As we have experienced first-hand, the ‘new normal’ is marked by unprecedented uncertainty. For PR professionals in the travel industry, this means that storytelling in a post-pandemic world will have to grapple with unpredictability and the upheaval of emotions in society. Consumers will be drawn to stories that address this new normal, yet also point to a more hopeful future, stressing how they can be a part of it. This is a great time for brands to assert themselves, refocusing on what matters most.
The V&VPR team share our top tips on how brands can navigate these challenging times:
Determine what readers and journalists want
Aside from putting out amazing products and packages, there is a new expectation placed on brands to be more in tune with current trends and social issues. This is especially important to ensure your brand is always adapting, as the media landscape is ever-changing and must be consistently monitored. When the pandemic started to pick up pace around the world, scheduled stories on travel trends for 2020 immediately went out the window. Instead, brands had to look ahead and anticipate new trends that would arise in the new normal as a result of COVID-19, including a rising demand for personal wellbeing and social responsibility.
Appeal to and connect with a more eco-conscious and culture-conscious audience
What matters to you? The Earth is in need of love now more than ever. Sustainability is not just a choice, but a moral imperative, and consumers have begun to realise this. The same goes with culture-conscious choices, like the need for racial representation and gender equality. The most effective stories arise when the beliefs and motivations of your brand resonate with the desires and lifestyle of your consumers. This does not mean that brands have to hop on the bandwagon for every trend, but highlights the importance of maintaining your brand identity through combining it with the news around the world that matter to your target audience.
Highlight how your brand ties into the consumer’s journey
Cookie-cutter experiences will be less desirable, and meaningful content and experiences will hold more impact in the new normal, especially as consumers become more mindful of the privilege it is to buy or travel. What are your brand values, and how can you set up touch points for consumers to interact with your brand so that they know exactly who you are and what you stand for?
Think outside the box
What are you able to offer that stands out from the crowd? Do your research, gather your team, and think of something different. A great way to come up with new ideas is through the free association technique where random ideas are thrown out in an attempt to force connection between your current questions or challenge –– this usually results in ideas far separate from the mainstream.
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