In May 2020, AWA surveyed over 350 Australian residents ranging from 18 to 65+ years about their travel decisions pre and post COVID. Australians are explorers by nature, and the Anne Wild & Associates (AWA) survey results demonstrate that their intrinsic sense of wanderlust has neither waivered nor diminished, despite the pandemic. The COVID pandemic has undoubtedly impacted the global travel and tourism industry like no issue before it. Anne Wild & Associates partners with Pearman MediaĪustralian travellers remain optimistic with many still planning holidays for 2020. * The report was compiled for TLN by travel think tank Thrive and market intelligence firm AudienceNet using responses from a survey conducted by Global Web Index (GWI). AWA is the TLN representative agency for Australia and New Zealand. Demonstrating value is going to be a key differentiator to attract consumer spend in the remainder of 2022 and throughout 2023,” says Anne Wild, Managing Director of Anne Wild & Associates (AWA) and Head of Special Projects for TLN. “This report clearly shows that despite Australians embracing the return to travel, the rising cost of living will increasingly influence every travel decision people make. Some 179,446 people in 28 countries, including Australia, were surveyed during the first quarter of 2022 for the TLN survey*, the world’s largest survey of travel intentions.Īmong Australian survey respondents the most important factors were value for money (35% compared to 26% internationally) relaxation (24%) weather and time of year (23%) visiting friends and family (19%) and cultural experiences (18%). TLN survey reveals value for money the #1 factor for Australian travellersĪWA is pleased to present the first in a series of surveys on travel behaviour from the global Travel Lifestyle Network (TLN). To view our case studies, download the white paper. The brand collaboration generated a PR equivalent of USD 4,582,500 and a social media reach of 2,195,000. Both brands achieved their goals by joining forces, highlighting key messages and showcasing what makes them special,” explains Isabel Tapp, CEO AllDetails in Dubai. ![]() “The brand alignment between W Maldives and PUMA – in terms of shared similar brand values and focus on living a healthy, active lifestyle while having fun – was a key element in going forward with the activation. The agency negotiated a brand collaboration with Puma that resulted in an activation called W Maldives X PUMA FUEL Happening. AllDetails, a boutique PR and communications agency based in Dubai, recently brought complementary brands together to highlight their key messages and showcase their unique selling points (USPs) on behalf of its client, W Maldives. “Results included an outstanding update of all NCL media familiarisation trips planned in 2022 and a huge increase in media inquiries seeking NCL’s input on the return to cruise as the local authority on The Great Cruise Comeback,” Wild adds.Ĭreating ‘buzz’ through partnerships between non-competing brands is another marketing trend highlighted in the white paper. “This strategic campaign resonated incredibly well, elevating NCL’s reputation and brand recognition and helping the hard-hit cruise industry navigate the most difficult period in its history,” comments Anne Wild, Managing Director of AWA. The white paper details how Australia’s Anne Wild & Associates identified an opportunity for its client, Norwegian Cruise Line (NCL), to own The Great Cruise Comeback and become the leading industry voice.īy going above and beyond traditional media relations and hosting virtual events, deskside meetings and roundtables, as well as planning media familiarisation trips despite COVID restrictions at the time, AWA significantly enhanced NCL’s relationships with both the media and the travel trade. One of the trends highlighted is driving smarter media relations. The white paper presents a series of case studies that illustrate the collective’s unique approaches, lessons learnt and impact achieved in the areas of affiliate marketing, media relations, B2B communications and brand associations. ![]() Travel Lifestyle Network, a global collective of leading independent PR & Marketing Communications agencies, has released its new white paper ‘Innovating in Travel PR, Communications and Marketing’.
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