TORONTO — After shifting its focus from seasonal travel offers to best practices during the COVID-19 pandemic, Ensemble Travel Group has unveiled a three-fold marketing strategy designed to help the company through this challenging time.
Led by Liz Metlitsky, Senior Manager, North American Member Marketing, the strategy first came about in late February and early March when suppliers started providing updates on cancellations, moving ships and closing travel to Asia. After Italy became the epicenter of the crisis, Metlitsky was formally tasked to lead Ensemble’s efforts to manage ‘marketing in the travel industry during a pandemic.’
The three-fold strategy focuses on the following:
- Member support: Coalescing the teams from supplier relations, IT and business development, Ensemble quickly created a Member Portal featuring government and public health agency updates, resources and supplier news for both the U.S. and Canada. In the early days, there were more questions than answers but the site has quickly morphed to include a range of timely topics and information for both countries.
- Shifting of messages for digital and print marketing: While it may not be the right time to market travel, it is the right time to help members stay connected with their clients. The marketing team has created a customizable social media campaign that members can use, including suggested copy and images that highlight the value of advisors and encourage consumers to book now, travel later. A customizable ad campaign is also in the works and will roll out in the coming weeks, while a new consumer campaign featuring videos that highlight the benefits of working with agents is also being planned.
- Staying connected: With everyone at home and feeling isolated, Ensemble has created several resources to help members stay connected with each other. This includes the creation of an #EnsembleStrong Facebook Group, which features everything from inspiring music and quotes, to practical advice and tools that help manage mental health and well-being.
For more information go to http://www.ensembletravel.com/.
