About
La Dolce Vita is a scripted non-fiction podcast that documents all of influencer Ciao Bella's personal experiences in Italy. Episodes rely heavily on the use of anecdotes and imagery to make the listener feel as if they are actually there. With "Society & Culture" being the most popular podcast genre, Ciao Bella hopes that La Dolce Vita will inspire thousands of others to get out there and see the world (Whitner, 2020).
“Traveling – it leaves you speechless, then turns you into a storyteller.” –Ibn Battuta
Target Audience
La Dolce Vita will target young people between the ages of 18-44 because they make up 67% of all podcast listeners (Whitner, 2020). However, the podcast will mainly cater to a female audience because Ciao Bella's existing brand appeals to women between the ages of 18 and 34—around 30% of female Instagram users fall into this age demographic—who are interested in topics of lifestyle and travel (Statista, 2020). With more than 50% of women saying that influencer content has led them to make a purchase and more than half of podcast listeners saying that they pay attention to ads, this specific target audience will undoubtedly lead to successful partnerships with sponsors (Digital Marketing Institute, 2020).
The main distributing platform I will be using for La Dolce Vita is Apple Podcasts because 52% of people use this streaming service more than any other (Whitner, 2020). When it comes to actually promoting the podcast, I will be using Instagram and YouTube. Advertising La Dolce Vita on social media is incredibly important because podcast listeners are much more active on social media than non-podcast listeners (Winn, 2020). I chose Instagram because “6 in 10 online adults have an Instagram account”—56.3% of which are women (Omnicore, 2020). I also chose YouTube because it "is the second most-preferred platform for watching video" among 18 to 34 year olds, which is a part of the age demographic I'm targeting (Cooper, 2020).
Objectives
- Encourage my social media followers to tune into Ciao Bella's weekly podcast through promotions on Instagram and YouTube.
- Become one of the most highly streamed female travel podcasters on Apple Podcasts.
- Provide my young female audience with quality podcast episodes that will inspire and empower them to travel.
Similar Podcasts
Unmapped
Unmapped is a travel podcast hosted by millennial travel blogger, Angelina Zeppieri. The show focuses on Angelina’s own experiences around the globe, as well as the experiences of her fellow female travelers. Podcast content includes everything from anecdotes and narratives to commentary and discussions.
Sponsors
Platforms
- Apple Podcasts
- Google Podcasts
I chose Unmapped because it is hosted by a young female traveler who hopes to inspire others to get out there and see the world, which is one of the main objectives of the La Dolce Vita podcast.
The Travel Diaries
The Travel Diaries is the number one travel podcast in the United Kingdom. It is hosted by travel journalist, Holly Rubenstein, and centers around the unique travel experiences of different guests every week. Podcast content includes everything from moments of self-discovery while traveling to earliest travel memories from childhood.
Sponsors
Platforms
- Apple Podcasts
- Spotify
I chose The Travel Diaries because it paints a picture of authentic travel experiences through the use of personal anecdotes, much like the La Dolce Vita podcast.
Women Who Travel
Women Who Travel is a multifaceted travel podcast hosted by Condé Nast Traveler editors Lale Arikoglu and Meredith Carey. The show focuses on all of the different aspects of traveling as a woman today. Podcast content includes everything from food and hospitality to adventure and travel journalism.
Sponsors
Platforms
- Apple Podcasts
- Spotify
I chose Women Who Travel because it embodies all of the different lifestyle elements that go into the travel experience—something the La Dolce Vita podcast also strives to do.
Podcast Sponsors
Booking.com
A partnership with Booking.com is bound to behoove everyone involved. With “54% of podcast consumers saying they think about buying an advertised product,” it’s clear that La Dolce Vita has the power to facilitate significant conversion rates for Booking.com. By hearing all about Ciao Bella’s incredible stays in Italy through Booking.com, listeners will feel compelled to check out the website and book a stay of their own. Because the “Society & Culture” podcast category has a 9.2% lift in purchase intent, this travel company is certain to see some new customers (Whitner, 2020).
Airbnb
A sponsorship from Airbnb would be mutually beneficial for both parties involved. Because “podcast listeners are more likely to follow companies and brands on social media,” La Dolce Vita has the power to increase Airbnb’s social media following exponentially just by mentioning their brand in the podcast (Winn, 2020). Not only that, but because La Dolce Vita is a travel podcast, a partnership with a travel company will make listeners aware of goods and services that are actually relevant to this niche.
Why La Dolce Vita?
While there is certainly no shortage of travel podcasts on the market, La Dolce Vita provides listeners with a unique, immersive experience. Despite the show being somewhat similar to Unmapped, The Travel Diaries, and Women Who Travel, my podcast stands out because it:
- Uses anecdotes and imagery to transport listeners to a completely different part of the world
- Relies solely on Ciao Bella's personal experiences and perspectives to craft an intriguing story
- Offers genuine advice on how to best approach travel in different cities throughout Italy
Authentic, entertaining stories combined with niche brand sponsorships is likely to produce an incredibly successful travel podcast. Not only will La Dolce Vita serve as a way for Ciao Bella to connect with followers on a more intimate level, but it will also provide them with valuable information pertaining to travel-related goods and services. With any luck, this podcast will inspire my audience to book a flight to Italy and never look back!
Episode 1: Carnevale di Venezia
Credits:
Created with images by Henrique Ferreira - "View from Academia Bridge" • Jason Briscoe - "untitled image" • Edgar Chaparro - "untitled image" • @canmandawe - "A beautiful sunset in the city of love : Venice" References: Cooper, P. (2019, December 17). 23 YouTube statistics that matter to marketers in 2020. Hootsuite. Retrieved from https://blog.hootsuite.com/youtube-stats-marketers/ Jovic, D. (2020, August 11). 40 powerful podcast statistics to tune into. Smallbiz Genius. Retrieved from https://www.smallbizgenius.net/by-the-numbers/podcast-statistics/#gref Whitner, G. (2020, October 2). The meteoric rise of podcasting: Insights about the most compelling audio format. Music Oomph. Retrieved from https://musicoomph.com/podcast-statistics/ Winn, R. (2020, October 6). 2020 podcast stats & facts. Podcast Insights. Retrieved from https://www.podcastinsights.com/podcast-statistics/ Instagram by the numbers: Stats, demographics & fun facts. (2020, February 10). Omnicore. Retrieved from https://www.omnicoreagency.com/instagram-statistics/ 20 influencer marketing statistics that will surprise you. (2020). Digital Marketing Institute. Retrieved from https://digitalmarketinginstitute.com/blog/20-influencer-marketing-statistics-that-will-surprise-you Podcast images from https://www.podchaser.com/