{"id":39582,"date":"2020-03-29T13:00:16","date_gmt":"2020-03-29T12:00:16","guid":{"rendered":"https:\/\/travindy.com\/?p=39582"},"modified":"2020-03-29T13:02:00","modified_gmt":"2020-03-29T12:02:00","slug":"five-tourism-promotion-campaigns-hitting-the-right-notes-in-a-crisis","status":"publish","type":"post","link":"https:\/\/travindy.com\/news\/2020\/03\/five-tourism-promotion-campaigns-hitting-the-right-notes-in-a-crisis\/","title":{"rendered":"Five tourism promotion campaigns hitting the right notes in a crisis"},"content":{"rendered":"<div><img fetchpriority=\"high\" decoding=\"async\" class=\"ff-og-image-inserted alignnone\" src=\"https:\/\/skift.com\/wp-content\/uploads\/2020\/03\/Marigot-Bay.jpg\" alt=\"Photo Credit: Marigot Bay in St. Lucia Travel Saint Lucia\" width=\"1024\" height=\"683\" \/><\/div>\n<div>\n<p><span class=\"wpsdc-drop-cap\">D<\/span>estination marketing is in a seriously tough spot. A survey from MMGY Travel Intelligence and Destinations International found that 80 percent of destination organizations surveyed in North America have reduced or postponed sales and marketing spending. But tourism promotion doesn\u2019t necessarily have to go totally dark now that most travel is grounded \u2014 and indeed, there\u2019s <a href=\"https:\/\/skift.com\/2020\/03\/25\/an-event-tech-startup-is-helping-travel-companies-adapt-marketing-during-crisis\/\">an argument<\/a> that it shouldn\u2019t.<\/p>\n<p>As the crisis has unfolded, we\u2019ve been impressed by the creativity of some tourism boards and destination marketers that are finding ways to promote their destinations in a manner that\u2019s not just tonally appropriate \u2014 but generous, inventive, and genuinely uplifting as well. Here are five examples of campaigns we\u2019ve noted, as well as why we think they worked. Note that none of these campaigns explicitly encourage booking a trip right now.<\/p>\n<h3>Visit Portugal<\/h3>\n<p>A decidedly uplifting campaign, Visit Portugal\u2019s \u2018Can\u2019t Skip Hope\u2019 video tackles the issue of travel bans head-on its first few words: \u201cIt\u2019s time to stop.\u201d The sweeping vistas and charming scenes displayed in the two minute video certainly inspire one to visit Portugal in the future, but it does not come across as sales-y. The we\u2019re-all-in-this-together tone feels uplifting in these trying times.<\/p>\n<h3>Visit Britain<\/h3>\n<p>Britain\u2019s greatest export is arguably its culture, from literature and film to music. Visit Britain has capitalized on that during the crisis on its social media feeds. In addition to content that <a href=\"https:\/\/twitter.com\/VisitBritain\/status\/1240239994947670017\">essentially says<\/a> \u201cwe can\u2019t wait to welcome you again soon,\u201d the DMO has also been posting ways to engage with British culture right now \u2014 from a quarantine couch. What makes it truly clever is including call to actions with each post, from crowdsourcing tracks for a Spotify playlist of iconic British music, or inviting followers to explore the filming locations featured in The Crown and Harry Potter.<\/p>\n<h3>Philadelphia Convention and Visitors Bureau<\/h3>\n<p>Philadelphia\u2019s DMO has launched a \u201c<a href=\"https:\/\/www.discoverphl.com\/blog\/philadelphia-from-home\/\" rel=\"nofollow\">Philadelphia from Home\u201d webpage<\/a>, which features ways to interact with the city\u2019s offerings from home, which it\u2019s promoting across social media. A Facebook Live from the Philadelphia Zoo, a list of restaurants <a href=\"https:\/\/www.discoverphl.com\/blog\/philadelphia-restaurants-open-for-take-out-delivery\/\" rel=\"nofollow\">open for takeout<\/a>, and recipes for a famous Philly Cheesesteak are all ways would-be visitors and locals can interact with the destination. The offerings feel genuinely useful\u00a0 \u2014 and likely to inspire a visit.<\/p>\n<h3>Travel Saint Lucia<\/h3>\n<p>The Caribbean destination is inviting followers to experience the destination via Instagram Live, with its \u201c7 Minutes in St Lucia\u201d campaign. It kicked off on March 26 with a seven minute streamed yoga practice in view of the famous Pitons, world-famous volcanic spires. Other activities include a cooking class, a dance party, and a guided meditation. The offerings slot into the kinds of things many people are doing anyway while in social distance mode \u2014 cooking and working out \u2014 which means it feels less sales-y and more generous.<\/p>\n<h3>Discover Puerto Rico<\/h3>\n<p>Puerto Rico is inviting its followers and would-be visitors to a virtual getaway, with salsa classes, cocktail making, and cooking. As Discover Puerto CEO Brad Dean told Skift <a href=\"https:\/\/skift.com\/2020\/03\/19\/tourism-marketers-enter-wait-and-see-mode-to-avoid-tone-deaf-campaigns\/\">last week<\/a>, the DMO shifted from a \u201cvisit now\u201d approach to a \u201cvisit later\u201d one a couple of weeks ago, with the goal of keeping the destination top of mind for future visitors.<\/p>\n<\/div>\n<p><strong>This is an excerpt from an article by Rosie Spinks, originally published on <a href=\"https:\/\/skift.com\/2020\/03\/26\/5-tourism-promotion-campaigns-hitting-the-right-notes-in-a-crisis\/\">Skitf.<\/a><\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>It\u2019s a tough time for tourism marketers but going dark isn\u2019t necessarily required. Here are some examples of campaigns that are striking the proper tone.<\/p>\n","protected":false},"author":5,"featured_media":39583,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[266,16,534],"tags":[1675],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Five tourism promotion campaigns hitting the right notes in a crisis<\/title>\n<meta name=\"description\" content=\"It\u2019s a tough time for tourism marketers but going dark isn\u2019t necessarily required. 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