Travel marketing 'should stay hybrid'
Category: Creative work | 01st Jul 2009
Travel marketing should "remain hybrid" and use different platforms for different targets, it has been suggested.
To get to the young market the internet should be used and if young people are travelling then social networking sites such as Facebook and Twitter can be used, according to Ray Jones, head of communications at the Chartered Institute of Marketing (CIM).
"For instance, you don't sell cruises to 16 year olds and you don't sell skateboards to 60 year olds. You have to be very specific," he explained.
Travel marketers need to know who their audience is, Mr Jones asserted.
Companies selling cruises can look to the internet as well for creative marketing campaigns as this is where the "silver surfers" are to be found, while those aged aged 85 and older can be targeted through direct mail, he added.
His comments come after a MailOnline article recently claimed that travel agents are using exotic smells to remind potential travellers of special moments from past holidays in an attempt to get them to book trips away.
HS&P's creative team is led by Andy Barwood, Paul Zeidler and Lindsay Jones. Award-winning, integrated creatives, working with strong online and offline production teams to deliver their ideas.
Share
E-marketing can keep campaign 'fresh and interesting'
Lily launches interactive viral
FT launches poster campaign
Lingerie show boosts luxury hotel campaign
