{"id":12738,"date":"2023-09-08T09:25:40","date_gmt":"2023-09-08T16:25:40","guid":{"rendered":"https:\/\/tegnacorpstage.wpengine.com\/advertise\/?p=12738"},"modified":"2024-01-11T17:30:57","modified_gmt":"2024-01-12T00:30:57","slug":"travel-tourism-advertising-what-do-consumers-want-to-see","status":"publish","type":"post","link":"https:\/\/www.tegna.com\/advertise\/travel-tourism-advertising-consumers","title":{"rendered":"Travel &#038; Tourism Advertising: What Do Consumers Want to See?\u00a0"},"content":{"rendered":"<p><span data-contrast=\"auto\">Our new e-book, \u201c<em><a href=\"https:\/\/www.tegna.com\/advertise\/travel\" target=\"_blank\" rel=\"noopener\">Taking Off: Understanding Today\u2019s Leisure Traveler<\/a><\/em>,\u201d has uncovered some insights straight from the sightseers, tourists, passengers, visitors, and globetrotters themselves.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Here\u2019s what they had to say when we asked, \u201cIf you were to create your ideal vacation commercial, what would it include?\u201d<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><a href=\"http:\/\/Crafting%20the%20perfect%20creative%20for%20your%20ad%20campaign%20can%20be%20a%20challenging%20task.%20How%20do%20you%20know%20what%20your%20target%20audience%20wants%20to%20see?\u00a0\u00a0\u00a0\" rel=\"nofollow\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-medium wp-image-12735\" src=\"https:\/\/www.tegna.com\/advertise\/wp-content\/uploads\/sites\/2\/2023\/09\/Leisure-Travel-Download-720x188.jpg\" alt=\"Leisure Travel Download\" width=\"720\" height=\"188\" srcset=\"https:\/\/www.tegna.com\/advertise\/wp-content\/uploads\/sites\/2\/2023\/09\/Leisure-Travel-Download-720x188.jpg 720w, https:\/\/www.tegna.com\/advertise\/wp-content\/uploads\/sites\/2\/2023\/09\/Leisure-Travel-Download-320x83.jpg 320w, https:\/\/www.tegna.com\/advertise\/wp-content\/uploads\/sites\/2\/2023\/09\/Leisure-Travel-Download.jpg 970w\" sizes=\"auto, (max-width: 720px) 100vw, 720px\" \/><\/a><\/p>\n<h2 aria-level=\"2\"><b><span data-contrast=\"auto\">Cinematic Escapism<\/span><\/b><span data-ccp-props=\"{&quot;134245418&quot;:true,&quot;134245529&quot;:true,&quot;201341983&quot;:0,&quot;335559738&quot;:360,&quot;335559739&quot;:120,&quot;335559740&quot;:276}\">\u00a0<\/span><\/h2>\n<p><span data-contrast=\"auto\">\u201c<a href=\"https:\/\/www.tegna.com\/advertise\/travel\" target=\"_blank\" rel=\"noopener\"><em>Understanding Today\u2019s Leisure Traveler<\/em><\/a>\u201d found that the top motivator for leisure travel is rest and relaxation. The day is stressful, and we all deserve time to cut out the noise, escape reality for a few minutes, and relax. It should be no surprise that viewers want to see commercial creative appeal to this sentiment. <\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Suggestions from our respondents include:\u00a0<\/span><\/p>\n<ul>\n<li data-leveltext=\"\u25cf\" data-font=\"Calibri\" data-listid=\"1\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u25cf&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span data-contrast=\"auto\">&#8220;An ideal vacation commercial will showcase peaceful waterscapes or evening cityscape views from a balcony, clean, crisp, relaxing massage or spa scenes, and lots of greenery.\u200b&#8221;<\/span><\/li>\n<li data-leveltext=\"\u25cf\" data-font=\"Calibri\" data-listid=\"1\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u25cf&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span data-contrast=\"auto\">&#8220;A lady is sitting on a lounge chair on the beach. With a remote, she mutes everyone in the background except for the sound of the ocean.&#8221;<\/span><\/li>\n<li data-leveltext=\"\u25cf\" data-font=\"Calibri\" data-listid=\"1\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u25cf&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"2\" data-aria-level=\"1\"><span data-contrast=\"auto\">&#8220;A coconut falls from a nearby tree, making\u200b a quiet thud on the beach. The stars look like a blanket above, and the word Perfection appears on the screen.\u201d\u200b<\/span><\/li>\n<li data-leveltext=\"\u25cf\" data-font=\"Calibri\" data-listid=\"1\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u25cf&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"3\" data-aria-level=\"1\"><span data-contrast=\"auto\">&#8220;A stunning location with luxurious accommodations, a range of activities and entertainment options, relaxation opportunities, exceptional service, and hospitality.&#8221;<\/span><\/li>\n<\/ul>\n<h2 aria-level=\"2\"><b><span data-contrast=\"auto\">Include Realism<\/span><\/b><span data-ccp-props=\"{&quot;134245418&quot;:true,&quot;134245529&quot;:true,&quot;201341983&quot;:0,&quot;335559738&quot;:360,&quot;335559739&quot;:120,&quot;335559740&quot;:276}\">\u00a0<\/span><\/h2>\n<p><span data-contrast=\"auto\">While everyone dreams of an all-inclusive getaway at a luxury resort, it\u2019s not a realistic possibility for all, especially with the inflation concerns in our e-book.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">With this in mind, some consumers want to see more affordable ads closer to home and less crowded than big, main event attractions and destinations. Suggestions from our respondents include:\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<ul>\n<li data-leveltext=\"\u25cf\" data-font=\"Calibri\" data-listid=\"3\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u25cf&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span data-contrast=\"auto\">&#8220;I want it realistic for the ordinary family, not some pipe dream that will cost my year&#8217;s salary.&#8221; \u200b<\/span><\/li>\n<li data-leveltext=\"\u25cf\" data-font=\"Calibri\" data-listid=\"3\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u25cf&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span data-contrast=\"auto\">\u201cIt would include realistic depictions of the advertised area and information about where to find more information online.\u201d<\/span><\/li>\n<li data-leveltext=\"\u25cf\" data-font=\"Calibri\" data-listid=\"3\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u25cf&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"2\" data-aria-level=\"1\"><span data-contrast=\"auto\">\u201cI think they should include amenities and realistic pricing ranges. It\u2019s hard to know what comes with packages from commercials.\u201d \u200b<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\u25cf\" data-font=\"Calibri\" data-listid=\"3\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u25cf&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"3\" data-aria-level=\"1\"><span data-contrast=\"auto\">\u201cLess traveled areas that are family-friendly and not expensive. Showing real family destinations obtainable for the middle class, dining, and how to get there. Locals and their lifestyle and links to any cultural information we should know before we go.\u201d \u200b<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/li>\n<\/ul>\n<h2 aria-level=\"2\"><b><span data-contrast=\"auto\">Give Details to Spark the Planning \u200b<\/span><\/b><span data-ccp-props=\"{&quot;134245418&quot;:true,&quot;134245529&quot;:true,&quot;201341983&quot;:0,&quot;335559738&quot;:360,&quot;335559739&quot;:120,&quot;335559740&quot;:276}\">\u00a0<\/span><\/h2>\n<p><span data-contrast=\"auto\">While the e-book uncovered that most travelers get a good chunk of their information from local news to begin planning their trips, those with wanderlust would also benefit from planning details embedded within ad creative.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<ul>\n<li data-leveltext=\"\u25cf\" data-font=\"Calibri\" data-listid=\"2\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u25cf&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"2\" data-aria-level=\"1\"><span data-contrast=\"auto\">\u201cIt would include everything from \u200bthe idea to planning to execution. \u200bA step-by-step mini clip walkthrough of the trip.\u201d\u200b<\/span><\/li>\n<li data-leveltext=\"\u25cf\" data-font=\"Calibri\" data-listid=\"2\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u25cf&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"2\" data-aria-level=\"1\"><span data-contrast=\"auto\">\u201cI would include the cost and an idea of what to visit in the commercial so people could start planning their vacations.\u201d\u200b<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\u25cf\" data-font=\"Calibri\" data-listid=\"2\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u25cf&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"2\" data-aria-level=\"1\"><span data-contrast=\"auto\">\u201cIt would include all planning elements, including airfare and lodging. It would also incorporate value through either a discount or promotion.\u201d\u200b<\/span><\/li>\n<li data-leveltext=\"\u25cf\" data-font=\"Calibri\" data-listid=\"2\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u25cf&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"2\" data-aria-level=\"1\"><span data-contrast=\"auto\">\u201cSomething that clearly shows the prices, what to expect, how to book or plan for the trip, and a website\/ number to use.\u201d\u200b<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/li>\n<\/ul>\n<p><a href=\"http:\/\/Crafting%20the%20perfect%20creative%20for%20your%20ad%20campaign%20can%20be%20a%20challenging%20task.%20How%20do%20you%20know%20what%20your%20target%20audience%20wants%20to%20see?\u00a0\u00a0\u00a0\" rel=\"nofollow\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-medium wp-image-12735\" src=\"https:\/\/www.tegna.com\/advertise\/wp-content\/uploads\/sites\/2\/2023\/09\/Leisure-Travel-Download-720x188.jpg\" alt=\"Leisure Travel Download\" width=\"720\" height=\"188\" srcset=\"https:\/\/www.tegna.com\/advertise\/wp-content\/uploads\/sites\/2\/2023\/09\/Leisure-Travel-Download-720x188.jpg 720w, https:\/\/www.tegna.com\/advertise\/wp-content\/uploads\/sites\/2\/2023\/09\/Leisure-Travel-Download-320x83.jpg 320w, https:\/\/www.tegna.com\/advertise\/wp-content\/uploads\/sites\/2\/2023\/09\/Leisure-Travel-Download.jpg 970w\" sizes=\"auto, (max-width: 720px) 100vw, 720px\" \/><\/a><\/p>\n<h2 aria-level=\"2\"><b><span data-contrast=\"auto\">Help Travelers Get Away with TEGNA<\/span><\/b><span data-ccp-props=\"{&quot;134245418&quot;:true,&quot;134245529&quot;:true,&quot;201341983&quot;:0,&quot;335559738&quot;:360,&quot;335559739&quot;:120,&quot;335559740&quot;:276}\">\u00a0<\/span><\/h2>\n<p><span data-contrast=\"auto\">At TEGNA, our ultimate goal is to equip brands with data and insights to inform and develop creative, then amplify those messages with cross-platform campaigns, including <\/span><a href=\"https:\/\/www.tegna.com\/advertise\/solutions\/broadcast\/\" target=\"_blank\" rel=\"noopener\"><span data-contrast=\"none\">linear<\/span><\/a><span data-contrast=\"auto\">, <\/span><a href=\"https:\/\/www.tegna.com\/advertise\/solutions\/streaming\/\" target=\"_blank\" rel=\"noopener\"><span data-contrast=\"none\">streaming<\/span><\/a><span data-contrast=\"auto\">, and <\/span><a href=\"https:\/\/www.tegna.com\/advertise\/solutions\/digital\/\" target=\"_blank\" rel=\"noopener\"><span data-contrast=\"none\">digital<\/span><\/a><span data-contrast=\"auto\"> elements. With 64 broadcast stations in 51 markets nationwide, our unique content opportunities will connect your business to the audiences that matter most and deliver proven results. <\/span><a href=\"https:\/\/www.tegna.com\/advertise\/contact\/\" target=\"_blank\" rel=\"noopener\"><span data-contrast=\"none\">Let\u2019s get in touch<\/span><\/a><span data-contrast=\"auto\"> to see how we can help your brand grow with the power of <a href=\"https:\/\/www.tegna.com\/advertise\/the-ultimate-guide-to-tv-advertising\/\" target=\"_blank\" rel=\"noopener\">TV advertising<\/a>.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Crafting the perfect creative for your ad campaign can be a challenging task. How do you know what your target audience wants to see?\u00a0\u00a0\u00a0<\/p>\n","protected":false},"author":4,"featured_media":12739,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[88,52],"tags":[191],"class_list":["post-12738","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-travel-tourism","category-best-practice-tips","tag-travel-and-tourism-marketing","wpautop"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/posts\/12738","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/comments?post=12738"}],"version-history":[{"count":0,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/posts\/12738\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/media\/12739"}],"wp:attachment":[{"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/media?parent=12738"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/categories?post=12738"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/tags?post=12738"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}