Broken campaign

Opinions: 

Travel Tech

From time to time, we hear about campaigns or contests going wrong in the tourism industry. Then tourism marketers are faced with quite tough decisions: should the campaign or contest gone wrong just be cancelled, or is it possible to still continue with the campaign or contest. In the digital era, an online campaign or contest is always quite difficult to control, especially, as content can spread and things can easily go viral, especially when things go not to plan. A recent case study shared by Canadian Jet also reemphasised the issue of campaigns on Twitter going wrong and the and ongoing discussion by marketers whether campaigns and social networks can actually turn on you and have a completely different effect than intended (Hotelmarketing 2013).

TWITTER CONTEST

Canadian Jet launched its fist Twitter contest, aiming to identify a winner by consumers posting creative tweets using a hashtag along them #CanJetLuxury where the winner would actually win 2 round trip ticket to any destination the airline flies to. For the airline, this was a promising contest and also seen as a big opportunity, as the airline faced some difficulties in the previous 6 months before the contest. A lot of Canadian’s Jet fleet needed to be grounded for a week due to engine safety concerns. For an airline of course this is not great news also with regards to receiving negative press and general safety concerns by consumers travelling with the airline. The contest was seen as an opportunity to improve the overall image of the airline and re-build and foster relationships with customers and potential consumers.

However, soon after the launch of the hashtag contest, Canadian Jet received a stream of tweets using the hashtag in the wrong way, tweeting about negatives deriving from the previous problems the airline had. Consumers used the hashtag to openly complain about delays, cancellations and also poor organisational care taking of employees. Of course this was a reaction that could have not been foreseen by Canadian Jet but it poses the question about what to do as a marketer when you are facing a similar issue with a contest or campaign?

SOLUTIONS

For Canadian Jet, the now trending hashtag was quite difficult, as more and more consumers would start using the hashtag and more good and bad tweets could come in. In a situation like that there are several things that can be done. One thing that could have been done is to change the trending hashtag but then this may also cause confusion. To avoid another PR disaster, the contest could also be closed quicker and the winner announced. The third option could be to apologies for the problems caused in the past.

Certainly for any tourism business, it is essential to ensure that problems and also negative comments on social media are dealt with. So whenever a negative tweet comes in, it is essential to react to these and send a tweet back, assuring the customer that the company has taken note of the tweet and it is being dealt with. In the social age, it is crucial for any marketer to take social relationship management serious and to always have plans in place for when a contest or campaign goes wrong and decide what measures should be taken prior to things actually happening.

More from #DTTT

  • In May we present:
    What’s the appetite for Travel? with Beautiful Destinations – Weekly Tourism Impact Call: Week 11
    DTTT · What's the appetite for travel? with Beautiful Destinations Recovery is now in sight for many destinations and much is being done to improve destinations to make them safe and ready for travellers when they arrive. Whilst the focus has been on the impact to destinations for much of the pandemic, this has now [...]
    #recovery #COVID-19 #beautiful-destinations #industry #tourism #travel
  • In May we present:
    Sustainability Opportunities for Destination Recovery with Dr Cara Augustenborg – Weekly Tourism Impact Call: Week 10

    Sustainability is a key issue for the industry as it prepares for recovery. The fast-moving pandemic has been severely disrupting tourism and its impact will change the industry, academic engagement, and customer behaviour. The question many destinations are now asking is how can we be sustainable post COVID-19? We dedicate our tenth Tourism Impact call […]

    #ecotourism #recovery #COVID-19 #sustainability #industry #tourism
  • In May we present:
    Digitalisation and Sustainability solutions for recovery – Weekly Tourism Impact Call: Week 9

    As part of our efforts to react and support the industry, the #DTTT began hosting our popular Tourism Impact calls 2 months ago. Now going into the ninth consecutive week, we reflect on what has been an interesting and insightful journey so far. In many lively discussions, we’ve shared perspectives about COVID-19 impact, destination strategy […]

    #recovery #COVID-19 #sustainability #digitalisation #industry #tourism
  • In May we present:
    The Nordics COVID-19 Response

    How have the Nordic countries responded to the crisis? At the #DTTT, we have seen different approaches throughout the Nordic region and wanted to find out more. In a highly insightful interview we brought together the Tourism boards representing the capital cities of Norway, Sweden, Finland and Denmark to discuss their response to the COVID-19 […]

    #The Nordics #Response #COVID-19 #DMOs #marketing #strategy
  • In May we present:
    What travel will look like in the future with Doug Lansky – Weekly Tourism Impact Call: Week 8

    In our highly anticipated eighth Tourism Impact call, we discussed the different approaches of destinations who are at various stages of the recovery process. Recovering destinations are now looking for innovative product solutions as restrictions begin to ease and businesses start to re-open. Whilst for other destinations their recovery plans are still at the research […]

    #Doug Lansky #COVID-19 #DMOs #industry #strategy #tourism
  • In April we present:
    Designing the Future of Tourism – Weekly Tourism Industry Impact Call : Week 6

    At the #DTTT, we are working closely with destinations to find out what’s going on behind the scenes. A different week brings different perspectives. This week on the #DTTT’s sixth Tourism Impact Call, we discussed the role of technology and innovation as a solution for the industry, as well as featuring innovative community initiatives, and […]

    #COVID-19 #industry #product #strategy #technology #tourism
Show more
© 2017 Digital Tourism Think Tank