✈️ This month, we’re talking Travel! We take a look at a recent travel survey and what it means for you, then share some travel-related stories we’ve been working on. Fasten your seatbelts and get ready for the in-flight entertainment.
Behind the scenes
In March, The Globe and Mail surveyed its Globe Insiders community of readers to get a fresh understanding of their travel plans. Here are a few highlights of what they had to say.
Insights for brands:
Travellers are not cancelling plans if they can help it, but they are open to other money-saving tactics. For brands, promote off-peak seasonal travel year-round, shorter weekend trips, and target travellers within driving distance. When you can, lower the perceived barrier to entry by promoting flexible booking options and points-redemption opportunities.
Travelling largely remains a social activity with Globe Insiders also listing “seeing friends or family” as the #1 purpose for travel. Don’t just show travellers what they can do, but lean into the social aspect and show them the priceless memories they will create with loved ones.
With most readers planning to visit major cities, there is likely already an overabundance of pages about those destinations. Differentiate yourself with deep dives that feature hidden gems and buzzy new spots.
#TrendingTopic
Take a closer look at two travel content campaigns we published recently, with some insights from the Globe Content Studio members who worked on them.
Tourisme Montréal campaign
Jessica Aftimus Rosa, Content Strategist: “The inspiration for this format was to blend the way we know readers are searching for travel ideas - for the coolest, the most local, the bougiest or the most affordable - combined with the 'stamp of approval' of an expert brandlike Tourisme Montréal (achieved through the fun illustrated badges we designed).”
Kyle Young, Web Designer: "My goal was to make it feel like a scrapbook, like a person went out and visited those places and is showing you the Polaroids from their travels.”
Ottawa Tourism campaign
Katie Rook, Content Strategist: “Ottawa is fab, but not necessarily top-of-mind among travellers. For this five-part series, we wanted to remind Globe readers of how much they can enjoy during a single trip to our nation's capital: natural beauty, sport, history, culture and great food. I was delighted to learn rafting is available downtown. Who knew? Details ran in the first article in the series.”
What we've been working on
Here are a few more travel guides and destination features we’ve produced to help you lock in your travel plans this year.
Drawn to places shaped by time? Visit this 75-year-old championship golf course
Madrid and Valencia: Two iconic Spanish cities, one unforgettable journey
How to plan a stress-free destination wedding: The benefits of a ‘vacation within a vacation’
As seen in our Slack channel
📺 We’ve launched a new short video series talking about content marketing. Watch it now on Instagram or follow us on any of our social media channels for all the updates!
🏟️ Pitch and Power: How Soccer Shapes Everything is a new podcast that looks at moments that changed soccer and rattled the wider world. Listen to the first episode here.
🌴 You made it to the end! Enjoy these vacation pics as our team dreams of warmer days and sunny memories.
Want to work with us?
👉 Send us a message at GCS@globeandmail.com
Studio Vibes is a newsletter inspired by Globe Content Studio's day to day, written and produced by Dulce Rosales. Subscribe for an inside look at our approach to storytelling, access to top industry insights and the latest in content marketing. You can reach the Studio at GCS@globeandmail.com.