‘A Passport to Adventure’ launched by TUI’s adventure brands in January 2010 was the first industry report into the growing adventure travel sector. Recognising that adventure travel covers a wide range of activities, holidays and consumers, Markettiers4DC worked with TUI on a radio and online campaign designed to communicate the passport’s messages and range of products available through TUI’s adventure brands (The Adventure Company, Exodus, Imaginative Traveller, Peregrine Adventures, Geckos, Quark Expeditions and Headwater).
The report estimated 70% increase in participation in adventure travel over the next 3 years, while demand for ethical and environmentally sensitive travel is expected to rise four fold over the same time frame. Figures additionally show that whilst passenger numbers and revenues were down in 2009 year on year, 2010 in terms of early bookings were certainly on the rise again, with travelers looking for iconic and â€˜once in a lifetime'trips after stalling last year.
In order to achieve cut through in the busy travel market place in early January, Markettiers4DC and TUI developed a radio, audio feature and webTV strategy, using Kate Humble alongside Colin Stump (the head of TUI's adventure brands) to discuss the rise of adventure travel in popularity, the different adventures that can be had around the world and discuss such issues as responsible travel, sustainable tourism and carbon footprints.
The radio campaign included national coverage on the likes of BBC6Music, the Smooth stations and also many of the BBC regional stations, with the audio feature continuing to extend the message throughout January.
By including the interactive element of a webTV show, TUI adventure brands were able to communicate directly with their customers and develop a further understanding of what they may have been looking for. Consumers were able to email in either before or during the show to ask their own questions on different adventure holidays and which might be suitable for them / their family or loved ones.
The webTV show featured on various travel and lifestyle websites including Talk, Talk (Tiscali), Female First, National Geographic and Which Budget.