No one could really be blamed for opting to sit out the last few months. Any strategising has often meant second-guessing both patterns of consumer behaviour and, perhaps trickiest of all, what the next government restrictions will entail. Adjustments and delays quickly became total overhauls and rethinks.
It’s also given some of the industry’s more adventurous souls the opportunity to try something new and take the initiative to go on the offensive just when conventional wisdom suggests doing the very opposite.
Last year, travel and tourism brand TUI launched a campaign that fed directly into the notion that thinking about a getaway can do so much to lift your mood, even at a time when you’re only allowed out of the house for an hour a day.
As an exercise in positivity and reassurance, the ‘Welcome Back’ campaign resonated. There was no hard sell, offers or deals, just a reminder of who the company is and what it does. TUI is hoping many holidaymakers will now be looking to make up for lost time over the coming months and years.
As CMO UK and Ireland Katie McAlister explains, the ad felt like a natural step for the brand.
“We take our optimism from the fact that we can provide this escapism and hope, and we know that there’s that demand and desire there, so we feel quite comfortable providing that hope,” she says.