WASHINGTON, 15 January — Tourism and the travel industry, took a big hit following the Sept. 11 terrorist attacks and travel industry experts are working hard on a recovery plan — which they say was “on the drawing board while most Americans were still looking with horror at the ruins of the World Trade Center and the Pentagon.”
Within days following the attacks, travel industry leaders approved a recovery plan and a message platform: “Travel is a fundamental American freedom.”
A national print advertising campaign was launched to reassure Americans that it was safe travel. The Travel Industry of America, TIA, announced during a recent Washington luncheon for members of the travel industry that it had conducted four national consumer surveys since Sep. 11th and learned that Americans basic attitudes about travel were unaffected; it was their economic concerns, not fear, which hindered their travel plans.
America’s travel industry then launched “recovery television ads”, both nationally and internationally, which featured President Bush and travel industry employees.
The ad was caught the nation’s attention. Over 70 percent of Americans say they saw the TV ads featuring the president. More than half the adult population can accurately describe the ads — quite impressive for an often-passive viewing market.
“Our efforts rallied travel industry employee morale at a critical time,” said William Norman, President, of TIA. “The ad raised our visibility on Capitol Hill —- and we are one of America’s largest employers. Government leaders have heard directly from those they represent.”
Norman said that last fall the industry created a 26-member Travel Industry Recovery Coalition, which testified on Capitol Hill before both the House and Senate. As a result, the Bush Administration offered low interest Economic Injury Disaster Loans, intended to help small businesses — which makes up 95 percent of the travel industry companies.
TIA said it has several more imaginative promotions in store. “On March 23rd, an average of 7 million customers a day will eyeball the ‘Greetings from America’ promotion in 33,000 post offices across the US,” said Fred Lounsberry, TIA’s national chairman for 2002. “Then, in April, the US Postal Service will announce a national commemorative stamp sheet named ‘Greetings from America,’ which will feature a stamp for each of the 50 states.”
Lounsberry said the travel industry also intends an important campaign to attract more international visitors, including those from the Middle East.
“International marketing is one of our greatest challenges. My vision for 2002 is to wave the See America banner.... International travel may or may not come back quickly in 2002, but if we do nothing; it may not come back at all. This is a $103 billion slice of the travel economy that we cannot afford to ignore.”
