The Journey

In 2009, I returned home from a year-long trip around the world I took with my family. I got back inspired to do something to help more parents discover what’s possible when planning trips with their kids. I soon learned that little was being done by the travel industry to promote their offerings to this audience, leaving too many parents in the dark about all the choices they really have. Furthermore, why does the largest segment in all of travel (with +$200 billion annually in the U.S.) have one of the lowest allocations of marketing dollars put against it? While big bucks are being spent targeting luxury travelers, honeymooners, wellness seekers, and adventurers, far more travel agents say they specialize in family travel than any of these other categories. Hmm . . . Might it be time to reconsider your marketing mix, especially when family travel is expected to become more of a priority in the new post-Covid-19 world?

– Rainer Jenss, Founder Smart Family Travel

Origins of Smart Family Travel

A Life-Changing Marketing Program

National Consumer Promotion: Looking for the Next Generation of National Geographic Explorers

Target(s): Parents and their kids
Media Partner: National Geographic Media
Brand Partner: Purell
Trade Partners: SAA, SA Tourism, Sabi Sabi Game Reserve, Grootbos Resort
Multi Media Ad Campaign: TV, Online, and Print
In-school program & In-store promotion
Public Relations

Powerful Partners: Powerful Results – National Sponsor, Purell renews for six years

New Media Partner: Lester Holt & NBC Today Show
Future Trade Partners: Lindblad, Australia Tourism, PromPeru, Montana Tourism, Cayman Islands
In-school poster distribution: 150,000
Multi Media Ad Campaign: Increased sales YOY
E-Newsletter Subscribers – 80,000
In-store Promotion – 4,300 entries
Public Relations: 52,869,332 impressions