How I helped a tourism brand go from content chaos to strategy

Most tourism brands don’t need more content.
They need clarity.

Holiday Artist - a creative travel brand, came to me overwhelmed.

They were doing what many travel founders do:

• Posting randomly
• Switching platforms
• Second-guessing their message
• Stuck in a cycle of “doing more” without results

They had something great to offer, but no structure to tell that story consistently.

Step 1: Clarity first - positioning, ICP, and messaging

We didn’t jump straight into content. We started with the foundations:

a. Defined their ideal customer profile (ICP): who they serve and how
b. Refined brand positioning and messaging
c. Complete LinkedIn profile revamp:  
• Headline and bio that speak directly to their audience  
• Banner and profile photo aligned with brand feel  
• Clear offer and story, positioned as a trusted expert

Now, her profile converts visits into trust, and trust into leads.

Step 2: Deep dive - strategy, content matrix, and calendar

I delivered a full AI-powered content strategy including:

☑︎ 4-pillar content matrix aligned with audience pain points
☑︎ 30-day calendar across blog, email, and social
☑︎ Topics tailored for visibility, authority, and engagement
☑︎ Formats designed to match her strengths, no video required
☑︎ Content system that could scale and stay consistent

This made her message clear, her workload lighter, and her brand more visible.

Step 3: Smart workflow and lead generation

Next, we implemented a production and outreach system:

☑︎ AI workflow using ChatGPT (paid) + Notion + Google Docs
☑︎ Step-by-step flow from idea → draft → publish
☑︎ A lead magnet built to attract ideal clients
☑︎ Outreach campaign using my proven tool
☑︎ Leads from her audience, not just clicks or likes

From a scattered content process… to a repeatable content engine.

Step 4: The outcome - real results, less stress

She walked away with:

✓ Clear messaging, ICP, and voice
✓ A professional LinkedIn profile and presence
✓ A full month of content planned and aligned
✓ A smarter workflow using AI tools
✓ Actual leads, not just visibility 

Confidence replaced the chaos. Consistency replaced the confusion.

Want to use the same system?

Grab the AI Content Planning Toolkit for Travel Brands - it’s based on the exact structure I used with Holiday Artist.

Inside, you’ll find:

• A content matrix with 4 strategic pillars
• A Notion-based planning board you can duplicate
• A 30-day sample calendar to get started fast
• 5 ready-to-use AI prompts to kickstart your content creation

Download it here:
https://generated-clownfish-104.notion.site/The-AI-Starter-Kit-for-Travel-Brands-1f4f80a2c2b2808c8b33fffd4eb1bf53

Got questions or want help applying this to your tourism brand?

Contact me directly on LinkedIn
Or send an email to: [email protected] 

Let’s turn your content from chaos to clarity - and do it with ease.

This system helped one founder go from scattered to strategic.
It can do the same for you.

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That said, I see this as a great opportunity for all of us to connect, share ideas, and take advantage of these exciting changes in tourism. 

After all, more minds are better than one! 🙌

Looking forward to hearing your thoughts!

Kind regards,
Ivan Ivanovic
https://www.linkedin.com/in/ivan-ivanovic-marketing/