How Six Travel Brands Leaned Into Culture and Innovation To Drive Results
In today’s landscape, it is no secret that travel marketing campaigns must be creative and engaging to reach the modern consumer. However, the most successful campaigns often go beyond just creativity by leveraging cultural insights and innovative tactics to connect with their target audiences on a deeper level. Check out how some of the world’s top travel companies have successfully used both culture and innovation in their marketing campaigns to generate growth.
Celebrating diversity and local culture: Airbnb
Airbnb has long been known for its commitment to uplifting cultural diversity through their marketing campaigns. For example, their 2017 “We Accept” Super Bowl ad brought attention to the issue of discrimination faced by many people around the world. The company also works hard to celebrate local culture in their marketing efforts. For instance, in 2019 they released an interactive map with hundreds of destinations across Europe where users could discover unique experiences crafted by local hosts. The campaign was designed to emphasize how Airbnb facilitates a deep connection between travelers and local cultures all over the world.
Connecting through customer stories: JetBlue
JetBlue is another travel brand that has successfully leveraged culture and innovation in its marketing initiatives. In 2018, they launched a campaign called “Fly It Forward” which invited customers from different countries around the globe to share stories about why they wanted to fly with JetBlue. The stories were posted on social media platforms such as Twitter and Instagram using the hashtag #FlyItForwardJetBlue allowing them to reach a wide audience. This is a great example of how JetBlue tapped into global travel culture via an innovative social media campaign that resonated with their customers on an emotional level.
Leaning into local insights: Hilton
Hilton has also embraced cultural insights by creating engaging content for its customers. For example, they launched a campaign called “Live Like A Local” which highlighted unique experiences available at each Hilton location around the world based on interviews with locals who shared their favorite spots for food, music, and shopping. By tapping into local insights and recommendations, Hilton was able to create content that truly connected with travelers looking for an authentic experience during their stay at one of its properties.
Hilton has also embraced cultural insights by creating engaging content for its customers. For example, they launched a campaign called “Travel The World” which encouraged travelers to explore the wonders of their own countries, to match their internationally-inspired travel experiences. Their goal was to meet the desire for travel but provide the comfort to do it closer to home. By tapping into local insights and recommendations, Hilton was able to create content that truly connected with travelers looking for an authentic experience during their stay at one of its properties.
Leveraging culturally relevant events: Turkish Airlines
Turkish Airlines is well-known for taking an active interest in Europe’s cultural events, connecting with their customers where it matters most. The brand does so by incorporating cultural elements into its travel marketing campaigns, such as the “Meet Europe’s Best” campaign from 2016 in which they partnered with the UEFA 2016 to ignite passion in tourists and football fans alike. The campaign included the launch of television commercials, unique plane liveries, ticket giveaways, and a dedicated microsite. This type of content allowed travelers to have a unique experience while watching their favorite players.
Engaging through immersive innovation: National Geographic & Booking.com
Successful travel brands also utilize innovative tactics in their travel marketing campaigns to foster deeper engagement. For instance, National Geographic recently launched an interactive platform called Traveler IQ Challenge where travel enthusiasts can take quizzes about different destinations around the world while Booking.com created an augmented reality app called Virtual Reality Experiences designed specifically for those looking for immersive virtual tours before planning trips or booking accommodations. Both of these initiatives allow customers to explore potential destinations in innovative ways, giving them access to real-time visuals before deciding where they want to go next!
As you can see from these examples, leveraging cultural insights combined with innovative tactics can be extremely effective when it comes to creating compelling content in today’s digital landscape – especially when it comes to promoting travel services!
To help brands reach their best destination, it is also critical to choose the right partner with the skills and experience to maximize growth opportunities at the forefront of culture and innovation.
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