Justine Clement, Founder & CEO at The Life Adventure & The Happy Prize Company explores what’s going on behind the scenes in the world of travel prizes. 

As Zachary Stein recently said “It is hard to know what to say when history is unfolding in real-time. Events are pressing in upon us — welcome to the unbearable intimacy of planetary catastrophe.”

Whether you think that’s a little dramatic or not, every day the news provides us with dizzying information that a few weeks before would have been unthinkable. Life has undoubtedly been a whirlwind since we first heard the term COVID-19. Over these few short weeks, this pandemic has posed profound health concerns and an array of ever-shifting challenges and disruptions to both our home lives, such as schools closing, to the businesses, brands and agencies we work for and run. Many of us working in the promotional marketing sector are experiencing the effects of thousands of cancelled or deferred holidays, along with events, such as the Olympics and Wimbledon (just announced). Much of this has led to huge financial uncertainty – and that can be unnerving, to say the least.

So, what’s going on behind the scenes in the world of travel prizes?

Travel isn’t just about going places; it’s about the people you meet along the way who say or do something which makes you think differently about life and who opens your eyes to new ways of being.  It’s also about the millions of people working behind the scenes, either at home or overseas, who get us there in the first place. Often, these are incredibly long-standing, enthusiastic and passionate individuals who make the travel industry their lifetime focus.  How has this affected them and what’s happening in the small, but not insignificant area of travel, in the promotional marketing sector?

Three weeks ago, things began unravelling like a giant stack of cards. Updates from airlines, the foreign office and ABTA, came into our inboxes thick and fast – around one every three minutes. This continued unabatedly for two weeks as countries began shutting down or issuing warnings for travellers to self-isolate for fourteen days on arrival. Airlines were confused about restrictions and hotels waited like sitting ducks to see what would happen next and who would, or would not, arrive through their doors. These updates were so fast, it was unnerving and almost impossible to keep up with.

Winners from headline-grabbing campaigns, run by large multinational FMCG brand clients, began calling in to ask our advice on what course of action to take. Everyone was confused, and I mean everyone. On every side of the industry and in every area of government. The problem was, no one could keep track as the advice was changing at lightning speed. CEOs from airlines such as BA began reporting they had never seen anything like it in their entire company history. At around 10% of most countries GDP, big, big money is at stake in the tourism sector.

Finding solutions and mitigating risks

Over these past few weeks, both our brand and agency clients seem to have had an innate understanding that postponing their trip, rather than cancelling it altogether, is the right thing to do. Interestingly, winners too, who were (and are) due to travel have also been keen to defer, rather than cancel. They all see the bigger picture: that postponing helps small businesses like us, but it also helps the airlines, the charming, family-run hotels and lodges in destinations; the expert guides, the lady selling intricately beautiful local handicrafts at that UNESCO World Heritage Site and the innumerable others who make up the estimated 10% of people worldwide who work in tourism. We are going to want them there when we do eventually start going on holiday again. And boy, are we all going to need a holiday when this is all over – wherever in the world that may be.

And whilst the consideration of clients and winners has been heart-warming, now there is little choice. In most cases, over the course of ten days, airlines, hoteliers and tour operators arrived at breaking point and to protect themselves, moved to issuing vouchers or allowing changes only (no cancellations or refunds). Right now, the constant updates we receive have slowed to around five a day. Planes are grounded and attractions are closed. En masse furloughing in all sectors of the UK travel industry has been actioned in order to save businesses and thus jobs. And so for some, the frenetic pace of the travel industry has slowed and has finally been forced to pause, albeit briefly for a well-earned rest amongst the chaos.

For us, that means switching winner’s holidays to new dates. No one is stranded, but it is taking a considerable length of time to organise each change. That’s mostly due to a lack of residual staff who have been kept on to deal with these changes -working from home and holding on phone lines for hours to airlines and bed banks. If you’re working with any IPM members who supply you with travel products, what this means for you, is that you can sit back and allow them to do all the hard lifting, safe in the knowledge that everything will be taken care of, as much as is possible.  Prize agencies like us will also be in constant touch with their winners, and no doubt also in constant touch with the latest advice, including supporting the discussions that the CAA and ABTA have been having with the Government to amend the Package Travel Regulations (PTRs) which seek to safeguard those travelling. It also safeguards the industry in times of massive upheaval and it’s at times such as these, you’ll be pleased you chose an experienced company with the correct licences to guide you through these troubled waters.

Will using travel as a prize or reward be different when all this is over?

Ultimately, there will be personal and strategic choices made by brands and agencies over the coming months. How will you feel about life after this is all over? How will your CEO? As I write this article, we’re just two weeks into restrictions. You’re possibly keeping yourself quite busy right now; answering client briefs, putting promotions on hold or trying to mitigate issues down the line and attempting to navigate the unchartered territory of unknown and ever-changing timescales. You may even be furloughing staff, depending on your position. Perhaps you’re wondering “When will it all just get back to business as usual?”. But the biggest question of all is “Will it be business as usual ever again? And, should it be?

Well, that rather depends on us all.  Will companies emerge feeling that this pandemic was just a massive inconvenience to shareholder or stakeholder growth? Or will it go down in history as one of the biggest human tragedies of all times?  As a B Corp business, We find ourselves asking what role travel will play in all this.  It’s unlikely, in the discussions I’ve had with senior people in the industry, to quickly bounce back to where it was, certainly not in the short term.  My view on this right now, is that we’ll see a shift in behaviour and taste, certainly in the short term – and who knows from there. We’ll see new experiences emerging in areas such as these:

Philantourism: a combination of philanthropy and tourism. The act of choosing a holiday or experience in order to support a destination in need of visitors.

Meaningful Travel: when travel enriches your life in some way. That could be done by focusing on making your own life better by discovering and learning new things about the world and yourself. … Meaningful travel is about being aware of your footprint and doing what you can to help the places that you visit

Sustainable Travel: visiting somewhere as a tourist and trying to make a positive impact on the environment, society and economy you visit.

Local Travel: taking a holiday locally to you, where you pretty much skip the carbon footprint altogether and focus on artisan grounding and learning experiences.

Wellbeing Travel: the desire to promote, maintain and improve one’s health and wellbeing while on holiday or travelling for business.

The Here and Now

In the meantime, until we begin thinking about travelling to other parts of the world again, or getting together for entertainment or sporting events, there are certainly some online alternatives you could consider as prizes and rewards. Here are a few ideas we’re working on with clients:

Digital Entertainment Subscriptions: these provide a little something to help keep people occupied during the isolation period. Ideas include Amazon Prime, Apple TV, Netflix, Spotify and book subscription services.

Online Vouchers: for almost anything, including supermarkets.

Online Learning Subscriptions: again, these usually come in the subscription form and could include ideas such as Lynda.com, Udemy, Treehouse and Skillshare.

Online Emotional and Physical Wellbeing subscriptions: choose from the likes of Calm, Headspace, Fiit and Yogitimes.

Entertainment Packs:  physical items such as TV’s, phones and other electronic equipment.

 What can we do?

Whilst we’re all feeling the effects in many different ways and to varying extremes, those who are fortunate enough to be in a position to give, are all asking themselves the same question: What can we do?  As part of the B Corp community, and as a newly certified B Corp, we’re committed to the following, which may also be useful to you, your team, your agency or your brand, as guidance:

Lead well

Be a company that people can count on for honest, timely, and heartfelt support and advice. That’s who we are as a company.  Care about your team, your customers, and your communities. Recognize that we all have a responsibility to others that extends beyond ourselves and know that your actions serve as an example to others.

Support a small business

Economic downturns hit small businesses the hardest, and there’s never been a better time to use our power as consumers to support the companies who need it the most. Remember small and mid-size businesses as you stock up on household supplies and shop directly on their website whenever possible. Share your favourite small brands on social media.

Volunteer virtually

The most vulnerable members of our communities are in greater need than ever, but volunteering has become much more complicated. Here’s a link to a US-based, but still relevant, article top 10 list of things to do to volunteer while quarantined.

Reallocate unused budgets to local charities

Since most offices have transitioned to working remotely, some companies may have unused budgets for supplies like snacks and cleaning products. Individuals may be spending less on parking or public transport. Reallocating a few of those expenses to a charity is a great way to help people in need.

Give blood

Due to an unprecedented number of blood drive cancellations, the Red Cross is facing a severe shortage of blood to support patients in need of necessary surgeries. It is still safe for eligible and healthy donors to donate blood, and you can schedule an appointment online. Find a location near you.

Choose companies that give back

The B Corp community is built on a commitment to using business as a force for good, and they’re finding new ways to support their employees and give back to their communities during unprecedented challenges. Visit @bcorp UK on Instagram to learn more.

Share your knowledge

If you have the time and resources to spare, consider offering your network a pro bono, informal consultation in your area of expertise — for example, tech recommendations for working remotely or project managing a remote team. Using the skills and knowledge you may take for granted, you might be able to help someone who is feeling overwhelmed or alone navigate through a difficult time. One great example, with thousands of contributors, is The Coronavirus Tech Handbook which has been created through crowdsourced information. Remote working is not just about a different location – it requires a whole new approach to work.

Check in on a neighbour

Check in on your neighbours who may need a helping hand, such as higher-risk individuals or parents at home with kids. You may be able to assist with a much-needed errand or a friendly smile.

Keep connecting

Human connection is a critical part of mental health, but physical distancing is keeping us all separated from friends, families, co-workers, and communities. Though it takes extra effort, it’s invaluable to create moments of social connection with the people in your personal and professional circles.

And finally…

It’s unlikely we’ll go back to the same normal.  When we eventually step clear of this moment, we’ll have discovered things about our organisations, our leaders, our societal systems, our friends, our enemies and most of all, ourselves. We will know something of our resilience, our capacity for forgiveness, and our mutual vulnerability. Perhaps, it is a time to pay attention, to be mindful, to be observant.

Looking back, what did we really learn from the financial crisis? Some say, not too much. It’s been said that it takes two crises to change behaviour. Some of us may have change thrust upon us during this period, some may not. But what is unfolding is about more than just a virus. It’s about how we respond to the virus. It’s about who we become as people and businesses when presented with a profoundly painful and transformational ordeal.

So, ask yourself, “What part will I play in the positive resetting of the brand or agency I work for?”  How will you reset your life after this experience? To turn back again to Zachery Stein “History is unfolding in real-time. This is it: we have arrived at the end of the world. Finally. Now we can start to build a new one. This is our chance to reshape ourselves as spiritual, scientific, and ethical beings.”

To find out more about The Happy Prize Company, get in touch with Justine Clement: justinec@thehappyprizeco.com

The post A Time Between Two Worlds appeared first on IPM Bitesize.

Adam Larter, strategy director at brand strategy and content creation agency Studio Black Tomato, and the team, share their findings on consumers emotional experiences during a flight and how airlines can reinvent the experience to meet consumer demands.

When travelling by plane, why is it that so many of us look forward to the destination, but dread the journey? Often associated with higher levels of fear, anxiety, a lack of personal boundaries, or even excitement, the range of feelings that air travel generates can be vast. Is there a way the airline experience could be rethought taking into consideration these emotions?

These wonderings led Studio Black Tomato to conduct a piece of research exploring how people react to flights as emotional human experiences. As the larger travel industry is evolving to better answer consumer demands, the flight experience often feels like it’s lagging behind. The research aims to answer why that is and how it could catch up.

Following a series of interviews with frequent flyers and travel experts, Studio Black Tomato mapped out a set of 48 common emotions, sorted from most to least commonly experienced during a flight. The result was a research report titled Heightened Emotions – An analysis of how we feel when we fly, which offers some recommendations on the way airlines could rethink the overall experience to taking passengers emotions into further consideration. These recommendations are set out in the main points below. You can sign up here for your copy of the full research report.

COMFORTING SERVICE

Our research shows that many airline practices seem at odds with passenger’s needs and expectations. There is an opportunity to start from scratch. Particularly with service – the first airline to change this could win dramatically. The embarrassment around flying is also linked largely to the ‘us’ and ‘them’ service dynamic. Overall service is still aligned with an old-fashioned approach to luxury where cabin crew wear uncomfortable uniforms, the experience is rarely bespoke and is often intrusive.

Service should be more visible, having the cabin crew more present will allow introverted and embarrassed passengers the opportunity to talk to cabin crew – it will create less of a barrier with the service and could create a less stressful atmosphere for cabin crew who have to be “on show”.

TRANSPARENCY IN COMMUNICATION

Uber is a useful case study in showing the importance and success of gamified transparency when it comes to travel. In the Uber app, passengers can see the price, length of journey and any ‘surge charges’ that might be applied before selecting a car. On top of this, they can watch the car coming towards them on the interactive map. Gamified transparency in this way mitigates against potential anger and anxiety that come with the traditional taxi booking process: is the traffic bad, will I get there on time, when is the driver arriving, will I be overcharged, will they have a card machine? Airlines should move in a similar direction, easing the potential for negative reaction by being transparent throughout the overall process. This should begin pre-flight (what passengers need to organize in the lead-up) and during the flight (detail on arrival time, delays and what to expect upon arrival).

EMOTION LED DESIGN

Airline design from decades gone by was something beautiful. Patterned wall-papers, designer curtains. Today you can pay more than you would for a new car to get a seat in an airline and the interior design is less appealing than that of a high-street chain café. While refitting airlines is an expensive task it is one that will ultimately pay off and dramatically improve the experience. If airlines took the same approach to emotion led design that hotels do with their social spaces, then the whole airline experience would benefit.

INTROVERT, VS EXTROVERT EXPERIENCE

Each airline should be auditing from the point of view of an introvert and extrovert. What things will make you anxious in the experience? What do you do if you are scared of pushing the button? What do you do with people who want to spread out or talk? How does this affect the journey? This will give a more realistic and ultimately better experience.

AIMING FOR CONTENTMENT, NOT JOY

Airlines should look for moments to address anxiety whilst we also look for opportunities to respect people’s special me-time. Instead of a flight representing an elated sense of excitement and surprise, passengers are looking for a baseline level of contentment. A moment when they can simultaneously revel in their own company but also be comforted and reassured that their fears and anxieties are in hand.

The airline experience is a hot pot of differing emotional experiences. In this rare setting, there is a fine balance between the collective airline experience and the individual passenger experience. Ultimately, unlike other consumer interactions, the airline experience renders all passengers on the same page. It is near impossible to surprise or delight everyone – nor should this be the ambition. Instead, it’s about creating a baseline of comfortable contentment.

If you would like to find out more about the full research report or Studio Black Tomato, get in touch with Lucy@blacktomato.com

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Travel can help engage consumers by putting unusual and unexpected incentives at the heart of marketing campaigns, says Amy Nield, Head of Prize at Sodexo

The world’s a crowded place, isn’t it?

Think about it. What was your last trip really like? What really stood out for you? It may have been the giant cruise ship that suddenly sailed into town, emptying its hold of minions armed with selfie sticks, cluttering up cafés and restaurants in their wake.

It may have been the daily fight for a sunbed by the pool.

Or it may have been a seemingly endless traffic jam to nowhere. Too much? Well, it seems UK holidaymakers are putting busy touristy destinations behind them and looking closer to home for more bespoke travel experiences. And they’ve got one thing in common: they want a great experience.

We’ve just published a report –  our ‘2018 Sodexo UK Exploring Travel’ e-book – which reveals that promotional marketing expectations are at an all-time high and the competition for consumer attention is fiercer than ever before. It’s up to marketers to deliver on these expectations to create maximum stand out.

If you put experiences at the heart of your campaign, you can engage consumers and truly take your brand places.

In fact, ‘experience’ is driving customer engagement in brand marketing like never before. For this reason, travel promotions can give marketers the edge they need to help their offering stand out in an increasingly noisy and saturated world. But they need to be unique and they need to be immersive.

So how can you beat the crowds and take your consumers on a brand journey they’re unlikely to forget in a hurry?

Unexpected experiences a marketing necessity

According to the British Tourism and Travel Show, not only do “33% of consumers put ‘exploring new places’ as their main motivator for travelling,” but “93% of Destination Marketing Officers consider experiences ‘important’ or ‘vital’ to consumer decisions.”

It’s not enough for UK travellers to want to go to see a new city. They want to book an experience to shout about while they’re there, too.

For marketers who wish to influence behaviour change, it means looking beyond the obvious. If you’re thinking about a standard giveaway that on paper seems reasonable enough, you need to look again.

It’s about doing something different, creating a promotion that reaches the right audience, at the right time, and stopping consumers in their tracks.

If you’re beginning to perspire with anticipation, please don’t fret.

An ‘unexpected’ travel prize incentive doesn’t have to break the bank. Long gone are the days when only a beautiful Caribbean beach would cut the billboard. Today’s holidaymakers are a more varied bunch.

Now it’s all about what you do, not where you do it.

The West Country – but not as you know it

Perhaps it’s down to the fact that many of us have long been accustomed to making the most of cheap no-frills air carriers, but domestic tourism is facing somewhat of a renaissance. ABTA is even reporting that UK demand is set to grow even more this year.

In fact, as Sodexo’s research reveals, “84% of people are considering, planning or have already taken a UK overnight break outside of their home county in 2018.”

Smart marketers can use this thinking to create an affordable and impactful promotional campaign that taps into our love of experiences and a desire to stay closer to home. So, where to next? Now that’s a question.

Our research reveals that while “London may be the number one UK destination for International visitors… it’s the South West of England that ranks highest for domestic tourists (Barclays).” Ah, we can almost smell the pasties.

The off-season is now the on-season, promising quieter towns, villages and roads, along with a less stressful experience for those seeking to get away from it all.

So-called summer destinations such as St Ives boasts indoor cultural treats such as The Tate St Ives; Penzance offers the all year round wild cookery school ‘Fat Hen’ and vibrant arts city Falmouth offers fantastic festivals every month of the year.

UK consumers may love the West Country, but if you can tie your travel prize incentives into latest trends coming from that part of the world, you’ll turn heads more than, say, offering a singular surfing trip in Newquay might do.

And on that note, is now a good time to mention targeting? Think about who you want to impress and you’ll find there’s a whole world of possibilities available.

All about the bragging rights

Whatever it is, it seems consumers are looking for something a bit different. They’re looking at new destinations, perhaps to beat the crowds and find their own way when it comes to holiday planning.

There’s big head-turning kudos for brands who actively engage consumers by helping them to boost those all-important bragging rights.

If you can create the feeling that your promotion is something new, something unheard of, you’ll do well to create maximum stand out.

Our report says ABTA nods to several major cultural anniversaries and events which are set to help cement the UK as the most popular destination [for Brits] overall for holidays in 2018:

• Bristol hosts the 40th anniversary of its world-famous Balloon Fiesta.
• Liverpool will mark 10 years since its successful bid to become European Capital of Culture.
• Several cities including Manchester, Oxford, London and Leeds have gallery take overs and other cultural events to mark the centenary of the Women’s Vote.

By building travel incentives in around events such as these, brands can find ways to tie their marketing ideas in via timely, eye-catching creative and thoughtful messaging.

Five go mad off the beaten track

Here are five more off-the-beaten-track UK travel ideas for weird, wacky and wonderful weekend breaks that may whet even the most seasoned traveller’s appetite and won’t burn the promotional budget – but don’t try them all at once, kids:

• Cheese Rolling in Gloucestershire

Who wouldn’t want to chase a rolling cheese wheel down a hill for a laugh? Well, maybe not all of us, but adrenaline junkies will love it. And for spectators, the event is guaranteed to be a memorable one. Just imagine the cheesy craic in the local taverns and inns afterwards.

• Oyster Festival in Whitstable

A foodie break to the seaside town of Whitstable is a mouth-watering delight. Throw in a quirky overnight stay in alternative accommodation such as the Fisherman’s Huts, and you’ve got a veritable feast for the senses.

http://www.kentonline.co.uk/whitstable/news/oyster-festival-dates-revealed-157394/

• The Highland Games, Braemar

If you can’t wait for Tokyo 2020, how about the UK’s answer to the Olympics instead? The Highland Games take place every summer – think kilts, cabers and ceilidhs. Add in a trip to a whisky distillery or see where all the action from James Bond’s Skyfall took place.

• The Night Carnival, Glastonbury

Somerset plays host to a wonderful and wacky night carnival every November. Like something out of a picture book, this type of event will seriously capture your audience’s imaginations. Attract customers with a night at nearby hot spot, Babington House, or a hotel and spa in beautiful Bath.

• The Green Man Festival, Brecon

Nothing says fun like a fabulous festival, but with so many out there, it’s important you align your brand with a high-quality, absorbing experience. The Green Man is Times’ columnist Caitlin Moran’s festival of choice and one that boasts something for everyone. Dial up the experience with a bell tent and hot tub and you’ll have instant promotional success.

The best incentive for social media marketing

We could go on. We won’t. The point is, if you take your brand promotion to the lesser known parts of well-loved locations, you’ll not only surprise and inspire your audience, but you’ll start some fantastic conversations – which hopefully will be shared on social media.

Travel incentives, such as an unusual, fun-filled weekend away, are perfect for social media, and your bespoke travel prize draw could be the perfect complement to fast-moving promotional platforms such as Instagram and Pinterest.

Ultimately, wherever you decide to take your consumer campaigns, the ‘experience economy’ is where it’s at. Take it out of the mundane and into the wild, unexpected, authentic and unusual, and you’ll entice customers by the bucket and spadeful.

After all, it’s the road less travelled that’s leading to travel promotion gold. Keep that front of mind and you’ll soon be creating customer engagement that’s well and truly worth the ride.

Amy Nield, Head of Prize at Sodexo. Part of Sodexo Employee and Consumer Engagement, Sodexo’s Neon solutions drive consumers to your brand – and keep them coming back. As consumer engagement specialists, we know how to influence behaviour. From building brand awareness to driving consumer loyalty, our unique mix of expertise means we can transform the way people interact with your brand.

The ‘2018 Sodexo UK Exploring Travel’ report can be downloaded for free from the Sodexo site.

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First Bus Scotland has delivered a first for Glasgow by unveiling the world’s largest ‘model’ bus in the city’s famous George Square. The ‘bus-in-a-box’ experiential stunt was used as the launch pad for First Bus Scotland to announce the arrival of 75 new buses into the city.

The activation was designed, delivered and managed by creative brand and strategy agency MadeBrave, which was appointed in July as First Bus Scotland’s sole creative agency. The eye-catching, interactive ‘bus-in-a-box’ display aims to help the city’s largest bus operator engage with customers and get them on board the new buses, which include free WiFi and USB charging points.

The 16-foot structure was the focal point of a customer awareness day and the first stop for a far-reaching integrated creative marketing programme that runs for the next three months with the aim of changing people’s perception of bus travel in the city.

This latest activity follows the “kids go free” campaign that ran over the summer, with MadeBrave developing a creative campaign to promote the free travel initiative.

Andrew Jarvis, Managing Director for First Scotland, says: “MadeBrave has created an eye-catching campaign that will allow us to communicate to customers the significant investment that we’re making to bus services in Glasgow, and ultimately help us to attract more people on board our services.”

Andrew Dobbie, founder of MadeBrave, adds: “First Bus Scotland appointed MadeBrave to drive a change in customer behaviour and help the business shift its focus more on to the customer, through its creative communications. The bus-in-a-box initiative was designed to enable First Bus Scotland to have some fun with its customers and present the humble bus as a more playful ‘toy’, just like the ones we all had when we were kids.”

The second phase of the multichannel campaign sees a creative programme of activity delivered across outdoor, radio, print, digital and social channels, as well as on and in buses across First Bus Scotland’s fleet.

MadeBrave is an award-winning agency based in Glasgow, Edinburgh and London. It works with UK national and international brands across several sectors, including the BBC, Hard Rock Hotels, Naked Grouse, Jacobs Engineering, Vango and Distell. MadeBrave acquired content production agency Campfire in July 2018, creating the BornOriginal Group to further enhance its client service offering and help drive group turnover to a projected £2.3m for 2018.

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Air Canada is running a pop-up restaurant serving gourmet versions of Canada’s national dish, Poutine, inspired by a selection of the airline’s destinations, for the second year running.

The ‘Poutinerie by Air Canada’, currently open in London’s Old Spitalfields Market, is offering variants of the dish – which usually consists of chips, curd cheese and gravy – including Hawaiian Loco Moco, Cancun’s Mayan Enchilada and Melbourne’s Prawn Star Chips.

The pop-up features an indoor and a covered outdoor area where visitors can enjoy their dishes with a selection of beer and wine, with destination-inspired music and imagery. There will also be a Virtual Reality (VR) installation allowing people to experience being on board an Air Canada flight. Visitors will also have the chance to win flights to one of the over 200 global destinations the carrier flies to.

The pop-up, created and managed for Air Canada by agency JWT London, runs until Sunday 14^th October. Proceeds from the activity will again support Great Ormond Street Children’s Charity.

Last year’s La Poutinerie activation, in Shoreditch, sold 2,133 meals and reached 47 million people via earned and owned media content, according to JWT.

The activation is part of an integrated campaign showcasing some of Air Canada’s ‘hidden gem’ destinations via Out Of Home, print, radio, video, social and programmatic channels around London.

Air Canada is Canada’s largest domestic and international airline, serving more than 220 airports on six continents and carrying more than 48 million passengers in 2017.

J. Walter Thompson London is a communications agency which offers a range of services including advertising, digital, social media, content, insight, shopper, experiential, employee engagement and partnership marketing. It is part of WPP Group.

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“Tell me and I forget, teach me and I may remember, involve me and I learn” should be the mantra for travel marketers targeting Millennials, says Lucy Gillions of Jackanory

We often reference this quote – which has been attributed to a range of people, including Benjamin Franklin and a Chinese Confucian scholar writing 2,500 years ago – when discussing the importance and value of experiential marketing with clients.

That’s because, even today, it has huge relevance – arguably, even greater relevance as a “Millennial mantra”, a quote that underscores Millennials’ desire to be involved in hand-picked authentic experiences, using social media to validate their choice.

It’s no longer a surprise that this emphasis on being unique and growing their identity through culturally-rich experiences and the exploration of the unknown has led to travel being of the utmost importance for Millennials – more important than escaping from their student loans, buying a big-ticket item or even improving their relationships with family and friends.

Savvy travel companies have been quick to catch on to the fact that Millennial travel experiences aren’t the same as those of their predecessors, but rather involve more adventure and the desire for more customisation.

Millennials don’t want to be told by travel brands where they should be visiting and what they should be doing when they get there. They want to be involved in the decision-making, empowered to seek out unique activities and experiences that can be validated on social platforms through a mixture of likes, shares and comments. In fact, 43% of Millennials said that the comments and likes they receive from social media are as important or more important than the trip itself.*

So how can travel bodies, businesses and brands continue to connect with Millennials and benefit from their favourable attitudes towards travel and travel-related spending?

Understanding the motivations of this powerful group of travellers should be the first step. All travel brands should by now be aware of the tensions that exist for Millennials in the travel space: **

• Comfortable vs experiential – what am I expected to do vs how can I explore outside of my comfort zone?
• Digital vs in real life – is this an experience I want to share with my social networks vs how can I live in the moment and not be distracted by daily technologies?
• Realistic vs aspirational – what can I afford vs what do I want?
• Planned vs spontaneous – can I fit everything I want to do in my itinerary vs how do I take advantage of in-the-moment opportunities?
• Informed vs inspired – what brands can I rely on for accuracy and transparency vs what brands can I rely on to inspire my next adventure?

With these tensions in mind, it goes without saying that Millennials are less interested in packaged travel options and instead want to engage in immersive, interactive and hands-on opportunities. Millennials view travelling as vital to the development of their personal narrative and identity which is why the “involve me and I’ll learn” element of the quote resonates so deeply.

They are also reintroducing the trend of food tourism by planning trips with local cultural cuisine in mind. In fact, nearly three-quarters of Millennials seek unique restaurants and dining experiences when deciding where to travel.

If authentic travel experiences are vital to growing Millennials’ personal narratives, then surely one way of connecting with them is for travel bodies, businesses and brands to tap into their own narrative, share their own stories and tease them with authentic experiences on their doorstep?

The Hamburg Convention Bureau did exactly this in order to encourage Millennials to put Hamburg at the top of their city break wish list. By creating Hamburg on Tour, an interactive, socially-shareable, free experience at a venue in Shoreditch, Millennials could immerse themselves in the story of Hamburg, get a taste of the art, culture, food and music and gain some social currency to boot.

Of course, the experience needed to be bite-sized, so as not to replace the city break itself, but also had to be exciting enough to motivate the booking.

Travel Portland took a similar approach, bringing some of the city’s most inspired offerings to The Old Truman Brewery with its You Can, In Portland pop up. From April 19^th to May 7^th, 2018, they offered free vegan tattoos, intimate DJ sets, wine tastings, artists, fashion, comedians, craft beers, coffee and more – giving visitors a taste of what Portland has to offer.

It’s clear that travel bodies, businesses and brands could do worse than keeping “involve me and I learn” as their mantra when looking to engage with Millennials.

If you tell Millennials to do something, it’s unlikely they will. If you preach at them, they won’t listen. But if you work hard to involve them in the decision-making, and offer them unique, immersive and authentic experiences, sharing the story of the destination to motivate bookings, they’ll happily use and share these experiences to grow their personal narrative and identity.

*according to Iconoculture

**taken from FutureCast Millennial Brief on Travel and Lodging 2016

Lucy Gillions is co-founder of Jackanory, an experiential and events agency which believes in using the power of stories to create unique and memorable events and experiences.

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The Marriott Rewards loyalty programme ran a 3,000,000 points giveaway in the UK at the end of January, to demonstrate that it offers much more in addition to hotel stays – and gave one lucky member a trip to the Super Bowl in Minneapolis, USA.

Marriott Rewards wanted to highlight the fact that its members can put their points towards exclusive money-can’t-buy experiences, such as Master Chef cooking classes, golf lessons with PGA professionals or trips to the Super Bowl.

Marketing agency ignis was briefed to support the Marriott Rewards programme and communicate its unique ‘Moments’ offering. It created a campaign on Facebook offering users the chance to win 40,000 Marriott Reward during the whole of January 31st 2018, enough to buy a hotel stay or a Marriott Rewards Moment.

To launch the campaign, one Marriott Reward’s Member and NFL fan was recently surprised at BBC Studios with an all-expenses paid trip to the Super Bowl in Minneapolis, USA.  A video features the winning fan, Lee, joining podcasters and BBC Radio Live NFL commentators Jason Bell and Osi Umenyiora on set as a ‘special guest’ – only to be further surprised with tickets to the 2018 Super Bowl (see pictures). The full video was broadcast across Marriott Rewards social channels and UNILAD on 31st January 2018.

Viewers were invited to comment on the video using the hashtag #MembersGetIt to be in with a chance to win points to put towards their exclusive Marriott ‘Moments’.

Lauren Fitzgerald, Manager, Portfolio Partnership Europe, Marriott International, said: ‘We worked in partnership with the NFL to create authentic content featuring a real Marriott Rewards Member. For us it was essential to capture a genuine moment of surprise and delight.”

Nick Peters, Executive Creative Director at ignis added: “The video and social activity demonstrates that by utilising partnerships effectively you can create inspiring content that will communicate the fantastic Rewards offering to a broad audience.”

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Blackjack Promotions, which specialises in airport staffing, travel retail and experiential marketing, has seen massive growth in demand for market research services during 2017, as clients focus on understanding how passengers use airports and their feelings about the service they receive.

In recent months, Blackjack has been awarded new contracts or had existing contracts extended with a number of airports, including Stansted, London Luton Airport and Dubai – the world’s busiest international passenger airport.

Fiona Tindall, Head of Domestic Retail at Blackjack Promotions, says: “Airports can be incredibly challenging locations to carry out face-to-face research. Travellers can be tired, distracted and stressed, while there may be restrictions on how and where staff can deliver marketing activities and what they can say to people, particularly when you’re working air-side, beyond the security barriers.”

Blackjack has a large database of experienced brand ambassadors who are security cleared to work ‘airside’, in the areas beyond the security gates and passport control.

Tindall adds: “It’s vital that brand ambassadors working within the airport environment understand how travellers think and how to approach them in a way that reduces stress levels, rather than adding to them. Staff need much higher levels of diplomacy and general customer service skills than they would need, say, in a traditional retail environment, public space or festival or event.”

At Stansted, Blackjack staff worked over the summer (the airport’s busiest period), monitoring the quality of user experience, including queue lengths, passenger traffic flow, congestion points and other issues relevant to the journey through the terminal. This is the second year running Blackjack has delivered face-to-face research services at Stansted.

At Luton, Blackjack was appointed in 2016 to provide field agents to support an airport quality survey programme. London Luton Airport (LLA) constantly monitors all aspects of the passenger experience and was also keen to understand how passengers feel about its redevelopment programme, launched in 2016. That contract has now been extended for three years.

At Dubai, Blackjack was appointed to deliver research services during 2016 to understand more about the passenger experience and how they could improve passenger satisfaction. The data delivered by this initial programme was so useful that Dubai has extended it to run until May 2018, and has also added a ‘mystery shopping’ function.

For Dubai, Blackjack had to source multilingual research staff to cover 32 passenger interaction points across four terminals, 365 days a year. Staff have to have airside access. They input questionnaire responses onto tablets and upload the data in real time for Dubai Airports to access.

Blackjack Promotions is a leading staffing solutions, travel retail and experiential specialist. A subsidiary of US company ABM Industries, a global provider of facilities management services, Blackjack is based at Heathrow, where it employs approximately 1,000 staff, in addition to its database of 8,000+ field staff. Blackjack is a member of the IPM agency.

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A new American Airlines campaign to drive awareness of its product and network offering from London has become the first of its kind to utilise geofencing technology with a moving object – in this case, a London black taxicab.

Building on a successful campaign last year where outdoor sites were geofenced, media specialists MediaCom has now taken this one step further by presenting consumers with highly-targeted digital ads from ‘wrapped’ taxis as they pass them on the street.

The innovative campaign, which kicked off this week and is due to run until the start of November, aims to connect the latest in digital technologies in GPS and Wi-Fi to the outdoor advertising environment, says MediaCom.

MediaCom has bought select advertising space around London, including OOH advertising on office digital panels, Canary Wharf shopping centre and a domination at Canary Wharf, together with online advertising.

The media agency has also worked with taxi advertising company Ubiquitous to upgrade the on-board taxi technology, partnering with location tech business Mobsta to build the API connections that connect the two together.

Brady Byrnes, Director of Global Marketing at American Airlines, said: “American Airlines is all about innovation. Our flights from London give travellers the most connected experience, with on-board Wi-Fi being at the very heart of this offering.”

Catherine Pronzato, Managing Partner at MediaCom UK, added: “We are always looking at how new technology can help our clients innovate in delivering their business needs. We’re excited to partner with American Airlines to launch this ground breaking technical solution.”

“Tapping into taxi location data to determine proximity to the target audience is an innovation that will deliver valuable additional brand touchpoints,” says Daemon Brown, Commercial Director at Ubiquitous.

The new application could allow brands to push promotional messaging to consumers on the move. A number of brands have already been experimenting with the delivery of mobile coupons offering money off products to drive consumers in store to buy.

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DFDS Seaways is promoting its Newcastle-Amsterdam mini-cruise breaks this Autumn with Dutch-themed experiential activity and the chance to win a mini-cruise.

The shipping and logistical giants has conjured up a series of clog-related events taking place across the North East of England. The activations run across three weekends and will bring a taste of Holland to the North East, with four clog-wearing promotional models dressed in full Dutch attire roller skating around Northumberland Street in Newcastle and Market Square in Sunderland.  Roaming activities are also planned for North Tyneside.

The activation was created for DFDS by Newcastle-based brand engagement agency Independent Events.

Each staff member will be armed not only with information on the many cruise breaks available through DFDS, but will also be offering free tulips to passers-by along with a unique offer of a mini-cruise break for £45.  They will also be posing for photos with a giant wooden clog and members of the public.

Consumers are being invited to upload photos to social media, tagging them @DFDSUK and hashtag #GoDutch. Every person who does will be in with a chance of winning a free mini-cruise.

Independent Events, which has offices in Newcastle and Manchester, works with brands including Clarks, Coca-Cola, Greggs, Crabbie’s, Tsingtao and Boohoo.com.

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