German Chancellor, Dr. Angela Merkel, gave an interview to a popular German “YouTuber” called Le Floid. His opening question was very powerful “Why now and above all, why YouTube?” Frau Dr. Merkel said it was because she was hoping to reach and involve more young people via this medium (https://www.youtube.com/watch?v=5OemiOryt3c).
YouTube has become one of the most powerful media for reaching and involving young people, but not only teenagers. After Google, people in general click on YouTube when searching online. The coach travel industry itself is a highly visual business: it sells pictures, dreams, sensations, experiences and aspirations. YouTube should by all means be its natural ally.
The Danish public bus transport company “Midtrafik” realised the potential of YouTube long ago in terms of online marketing. They commissioned M2 Film to create and produce two popular YouTube clips (with English subtitles) – “Midtrafik -The Bus” - with over a million views since published - and “Midtrafik - The Passenger” (or "The Sequel") - with over half a million views since published. The core idea behind this campaign was to make public transportation more attractive, fun and exciting.
Midtrafik’s success with its YouTube videos teaches us that YouTube should be part and parcel of any coach or group travel marketing mix. The trick is to balance creative concept and production costs with a snappy core message and humorous delivery.
YouTube videos should, above all, be short and sweet, getting to the point straight away and leaving viewers with a memorable message and a smile on their faces. Content should be informative, entertaining and / or educational rather than self-promotional. Advertisements interrupt whereas useful and entertaining content engages and encourages viewers to share and to act.