NEWS e right reasons during the coronavirus crisis. Hollie-Rae Brader reports SPECIAL REPORT
From far left: current
messaging from Carrier, Emirates, Kuoni and Visit Portugal
FIVE TOP TIPS
Ensure your social content is fit for purpose now with Amy Podraski’s five-point strategy
1. Focus on community Offer support and be as transparent and empathetic as you can. Help customers navigate rebooking and leave them feeling confident enough to postpone rather than cancel.
2. Have a clear understanding of your messaging Take a step back and think about content you’d like to see during this time. Provide escapism but be sure to address the current climate. As a rule of thumb, only post one branded post for every four posts.
3. Focus on organic strategy While some other sectors will be ramping up their spending on pay per click (PPC), this isn’t the right time for travel. Without demand, companies shouldn’t throw money at PPC because there isn’t a quick win. Organic content is far more authentic.
4. Keep active With more people than ever online, make sure you’re ready to interact. But don’t post for the sake of it if you’re brand isn’t being seen in the best light currently.
5. Focus on engagement Now isn’t the time to strive for traffic. Instead, inspire and focus on engagement with your audience.
O Amy Podraski is digital PR and social accounts manager at Melt Digital
Travel advertisers aim to strike the right tone
F
rom sound clips of waves lapping the shores of a Maldivian island to messages of hope for the future, countless travel firms are sharing
emotive video content on social media. From airlines and hotels to operators and
OTAs, brands are aiming to keep Britons ‘travelling’ from the comfort of their armchairs in the hope that when restrictions are lifted, bookings will ramp up. Operators Carrier and Kuoni are appealing to
the ears with soundscapes such as lions on game drives and reeds blowing in the wind in Italy. Kuoni’s marketing director, Dean Harvey,
said the aim was to “allow [people] to escape virtually, if only for a few seconds”, while also preparing for “when the world opens up again”. He added: “Our focus is not about selling
right now; people don’t want that. So we’ve moved to a softer, more conversational editorial tone to keep people informed and entertained.” Harvey said the brand’s aim on social media
was to be “informative, entertaining or topical” and ideally all three. Melt’s Amy Podraski praised VisitBritain’s
approach. “They’re very aware people aren’t visiting us here, but they are using their brand
travelweekly.co.uk
values of what it is to be British and sharing Spotify playlists of British brands, film locations for shows we are binge-watching and recipes for things like scones,” she said. Colleague Beki Hayler applauded brands
that are highlighting the current circumstances and connecting with people’s emotions. She cited Skyscanner’s #WeWill campaign
which features a video about travelling again. “Consumers are also being asked to use
the hashtag and tag what they plan to do when quarantine is lifted – it’s a nice way to bring people together and give hope.” Similarly, Visit Portugal has adapted its Can’t
Skip Portugal campaign into Can’t Skip Hope, using the original footage with new emotive voiceovers, while Emirates looks to the future and highlights the memories we will have from being in lockdown.
Watch the webcast with the Melt experts at: travel
weekly.co.uk/media
16 APRIL 2020
17
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