As many of you know who follow this blog, our agency Travel Leaders / Main Street Travel is an associate of Travel Leaders, one of the travel industry’s fastest-growing and most robust networks of travel agents. Just a couple of months back, at our national meeting in Dallas, a new marketing campaign was unveiled and I thought you might enjoy a little backstage view of the rationale behind this branding effort.
This campaign, “We Get You. We Get You There” is anchored by a new shortened tagline “Travel Better”. Please don’t ask me to share the older, longer version because I could never remember it which, I am told by savvy marketers, is not considered a strong selling point for a tagline. Granted, I have the attention span of a gnat but even I can remember “Travel Better.”
WE GET YOU
I recently wrote a post about the value of travel agents called “Travel Agents: Dinosaurs or Crocodiles?” in which I addressed the tremendous value travel agents add to the equation. One of the primary tools we use is asking customers a series of discovery questions to better understand our clients’ specific interests, their personal budget, their previous travel experience, etc.
We prod and probe (in an ever-so-gentle manner, I hasten to add, and thankfully without ever asking you to disrobe or bend over), until a clear picture begins to emerge of you, the traveler. As has been aptly pointed out . . . by me, I think . . . prescription without diagnosis is malpractice.
Perhaps you are thinking at this point, “Sheesh, I didn’t come into your office to get psychoanalyzed. I just wanted to go on vacation.” OK, fair enough but here is an interesting thing I have discovered over the years, “People generally don’t care how much you know about them once they know how much you care about them.” Once you realize our objective is not to sate our prurient interests (the National Enquirer and Star serve that purpose nicely, thank you), but to understand and thus serve you better, hopefully you will not care either.
It is when we get to know your preferences, your expectations and your aspirations that we well and truly “get you.” It is then we are prepared to move to the next step.
WE GET YOU THERE
So you are probably thinking, “After I have confessed in front of God (and let’s not forget my spouse who is a little less forgiving), to every secret travel fantasy I’ve ever had, I hope to heck you are going to put that information to some good use!” We are and trust us, all will be forgiven when you get back from the perfect vacation.
It is at this juncture that we take off our doctor’s lab coats and pick up the pins, patterns and measuring tape of a tailor to fashion a memorable vacation that is perfectly suited to your needs. I like to think of it as fitting you to a T since that was my dad’s nickname for me and has nice associations.
Think about it. Wouldn’t you much rather have us tailor a vacation that fits you instead of grabbing “garments” off the rack and trying to squeeze you into them? I did that years ago with a leisure suit which may explain my uncanny ability to sing falsetto.
Now for a little entertainment. I know, it’s about time! Travel Leaders has fashioned three clever thirty second commercials in support of this new campaign, all of which can be found on YouTube at Travel By Terry Videos.
I would be very curious to know which one of these commercials most resonates with you. Please take a moment and cast your vote below.