Companies in the travel industry often have to create attention-grabbing campaigns to inspire their target audience to make a big-ticket travel purchase. Fortunately, there have been plenty of great travel and travel PR marketing campaigns throughout the years which other companies in the travel industry can learn or take inspiration from.
Several years ago, when people all over the globe were focused on the 2016 US elections and tensions were high, this airline company decided to create a unique campaign. In 2016, Jet Blue decided not to ignore the negativity that was present throughout the world. It decided to create a campaign that would help people unite and encourage harmony. The company attempted to build a stronger connection with its consumers, who ended up embracing the messaging.
The company created a campaign reminding people around the US to “Reach across the aisle” by having all passengers on a plane agree on a single destination and receive free round-trip tickets to that destination.
The country decided to create a tourism marketing campaign that would highlight its beauty through a unique perspective. Since every summer, the sheep around the country are let loose and left unsupervised, they tend to find themselves in quite remote locations. What those sheep managed to see in those locations was captured on camera by photographer George Turner, and his photos were turned into a beautiful collection of photographs.
The photos were a part of the “Sheep With a View” campaign that greatly increased the country’s interest in tourism, both from its natives, as well as from people all over the world.
A state that generally isn’t on people’s top list of locations to visit managed to attract plenty of visitors with a video animation that was inspired by anime. The campaign had video footage of beautiful locations across the state, with animated bunnies added in some of the most popular locations, which had people searching to find out what the state actually looked like.
Although France has always been a popular tourist attraction, it wasn’t always the same for French people. That’s why the French national railway operator still wanted a campaign that would encourage more people to take the train and visit France’s neighboring countries. For this campaign, the French railway operator used blue doors that were placed in various locations around France’s capital city, Paris. When the door opened, it gave people a very immersive digital view and experience of what they would see when they visited next door to their country.
The bright blue doors were marked with different locations and allowed people to go boating in Geneva, play with mime artists in Italy, and dance with different hip hop groups in Spain. They could also get their portraits drawn in Brussels or even join a group of Germans on a bike ride around Stuttgart.
Ronn Torossian: Insights from a Native New Yorker and CEO of 5WPR
Ronn Torossian is the founder and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals.
Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 250 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions.
Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, a 2020 Top Crisis Communications Professional by Business Insider, and a recipient of Crain’s New York 2021 Most Notable in Marketing & PR.
Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, is a contributing columnist for Forbes and the New York Observer, and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller.
A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities