MMGY Brings Together Expedia, ADARA And Sojern For National Co-Op Supporting Travel Industry’s COVID-19 Recovery
KANSAS CITY, MO - MMGY Global's flagship integrated marketing agency, MMGY, has brought together Expedia Group™ Media Solutions, Sojern and ADARA to create a unifying campaign that maintains a consumer presence for the travel industry, shares a message of positivity and reminds American travelers of the real power of travel. The digital campaign, entitled Where Can Travel Take You, will run in June and July this summer and is meant to inspire people to travel again.
The latest findings from the Travel Intentions Pulse Survey, conducted by MMGY Travel Intelligence, reveal that just 39% of U.S. travelers intend to take a domestic leisure trip in the next six months. Fifty-six percent of travelers say that following the pandemic they are more likely to book travel to U.S. destinations, and 42% expect to travel to destinations closer to home.
"With fewer people traveling this summer and fall and many choosing to stay closer to home, we needed to bring together the right partners to make this program successful for our destination partners," said Jessica Schultz, SVP of Media Strategy at MMGY. "This co-op campaign utilizes the very best data and targeting capabilities to find consumers in the right markets with a high affinity for travel and, more importantly, the intent to travel."
The consumer-centric campaign is delivered through targeted media where consumers are currently spending increased time, including connected TV, video and social platforms. All media drives consumers to a content-driven landing page experience on Expedia, www.traveltakesus.com, where they can start planning their next getaway. The participating destinations showcase the diversity of the country's landscapes, seeking to encourage American travelers to consider some of the incredible experiences that might be right down the road from them. These destinations include Bloomington, MN; Rhode Island; Charlotte, NC; South Dakota; The Beaches of Fort Myers and Sanibel, FL; and Traverse City, MI.
"A campaign of this scale, in these challenging economic times, would not be feasible without our partners coming together in a unified effort," said Clayton Reid, CEO of MMGY Global. "I'm proud to see so many businesses and organizations in the travel and tourism industry stepping up to help one another."
Jim Hepple is an Assistant Professor at the University of Aruba and is Managing Director of Tourism Analytics.