MarketingKeeping product top of mind is key to recovery strategy

How travel organisations can create their own magic

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From magic Max to the Metropolitan Museum of Art, there’s lots on offer for armchair travellers
From magic Max to the Metropolitan Museum of Art, there’s lots on offer for armchair travellers Photo Credit: vchal/iStock/GettyImagesPlus

SYDNEY - Keeping product top of mind during the coronavirus crisis is critical for travel organisations.

While much of  Tourism Australia’s marketing activity is currently on pause, the NTO is working effectively behind the scenes.

This includes continuing to train Aussie Specialist Agents in TA’s key markets and creating new content for online platforms.

“We need to be ready to go back and go back at scale when the time is right. We are already working on this recovery strategy, including how we reactivate aviation capacity, how we get the global distribution system firing again and the most appropriate type of campaign activity in a post-coronavirus world,” the NTO said.

”People's appetite for travel hasn't disappeared. During this period, we want to keep Australia top of mind, so that when the travel bans lift and confidence returns, Australia gets its fair share of pent up travel demand,” Tourism Australia added.

Right now, armchair travelers can explore many corners of the world – virtually - from the Metropolitan Museum of Art in New York, Elvis Presley’s former home, Graceland in Memphis, the animal antics at Sydney’s Taronga Zoo or go on safari in Africa with andBeyond.

My favourite? The Amazing Max is a family-friendly Off-Broadway magic show on pause for now. Fans of Max can book a 3-minute magic lesson from the comfort of their homes. No special props required.

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