The short answer: NOW!
Despite the current restrictions tying would-be travellers down, many Brits are looking forward to travelling this year. While three in ten (30%) are planning to travel abroad over the next 12 months, far more (43%) are planning a domestic holiday, according to YouGov surveys. Team Siren, with this consumer insight in hand, wanted to inspire those keen to travel in 2021 with some Covid-secure new domestic options.
Long-standing client, Rabbie’s, has proved a robust business, adapting to the current circumstances and future-proofing the business. In 2021 the focus will be on domestic tourism, with health and safety measures on board the small coaches, a local guide to take people out of city centres and into the lesser-known parts of the UK and Ireland for a mini break adventure. Siren was tasked with promoting the three new tours that Rabbie’s will add to its list of extensive options for this year.
How do you PR travel during a lockdown?
The trick in communicating travel in the current circumstances is ‘how’ you communicate it. For instance, currently, influencers who are promoting destinations and hotels by going on press trips, are snapping beautiful images of what the scenery looks and great time they are having.
This normally does really well on social media, amplifies the brand and provides the messaging and reach that the brand wants. Unfortunately, while fatalities rise, and restrictions are ever-so-tight in the UK, the ‘wanderlust’ is lost, and the images come across as out of touch with reality.
It is for this reason, that Siren decided to promote the new tours via the traditional and trusted method of good old media relations. A press release was drafted, highlighting that the new tours were for future bookings and travel once restrictions allow. The release highlighted elements of the tours that would be important to agents and end customers such as the responsible travel elements of Rabbie’s, the quirky experiences, health and safety measures in place and the fact that booking options are flexible.
We then picked up the phones and began speaking to the trade media first and foremost, followed by consumer travel media.
In just two short months, we have achieved print and online coverage for Rabbie’s in national newspapers including the i, regional publications and travel blogs, as well as trade publications including Travel Weekly, Travel Bulletin and Group Leisure Travel. The coverage generated has reached a total of just shy of 15 million people.
Communicating about travel does not need to stop during lockdown! The media are still writing about future trips and Brits are wanting to travel as soon as possible. It requires a travel PR agency that knows how to strategically communicate your brand messages in a way that delivers in an appropriate way for the ever-changing times.
For more of Siren’s travel PR experience, see our case studies here.