Customers do the selling for travel firms
June 25, 2012 | Hotel Marketing
Perhaps not coincidentally in an era of interpersonal, often electronic communication, three travel brands have introduced campaigns based on the concept of a travel diary.
Campaigns by Crystal Cruises and Air France invite prospective customers to use special apps to create online photo souvenirs of their trips, which they can share with Facebook friends or post on the companies’ Facebook page. Crystal also has introduced an advertising campaign whose tagline is “Begin a new story.”
Sofitel, a high-end, global brand of Accor, the French hotel company, has begun a series of magazine ads, each containing a glamorous photo of a hotel opposite a photo of a handwritten travel diary page.
“Stories are the currency of conversation,” said Jonah Berger, professor of marketing at the Wharton School of the University of Pennsylvania. Air France and Crystal “are realizing the benefit of personal stories that can persuade consumers, which are much more real and authentic than normal advertising copy,” he added.
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