Away We Go
Launch travel and tourism campaigns now for success throughout the year
Technology has made our world smaller, but it’s the travel industry that makes it accessible. Airlines, travel agencies and tourism offices deliver us to new adventures year after year. But beyond catchy tourism phrases and hot deals for last-minute travel, how else can the travel industry continue to attract customers? It can include creative and useful promotional products as part of a well-crafted marketing plan.
With National Travel and Tourism Week (NTTW) on the horizon—May 1-May 7—now is an ideal time to help clients in the travel market craft campaigns that keep clients on the road and in the air all year long. The U.S. Travel Association supports NTTW with themes and resources to incorporate into any promotional program focusing on travel throughout the 50 states.
Read on for insights into the industry and great ideas to get you started.
Reserve your spot among travel clients with these great products.
Tie a company goal or event into a great promotion with a bandanna. Imprinted pieces can be used for team events or to make luggage easier to spot. Use the bandanna as an invitation and it packs easily for an unusual direct-mail piece. Bandannas are 22 inches square with an 18-inch square imprint area.
Caro-Line UPIC: BANDANNA www.bandannapromotions.com
Stay healthy and relaxed on crowded flights with an airline travel kit. This eight-piece set includes an eye mask in one of seven colors, sanitizer spray, antibacterial wipes, ibuprofen, tissues and ear plugs, all packed in a zipper case that comes in blue, red or white.
Essef Distributors UPIC: 7414140 www.lincolnline.com
Daytrippers don’t have to worry about extra weight with the Terrain Daypack, a lightweight daypack constructed of 420-denier ripstop nylon with water resistant coating, a lockable cinch top, webbing to hang additional gear, a padded back for added comfort, top handle and rubberized mesh adjustable shoulder straps. This daypack is also H2O-hydration compatible; add a two-liter bladder for an additional cost. Upgrade your logo for no additional charge to a TruColor™ digital imprint for more vibrant color.
Starline USA, Inc. UPIC: STAR0009 www.starline.com
The umbrella NoteKeeper™ magnet brings back memories of sunny days at the shore, and it’s perfect for reminding clients of summer vacation deals.
Magna-Tel, Inc. UPIC: MAGNATEL www.magna-tel.com
Be travel ready with this Puma 22-inch rolling duffel bag, which has a large main zippered compartment, a zippered shoe pocket and an additional pocket for whatever needs storing. Made of 100-percent polyester, it has a reinforced top-carry handle that’s hidden until you’re ready to extend it and pull the duffel on its trolley wheels.
Kati Sportcap & Bag UPIC: KATI www.katisportcap.com
Keep organized while traveling for business or pleasure with this organizer set. Fill it with clothing pieces or small personal travel supplies.
BIC Graphic USA UPIC: BIC www.bicgraphic.com
Retire In Style
A manufacturing plant wanted to present retiring employees with a memorable thank-you gift for their years of dedicated service. The plant’s HR director selected the Romeo Canyon rolling carry-on for the employees who expressed their desire to do more traveling in retirement. She also felt the quality product and craftsmanship represented the employees’ long-term commitment to the company.
Love Is In The Air
Lufthansa Airlines goes to great lengths to reward travel-industry partners and clients, and with the help of distributor PAW Marketing (UPIC: PAW), the airline crafts creative campaigns and incentive programs throughout the year, including these creative examples:
The Project: Movie Night
The Budget: Open
Lufthansa was looking for a different way to entertain its clients, and chose to host Movie Nights throughout the country at different times of the years and at various venues. To allow Lufthansa the opportunity present its brand and message, they selected and customized popcorn boxes, paper drinking cups and napkins. In addition, retractable banner stands were offered as an on-demand item for the local market to promote the location of each Movie Night.
The Project: Promoting Premium Economy
The Budget: Open
Lufthansa took steps to provide an enhanced level of service by creating a new seating class called Premium Economy. One step above Economy, Premium Economy offers passengers seven additional inches of space, two checked bags at no cost, an enhanced dining experience, a complimentary bottle of water at each seat, an amenity kit and additional entertainment options.
The airline selected various items to aid in the launch of the new service, including: a reusable bottle, a seven-inch ruler, mints in a custom tin, a toy rubber duck holding two suitcases and a set of luggage tags for two bags.
Luggage tags are a sure bet for just about any travel-related promotion.
This full-color luggage tag has a pocket for information or business cards, and a clear plastic loop to securely attach the tag to your luggage.
Gill Studios, Inc. UPIC: gill www.gill-line.com
Travel in subtle style with the leather Destination luggage tag, which features a secure clasp and an open ID window for quick retrieval upon arrival.
Strong Leather UPIC: STRONG www.strongleather.com
Upscale style meets durable construction in this carbon fiber-calfhide vinyl blend luggage tag. Snap closure ensures business cards or other forms of ID stay in place, and the adjustable strap is outfitted with a nickel-finish buckle.
Fey Promotional Products Group UPIC: FEY www.fey-line.com
Embroidered twill luggage tags brighten up a plain set of luggage. Tags come with an identification card to stash on one side, and embroidery on the other creates a unique, personalized look.
Suntex Industries UPIC: SUNTEX www.mainstsun.com
America’s Best Travel Campaigns
Forbes magazine last year explored the inspiration behind three memorable travel campaigns: “I [Heart] New York”, “Las Vegas: What Happens Here, Stays Here” and “Pure Michigan.”
I ♥ New York (1978)
Logo designer Milton Glaser’s first sketch was already approved by the New York Department of Commerce when, while riding in a taxi, he had the idea to replace the word ‘love’ with an image of a heart. Glaser pushed the new idea despite the previous agreement, and in the end the client accepted the revised logo. He says the popularity of the logo comes from the juxtaposition of the lettering and the heart emblem, making it an iconic image.
Las Vegas: What Happens Here, Stays Here (2003)
Extensive research led advertising executives to the reality that gambling wasn’t the only draw for Las Vegas. The idea of “ultimate adult freedom” inspired ad agency copywriters Jeff Candido and Jason Hoff to come up with the tagline, and though it met initial resistance from the city’s convention and visitors authority, early testing proved the slogan was an easy sell. When the National Football League rejected the agency’s $2 million commercial, news of the incident generated free publicity for the spot above and beyond the original cost of the ad.
Pure Michigan (2006)
The state of Michigan’s tourism was, well, pitiful when state tourism leaders went looking for a way to reposition Michigan as a great place to visit. Collaborative sessions between ad agency McCann North and the Travel Michigan leadership helped foster the development of a campaign that focused on the state’s travel assets, including its natural beauty. The end result? Pure success. Now, 45 travel groups across Michigan partner with the state travel office to produce co-op advertising for the campaign.
Protect personal information in a sleek leather passport wallet with interior credit card slots and an ID window. The right vertical pocket offers RFID protection to keep your identity safe.
Scully Leather UPIC: S174962 www.scullyleather.com
Roll through the airport with ease with a Romeo Canyon 22-inch rolling carry-on suitcase in full-grain washed cowhide with a matching luggage tag. Classic styling gets a functional upgrade with 360-degree spinner wheels and a telescoping handle. The large main compartment has a two-way zipper for easy in and out, and the zippered front is expandable. The carry-on also includes a snap-out zippered toiletry bag and an interior clothes holder with a quick release buckle.
Beacon Promotions, Inc. UPIC: BEACONP www.beaconpromotions.com
Protect business apparel or party attire in a 210-denier nylon garment bag with double carrying handles and a five-inch opening that accommodates universal hangers. The bag also features a large ID holder and comes in black, clear, forest green, maroon, navy, purple, red and royal blue.
Heritage Sportswear/Virginia T’s UPIC: HERI0002