If you're an advertiser, the CLIO Awards should be a familiar name. Honoring innovation and creative excellence in the industry, the CLIO Awards make being a nominee a great accolade in itself. Submissions from all of the globe have been reviewed and whittled down by world class creative talent to the 2016 Shortlist revealed last week. Of the remaining elite, five travel brand campaigns have made the cut!
Free drinks in first class, five-star restaurants and breathtaking views from the hotel balcony. All too often, business travel is depicted as something glamorous. Don't get me wrong, it can be. But there's also the frequent reality of fast food and flight delays, missing putting your kids to bed and nights spent tossing and turning in a bed that isn't your own.
Pet peeve: pet programs and other examples of marketing me-tooism. It's impossible to count how many hotels and hotel brands in the past 10-15 years have issued press releases about their pet programs. They inevitably have cutesy names - usually involving a tired pun; and they might include something "creative" like a monogrammed collar.
Leisure travel is still just that-leisure. People have to buy food, medicine and hygiene products-they don't have to buy a Caribbean vacation. The way to reach them is with a great story that spans across screens.
With over 26 million Americans already playing Pokemon Go in less than two weeks since its launch, it's become not just a gaming phenomena, but a social one. And, as the game is quickly rolled out to even more countries in the days and weeks ahead, it will almost assuredly make Pokemon Go a global phenomenon as well, creating a gaming platform that is universally understood and enjoyed across cultures, geographies and languages.
Baby boomers were once the most coveted demographic group for the hospitality industry, but in recent years millennials have become the largest age group in the US with one of the strongest purchasing power. There are now over 83 million Americans in the millennial age range and they represent an enticing, yet challenging, effort for hotel marketers.
The hotel industry, which has enjoyed a five-year boom, is now girding for tougher times ahead.
Ordinarily, it would not be wise for a hotel brand to get political - why alienate a large minority of your customers? But during an election season with so much focus on the news, there are ways to tap into the interest without taking sides.
Great destinations create great stories that so personally shape you that you want to take a piece of them home. That's why, since I was seven years old, I've been amassing a life's collection of items that I call "honestly stolen." From high to low design and all manner of kitsch, these artifacts represent times and places and adventures so indelible that I wanted to possess something to remind me of them. Now, as a designer, I have a deep appreciation for the power these artifacts have to inspire a memory.
Right now, a family is planning a vacation and their mindset is radically different from the travelers of three years ago. Their motivations are more sophisticated, their needs are more complex, and their media choices are more fragmented. If you're marketing a destination, your fundamental strategies must keep pace with how consumers plan trips today. You have to market on their terms, exceed their expectations of a brand, and outsmart your competition rather than outspend them. This vacation business is hard work.