Keep Your Calendar Full:
Advertising Between Seasonal Events
Easter weekend is fast approaching. For many, this means a few extra rest days, along with the kids entering their second week off school. In the Northern hemisphere, the weather is picking up and all over the globe, businesses are promoting family time by advertising Easter Egg Hunts on property. Restaurants are creating dishes using in-season produce. Spas are encouraging clients to take a load off and treat themselves over the long weekend. Retailers are hosting spring sales to cultivate more footfall. Marketing creativity is in the air.
But what happens after Easter weekend? Seasonal marketing always garners impressive results but what can your business do to maintain healthy profits once the hype dies down?
As we reach the end of 2022’s first quarter, we’ve already enjoyed a lucrative New Year’s, Valentine’s Day, St. Patrick’s Day, and Mother’s Day (UK and Ireland). Easter is looking promising as ever! Father’s Day will take place in June (UK and Ireland) but aside from that, when it comes to “countdown” celebrations, or those taking place over the course of a few days, things subside a little until Halloween.
That means, following the Easter celebrations, marketing scopes could use some broadening! Rather than zero in on strictly seasonal celebrations, look at the months ahead. Spring has sprung, summer is on the horizon, and for many, the good weather will last into the autumn. Parents are looking to get away and spend quality time with the little ones once the school year ends. Meanwhile, young people are a little more flexible. They are, understandably, desperate for adventure, having missed out on two years of conquering their bucket lists.
But before jumping into marketing campaigns head first, take the time to review 2022 travel trends. We did some research and were delighted to see that personal well-being and environmental sustainability are top priority for countless travellers.
Following the pandemic, there has been a spike in getaways that cultivate “down time”. These include leisurely yoga retreats, spa breaks, trips to vineyards, and sun holidays. Emphasis is being placed on health and recharging one’s batteries over sightseeing and clubbing. While young people are still eager to explore urban landscapes, there is a desire to do so in a more environmentally friendly way. Millennials and Gen Z are avoiding air travel by exploring new corners of their own countries. Or, if using air travel, are abstaining from back to back flights by inter-railing between locations instead.
Incorporate these priorities into your summer marketing campaigns but do so in a sincere, authentic way. Younger generations are privy to “greenwashing” and appreciate businesses that take measurable, impactful steps towards sustainability. Perhaps offer a discount to local travellers or those sporting an inter-rail pass. When it comes to the health and well-being side of things, promote the parts of your business that encourage self-care and relaxation, such as your on-site spa, infinity pool, rooftop bar, or beach adjacent location.
Pay attention to travel trends, stay active on social media, get creative with digital marketing campaigns, and you’re sure to keep your calendar full.