The song is essentially a nostalgic love letter to Malibu, inspired by the singer’s relationship with actor Liam Hemsworth.
In the accompanying music video, you are whisked away to a mysterious beach one can only assume is the famous Californian surf-spot.
Since its release, search volume for “Malibu Holidays” has increased by 178% in a month, whilst there was also another spike in Malibu-related search terms last October.
Following some research, Latitude were able to identify a correlation relating to X Factor 2016.
It would seem that Simon Cowell and his group of contestants made the fabled trip across the Atlantic in the ‘Judge’s Houses’ leg of the show in October. Search volume subsequently went through the roof after that particular episode was aired.
As a result of these findings, Latitude felt compelled to challenge each other to think in the same way as a tour operator and devise a potential strategy based on the insight.
Latitude’s Head of Operations Andrew Kimberley, focused on product placement style YouTube pre-roll advertisements:
“There is a wealth of possibilities for this kind of associative marketing. For example, one of the easier strategies you could deploy would be to assess the YouTube top videos for mentions or imagery of relevant locations and assess the likelihood of any future correlation in the search trends.
"Then, taking your highest likelihood, you could create some compelling content on a topic that matches the demographic of the video and attempt to ride the wave if interest increases.
“A potentially more results-focused approach could be to target the videos featuring the destinations you operate in, and promote your brand with video ads or overlays.
"A nice video ad would be centred on hotels in the location where the video was made – with some compelling copy like ‘Stay at the fantastic location of the video you are about to watch!’"
What would you do?
Follow the link below to see what the other search specialists working across Latitude’s variety of different channels came up with…
http://www.latitudegroup.com/blog/miley-cyrus-search-trends/
