EUROPE. Airport, airline and travel retail associations are set to launch a major consumer promotional campaign, titled ‘Destination Summer’, to help rebuild confidence in travel in Europe over the months ahead.
Four representative bodies – ACI Europe, IATA, Airlines 4 Europe and ETRC – have come together to promote a safe return to travel and tourism in Europe.
The aims of the campaign were outlined by ETRC Secretary-General Julie Lassaigne on Wednesday at a virtual meeting of the Central and Eastern European Travel Retail Association (CEETRA).
First, the partners noted that it is “vital for people’s wellbeing” to reopen travel and tourism. Second, a key message is that this can be achieved in a safe way by the industry. In addition, they said it requires a harmonious approach within the region based on common standards and practices.
Elements of the campaign include a website, social media content and a TikTok challenge with a focus on key travel markets of Germany and France, with the input of travel influencers to extend its reach.
ETRC and other partners will supply industry stakeholders with tools, including a social media toolkit, to engage their consumers in coming days and weeks.
“We call on all partners to help us and join the movement to advance this campaign,” said Lassaigne.
The public relations campaign will be complemented by a public affairs promotion led by the coalition of associations in Brussels and in Member States. A series of meetings is taking place with policymakers to pressure member states to coordinate the reopening of travel. Last week, a letter from the industry partners was sent to all heads of state to encourage them to implement the Digital Green Certificate, among other measures to ease restrictions on travel.
“We are all depending on travel restarting to resume our business so the more we repeat the message, the more likely it is that we will be successful,” said Lassaigne.
She also updated CEETRA delegates on the campaign to introduce arrivals duty free in the EU. After producing a white paper on the economic impact of arrivals shopping, this month ETRC and other partners sent a joint letter to EU member state ministers (notably in finance and transport) and the EU Commission to stress the benefits of the move for employment in the EU. They have also engaged Members of the European Parliament and said that there is strong interest in many states in the proposal as a support for airports and the travel retail sector in the EU.
Other speakers at the CEETRA Austria Travel Retail Forum included Budapest Airport Head of Retail (and CEETRA Chairman) Dr. Patrick Bohl, Umdasch General Manager Global Brand & Travel Retail Michael Ripfl, m1nd-set CEO Peter Mohn and Market Square Consult Managing Director Johan Schölvinck.
