Smart travel and tourism branders (as well as their agencies) are already deeply vested in COVID-19 communications campaigns that have rightly eschewed overt sales messaging for content that’s aspirational, emotional, sympathetic and empathetic. If you’re one of the smart ones, congrats. If you’re not, there may still be time and tactics to correct the errors of your ways.
Here’s an example that literally turned brand ambassadors into brand heroes.
With the largest hospitality social media community in Southwest Florida, NOISE identified that many Sanibel Captiva Beach Resorts past, present and future guests are doctors, nurses and other healthcare and first responder caregivers. Utilizing this significant reach, a social outbound campaign was launched to more than 200,000 fans and followers, encouraging them to submit images of “healthcare heroes” they wished to honor — themselves, their relatives, their friends or other loved ones who are on the front lines of helping people and working to save lives during the COVID-19 crisis.
The response was overwhelming, positive and heartfelt. Many followers not only shared their healthcare backgrounds, but their memories of and desires to return to Sanibel Captiva Beach Resorts — ‘Tween Waters Island Resort & Spa, West Wind Inn, Beachview Cottages, Castaways Cottages and Sanibel Captiva Island Vacation Rentals. That’s brand ambassadorship at its best. But we weren’t done.
NOISE created a special tribute to Sanibel Captiva Beach Resorts’ “Healthcare Heroes” — an inspired and moving video salute that features virtually every individual and image submitted via social media. Since launch mid-April, more than 9,000 people have viewed the tribute, which has also recently been cited by Lee County Visitor & Convention Bureau. That’s how you turn brand ambassadors into heroes.
To say thanks, NOISE then created a special tribute to SCBR’s “Healthcare Heroes” — an inspired and moving video salute that features virtually every individual and image submitted. Social media and e-CRM efforts encourage SCBR constituents to view the two-minute narrative, share it, download it and — as often as possible — be sure to say thank you to a healthcare hero in your neighborhood. At the 10-day mark since launch, the campaign is at 9,000 views and counting.
And that’s how you move from brand ambassadors to brand heroes.
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