View all posts: COVID-19

View all posts: COVID-19

5 Media Strategy Considerations in the Wake of COVID-19

With the gradual easing of travel restrictions and stay-at-home orders, many destinations across the U.S. are shifting focus to recovery strategies. Over the last three months, significant changes in consumer behavior and sentiment have impacted the travel industry and the way DMOs talk to potential visitors. DMOs are now not only faced with adjusting expectations and benchmarks for media performance, but also with infusing their media plans with dynamic strategies that leave room for real-time modifications.

No matter what stage of recovery/reopening your region is experiencing, here are five things to consider when you’re ready to turn media on again. 

1. Take a Phased Approach

Just as public regulations around safety and health are evolving, consumers’ mindsets around travel continue to evolve – and likely will continue...

5 Ways to Engage Parents and Kids Through Virtual Educational Content

With school districts across the U.S. closing in-person classes for the remainder of the academic year (and possibly beyond), parents are searching the internet for kid-friendly activities to keep their little ones occupied and entertained at home. More importantly, without regular school activity, parents are looking for options that are both fun and educational. DMOs can be an excellent resource for this in-demand content, whether it’s historical, artistic, cultural, scientific or all of the above. 

Here are a few examples of creative ways that DMOs can help out during this era of distance learning while also amplifying the efforts of their local partners and businesses.

1) Classes and Demonstrations

Give parents a break from homeschooling...

Preparing to Reopen: Travel Industry Guidelines & Tools

 

As we enter the next phase of responding and adjusting to the effects of COVID-19, mandatory travel restrictions are evolving and starting to loosen to different degrees around the world. The travel industry is preparing for these developments by creating plans to address safety concerns and considerations in the post-crisis travel landscape. This week, the U.S. Travel Association led the way by submitting comprehensive health-focused guidelines for travel businesses, entitled "Travel in the New Normal," to the White House and every state's governor. The guidance was developed in collaboration...

Advertising Account Manager
COVID-19
Online Video

Moving Picture Magic - COVID-19 Edition

For the last five years, Miles has analyzed top performing online videos from destination marketing organizations (DMOs) around the world. The original Moving Picture Magic blog series from 2018 identified ten DMO videos that demonstrated strong storytelling, richer information and greater organic reach.

As a special edition of this series, we reviewed more than 180 YouTube accounts of DMOs and leading visitor attractions on their video response to COVID-19.  This was prompted by our research with Longwoods International that identified “Short online travel videos” as the most important digital content type that U.S. travelers were engaging with during the crisis.

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Content Strategist
COVID-19

Yelp’s COVID-19 Response Tips for Businesses

In times of uncertainty, one of the best strategies businesses have is to ensure they are providing accurate and up-to-date information for customers who are searching for answers online. This has become particularly true during the COVID-19 pandemic. While Yelp may not be a focus for some business categories, it can be a huge opportunity for service providers, restaurants and other essential businesses.

Yelp’s user-generated reviews inform consumer decisions for millions of people on a daily basis, so making sure that a business is accurately represented on the platform can be a significant opportunity to reach potential customers. While that advice was certainly true before COVID-19, it’s even more true now when people have questions about whether a business is open, what types of services can be offered virtually, or if a business is...