The UK travel trade is being urged to support a new #KeepCalmTravelOn consumer social media initiative in the face of coronavirus travel concerns.
The campaign has been initiated by Advantage Travel Partnership, alongside rival consortium Global Travel Group, online industry forum Travel Gossip and homeworking agency Not Just Travel.
A new consumer-targeted Instagram account, named KeepTheWorldTravelling, will post advice and travel deals, images and videos, to demonstrate that the public can still travel to the majority of destinations by following Foreign Office advice.
The aim is to encourage people to continue travelling during this unprecedented time where Covid-19 is present.
Advantage will populate the KeepTheWorldTravelling Instagram account with inspiring visual content accompanied with consumer messages, late travel deals, agent’s top travel tips, as well as news from airlines, hotels, destinations and cities, plus FCO and Abta travel advice.
The call to action to be involved in #KeepCalmTravelOn will be spread from travel industry partners to consumers.
Participants in the campaign are asked to share their social content on their own Instagram accounts featuring #KeepCalmTravelOn as well as tagging of the account handle KeepTheWorldTravelling.
Advantage Travel Partnership chief executive Julia Lo Bue-Said said: “We are asking our friends across the industry to join us in our new campaign by sharing with us their recent travel images or videos using the #KeepCalmTravelOn hashtag.
“Global Travel Group and Travel Gossip have committed to collaborate and we are also speaking to other industry colleagues.
“We hope to show through the sharing of positive and exciting imagery, alongside advice and amazing travel deals, that exploration of the world can still be enjoyed.”
She added: “Covid-19 presents a rare and difficult situation for the travel industry but we believe that through collaboration with members, suppliers, partners, travel industry professionals and media friends we can visually show there are still lots of ways to safely travel and enjoy many destinations throughout the world.”
The KeepTheWorldTravelling account forms part of Advantage’s ‘Count on Us’ strategy launched in December.
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