Global Travel Collection Targets Consumers with Ads, Reality TV Shows on NBC

A new partnership with NBC has brought travel advisors from the Global Travel Collection (GTC) front and center on network television in the U.S.

GTC this month debuted new ads promoting the use of their travel advisors in partnership with LXTV, a lifestyle productions company owned by the NBC television group that has produced shows like “Open House” and “Open House New York.”

The ads are currently running across NBC stations in Dallas, Chicago, Los Angeles, and New York, including on CNBC, MSNBC, and others, and will continue through December.

Aside from a showcase of GTC, the ads include a call-to-action for consumers who want to be able to access professionals who can provide a few things in particular—knowledge, access, and dependability. The goal of the campaign is to “educate consumers about the significant role travel advisors play in curating bespoke travel experiences for clients,” GTC president Angie Licea told TMR.

“Travel advisors provide a human connection that simply can’t be matched by booking a trip online,” Licea added.

Internova, the parent company of GTC, leaned into consumer advertising in 2021 with its “Go Human. Book Human” campaign featuring a long-form video and out-of-home in New York and Los Angeles. Part of that campaign was to show how relying on AI alone to plan vacations leads to disappointing outcomes. The GTC campaign is in the same vein.

“Our goal with this new campaign is to showcase how a trusted travel advisor can save the average do-it-yourselfer not only time but money while offering peace of mind. And, since travel advisors are human beings and not algorithms, clients can benefit from personalized attention,” Licea said.

There’s also an industry-wide benefit, something that other groups who have run big consumer campaigns have talked about before.

“It’s also beneficial for the entire industry, as it helps elevate the travel sector and puts all travel advisors in the spotlight,” Licea added.

Beyond the ads

The GTC partnership with LXTV started with NBC’s 1st Look Presents – Extra Mile Club, a travel competition that premiered on NBC stations in May 2023 and included two GTC advisors, Curtis Parris and Leslie Tillem, who were tasked with delivering a luxury travel experience to a celebrity couple.

Since then, episodes of the second season have brought more GTC advisors onto NBC, including advisors who specialize in Hawaii for episodes that aired on Sept. 28 and Oct. 5 nationally. As opposed to the ads, which are targeted to driving visits to the GTC website, the show puts personality first.

“This show brings to life the dedication and personality of our Global Travel Collection travel advisors, showcasing the hard work it takes to go the extra mile for their clients,” Licea told TMR.

“In addition to creating exceptional experiences, they ensure safety and provide peace of mind throughout the entire process, from planning to the journey itself.”