Many have been the sectors that have become collateral damage due to the coronavirus. One of the hardest hit has been the tourism industry, which has seen a steep decline. Airlines have canceled flights and routes, even having planes stopped, while hotels have closed doors. The lockdowns left visitors locked in their homes and then fear of contagion limited consumers’ travel intentions.
The summer 2020 campaign and the ads that were launched in those months had to readjust how tourism marketing was done and how things were tried to sell. The first campaigns sought to remember the tourist destinations , but promising a future meeting. It was the ads and actions on social media that insisted that you stay home, that this was not the time to travel and that everything would be there when normality returned (normality, everything must be taken into account, that was expected that was not so far).
Then it became clear that in the summer it was not going to be possible to return to pre-pandemic life and the campaigns were aimed at generating a sense of security and attracting local tourism . Turismo de Asturias, for example, made a campaign to attract Galician tourists. It was just crossing a regional ‘border’.Things are going to be very different in the summer campaign of 2021. It is not so much that the disease has changed, but the market has. Pandemic fatigue has gripped the world and the tourism industry cannot bear a campaign like last year in economic terms. The fact that vaccines are progressing and that the population is more and more inoculated (the idea of reaching 70% by summer remains among the authorities) also leads to another vision of what the future will be like. The tourism industry wants to travel again and to do as before.
The first to set out to conquer Burundi Email List that message and convey that idea were the airlines . Last month they were already positioning their email marketing campaigns and their advertisements that encouraged the purchase of airline tickets at a very low cost. Their advertisements insisted on the idea that you can now fly again and that you can return to the idea of planning a trip (and buying the associated plane tickets).The campaigns of the tourist destinations are playing with the same guidelines, although in a somewhat different way. In destination campaigns, the coronavirus has almost completely disappeared. Advertisements for tourist destinations are once again selling the idea of the dream place, the paradisiacal destination, the experiences and the ideal summer. The coronavirus has nothing to do with it.
This is an overwhelming difference to what they were doing in the summer of 2020 but even in what they were doing a few months ago. The campaign with which Turismo de Galicia promoted the Camino de Santiago and tourism in the community in December, taking advantage of the fact that with the change of the year the Holy Year started, it sold an idyllic setting and dreamed experiences, but without forgetting the covid. Galicia was there the reward for a disastrous year.The campaigns of now have completely forgotten the coronavirus. In the campaign of the Canary Islands for last Easter, the “passion for the islands” and its status as a small paradise are sold, zero mentions of the pandemic. In the most recent video of Gran Canaria, the resources used are those of the dream destination of the pre-pandemic advertising.
Even where there is a slight reminder, this one is very subtle and you almost blink and miss it. The Valencia Community tourism campaign uses an exciting poem by Lope de Vega, summery images of experiences in the community and all the elements that make you yearn for the holidays.They are in the final sentences mention is made that Valencia is a safe destination. Consumers know how to read between the lines and what they mean, but at no point is it stated that it is safe against covid.