The importance of an effective advertising campaign

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 a social media campaign option that would appease everyone: create a content strategy for travel industry. 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 and elevate their travel experiences.

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!