Summer Session: 3 Marketing Tips for Summer Travel & Tourism
It’s almost time to fill up the gas tank, book airline tickets, and pack the flip-flops and sunblock. With summer vacation on the horizon, is your brand’s travel plan ready?
From theme parks and zoos, retail to ice cream shops, and everything in between, now is the time to begin prep for consumers heading out for summer travel. Here are three tips from Team TEGNA to capitalize on summer travel.
1. Know the Current Consumer Mindset
Concerns about COVID-19 continue to lessen, and despite global economic uncertainties, Americans are more than ready to travel this summer.
- 3 in 4 American adults feel comfortable going on vacation, a stat that has stayed steady each month so far in 2023.
- Americans’ excitement to travel is at a three-year high, reaching 8.2 on a 10-point scale.
- More than 90% of Americans plan to travel in 2023, and more than half (51%) plan to travel more in 2023 than they did in 2022.
- While 82% of Americans will be watching their expenses more closely, 1 in 4 Americans are setting aside more than $4,000 for travel this year. The average annual travel spending is expected to hit $4,677.
2. Build Brand Awareness with Broadcast TV
Did you know that 68% of travelers in the US watch local TV news? They’re also 18% more likely to be influenced by ads they see on TV. These are just a few of the advantages offered by TV advertising.
That’s because both broadcast and streaming TV advertising drive interest and awareness that kicks off the consumer journey. It is important to stay top of mind with travelers, and broadcast and streaming TV offers the ability to reach an attentive audience with high ad recall and purchase intent.
- CivicScience found that 25% of US adults pay the most attention to TV ads compared to ads viewed online, on social media, radio, billboards, newspapers, and magazines.
- On top of that, MediaScience finds that viewers are more likely to remember TV ads than mobile ads by 40%.
3. Live the Lifestyle
Another option to reach a wide audience of those eager to hit the road is creating longer-form content. Appearances on Lifestyle shows, such as 12News’ Arizona Midday in Phoenix, allow brands to effectively showcase their business within lifestyle programming. It’s also a great opportunity to align with a trusted news station and its fan base. Segments are produced in a high-quality, informative, and entertaining style to engage local viewers and increase your message reach across target areas.
To extend the reach further, these segments can also be published across multiple distribution platforms, including websites, apps, and social media.
Here are three examples of Lifestyle show integrations TEGNA stations have recently aired.
Explore Cochise County on Arizona Midday
In this segment, sponsored by Explore Cochise County, Arizona Midday host Vanessa Ramirez talks to Dana House, owner of The Quarry in Bisbee, who shares what makes Cochise County a must-visit for foodies and outdoor fun for the family. Click here to watch now.
Weekend Watch in San Diego, Sponsored by Valley View Casino & Hotel
There’s so much to do in San Diego on any given weekend. They produce the Weekend Watch segment to showcase all the events and happenings for that week. Sponsored by Valley View Casino & Hotel, the brand creates brand awareness and gives viewers another idea for something to do outside of the special events realm. Click here to view.
Kitchen Saver Get in on The Pinellas Pepper Fest with Great Day Live
In March 2023, Kitchen Saver gave the Great Day Live kitchen set a makeover, and as a result, they create brand awareness alongside all of Great Day Live’s food content. For example, the newly remodeled kitchen is a fixture for other segments that air, such as the Pinellas Pepper Fest. Click here to watch now.
Bonus: WWL’s Great Day Lousiana’s One Tank Trips
Malik Mingo hosts a program called One Tank Trips which gives viewers a first-hand look at the local activities, attractions, people, and cuisine that make each area of New Orleans so special. Several brands, such as Visit Baton Rouge, The Battle House Renaissance Mobile and Spa, French Quarter Phantoms Tours, and Buccaneer State Park have partnered with One Tank Trips to reach and engage potential travelers.
Sound Good? Partner with TEGNA Today
As one of the nation’s largest local media organizations and marketing partners, we’re focused on making sure our advertisers can reach diverse audiences to help drive better business outcomes. Let’s get in touch if your brand is ready to hit the road.
