“Two Trips. One Destination”: Globus campaign capitalizes on new demand

The Globus family of brands has launched a new campaign called “Two Trips. One Destination,” which positions touring as the ultimate travel upgrade for the next generation of globetrotters.

The new campaign, consisting of streaming television, digital advertising and a refreshed website, shows the difference between going it alone and going with Globus by following two couples in the same destination on two very different vacations.

One faces the all-too-familiar headaches of DIY travel; the other enjoys seamless, story-filled adventures with Globus.

From skipping taxi queues to breezing past museum lines, from insider storytelling to perfectly placed hotels, the campaign aims to capture the magic that happens when “travellers trade stress for stories – and guesswork for goosebump moments.”

“Today’s travellers want freedom and ease – and touring delivers both,” said Steve Born, chief marketing officer for the Globus family of brands, in a press release. “This campaign shows what research has confirmed: touring is the next level of travel and a leap forward from DIY. It’s smarter, sleeker and designed for travellers who want all the wow, without the what-now.”

The campaign builds on a proprietary global study conducted by MMGY Travel Intelligence, commissioned by the Globus family of brands, revealing that nearly three-quarters of Gen X (74 per cent) and younger Boomers (71 per cent) find guided vacations appealing – drawn by the promise of balance, value, cultural connection and freedom from stress.

Coinciding with the campaign is a comprehensive website refresh, designed to showcase how touring elevates every element of a vacation.

Visitors will find new navigation by touring style, richer storytelling, dynamic content that positions touring as “the ultimate travel upgrade.”

“Touring as evolved,” added Born. “We’re not just showing people the world – we’re handing them the keys to it. With VIP access, insider insight and story-filled moments at every turn – not to mention more free time and choices on tour – we’re redefining how extraordinary and easy travel can be.”

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