Here's a stat that, while not necessarily surprising, will still blow your mind:
Tourism visits to Japan in June were down 99.9%.
We all know the scope and general impact of the pandemic, but it's still stunning to see it laid out so clearly. One of the world's most vital global industries has simply shut down.
That's starting to ease in some parts of the world, but sadly not in the U.S., where our Covid-19 cases continue to surge. (My own state of Alabama only yesterday implemented a statewide mask requirement, which residents and even some law enforcement have already said they won't follow, but I digress.)
So the global tourism industry now finds itself in a challenging position: it must begin advertising again, even if many potential visitors can't or won't make the trip any time soon.
This week, we've seen some fascinating tourism work out of Iceland and Japan, both countries that are gradually accepting tourists (but not Americans).
In Iceland, agency network M&C Saatchi Group created a promotion that encourages you to vent your pandemic anxiety by coming out and screaming into its wilderness. If you're not allowed to physically visit, the country is offering to let you upload recordings of your screams, which will be played into its most scenic, remote destinations.
What does that accomplish? Well, nothing, but it's a fun nod to the emotional impact of 2020—one that also puts Iceland on your mental map for future trips.
Japan brings us a very different promotion: a gorgeous video of the sights and sounds in the island of Hokkaido, home of the city Sapporo. The video is aimed at driving winter travel, so it features gorgeous footage of snow-drenched mountainsides, warm interiors and iconic cultural experiences like watching a sword maker at work.
Tourism marketing hasn't come roaring back yet, with many marketers likely thinking it's a waste of money when you can't drive short-term visits.
But these promotions show that there's value in laying a foundation in consumers' hearts and minds. Whenever this all ends, we'll definitely want to leave our houses and go find some truly fresh air.
Speaking of pandemic fallout, if you're an Adweek Pro subscriber, you'll want to check out our exclusive look at the 2,085 agencies that received large federal PPP loans (Paycheck Protection Program) to help retain a total of 67,000 jobs in the industry. You'll recognize a lot of names, including just about every agency that has thrived on tourism and hospitality accounts.
Now if you'll excuse me, I have to go scream into a microphone and send it to the forests of Hallormsstaðaskógur.
David Griner
Creative and Innovation Editor, Adweek
David.Griner@Adweek.com
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