cheryl
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Cabin Fever: Most Americans Are Planning A Trip, Or Dreaming About Traveling - Media Post
Half of travelers are interested in seeing travel advertising that is related to a company or destination's response to the pandemic, while the other half are more adamant that any travel advertising is insensitive due to restrictions, according to new research from ad agency BVK tracking COVID-19 attitudes and behaviors.
These dueling sentiments illustrate the challenges for brands and advertisers in the category, and BVK recommends against advertisers going “completely dark” as they will risk losing relevancy in a time when people are actively researching, thinking and dreaming about travel once the health crisis is past.
That said brands should be thoughtful and strategic in messaging and approach “in order to strike a balance between acknowledging the present and driving inspiration for the future,” says Victoria Simmons, a senior vice president at the agency. “Competition will be fierce once travel can safely resume. With regard for the appropriate tone, use the time now to take advantage of decreased rates, particularly in paid social where the average CPM is its lowest in two years."
Half of travelers are interested in seeing travel advertising that is related to a company or destination's response to the pandemic, while the other half are more adamant that any travel advertising is insensitive due to restrictions, according to new research from ad agency BVK tracking COVID-19 attitudes and behaviors.
These dueling sentiments illustrate the challenges for brands and advertisers in the category, and BVK recommends against advertisers going “completely dark” as they will risk losing relevancy in a time when people are actively researching, thinking and dreaming about travel once the health crisis is past.
That said brands should be thoughtful and strategic in messaging and approach “in order to strike a balance between acknowledging the present and driving inspiration for the future,” says Victoria Simmons, a senior vice president at the agency. “Competition will be fierce once travel can safely resume. With regard for the appropriate tone, use the time now to take advantage of decreased rates, particularly in paid social where the average CPM is its lowest in two years."