Escape the Everyday summer marketing campaign webinar FAQs
FAQs from our eighteenth webinar, ‘Escape the Everyday summer marketing campaign', recorded 11 May.
Please note information provided in these responses was correct at the time of recording.
We recently launched Escape the Everyday Responsibly to encourage people to travel responsibly as restrictions lift. There are six key messages we will be sharing on our channels and we have created a series of infographics that you can download and share on your website and social media channels. Download the toolkit.
At the moment we are making sure that any assets we create are aligned to Government guidelines and the steps in the roadmap. We will be reviewing this closer to the 21 June in the Government roadmap, should the measures ease.
We currently use a tool called Later and in this they have an image library with an email address associated with it. So we will comment to ask permission and provide them with that email address - when they email it over, it automatically appears in our library and we can schedule it directly onto Instagram from there - so we don't need to save onto our systems or find the original file URL.
Yes, we’ll include all nations and regions in our campaign, and we will ensure we are using the guidance for each devolved nation.
It's all about finding the right influencers for you, so knowing which audience you want to reach, what their interests are and making sure their content aligns with your messaging. Engagement is key, so making sure they are posting regularly and getting good engagements from their audience. It's worth following travel or thematic related hashtags, seeing who other brands are working with. I'd also check out the 'Creating Content' webinar we pulled together as there are some tips in there.
We’re very conscious of ensuring our content is inclusive. We now have a dedicated accessible breaks section on VE.com that is in its infancy, with more content being updated in the coming months, including the inclusion of the National Accessibility Scheme in listicles.
We’re also ensuring this is reflected in our influencer work that is fully integrated into the campaign. For example one of our ambassadors is Sophie Morgan, whose content includes wheelchair accessible experiences and this will also be included as campaign content on the website.
We recently worked with Channel 4 on the series Mission: Accessible which highlighted accessible short breaks in the UK and are always looking at opportunities to showcase accessible accommodation, locations and experiences as part of our campaign activity.
Reassurance on social distancing and cleaning, but also anything that can provide them with the information they need to negotiate responsible and safe tourism across their stay (transport alternatives such as walking routes, private hire, bicycles). For the younger demographics, they do require value incentives.
- Booking incentives – there’s still a lot of hesitancy, so guaranteed free cancellation
- Social distancing and cleanliness – reassurance needed from all hotels, attractions and restaurants, but in a way that doesn’t affect the experience
- All of these need to be delivered by every experience in order for people to be reassured.
- We’re Good to Go provides some level of reassurance, but from qualitative research the onus is very much on the industry to demonstrate and deliver on responsible tourism.
We are currently working with the Rail Delivery Group on how we can partner with them nationally.
We regularly check the hashtag and reshare our favourite content from the industry, so be sure to share your content using the hashtag #EscapeTheEveryday.
For the reasons detailed via the research slides, our paid campaign will focus on driving travel to cities. However, the campaign is design to support all parts of the UK, with a flexible toolkit allowing destinations and businesses to use the campaign assets and tailor it to their needs. For example we regularly check the hashtag and re-share our favourite content from the industry so be sure to use #EscapeTheEveryday when posting on your channels.