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Travel Advertising: Make It Work Harder For You

The first step in attracting and maintaininglower cost." A knowledgeable tourism company
potential travelers is to review your travelcan  help  you  achieve  that  goal.
advertising budget to make sure you're
investing enough time and money craftingAlways  Room  for  More
quality ads that are designed to attract
needed tourist dollars. Most people depend onIf your company has grown or added a new
quality travel advertising to guide theirservice, don't forget to promote any changes
choice for a vacation location. They wantwith a feature article, which can be
advertisements, brochures and other traveldistributed to local newspapers and magazines
literature to provide accurate, up-to-dateas well as national publications. Extra space
information on total costs, what theirfor additional details gives your travel
accommodations will include, and what sightsadvertising  that  extra  edge!
are  located  nearby.
Dependability
If you feel that your travel advertising
budget needs some revisions, if you think youLook for a publication or tourism agency that
need more "bang for your buck" in order tohas been in business for a while, offering
attract more people to your business,quality service to members of the tourism
consider working with a full-service tourismprofession. A professional firm will always
company.be happy to offer references. Working with a
well-established company will allow you to
By investing your money with an experienceestablish a long-term relationship with
business that keeps an eye on tourism trends,talented professionals who understand your
travel agencies, hotels and otherneeds, and who will help you achieve all of
tourism-related businesses can derive maximumyour  travel  advertising  goals.
benefit from their travel advertising
dollars. Some examples of the types of travelPeople have enjoyed vacationing since the
advertising services that they offer shoulddays of the ancient Roman Empire. In 19th
include:century England, every upper-income person
knew it was necessary to take the "Grand
A  Multi-Media  PackageTour" of Europe to learn more about the
history and culture of different nations. Not
Why just use print if you can develop along after the United States was born,
presence on the Internet? Consider yourtourists were traveling to seaside resorts or
options carefully: in some cases, amountain spas where they could relax and
full-color, glossy travel magazineunwind.
distributed annually to the right audience
may be exactly what you need to advertiseIn addition to having enough time and
your business. However, it might not hurt todisposal income, the majority of today's
search a little further to see if you cantravelers is often better-educated and visits
find a company that can offer you an Interneta destination with a particular objective in
web page, access to an e-mail newsletter andmind, whether it's outdoor sports or cultural
other similar amenities to reach potentialevents. For a growing number, there is often
vacationers. A personalized web site willsufficient time to add a second, "mini"
allow interested visitors a chance to seevacation to their schedule, further
exactly what accommodations your hotel canincreasing demands on the tourism industry
offer, or list the types of services yourinfrastructure.
company can provide. Look for a business that
employs experienced writers and artists, whoIn recent years, more than 27 million
can help you craft an advertisement into anAmericans traveled abroad to fulfill their
attractive package that is bound to draw newvacation fantasies, which ranged from touring
business. Since advertising is usually theancient ruins, or trekking through lush
first contact customers will have with yourforests, to just lounging on a broad sandy
company, make a good impression! Lurebeach under a bright summer sun. Although
potential business with a well-designed andportions of the world may be in turmoil,
well-placed ad, which features qualitythere are still a lot of places to see and
artwork.millions of people happy to spend part of
their  annual income on a memorable vacation.
Budget-Friendly  Costs
In exchange, millions of travelers from
Whether your business is new orforeign countries spent more than $93 billion
well-established, you want to make sure thatin the United States in 2004, according to
your travel advertising dollars are spent onthe Travel Industry Association of America. A
an advertising campaign that is well withingrowing number of them are from emerging
your means. Does the company you choose tomarkets such as China, which will probably
advertise with offer any incentives, such assee more than 100 million vacationers
full color on your ads for no extra charge?traveling abroad to destinations like America
To make sure your getting your money's worth,by the year 2020. The World Tourism
the print medium you select should run yourOrganization predicts that international
travel advertising at the right time of thetourism will continue to grow annually
year to allow visitors to select the rightoverall  by  four  percent.
vacation spot for them, no matter what the
season.However, it is important to remember that
tourism has been affected by two primary
Know  Your  Marketfactors in recent years. First, the tragedy
of September 11, 2001, which has caused some
In Power Marketing for Small Business, authortravelers to reconsider their choice of a
Jody Hornor noted: "Targeting your marketvacation destination. Second, access to the
with the use of demographic data helps youInternet has provided them with the
get the most out of your sales andopportunity to book their own trips,
advertising efforts." So, if you know thatsometimes at a cheaper rate than they can
your travel advertising campaign will appealfind from local travel agencies. As a result,
to a higher-income audience then "byit's up to you to find new ways to attract
targeting your promotional materials to thosetheir attention and show them the benefits of
prospects more likely to buy your product,bringing their business to you-the tourism
you will obtain a higher response rate at aprofessional.



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