How We Think
Our team has lots of great ideas - and we're willing to share
(This is a continuation of Producing in My Pajamas Part 1.)
Once upon a pandemic, San Francisco Travel had the opportunity to interview five local celebrities: Coach Steve Kerr (Golden State Warriors), Mayor London Breed, Lexi Pence (YouTube Personality), Hunter Pence (Former San Francisco Giant), and Francis Ford Coppola (Winemaker and Director). The twist? San Francisco was on lockdown, and that was only the first challenge of many that we needed to ninja our way around to make this happen.
With this prospect, they wanted to create a hero video that would speak to their COVID recovery messaging and use of the tagline “Our Gate is Open™.” Given that this was a once-in-a-lifetime opportunity, we also encouraged them to consider using the interviews for a more evergreen hero video as well as individual vignettes of each celebrity to enable us to get the most mileage out of the footage and create content with a lifespan beyond COVID.
It was March 2020, I was mentally preparing for a busy season of video production. Undoubtedly, I would be whisked away to any number of different destinations through the end of the year, staying in countless hotels and racking up all those frequent flyer miles. As I was making a mental note of my travel “must-haves” to preemptively pack in preparation for what we were predicting would be a busy season, I caught an earful of the news. The NBA was postponing their season because of COVID-19. Um…what?
Yes, the virus became real for me when professional sports decided to shut-it-down. And while the first few weeks working remotely proved a welcome respite from the slog to and from the office and having to dress like a grown adult, as the weeks ticked by it became clear that we were going to have to pivot and pivot HARD in order to keep making videos for our clients. Sounded like a fun challenge, ever the forward-thinking team, we were up for it.
You’d be hard-pressed to find any other team at Miles that had to literally rethink everything in order to continue to produce work. And thankfully,
From timing to lodging to transportation, the pandemic has caused seismic shifts in the way travelers engage at every stage of the planning funnel. This also means the time is right to revisit who your target audience is (or isn’t) and how you’re reaching them. Here, Miles Account Director Hannah Hintz shares three tips for effectively adjusting your targeting and messaging strategy now.
Close to Home
Recently my worlds of tourism marketing as my profession and traveling as my passion have collided. In this pandemic era, I have been considering and planning for travel differently than before. I always try not to be a “me-marketer,” but the more I talk with fellow travelers and clients, the more I realize I am not alone in how I’m rethinking my approach to travel.
For example, daydreaming during the pandemic, I have put adventures in and around my home state of Colorado first. Not only does driving to near destinations feel like a relatively safe option, but I also find myself craving a sense of place. A recent trip to Santa Fe might not have looked like my annual flight to Sicily to see family, but it felt cultured and
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