Brands play on the concept of at-home vacations in campaigns amid COVID
Trend - Amid the COVID-19 pandemic, brands are playing on the quarantine restrictions with campaigns that celebrate "staycations" in lieu of real vacations. These promotions tend to encourage different ways to have fun while remaining safely at home.
Insight - In light of the COVID-19 pandemic, consumers are hesitant to travel for fear of spreading the virus or have been restricted from travel by governing bodies. As a result, they are looking to spend their time off in controlled spaces like the home. This affects the consumer's ability to enjoy life as usual, creating a sense of community among all who are missing out on traditional vacation experiences.
Insight - In light of the COVID-19 pandemic, consumers are hesitant to travel for fear of spreading the virus or have been restricted from travel by governing bodies. As a result, they are looking to spend their time off in controlled spaces like the home. This affects the consumer's ability to enjoy life as usual, creating a sense of community among all who are missing out on traditional vacation experiences.
Workshop Question - How can your brand use humor to reach consumers during challenging times?
Trend Themes
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Staycation Trend — As the COVID-19 pandemic continues to restrict travel options of consumers, brands are creating staycation-themed promotions and products to help consumers relax at home.
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Social Good Marketing — Brands like Hawaiian Tropic are incorporating social good into their marketing strategies, creating limited edition products that contribute sales proceeds to charitable organizations.
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Pandemic-related Marketing Collaborations — Brands like Stella Artois are collaborating with other industry businesses like TripAdvisor to help consumers impacted by the pandemic create alternative vacation plans.
Industry Implications
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Hospitality Industry — Amid the trend of staycations, hospitality industry businesses can create unique at-home vacation experiences to appeal to consumers.
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Retail Industry — As consumers are spending more time at home, retail industry businesses can create staycation-themed products that promote self-care and relaxation.
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Food and Beverage Industry — With consumers spending more time at home, food and beverage industry businesses can create products and promotions that help consumers enjoy the summer months in new and different ways.
4 Featured, 36 Examples:
75,686 Total Clicks
Date Range:
Apr 20 — Jul 20
Trending:
Average
Consumer Insight Topics:
