IMC Hawks Blog

Tag: Travel

  • Spring Break Travel, Iceland, and Authentic Advertising

    Spring Break Travel, Iceland, and Authentic Advertising

    March begins the season of spring break for college students and faculty. It’s a necessary period to disconnect, reflect, and have some fun in the midst of midterms and difficult coursework, jobs, or internships.

    But just because we might be escaping our day-to-day lives for a week doesn’t mean we escape the myriad ways that advertising and integrated marketing communication impacts us and our decisions. One huge way IMC impacts us: how do we decide where to go?

    Travel agents, tourism bureaus, hotels, airlines, and other stakeholders create vibrant campaigns. Few have had to deal with a crisis as large as a volcanic eruption.

    Inspired by Iceland

    Eyjafjallajokull-fimmvorduhals-eruption-iceland11
    Eyjafjallajökull erupting. Via adventures.is

    In 2010, Eyjafjallajökull (an Icelandic volcano) erupted and caused historic disruptions, including ash fall that shut down flights across Europe for almost a week.

    Tourism to Iceland fell by 30%. Inspired by Iceland was a campaign that involved the whole country. The president of the country at the time, Ólafur Ragnar Grímsson, stopped the entire country in its tracks (schools, workplaces and more) to ask for citizens to submit positive stories–which they did.

    The campaign chronicled its success in this video:

    The huge catalogue of positive Iceland experiences included celebrity testimonials. Webcams provided live footage of some of the most tourist-attracting natural wonders. The results of the campaign included more than £137 million in extra tourism revenue and more than 22 million stories shared.

    That last part is pretty amazing, because Iceland’s population is fewer than 350,000 people.

    The Brooklyn Brothers, the campaign’s creators, shared a case study on their website with more details.

    What Other Travel Experiences Can Take from Inspired By Iceland

    The award-winning campaign was effective because the agency running it knew its target audience: socially conscious millennials wary of traditional advertising ploys. The Brooklyn Brothers successfully gathered authenticity and storytelling.

    What would be more likely to get you to travel to a destination: a generic, high-production-value slideshow of landscapes with a peppy but robotic disembodied narrator telling you to Visit XYZ? Or a series of pictures of black sand beaches and a story from Olaf, a real Icelander, telling you about his afternoon on Iceland’s south coast? What is more authentic–a curated video or a live webcam broadcast?

    If you picked the second answer for any of those, you’re part of the target audience for Inspired by Iceland.

    Authenticity in marketing is now more important than ever, Business.com writes. That’s counterintuitive for some brands, which strive to carefully curate a perfect facade. Consumers’ desire for authenticity also makes it difficult for brands that lack a clear contribution to “the greater good”–without that corporate social responsibility, authenticity just means admitting that a brand wants a profit.

    The travel and tourism industry has always been about selling experiences, not goods. The next time you start googling destinations, consider what experiences you’re being sold–and whether they’re true-to-life or inauthentic ones.

    –Nikki Kroushl

  • The Victory Lap

    If these were supposed to have been the most exciting years of my life, then I think I could die happy knowing that… Although this four and a half year haul might not have been the typical American student collegiate experience. I was fortunate enough to go to school in my favorite town for four and a half years. Having some personal tragedies in high school my grades suffered the most crucial year and I resorted to Cape Fear Community College (because I knew I always wanted to live in Wilmington) for my freshman year. I know some people are hesitant to face the fact that going to a community college instead of a university is what’s best for them after high school, but I knew I needed a less overwhelming amount of school work to adjust to this new lifestyle. It can be easy to get caught up in the “slack” they give you (like being able to miss 9 classes per class ha-ha) but hey, I made it out and I got to extend my education to UNCW. Community College ended up being just the smooth transition from education and motivation I needed to get the heck out of there and on to better things…

    I wanted to come to UNCW with an open mind to anything from classes, to making new connections and getting myself out of my comfort zone. That started with joining a sorority. I didn’t think Greek life would ever be anything of my interest, but I took it as an opportunity to meet new people. I am not a full time member as of my extra semester here, but I have made lifelong friends through these organizations. I also participated more throughout the community thanks to volunteering and the philanthropic events. I learned through Greek life a very important lesson that could be learned in many different aspects of life, that what you put into something is what you get out of it. I got to know all the girls in my pledge class and made connections with older girls and in other sororities that way as well which I will be forever grateful for.chio

    Confining myself in the bubble of one sorority started to make me realize I wanted to get out of my comfort zone again and I decided to study abroad in Spain during my spring semester junior year. Communication studies being my major, it allowed me to do this! It was hard missing my best friend’s graduation that were a year ahead, but I knew it would be worth having the experience of a lifetime. I intended to go into another country alone, but luckily I was surprised to find two friends from my sorority going to the same country as well. This made traveling to other countries in Europe a lot safer. I was able to make connections in infinite amounts of places instead of just throughout Greek life on campus.ronda

    Returning for my senior year I had the advantage of living on Wrightsville Beach ocean front with two of my best friends. They were both a year ahead of me so that motivated me to get my schoolwork done since they never had any. This is when I really realized that working hard lets you play hard. After my technical “senior year” came to an end, I started to realize how much is going to change after graduating and I was thankful I had an extra semester this past fall to really indulge with my time here and appreciate every moment for what it’s worth. Whether it be making deeper connections with my professors, networking myself on campus to get internships or just soaking up the last moments in my beach house with my best friends. I have been extremely grateful for all my moments here at UNCW and it has taught me that these awesome learning experiences we have allow us to apply our knowledge to real  life situations like work and travel. I have also learned that once school is over, you don’t just stop learning because life is school. We are always going to be students, it just depends on whether you want to participate and enjoy it or be a robot and just do what is expected.beach

    That being said, I will not be doing what is expected after graduating such as get a job, get a house, pay the bills, repeat. I am lucky enough to travel to Southeast Asia for a month and visit my cousin who is teaching English abroad. I am hoping to gain insight from her and maybe find a country fit for me to teach English in and continue using my Spanish in third world countries such as Guatemala. After traveling, I hope to take my skills from school and help expand a family tree business from Charlotte into Charleston, SC. Who knows though? The possibilities are endless, after dedicating my time to education for about 20 years the next move is up to me.

    Cheers class of 2015!!

    -Julia George

  • Students Help Students Travel

    Ready to experience the world with exclusive travel discounts and rewards without breaking your college fund? Well we found just the website to make this process and your travels go much smoother. StudentUniverse is a technology company that offers these incentives and many more through their website. The best part? Membership is free! StudentUniverse is the leading student travel agency with almost one-third of all U.S. college students visiting the site every year. The website and blog offered by this company are operated by college students themselves. This team of students creates and spreads the latest trends so you know the destinations chosen are the “hottest” vacation spots this year.

    This travel agency also coordinates campaigns to engage students with brands and destinations, gaining their attention and swaying purchase decisions. StudentUniverse sells exclusive airfares from over 60 airline partners as well as sale rates on hotels and tours all throughout the world. The company also writes a blog, likewise conducted by students, which discuss the latest and greatest deals. They offer apps that you can download that release discounts on hotels, tours and more. The blog posts also offer information and tips about the youth travel market and how this industry is growing. Airline deals are also displayed in the blog along with the benefits for international students. StudetUniverse also gives away free round trip flights to a maximum number of students and scholarships to study abroad.

    wales

    StudentUniverse recently introduced WeHostels, which is a new application for any smart phone that allows users to book hotels or hostels last-minute all over the world. It also features over 200,000 properties listed within the app. The target audience of this app is for students and young budget-conscious travelers between the ages of 18 and 28. WeHostels is currently  one of the most downloaded apps across the globe. It has been called one of the “100 Brilliant Companies of the Year” by Entrepreneur Magazine.

    One of the main components of WeHostel’s said brilliance is the emotional appeal of its campaign. Their campaign focuses on the destinations that people would like to travel to before death. This idea heavily utilizes pathos and pulls as the heart-strings of the target audience. WeHostels encourages people to deeply think about where they would love to travel most to before they die by using the hashtag “beforeidie” on Twitter. In turn of promoting the app via hashtag usage, WeHostels has made the promise to send a few lucky travelers on their dream bucket list journey. This is a prize that is sure to be coveted by inspired young travelers.

    In addition to promoting #beforeidie on Twitter, WeHostel has also created a video to display their mission of empowering young travelers. The video shows different individuals on the street saying where exactly in the world they would like to go before they die. Once again, pathos is strategically incorporated into this advertisement by providing young dreamers with a sense of empowerment.  In the end of the short video, WeHostels encourages audience members to go to their website to take the next step in making their dreams come true.

    The promotions and ideas that StudentUniverse provide are endless and the information is very beneficial for the average college student. StudentUniverse’s mission states, “It’s about getting the most out of your time in school. We believe in the positive effects that travel experiences can have on a person’s character and that having those experiences early on in life is critical in personal development”. They are a dedicated company who value the experience to travel and attempt to make the process a little easier. The company even offers a 24/7 customer support line for any comments, questions, or concerns at your convenience! Do you think that their use of pathos was effective in the overall advertisement of the app?

    -Briana McWhirter, Hannah Turner, Emily Foulke

  • The Happiest Place On Earth

    On October 25, 1971, Walt Disney World opened its doors to the world. The theme park is a tribute to the inspirational life of Walter Elias Disney and all of the dedication and loyalty he has contributed to the Disney organization. According to a Disney World history website, “Walt Disney World Resort was first envisioned by Walt Disney in the early 1960s to give millions of residents in the Eastern United States an opportunity to enjoy unique entertainment concepts which had become world-renowned at California’s Disneyland.” The Disney planning team at WED Enterprises (now known as Walt Disney Imagineering) decided to place this park in Florida for many reasons. The main one being that Florida is known for year-round wonderful weather. This allows operation to continue throughout the year so that their vacationers can come whenever they would like. Also, Florida is first ranked among the states in tourism.

    “The Walt Disney World Resort that burst on the scene in the 1970s rapidly became the world’s best-known destination vacation resort with guests coming from all parts of the world.”  When Disney first opened, there was only the Magic Kingdom Park and two resort hotels. As time passed, it didn’t take long for Disney World to expand. Within 10 years, Disney World welcomed two new parks and six new resorts. By this time, their attendance surpassed 100 million visitors. A few years after this major addition, Disney also created the Disney-MGM Studies, five more resorts including its first luxury resort, Pleasure Island, and a water park. Today, Disney world offers four major theme parks, two water parks, six golf courses, 21 resorts, and the Downtown Disney dining/shopping/entertainment complex. The four Disney theme parks have attracted more than 700 million guests total.

    Disney’s brand is one of the most powerful brands in the world.  Most people think of children’s movies when they hear “Disney,” but the magic appeals to groups of all ages.  The Disney brand encompasses adventure, fantasy, magic, fairytale, and happiness.  Disney World is the place where imagination is not only allowed, but also strongly encouraged.  With over 25,000 acres of enjoyment and possibilities, Disney World has become a staple for anyone planning a vacation.

    -Kelsey Bendig, Brooke Keller, Andrea Blanton, Brian Burch

  • Marketing for Vacationers

     

    Sun tans, sand between our toes and palm trees are images that come to our minds when thinking about spring break. For many college students, spring break is a chance to escape the monotony of the academic lifestyle. This escape often incorporates tropical beaches and fun times with friends. Spring break is about getting away for a little while before the stress associated with the end of the semester creeps up on us.

    Since so many students decide to travel during their spring break, travel agencies take notice of this huge resource of customers and tailor a variety of packages to students. These agencies are aware that students are traveling on a restricted budget, and therefore market cheap packages to them.  Popular packages include flights and rooms is hotels  for five nights (because spring break is usually Monday through Friday).

    One travel agency in particular is cashing in on the huge revenue associated with the student demographic, StudentUniverse. The agency’s website promotes the company as a resource for students to find travel deals catered to them. On the website students can search prices for flights going to their potential spring break travel destinations, activities to do while on vacation,  and cheap hotel rooms. StudentUniverse creates travel packages to popular spring break destinations, such as Panama City and Cancun.

    All though StudentUniverse markets itself as a travel agency for students, it also provides profitable advertising and marketing tactics for companies. The StudentUniverse website shares the benefits of marketing to students with companies. The website also tells companies how they can connect with students without the internet.

    It is apparent that StudentUniverse works with other companies when looking at the activities and events it suggests for its student customers.   The website promotes specific restaurants, parties and other things for travelers. Companies are aware that StudentUniverse can connect them with thousands of potential customers. These customers are looking to go on vacation, have fun and spend money.

    StudentUniverse is an excellent example of the ways companies are marketing to us, without us ever being aware of it. Maybe the next time you are planning your trip you will take a  minute to consider the locations and activities your travel agency is promoting and why.

    ~Hunter, Josh, Molly and Ashley

  • True Life: I’m on Spring Break

    With college students across the country and world closing their textbooks, embracing a week of freedom, and embarking on wild adventures, we see it fitting to pay homage to the originator of the modern definition of spring break, MTV.

    In 1986, MTV filmed its first season of Spring Break, and has done so every year since then. Usually it popularizes fun beach cities in the south such as Daytona Beach, Panama City, Fort Lauderdale, and of course, Cancun. It is a week-long affair full of concerts, parties, and outrageous contests. MTV has branded spring break as a time for young people to let loose. This year, they are breaking away from the traditional East Coast/Caribbean locations and heading out west to Sin City itself, fabulous Las Vegas, Nevada!

    How has spring break, a time when students everywhere have a week of nothing to do, become a billion dollar industry that fosters the growth of social capital among college students? The answer is branding. When you hear the names Panama City, Cancun, and South Padre Island, the image of beautiful beaches do come to mind, but the majority of the time people envision huge, day long parties on the beach, crazy clubs, and excessive amounts of alcohol. What most people do not realize is that Spring Break is a major component of the economies of these cities. Each year, over 250,000 students descend upon Panama City alone over a period of four weeks. Local officials and residents actually embrace the students because they understand the amount of money being spent by spring breakers.

    Nonetheless, no matter the location, Spring Break is still branded the same way – as a time for students to let loose. So now we’ll ask the question: what are your plans for Spring Break, and do they fit into the brand image created by MTV? Our very own Scott Burgess and Megan Canny will be tackling this issue head on as they venture to Panama City, Florida. Wish them luck on their endeavors!

    -Allison Day, Jessica Berinson, Megan Canny, Melissa Gagliardi, Scott Burgess