Leaning into Activism
While discussing communicating in a time of crisis, we uncovered that now is the time to ramp up activist messages. The travel industry has been traditionally nervous of anything beyond the ‘sunshine, warm and fluffy’ messages associated with holidays. However, consumers are increasingly ready, and keen, to hear about our global problems and how they can use their purchasing power to fix them.
The Long Run is well placed to ramp up storytelling about how and why our conservation and 4C agenda is more urgent than ever. As Louise Cottar, owner of Cottar’s Safaris comments, “Everyone wants to hear about baby elephants, but we need to communicate the importance of other key species and issues, like why the survival of vultures are integral to a healthy Mara ecosystem.” We look forward to building on this to captivate the hearts and minds of the rising global will to fix our environmental woes.