Back in the '80s, Wisconsin Tourism's brand was Escape to Wisconsin. All the research underpinned the fact that Illinois residents (the primary target market) felt a freeing experience as they crossed the State line, escaping from their traditional lives in Lincoln Land. As I child, I distinctly remember the cheer that rose from our car as my Dad entered Cheeseland...decades before I saw the affirming research.
Of course, when a new agency took over the account, they ditched the adored slogan (and the ubiquitous bumpersticker that adorned tens of thousands of cars all over the Midwest), saying that their research showed that consumers didn't want to escape, they wanted to engage. Which, of course, was a load of crap. As Southwest Airlines espoused for decades, people wanted to get away...to escape.
Escape is one of 5 primary trends powering Spring Travel, according to PhocusWire: "To take the escape route, brands should create video and audio that fully immerses viewers, whether through a nostalgic song, the sound of crashing waves, or dynamic visuals that feature a stunning destination."
True dat...and you can see all 5 trends here.
And, as Rupert Holmes cheesily once sang, "Come with me and escape."
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