Travel brands releasing soft marketing campaigns during the coronavirus lockdown have been praised for getting their tone and messaging “spot on”.
Operators, agencies, airlines and tourist boards have released videos with messages of hope about travelling once the peak of the pandemic is over.
More: Inspiring travel content offers message of hope
British Airways thanks Britain for its handling of the crisis in a poem recited by staff, while South African Tourism’s campaign says ‘Don’t travel now, so you can travel later’.
Emirates says ‘We will get through this together’, striking a similar tone to Flight Centre, which insists ‘Better times lie ahead’, and Intrepid Travel, which says ‘Today we must be apart so that someday soon we can all be together’, while the Caribbean Tourism Organisation has launched a #CaribbeanDreaming campaign.
MSC Cruises tells viewers to ‘Stay safe, keep dreaming, discovery awaits you’, Sandals is promoting a ‘Sandals state of mind’, Cosmos says ‘Dreaming doesn’t stop’ and Kuoni has released a series of ‘Moments’ to inspire.
Let us whisk you away for a moment. Switch your sound on and settle down for a few soothing seconds of escapism. We’re taking you on safari…#KuoniMomentspic.twitter.com/wWFdmFXZ4T
— Kuoni (@KuoniTravelUK) April 8, 2020
Steve Dunne, chief executive of marketing agency Digital Drums, said the current situation is an “unbelievably challenging period for travel marketers” but that “the answer is keep in touch”.
He added: “Vacuums are bad news for travel brands. Other brands or destinations will replace you or the consumer will forget you.”
But he stressed it was important for brands to “show an understanding of where the consumer is right now, mentally and physically”.
He advised: “The sentiment of any message should be one of hope, a light in a dark place; that travel will be experienced again.
“It should always acknowledge how tough things are right now for everyone.”
Dunne added: “I have seen travel brands and destinations marketing brands getting it spot on. It strikes me that the sector understands the sentiment, tone of voice and types of content that is required for times like these.”