’t likely to help you if you ever need to convince a judge or jury that you’re a journalist.
As a lawyer, I am trying to think how hard I am going to laugh in a second about my legal concerns for being a part of this project. Wait… I think I just figured out exactly how hard. 11.
Well, Michael, not every blogger is a lawyer, which means that not every blogger has your confidence or bravado.
As for me, I’m a professional editor and writer, and my primary concerns are journalistic ethics and whether a “pay to play” coverage policy is good for readers and the industry as a whole.
Will “marketing partnerships” between travel organizations and travel media become the norm? I suspect not, and I’m also inclined to believe that bloggers or editors who accept or demand cash for coverage will be hurting their own reputations in the long run. Still, we’ll just have to see. (Let’s all stay tuned for the next year or two or five.)