The World Travel & Tourism Council (WTTC) has launched a new marketing campaign aimed at uniting the global travel and tourism community, and reminding consumers how vital it is.
The campaign asks people from around the world to share the hashtag #TogetherInTravel, along with a video to demonstrate their passion for travel and spread a message of solidarity.
The marketing campaign comprises three key elements: a highly emotive video; a hashtag, #TogetherInTravel, to stimulate the conversation across social platforms; and a microsite, TogetherInTravel.com, to host the video and user-generated content and stories.
The WTTC developed the campaign in partnership with one of its members, marketing and communications firm MMGY Hills Balfour.
“Dreaming is part of our zest for life and our new campaign encourages thoughts of the brighter days ahead,” Gloria Guevara, president and chief executive of the WTTC, said.
“Travel and tourism is a critical sector to the global economy, accounting for one in four of all new jobs worldwide and contributing 10.3 per cent to GDP.
“Our sector touches everyone. It builds communities, reduces poverty in the world and improves the social impact of everyday lives. Yet, we are uniquely exposed at this time due to COVID-19.”
Guevara said the concept for #TogetherInTravel came from a desire to rally everyone who is passionate about travel and unify those who are working hard to rebuild the sector.
“Our message is that everyone can still stay inspired with future travel ideas and bookings – and, in the meantime, be part of a virtual space for sharing, connecting, and collectively inspiring,” she said.
Guevara also praised millions of travel and tourism workers around the world for going the extra mile to lend crucial help during the COVID-19 pandemic.
This has ranged from furloughed airline cabin crew being deployed to help in hospitals, to operating additional flights for medical cargo, luxury hotels opening their doors to provide free rooms to healthcare workers or helping with grocery shopping and running errands for the elderly self-isolating.
“WTTC wants to pay tribute to the millions of amazing coronavirus heroes throughout the global travel and tourism sector for selflessly going the extra mile to help their communities overcome and combat the COVID-19 pandemic,” Guevara said.
“We recognise their quiet heroism and phenomenal dedication through using their incredible people skills developed during their normal working lives and wealth of experience to step up and offer essential help and assistance to those on the front line fighting this terrible virus.
“Whether its tending to the sick, opening hotels for health workers or manning foodbanks, they, like countless others, have risen to the challenge and shown with their hearts and actions that we are stronger together and we will win this battle.”