Although it was a record-breaking year last year for travel
entities, including air, cruises and Amtrak, they are not content to
rest on their success. They are reinvesting in themselves.
Travel companies are going for the kill. You’d have to be living under a rock not to notice all the advertising.
The
commercials featuring Drew Barrymore and Orlando Bloom for MSC Cruises
has been most notable. They are light, cute, humorous, and tout the
cruise line’s new World America ship, all of which began with an $8
million investment in a 30 second spot on the telecast of the Super
Bowl.
That’s about as expensive as you can get, but it also delivers the most eyeballs.
MSC
isn’t the only travel company extending its advertising. Collette, for
instance, has been a longtime sponsor of the nightly game show Wheel of
Fortune. And these aren’t the only examples, as Turkish Airlines has
grown in bookings and stature after sponsoring the Super Bowl halftime
show more than a dozen years ago.
Maybe that $8 million investment by MSC will pay off.
And
it doesn’t have to be as high-profile as the Super Bowl. Anybody who
can’t sleep has surely turned on the television late at night and seen a
travel-related commercial that cost far less money.
The
point is, travel companies aren’t hoping for another good year; they
are trying to facilitate one. An increase in the amount of air travel,
cruises, rail travel, lodging, and more is the ultimate reward.
Ask any good business person; you can’t make money without spending money.
Here’s hoping that it pays off for Drew Barrymore, Orlando Bloom and MSC cruises.
And other travel-related companies who adopt the same strategy. Just not as pricey.
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