During times of crisis, marketing teams are forced to rethink strategies. In this series, we examine how brand leaders across the travel and tourism industry are responding to new consumer patterns and quickly shifting social strategies to connect with their target audiences around the world.
#GreeceFromHome
The Ministry of Tourism partnered with the Greek National Tourism Organization and Marketing Greece to launch #GreeceFromHome – an initiative with a mission to share meaningful content from Greece. The campaign includes Greek personalities and creators from around the world and Greek-inspired music, mythology, cuisine, arts, crafts, fashion, sports, and style – featured on their YouTube Channel.
Google is also supporting the education component of the campaign, offering those who work in tourism (and other sectors) new digital skills through a series of free courses.
Crystal Cruises (Crystal@Home)
Crystal Cruises takes users on a weekly virtual voyage aboard one of its luxury vessels with various continuously updated themed experiences. The company leverages social media by inviting users to explore an array of “live streaming events, virtual conversations, podcasts, #CrystalFamily hashtag, and more.” From Monday through Sunday, Crystal Cruises hosts the following:
A Storyteller Podcast on Monday; Pantry Prep on Tuesday; Wellness Wednesday with Crystal’s certified fitness instructors; Thirsty Thursday highlighting creative cocktails from the cruise’s lounges and bars; Friday Nights at the Galaxy – a live Facebook event showcasing the talents of Crystal’s onboard performers; Sail Away Saturday, where guests share photos and videos from their past Crystal cruises using the hashtag #CrystalFamily; and live cooking lessons on Sunday with their longtime culinary partner, Chef John Ashton.
Royal Caribbean – ‘Virtual of the Seas’
Royal Caribbean International cruise director, Abe Hughes, launched an imaginary vessel called ‘Virtual of the Seas,’ a series supported by the cruise line.
Each day, Hughes issues a Royal Caribbean Daily Compass (the cruise’s newsletter), live updates via Facebook, trivia, recipes, and at-home cruise activities like quizzes, scavenger hunts, and DIY crafts. Hughes’ Facebook page provides daily updates, which are being tweeted by Royal Caribbean’s chief fleet meteorologist, James Van Fleet.
JetBlue: #JetBlueHealthCareHero
JetBlue launched #JetBlueHealthcareHero, honoring 100,000 healthcare workers with roundtrip flights for two to anywhere the airline flies “when the time is right.” The airline invites people to nominate frontline workers – including doctors, nurses, therapists, social workers – for the chance to win a flight certificate.
To kick-off the program, JetBlue is donating 10,000 pairs of round-trip flights to healthcare workers in NYC. The airline is also giving 23,000 of its crew members round-trip flight certificates to gift to healthcare workers they personally know.
On May 7, JetBlue celebrated the #ClapBecauseWeCare movement from the skies with a three aircraft, low-altitude flyover above New York City. The flyover honored the Fire Department of New York (FDNY), New York Police Department (NYPD), and NYC residents.
Viking – Viking.TV
Viking is offering a wide array of new virtual content. For the latest health updates and messages from Viking chairman, Torstein Hagen, tune into ‘Tor’s Corner,’ or experience the Viking adventure via global cookbooks, photography – and history, art, music, literature, and film.
The company also offers series from expert lecturers and destination insights of all sorts of cultural aspects of the lands where Viking sails. ‘Conversations with Karine and Friends’ is an engaging live stream series hosted by Viking Karine Hagen, Senior Vice President, with presentations from resident experts and special guests. Viewers can also ask questions live during the show, which is scheduled Monday through Friday at 2:00 p.m. ET.
GoPro: #HomePro
Go Pro launched a campaign urging fans to post their most creative videos to social media for a chance to win one of its Hero8 Black or Max cameras – and a five-year subscription to its GoPro Plus service.
To enter, fans must download the free GoPro App on their phones. After using the app to capture a photo or video, participants are asked to share it to Instagram, TikTok, YouTube, or Facebook with the #HomePro and #GoPro hashtags.
American Airlines
American Airlines launched its first branding campaign since 2016 – debuting a video titled “You Are Why We Fly.” The 40-second ad features a voiceover explaining the brand’s heritage as a resilient airline during challenging times. The video was pieced with user-generated content of empty airports and masked employees on ghost planes. The airline’s shares a special message, “Why do we fly? We fly because people need to get home, and life-saving equipment needs to get to the lives that need saving.” The footage shows people practicing social distancing at home.
The video aired on the airline’s owned and social media channels – and will run across advertisements, email campaigns, and digital out-of-home platforms at airports.
We will update this list as the future unfolds. If you spot a campaign worth mentioning below, please share it with us on social or via e-mail at futureofmarketing@tintup.com.
