PROVO, Utah — At the beginning of the coronavirus pandemic, the travel industry was one of the hardest hit in the nation. This has left many destinations unsure of how and when to begin marketing to visitors. Relic, the Provo-based advertising agency, which specializes in destination marketing, has launched a new tool and service to help destinations answer those questions. The recovery triggers report is a data-driven tool to help destination marketers evaluate when they'll be able to launch COVID-19 recovery campaigns at a geographic market level. 

Compiling data about current regional and local virus-related restrictions, probability of the virus's peak, new case volume trends, travel sentiment, and organic destination interest, the report uses a weighted scoring system for the various data points. When totaled, the report provides a score for the destination—the higher the score, the better the timing is for launching a recovery campaign.

“Taking a data-based approach helps take some of the emotions and guess-work out of deciding when to launch these campaigns,” said Josh Scheer, Relic's digital marketing director. “It's been said a million times that effective marketing is getting the right message to the right people at the right time. This helps solve for the 'right time' piece of the equation.”

Some destinations have already started using the reports to plan their recovery campaigns. Best Western Plus Ruby's Inn, located just outside the gates of Bryce Canyon National Park in Garfield County, Utah, saw a sharp and immediate drop-off when coronavirus began to spread. Using the reports, they've started planning their recovery campaigns and rely on them to provide the information they need to safely reengage with their marketing efforts and recoup losses.

“I've been really grateful to be working with Relic through this and the launch triggers report has been a fantastic tool to help us make smart decisions when they matter the most,” said Lance Syrett, general manager at Ruby's Inn. “Dealing with a global pandemic is new to us, but having solid information to help guide our recovery has been priceless.” 

Destinations can access the report at recoverytriggers.relicagency.com, and can receive their first report entirely free of charge. Of course, the tool is most effective when utilized on a weekly basis. Data changes and fluctuates often. With weekly updates, destinations can watch the scores for their target markets change, helping them better plan and prepare. 

“These reports arm the client with data that will help them to form a smart, data-driven media plan for the remainder of 2020 and throughout 2021,” said Sasha Jackson, media director at Relic. “It helps inform their marketing decisions and understand which markets may be the most receptive to travel messaging and yield the most results.”

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About Relic

Relic is a full-service and award-winning advertising agency offering creative, digital, marketing and public relations services to clients throughout Utah and the Midwest. Relic has developed and executed successful integrated marketing campaigns for organizations in tourism, telecommunications and technology, among others. For more information visit www.relicagency.com.