As the year comes to a close, people begin to take the time to reflect on everything that has happened during the last 12 months. As a business owner, you likely are going to be considering what went well and what needs improvement at your tour and activity company. While you’re evaluating the success of your year, your past customers are likely remembering all of the experiences that they enjoyed with your brand. Now is the perfect time of year to create an end-of-the-year wrap-up campaign. This marketing campaign should be aimed at past customers in hopes of inspiring them to refer your brand to their friends and family members. Here’s our end of year marketing campaign ideas will get you started.
The end-of-the-year marketing campaign that you design for your tour and activity brand should feature engaging, shareable content. In this situation, a visual component would likely work best — such as a high-resolution video or a slideshow. The goal is to create multimedia content that includes images and videos from the entire year that your past customers would be compelled to share with their followers. This is the ideal type of campaign to launch on social media, where your brand could quickly go viral. When creating this content, you need to keep those who have booked with you during the past year at the forefront of your mind.
As people begin to look back on the past year of their lives, their travel experiences often come up as milestone moments. Most people do their best living while they are abroad, so they are likely to be captivated by content that makes them feel nostalgic and wistful about the adventures they enjoyed throughout 2018. Your content needs to spark nostalgia without making your previous travelers feel sad or depressed. Use fun and lighthearted images and videos that will make them laugh, bring smiles to their faces, and make them long for more.
The goal of this campaign goes beyond establishing customer loyalty with your previous travelers. Instead, you want this campaign to motivate your previous customers to share your content and your brand information with their friends and family who will be thinking about booking their 2019 trips. At the end of the content, use a call to action to inspire your guests to share this campaign with their followers. Your CTA may be a discount on a future tour or an entry into a contest that you are launching with your brand.
It’s easy to get caught up in the excitement of a new year that is filled with fresh opportunities to implement new ideas. But before you go rushing forward, considering creating a retrospective marketing campaign that instills feelings of warmth and nostalgia in your past travelers.
Did you like our end of year marketing campaign ideas? For more information on the best marketing practices for tour and activity operators, download the Rezdy online marketing e-book today.
Image credit: Ray Hennessy