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Montreal-based Air Transat has adopted a new growth strategy focused on its airline operations and emphasizing openness as a core value. The airline is introducing a new brand positioning and signature that more fully embody its purpose: Travel Moves Us.

This evolution marks a turning point in the history of Air Transat and builds on more than 35 years of experience. It draws its key elements from the same DNA that has enabled it to position itself as a globally recognized brand for its openness, friendliness, and expertise.

“We have been primarily known for our South packages and transatlantic flights, and we are now putting forward our culture and expertise regardless of the destination or nature of the trip,” said Joseph Adamo, Chief Sales and Marketing Officer at Transat. “With Travel Moves Us, Air Transat actively encourages travellers to open up to the world, no matter the reason of their departure.”

Air Transat flies to some 60 destinations in Europe, the Caribbean, the United States and Canada, and offers more than 265 additional destinations through partnerships with other carriers.

Why travel?

This new chapter drives a multichannel marketing campaign that explores a simple, yet complex question: Why travel?

Developed in collaboration with creative agency Sid Lee, this ode to travel follows three protagonists, each of whom is on a transformative journey through new places, new experiences and new outlooks.

“The campaign is about how travel makes us more open,” said Brian Gill, Creative Director, Sid Lee. “We all have apprehensions about change. We wanted to address this truth and speak to how meeting new people and experiencing new places and cultures bring us closer and make us more empathetic towards one another. It’s about the joys of travel, including the challenges it poses—challenges that ultimately make travel one of the most rewarding experiences of all.”

Maria Pagano, Senior Director, Brand and Customer Experience, Transat, said, “Our strategy is rooted in the expression of a strong, assertive brand identity, along with an authentic positioning that is supported by a corporate culture with a 35-year history. That authenticity is reflected in the creative choices we’ve made for our campaign, which features characters who resemble our customers and the experiences they share with us every time they fly with us. The Travel Moves Us signature underscores that strong connection, which is both an inspiration for our travellers and the collective credo that unites Air Transat’s staff.”

Directing duties for the film were entrusted to Caraz (a two-time Gold Young Director Awards winner), while Air Transat commissioned Montreal group NOBRO for the bilingual soundtrack, featuring the song “Better Each Day”. This vibrant, energetic anthem symbolizes the thoroughly modern course Air Transat has embarked on.

The Travel Moves Us campaign is being rolled out in two stages: the first will include TV, outdoor and digital activations in the Quebec and Ontario markets, while the second will be deployed later in international markets.

To learn more about the campaign, visit https://www.airtransat.com/travelmovesus

First published at Travel Industry Today

First published at TravelNewsHub.com – Global Travel News

If you can’t bring the people to Miami, then bring Miami to the people – at least some of its food, which is what the Greater Miami CVB did recently in Toronto with “a night of Miami-culinary inspired delights” for fans of the south Florida city, which is becoming increasingly known for gastronomic greatness.

Indeed, Miami recently bagged 12 of the 15 stars in Michelin’s recently released Florida guide, in addition to many other coveted recommendations and Bib Gourmands (value for money).

But while the city’s Michelin recognition is welcome, it really only serves as a “point of reference” for a food scene that is varied, elevated, and inspired, says CVB spokesperson Suzie Sponder.

Known for its strong Cuban roots, Miami boasts cuisine from dozens of nationalities, albeit with a distinct South and Central America flair, in addition to Caribbean fare. And many of them are mixed, creating unique fusions not found anywhere else.

“Even Little Havana isn’t just Cuban,” Sponder says of a scene that ranges from European to Vietnamese, and plenty in between.

Even the city’s most popular dish, ceviche, comes in countless varieties, from Mexican to Peruvian.

“The only things that’s traditional about Miami is that it is non-traditional,” she adds.

Much of the cuisine is based on local produce – prized by chefs like Chris Valdez, who presided over a cooking class at the Miami evening in Toronto – not least the bounty of tropical fruits grown in the South Dade region bordering the Everglades.

There’s even a winery – Schnebley Redlands – in Homeland, prompting Sponder to admit that this aspect of the scene flies under the radar for visitors.

However, a newly created “Farmer’s Month” will launch in November, with activations following the template of Miami’s ongoing ‘Temptations’ campaign, which also includes Spice Restaurant and Spa months.

The themed month also compliments other foodie events, like the annual South Beach Wine and Food festival (Feb. 23-26, 2023), biggest in the US.

And while Sponder is quick to tout Miami’s many other attributes, she believes that food represents and underpins everything the city has to offer.

“You think of Miami as South Beach, or you hear about the great arts and culture scene, and the diversity of cultures,” she says. “We celebrate and are a reflection of the diversity of our destination. We become what our population is. And people come here for the that – to eat the food and experience the culture!”

First published at Travel Industry Today

First published at TravelNewsHub.com – Global Travel News

Carnival Cruise Line is back downunder. With Carnival Splendor’s departure from Sydney last weekend the cruise line officially restarted guest operations in Australia.

A ceremonial ribbon-cutting led by Carnival Cruise Line President Christine Duffy welcomed guests aboard Carnival Splendor, kicking off a Carnival cruise vacation for the first time in nearly three years.

“Today’s festivities are just a taste of what’s to come for Australia. We have been planning this return for some time, and we are elated now to see guests back on board, ready to have fun and take in the beauty that Australia has to offer,” said Duffy. “And as we welcome the arrival of our newest ship, Carnival Luminosa to Brisbane next month, we’re looking forward to even more fun in Australia.”

Also taking part in the ribbon-cutting were two Sydney locals and avid cruisers, Joe and Van Huddleston. The Huddleston’s were the first guests back on board and are celebrating a milestone of their own: their 80th cruise on a Carnival ship.

Carnival Splendor is now sailing on a four-day cruise and is set to visit Australia’s pristine Moreton Island. The ship will operate a variety of Australian sailings year-round. To see current itineraries, click .

First published at Travel Industry Today

First published at TravelNewsHub.com – Global Travel News

The Kingdom of Bhutan re-opened its borders to international guests Sept. 23 following the COVID-19 pandemic, at the same time unveiling a future tourism strategy that looks to the past.

The new plan is underpinned by transformations in three key areas: enhancements to its sustainable development policies, infrastructure upgrades, and the elevation of the guest experience.

“Bhutan’s noble policy of high-value, low-volume tourism has existed since we started welcoming guests to our country in 1974. But its intent and spirit were watered down over the years, without us even realizing it,” said Bhutan Prime Minister Dr. Lotay Tshering. “Therefore, as we reset as a nation after this pandemic, and officially open our doors to visitors, we are reminding ourselves about the essence of the policy, the values and merits that have defined us for generations.”

He added, “We must also ensure that we are a high value society, one that is infused with sincerity, integrity and principles, where people must always live in safe communities, among serene environments and derive comfort from the finest facilities. Typically, ‘high value’ is understood as exclusive high-end products and extravagant recreational facilities. But that is not Bhutan.

“And ‘low volume’ doesn’t mean limiting the number of visitors. We will appreciate everyone who visits us to treasure our values, while we also learn as much from them. If that is what you are searching for, there is no limit or restriction.

“The best conduit to realizing our vision are our youth and professionals in the tourism industry. While those working in the tourism sector will represent us at the forefront, the entire nation is the tourism industry, and every Bhutanese a host. The minimum fee we are asking our friends to pay is to be reinvested in ourselves, the place of our meeting, which will be our shared asset for generations…”

Enhancements to sustainable development policies

Bhutan recently announced that it would raise its Sustainable Development Fee (SDF) from US$65 to US$200 p.p., per night, which will go towards projects that support Bhutan’s economic, social, environmental, and cultural development. (Additionally, visitors now have the flexibility to engage service providers directly, or book flights, hotels and tours in Bhutan themselves).

The fees raised will fund national investment in programs that preserve Bhutan’s cultural traditions, as well as sustainability projects, infrastructure upgrades and opportunities for youth – as well as providing free healthcare and education for all.

For instance, some of the SDF funds go towards offsetting the carbon footprint of visitors by planting trees, upskilling workers in the tourism sector, cleaning and maintaining trails, reducing the country’s reliance on fossil fuels and electrifying Bhutan’s transportation sector, among other projects.

As a country that is vulnerable to the effects of climate change (experiencing melting glaciers, floods, and unpredictable weather patterns), Bhutan will also be stepping up its efforts to maintain its status as one of only a handful of carbon-negative countries in the world – in 2021, Bhutan sequestered 9.4 million tons of carbon against its emission capacity of 3.8 million tons.

As a country that is vulnerable to the effects of climate change (experiencing melting glaciers, floods and unpredictable weather patterns), Bhutan will also be stepping up its efforts to maintain its status as one of only a handful of carbon-negative countries in the world – in 2021, Bhutan sequestered 9.4 million tons of carbon against its emission capacity of 3.8 million tons.

“Beyond protecting Bhutan’s natural environment, the SDF will also be directed towards activities that preserve Bhutan’s built and living cultural heritage, including architecture and traditional values, as well as meaningful environmental projects.” said Dorji Dhradhul, Director General of the Tourism Council of Bhutan.

“The goal of our new strategy is to create high-value experiences for guests, in addition to well-paying and professional jobs for our citizens. This is our moment of evolution, and we invite our guests to become our partners in this transformative moment,” he added.

Infrastructure upgrades

In line with this, the government used the period during the COVID-19 shutdown to upgrade roads, trails, temples, and monuments around the country, upgrade public bathroom facilities, organize trash clean-up events, and enhance the standards and certification process for tourism service providers (such as hotels, guides, tour operators and drivers). Employees across the tourism industry were required to participate in upskilling programs to focus on enhancing service quality.

Elevation of the guest experience

“We know that our new SDF brings with it a certain expectation when it comes to standards of quality and service, so we are committed to enhancing the guest experience – whether that is through the quality of services received, the cleanliness and accessibility of our infrastructure, by limiting the number of cars on our roads, or by limiting the number of people who visit our sacred site,” explained Dr. Tandi Dorji, the Minister of Foreign Affairs. “By doing so, we protect the experience for visitors to Bhutan, as we must be able to provide authentic experiences supported by world-class services and personal care.

“We also plan to work with our tourism partners to continue to upgrade the itineraries that guests can experience in our country – to help showcase the very best that Bhutan has to offer. We hope that visitors to Bhutan will notice and welcome these changes, and we very much look forward to welcoming all guests to Bhutan.”

First published at Travel Industry Today

First published at TravelNewsHub.com – Global Travel News