A splendid time

Travel and tourism’s road to recovery have given birth to some of the liveliest and most creative case studies in marketing.

From leveraging the power of global celebrities, to dispensing art-inspired non-fungible tokens at key tourist attractions and areas that can be exchanged for travel perks, to crafting a movie centred on the power of love just to show off a destination, marketers are having a ball right now.

Some marketing initiatives are altogether meaningful and creative, like the International Convention & Exhibition Centre Sydney’s community-focus approach to building its brand equity.

Yet, it is not all fun and games, as marketing and communications in travel, tourism and events have to take into account changes in traveller/delegate priorities, content consumption preferences, and communications technology. The noisy marketplace today also determines what destinations and suppliers will have to do to stand out.

As travel and tourism recovery picks up speed, no doubt we will continue to be gifted with even more brilliant marketing activations that will serve as valuable case studies for us all.

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