WHERE DO YOU WANT TO GO?
WHERE DO YOU WANT TO GO?
When I first became a Travel Advisor I understood the importance of having a presence with a website and Social Media platforms such as Facebook, Instagram and the like. At first I copied various ads and posts from my suppliers' pages and websites. While this did have some effect, I wasn't pleased with the feedback from my clients. Many of these posts were not inspiring my clients to travel, and I needed to find a way to do just that. I needed more creativity from another perspective so I partnered with Swell Destinations to create this new website for me and to manage my social media marketing.
The first thing we did was set parameters for an effective ad campaign. We created a list of questions that would define each campaign. First, what is the message I want to convey? Is my focus on the resort, the brand, the location, or am I selling my brand? Then, how long do I want to run the campaign? What is my target market?
Once I answered these questions we prepared my content. We added a mix of still photos, poster ads and short videos. The use of animated content such as short videos is ideal, and using our own photos had a better impact. Whichever form we use it is important that the message is consistent and ties in with the goal of the campaign.
My clients responded very positively to this change, which was evident by the increase in travel requests and bookings.
Here are some past ad campaigns we've created...I hope you feel inspired to travel!
Every time I see a corporate ad for any resort I see young and beautiful people cavorting in the pools and on the beach. Then, they are wearing plush bathrobes on their balcony toasting with champagne! In the next scene they are laughing and smiling in the dining rooms. Wait, now the grandkids are cavorting along with them!
My clients are mostly older, retired, with lots of time, money and interest in travelling. What they don't have are six-pack abs and Brazillian-cut bikinis.
We approached several resort brands and told them of our concern that their corporate videos are a deterrent to my clients. We offered an option that would appease everyone. We proposed to stay in the resorts for several nights, taking pictures and videos of the property and its amenities. We would then create a video and poster ad campaign depicting how our clients would see the resort through their eyes.
During the pandemic the travel industry came to a standstill. Over time travel slowly resumed but there was still a lot of negativity directed at anyone who travelled. The restrictions imposed by the Canadian government created unease and a level of fear of travelling.
This campaign was directed mostly to Canadian Travel Advisors. I was travelling extensively throughout Mexico and the Caribbean and I wanted to show that travel was alive and well, it was safe, and it was ESSENTIAL for our physical and emotional well-being. I hoped to encourage other Travel Advisors to travel and to impress upon their clients this message.
A good Travel Advisor is also an experienced Traveller. This credo led to this latest ad campaign. During the past year I have travelled extensively and developed relationships with tour operators and tourism boards across Mexico, the Caribbean and Europe. I have also aligned myself with the American Society of Travel Advisors (ASTA) to increase my professional development and exposure to North American clients.
This campaign will show to my clients and colleagues that my knowledge of and first-hand experience with destinations around the world will allow me to Elevate Their Travel Experiences!
© The Trip Goddess 2021
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