Times are tough, but there’s a light at the end of the tunnel (or should we say runway?)
Vaccines are coming, and while the world won’t return to normal overnight, it’s clear there is a pent-up demand for travel that will be realised once people think it’s safe enough.
That means that destinations, attractions, hotels and everyone else in the tourism industry needs to be prepared to grab a share of the market, whilst keeping their marketing messaging appropriate for the current climate, and adaptable as that climate changes.
There are a host of new ’rules of seduction’, as we explain in this article, in the travel world. Travellers won’t want the same things in 2021 as they did in 2019. Many businesses will find their primary and secondary markets have changed. The demographics within those markets may change too.
All that is why we’ve compiled this 7-point checklist of things that brands should be reconsidering for their strategies next year.
We know budgets are tight. That’s why it’s more important than ever to use the most effective digital advertising techniques and efficient paid campaigns; to know exactly which platforms and channels are most relevant, and which trends to ride the wave of.
There’s strong evidence (which you can read about here) to suggest that brands which advertise during times of crisis recover more quickly and strongly than those that don’t; but it’s still crucial to put that money in the right places.
While the world won't return to normal overnight, it's clear there is a pent-up demand for travel
How we can help
At Digital Dialog, we’ve worked with brands including Switzerland Tourism, Tourisme Bretagne, Visit Wales, Shannon Airport, British Airways and Eurostar on both large and small-scale campaigns. Read more about our past campaigns here.
We work entirely in the travel sphere. That focus means we’ve been following the ins and outs of the coronavirus pandemic’s impact on the industry, as well as how it’s likely to develop, and how it has impacted customer moods and behaviours.
We know our programmatic ads from our Facebook ad manager, our Instagram influencers from our niche bloggers, and we know which ones will give a campaign the best results. We keep up with trends in media and travel, whilst also making sure each campaign is entirely customised to a client’s needs.
And most importantly, we know how to use data and insights to craft successful campaigns. Having worked on hundreds of campaigns, we have a vast repository of past insights and data across several markets and platforms which allows us to predict key metrics such as audience reach, engagement and cost per objective, and focus on the KPIs which matter.
This can help you do anything from building brand awareness, creating new leads and promoting events to increasing bookings, building and engaging your social communities, or launching a product.
Whether you’re a small business or national destination, no matter where you are in the world, we’d love to chat to you.
Talk to us.
We'd love to hear from you.