Prep for a post-lockdown overseas rush

CNN and UNWTO 'Travel Tomorrow' campaign feature in The Drum

CNN is helping travel brands prep for a post-lockdown overseas rush

June 2nd, 2020

CNN's recently launched campaign with the United Nations World Tourism Organization (UNWTO) has featured in an article in The Drum.

The campaign, named 'Travel Tomorrow' aims to inspire people to dream of destinations to visit and Travel Tomorrow, when it is safe to do so. The 60 second film, produced by Create – CNN International Commercial’s (CNNIC) in-house creative studio which runs on CNN International, takes viewers around the world, reminding them of the wonders beyond their neighbourhoods.

Read excerpts below and the full article on The Drum.

...In the early stages of the coronavirus pandemic, the UNWTO recognised the enormous challenges facing the travel and tourism sector. Its message has been ‘By staying home today, we can travel tomorrow’, but this will evolve in coming months as lockdown measures in the east loosen. From a publisher perspective, agility, a story worth watching and geo-targeted distribution will be required to help travel and leisure brands navigate comms.

“We will work closely with our partners to pivot current awareness campaigns to actual destination campaigns.”

James Hunt, Vice-President, Create, CNNIC

Pre-coronavirus, publishers would often work with brands on purpose campaigns, “particularly when engaging with an affluent and high-end audience,” said Hunt. Now the pandemic is accelerating this trend. According to Global Web Index data, 79% of consumers now approve of brands running campaigns that show how they are responding to coronavirus in order to help their customers. 

Hunt concluded: ”One thing is clear – once COVID-19 has been overcome, there will be no going ’back’. A new world awaits.”