Audley Travel Launches Largest-Ever Brand Campaign

Audley Travel has launched its largest-ever brand campaign to promote the benefits of tailor-made travel.

The campaign, “Where You Were Always Meant to Be,” was designed “to capture the emotional resonance of a perfectly curated trip.” The campaign includes two videos, each one minute in length and featuring travel vignette that are based on real trips designed by the tour operator’s destination specialists. The first shows the perspective of a traveler, and the other, the country specialists who discovered these unique, in-destination experiences.

“We believe you aren’t meant to travel and see the world like everyone else,” said Camille Beaufils, chief customer officer at Audley Travel. “We want to showcase that the transactional nature of modern travel isn’t the Audley way, instead highlighting the intuition and connection required to build a trip that feels like it was always meant to happen — ‘serendipity by design’.”

Audley Travel will roll out the campaign online (YouTube, Facebook, etc.) and via SVOD/AVOD platforms. Initially, the campaign will be focused on reaching viewers in California and Texas, but travel advisors will have access to their own versions that can be shared on social media for marketing purposes. Audley Travel will also begin each online training session by showing one of the two videos.

Cathy Kusuma, Audley Travel’s vice president of trade and partnerships, told Travel Market Report that travel advisors will have access to a tool kit to promote tailor-made travel. This includes various formats of the videos like 15-second options that can be rolled out via social media marketing, with the goal of generating leads for bespoke travel.