Gemma Houghton

How Content Marketing Has Helped The View From The Shard

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As a new attraction, The View From The Shard faced a unique challenge – it needed to create a digital presence from scratch. Anna Domingo, Marketing Director from The View From The Shard, will be speaking at the International Search Summit in May to share insights about how to use digital content marketing to promote a tourist attraction. Ahead of the event, we spoke to Anna about how digital marketing has helped reach an international audience.

What do you most love about working for The View from the Shard?

I am truly passionate about the uniqueness of our product . We deliver wow moments to all of our visitors. We deliver unforgettable moments and most of all we deliver the only 360 views of London. We are celebrating this amazing city Skyline. I am passionate on having the change to shape all 360 integrated marketing campaigns from B2C and B2B.

What are the biggest challenges you face?

I think our biggest challenge is that we are still quite new – only 3 years old.

An attraction like yours must generate some fantastic content for use in social campaigns. What type of content is most popular?

Our most popular content are our views, without any doubt we have such amazing images of London’s skyline, day, sunset and evening images or unique skyline moments. Instagram is our most beautiful channel where wonderful images are posted from our Instagrammers. I invite you to take a look. IT is so inspiring.

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Do you vary the content you use when targeting different countries?

Absolutely, localization in content is critical to engage the audiences. AS an example, China content is quite different as well as the use of Weibo and WeChat to engage with the Chinese audience.

China is an important market for you – why do you think you’ve had success there?

It is all about content as for example or recent Chinese new year campaign celebrating the year of the monkey we decided to go with a gamification campaign through WeChat and Weibo. We increased our followers and engagement during such campaign. We are very pleased. As well

What will people learn from your ISS session?

I hope audience gets a inspiring on what we do and learn how we try to produce interesting content. Also, we are extremely focused on KPI’s and sales conversion which is our ultimate goal.

And why should marketers attend the International Search Summit?

It is important to be constantly updated in our fast pace environment. Digital channels are the most important ones as well as easy to track in terms of ROMI.

Early Bird rates for International Search Summit London are still available, expiring on 23rd March. It promises to be a fantastic day, full of insights, tips and tactics to support global marketers.  Check out the full list of speakers and sessions and save 15% with code webcertain16

Gemma Houghton

Gemma Houghton

Marketing Manager at Webcertain
Gemma has been working in international search for 6 years and leads Webcertain's marketing team. As well as managing Webcertain’s global online and offline marketing activities, she also organises and programs WebCertain's International Search Summit, a search marketing conference focusing on international and multilingual online marketing and contributes regularly to the Webcertain blog. She has also spoken at conferences such as SES and SasCon and writes regularly for State of Digital. Gemma holds a Professional Diploma in Marketing from the Chartered Institute of Marketing and a BA Joint Honors Degree in French and German.

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