JWT’s AnxietyIndex is designed as a place to discuss how brands and consumers are responding to the global recession. With daily content updates, AnxietyIndex.com includes contributions from around JWT’s network, offering a truly global perspective.
Earlier this year we wrote about the misguided “Your Singapore” campaign, which was successful in attracting foreigners (the direct target) but agitated local anxieties. By contrast, the ongoing “Pure Michigan” campaign, aimed at stimulating domestic tourism, has additionally served to boost Michiganders’ morale. Seeing so many positive things being promoted helps fight off the darkness among locals. It’s become a “rallying cry” for the state.
Michigan often gets tagged as a Rust Belt state, and Detroit is frequently used as the prime example of urban decay, or outright industrial/manufacturing decline. There’s some truth to this, but there’s much more to this state. “Pure Michigan” shows the beauty and stunning diversity of the state in an emotionally compelling way and gives clear, relevant reasons why people should spend time here or even locate a business to the state. Watch a few of these TV spots; if they don’t even slightly stir some emotions, you should see a cardiologist.
After completing a major renovation that includes new food and retail facilities, Sydney Airport is appealing to Australians to get to the international terminal early to shop and eat. But rather than simply spotlight the offerings, the airport puts anxiety at the center of a campaign that positions the terminal as an antidote to the tongue-in-cheek ailment PFT (Pre-Flight Tension). Explains a YouTube page: “If you’ve ever flown overseas, you may have noticed a change in your normal behaviour. You might have seemed a little more anxious. You might have experienced sudden mood swings. You might have even found yourself sweating and, in some cases, swearing profusely.”
One spot shows a hilariously near-hysterical wife and her husband as they prepare to leave the house, almost forget their tickets and arrive at “final call” for their flight. Spouses of both genders should readily identify. Another spot shows a sufferer of “obsessive passport disorder” at the airport who frantically searches for his passport, finds it, then forgets where he’s put it, setting off more frantic searching—a little too much anxiety and not enough humor here. The ads direct people to easepft.com.au.
Any traveler will surely engage with the premise, but the campaign risks hitting a bit close to home for the more seriously anxious, and travelers don’t find out what’s actually in the new terminal until a second phase of the campaign launches.
In pitching cost-saving railcards to young people, families and the more senior among us, National Rail has moved from a positioning of pure cost savings to equating those savings with the warmer, cuddlier things in life. It seems that they’re seeking not only to address anxieties about the cost of rail travel (which is on the increase) but also those tied to the fact that we don’t connect face-to-face as much anymore. A headline of “1/3 off hugs with mum” is paired with the line “because a text won’t get your washing done”; “1/3 off hugs with grandad” adds the line “because it’s hard to play hide and seek on a webcam.”
We’ve seen a similar idea from Nescafé in Australia, where a “Get a little closer” campaign urges consumers to “turn off the gadgets, turn on the kettle and enjoy a cup of coffee together.” These campaigns tap into the trend of Savoring Simple Pleasures as well as the growing urge to unplug in an increasingly digital world. Quality face time certainly feels like something the modern world needs. A virtual hug via Facebook really isn’t the same, is it?
Before each big football game or competition, men are anxious about being unable to watch because of interference from their wife. Last year Heineken took this guy problem into consideration in Italy, with a prank that led to a viral video. JWT Italy created an elaborate ruse: Hundreds of football fans were asked to forget about watching an important league game in order to follow their girlfriends, bosses or parents to an opera. To their eventual delight, however, there was no opera—Heineken sponsored a screening of the game at the concert hall.
This year it’s Eurosport France that will help guys not to miss a game. The sports channel is sponsoring sauvezmacoupedumonde.com (“Save My World Cup”), a contest that gives men 90 seconds to explain through their Webcam why their wife should be as far away as possible during the World Cup. The site is clever, masking participants’ faces, and changing their voices. The guy who gets the most votes will win a weeklong trip to South Africa—actually a safari for his wife and her friends. Meanwhile, he’ll be in Corsica with 10 friends, watching the World Cup by the pool.
The contest is a good idea because it taps into something everybody identifies with, and it’s personal and fun. Plus, everyone wins: the soccer fan and his friends, his wife and her friends, and the brand.
One of the recommendations for brands in our recent Recession Handbook (downloadable here) is for brands to provide a real service during difficult times—giving consumers tools that help them cope positions the brand as an ally of consumers, supportive and dependable. Virgin Atlantic is doing just that as a “co-innovator” of Taxi2, a cab-sharing initiative for passengers arriving at airports (currently New York’s JFK and London’s Heathrow, but there are plans to expand). Users can enter their flight information, and the system finds a potential sharing partner. It’s up to the passenger whether to agree to the match; women can even specify if they prefer a female travel companion. The program also has the potential of becoming a “carpooling/environmentally friendly” initiative. One doesn’t even have to be a Virgin Atlantic passenger to take advantage of it—but with this smart program, Virgin may well be attracting more passengers to its brand.
Dubai’s hotel industry has been hard-hit by the downturn. In the first half of 2009, revenue per available room fell as much as 35 percent compared to the previous year, according to a report from STR Global and Deloitte & Touche Middle East. (By contrast, hotels in the 22 Middle East cities surveyed experienced an overall drop of 17 percent.)
In the midst of Dubai’s hotel price wars, one approach stands out. Taking a cue from Priceline’s “Name your own price” option, the Monarch has launched a “Name your price for luxury” online auction. The process is simple: Just enter the five-star hotel’s Web site and bid on a room, a spa treatment, a meal or the entire package.All bidders get a 5 percent discount at the Mizaan restaurant.
At the least, the tactic is likely to help generate traffic to the Monarch’s spa and restaurants. And, most important, it manages to achieve three things: connect with consumers by engaging them in the auction game; create a memorable experience in contrast to a clutter of bland promotions; and build a database where participants are matched with their preferred hotel experience. Faced with a crisis, it’s always wise to look sideways from time to time.
While Czech tourism was expected to decline this year, the traditional wine-growing region in the south is seeing more visitors. Some of this is due to more Czechs taking staycations (saving money by sticking to their home country instead of traveling abroad), but vintners believe that certification of wineries in the area has also helped. The certification logo—a visual pun on a tulip as a wine glass, using the colors of the Czech flag—guarantees the quality of wine cellars, accommodations in the area, restaurants with wine themes, etc. As many as 71 percent of certified facilities have noticed more tourists compared to last year.
At a time when anxiety and fear are prevalent, there’s a demand for safety and security. Cautious consumers want assurance that they’ll get a certain level of quality for their money. With a third-party guarantee of quality, they’re more likely to feel that it’s OK to treat themselves.
How much are consumers willing to sacrifice for an affordable vacation? Certainly, first-class seats, high-season bookings and fine dining. But how about a bed in their hotel room? A “Survivor Package” created by the Rancho Bernardo Inn, a luxury resort near San Diego, allows guests to camp out in a stripped-down room (i.e., no bed, no linens, not even toilet paper) and pay just $19 a night.
The more amenities added, the more guests pay, up to $219 for a regular room. Adding a bed is $20 more; for a bed plus toiletries (but no lights, linens or AC), shell out $59. The promotion, which quickly sold out, had drawn 240 reservations at the $19 rate and 116 at the $39 rate as of mid-August.
While this is an interesting tactic that’s garnered buzz and customers—no easy feat at a time when occupancy rates are way down, especially for higher-end hotels—it seems better suited for a down-market brand. The resort is unlikely to win much repeat business from guests who paid bottom dollar. And for an upscale hotel, this feels terribly kitschy and ultimately too off-brand. Photo source
Frequent flyers can now enjoy unlimited trips for a month on JetBlue’s “All-You-Can-Jet” Pass, which hasn’t launched yet but is already garnering attention. For just $599, the Pass will let you fly to 50-plus of JetBlue’s designated cities (domestic and international) as often as you like, from Sept. 8 to Oct. 8, 2009.
Of course, the deal only pays for itself if you plan to travel multiple times between those choice cities within the month.
However, both the veteran traveler and those who’ve never before sampled the jetset lifestyle may have good reason to consider the Pass. In these stressful times, multiple escapades can provide some relief.
Now let’s just see if any hotels will make similar offers.
On holiday in one of the most remote places in India, I was surprised to meet a number of people who were there on a long break, having no job to rush back to. Their stories were similar: They used to be expats working in London (from Australia, New Zealand, the U.S., etc.), they were made redundant (expats tend to be the first to go), and before going back home, they’d decided to take an extended trip—something they’d always wanted to do but never had the time for. They stay in guesthouses or do home stays; eat in local eateries; take long-distance buses rather than fly or hire taxis; go on meditation treks and walks. They’re on relatively modest budgets and things aren’t always comfortable, but the experience, they say, is very fulfilling and inspiring.
Such “gap year” travel, along with doing volunteer projects overseas, is apparently booming. Although in general travelers have greatly cut back on overseas holidays during this recession, people are being forced to re-evaluate their priorities and values—so while spending more to make the most of one’s limited holiday may no longer be viable, investing in a long break now seems like a good way to spend one’s limited money. People will spend on what’s meaningful.
Being made redundant is obviously something you’d rather avoid, but the people I met looked as though they’d gained much more than they probably would have were they still employed, at least from a life-fulfillment point of view.
In pitching cost-saving railcards to young people, families and the more senior among us, National Rail has moved from a positioning of pure cost savings to equating those savings with the warmer, cuddlier things in life. It seems that they’re seeking not only to address anxieties about the cost of rail travel (which is on the increase) but also those tied to the fact that we don’t connect face-to-face as much anymore. A headline of “1/3 off hugs with mum” is paired with the line “because a text won’t get your washing done”; “1/3 off hugs with grandad” adds the line “because it’s hard to play hide and seek on a webcam.”
