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Generation Z, who are individuals born mid-1990s to late 2010, are often referred to as digital natives since they have been using technology at a very young age.  Savvy marketers should pay attention to older Gen Zers, (18 to 22 years), as they come of age, enter the workplace, play an important role in the post COVID-19 travel, food and beverage industries.

According to Pew Research, “members of Gen Z are more racially and ethnically diverse than previous generations and they are on track to be the most educated generation yet.”  Gen Zers are cost conscious spenders since they are entering the work place with so much instability during the COVID-19 pandemic.   

Allen Marketing Communications, Inc., a boutique NYC travel and lifestyle PR agency, counsels savvy marketers and business owners that Generation Z consumers present a new an emerging market for their travel offering and consumer products.  Here are key insights about the Generation Z demographic population.

​Post-COVID-19 Travel
Generation Z will be key to the post COVID-19 travel industry recovery since this group are inclined to board a plane with a face mask for a socially distant active vacation --hiking, trekking and glamping.  According to Expedia Media Solutions, “Gen Z are anticipated to take 2.8 trips annually not far behind Millennials” checking off their bucket list destinations and explore the world.
 
It is important to have stunning high resolution photos and post content on your Instagram page.  Instagram will turn out to be “Insta Passport” for Gen Z and inspire them to book their adventure of a lifetime.
 
Destination marketers, who have an active film tourism marketing campaign, are wise to target Generation Z since “set jetting” – travel to a destination and visit television and movie locations – is an inspiration for travel with this demographic group.
 
Post COVID-19 Food and Beverage Insights
During the COVID-19 pandemic, Generation Z have really paid attention to healthy food and beverages to boost their immune system.  Green and ginger teas, Elderberry and Vitamin C supplements emerged in popularity as natural ways to boost our immune system.
 
Vegan inspired comfort foods – “mac and cheese, enchiladas, and brownies” – have seen an explosion in demand during the lock down.  In fact, research shows “those following a plant-based lifestyle have much lower rates of pre-existing conditions (hypertension, high blood pressure, obesity and heart disease) that increase the risk of infection.” (Source:  Trendalytics)
 
Mocktails, a non-alcoholic mixed drink made without alcoholic beverages, is extremely popular with the generation Z population.  Although alcohol sales have done very well with Gen X and Baby Boomers during the pandemic, this generation has stayed sober seeking out non-alcoholic beverages.
 
Social media, especially Instagram, also plays a big role to inspire Gen Z to dine at a restaurant or try a new food or beverage product.  Once again, stunning Instagram images of signature dishes and drinks will serve as inspiration for this demographic group.

It is really important to have a website easily accessible from a website, Smart phone, and iPad. Research shows Gen Zers will research, book their vacations and purchase consumer products from their smart phones. 

Our travel and lifestyle NYC PR agency is here to help marketers reach Generation Z consumers as this demographic group comes of age and starts to make an impact on the travel, food and beverage industries. 
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We are here to help. Give us a call.
 

​By Joanna Allen, chief executive officer, Allen Marketing Communications, Inc.

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They say, “Good things come in small packages.”

As we enter the fourth quarter, many destinations, hotels, food and beverage, wine and spirit companies are planning for life post COVID-19 and budget for 2021.  For destinations and companies looking for multi-national, multi-lingual teams, we are here to help.

Allen Marketing Communications, Inc., a NYC boutique travel and lifestyle public relations agency, specializes in travel, food and beverages, wine and spirits, wellness and non-profits.   Our network of boutique PR agencies have the local knowledge and intelligence to help major brands capture share of market and share of wealth around the world. 

Our services include brand building, media relations, social media – influencer marketing, crisis communications, editorial services (and translation of press materials into different languages), travel trade (digital expos and in-person), special events (virtual and in-person press conferences and consumer showcases).

Our team is also very knowledgeable about SEO.  We incorporate SEO branded key messages into all communications – press materials, speeches, sales promotional material –to ensure a consistent branded message and to help drive traffic to our client’s website.

We stay on the pulse with current trends and industry developments to ensure our clients’ branded messages are relevant.  Journalists recognize our agencies for producing timely, topical and relevant stories to keep our clients’ top of mind and in the press.

On multi-national global campaigns, we share best practices to ensure our clients’ message(s) resonate with an international audience.  We pay careful attention to local cultures and tailor our messages and experiences to garner credible third-party editorial stories and to create loyal customers around the world.

Our team of dedicated and skilled travel and lifestyle PR professionals (see below) are committed to becoming part of your marketing team. 

Australia and New Zealand
Cascade Communications

Britain
Rachel Aked Public Relations

Canada
Pulse Communications

India
Elan­­

France
Lesley Jo Wiliamson Public Relations

Malaysia
Pear Anderson

Mexico
One Percent Agency

Russia
Idea Grande

Singapore
Tourism Company

South Africa
Turner Communications, Inc.
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South Korea
Will & Wow, Co. Ltd

United Arab Emirates
All Details Middle East

In addition to being skilled story tellers, our talented team of PR agencies often implement an integrated marketing campaign working with the travel trade – travel agents and tour operators – and the MICE market to inspire this lucrative industry to plan their next meeting in a particular destination.  We often host in-person and virtual training sessions to ensure their product knowledge are current and they can sell packages to their customers.

For other consumer marketing clients, our team also implements a beverage, food, wine and spirit trade program featuring expos (digital and socially distant in-person expos) for our clients to meet customers and answer their questions about the new food, beverage, wine or spirit product.  We often seek out speaking engagements to position our clients as thought leaders in their respective industries.

We offer value for money.  Although our fees are a fraction of the cost of large global PR agencies, our network of boutique travel and lifestyle public relations agency produce award-winning programs.

​Our team has won numerous industry awards in our respective markets.  We are here to help. Give us a call.
 
​By Joanna Allen, chief executive officer, Allen Marketing Communications, Inc.

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Cause related marketing is an effective way for companies to support worthwhile charitable events, elevate the profile of its brands and to position the organization as a good corporate citizen.  It is not a new concept and it has been around for decades. 

Allen Marketing Communications, a boutique NYC PR firm, specializing in travel, food and beverages, consumer products and non-profits, advises our clients that consumers today are demanding more from companies and they are looking at an organizations track record for philanthropy. 

Consumer products such as personal care, pampers, cereals, as well as liquor companies often clearly state in all Omni channel communication, as well as on product labels that a percentage of sales will be donated to support a particular cause when consumers shop during a specific time period.

Other successful cause-related marketing campaign enlists support from major retailers and convenience stores to inspire consumers donate $1 or more at the point of sale check out to support breast cancer, hunger relief, heart disease and other noteworthy causes.

Here are tips for implementing an effective cause-related marketing campaign.

Inspiring and Simple Messaging.  The name of your marketing campaign matters a lot. Every successful marketing campaign has a compelling slogan or title in it.
 
For example, a breast cancer awareness campaign has used #ITouchMyselfProject to educated consumers about the importance of early detection of breast cancer through self examination.

Media Relations is an effective tool to educate consumers about an organization’s philanthropic efforts.  Our savvy team of travel and lifestyle public relations professionals has found that limited time offers -- a percentage of sales are donated to support worthwhile charitable causes – are effective for inspire consumers to support particular causes.

Media relations is an effective tool to secure credible third-party stories in magazines, newspapers, television, radio and online focusing on the limited time offers to stimulate sales while raising funds for charity.

Strong Videos.  There are a lot of studies that have proved that people tend to read only 20 percent of web page content and are more attracted towards a short video or an image, it is an entirely rational appeal.

Videos are key for social media outreach to connect with your existing and potential customers.

Event Sponsorships are another way for companies to elevate their profile as a good corporate citizen.  Liquor companies often invest heavily event sponsorships to secure tremendous consumer visibility -- event signage, sales promotional items, media relations, banner ads and social media outreach.  

Concerts, sporting events, as well as charity fundraisers are popular event sponsorships.

Omni Channel Communication.  It is important for the cause-related marketing campaign to have a unified, seamless message across all forms of communication – media relations, advertising (traditional and digital), social media, email marketing, direct mail and YouTube videos, 

According to Marketing Drive, “Gen Z shares a preference with older generations for Omni channel marketing, with 87 percent of Baby Boomers, 85 percent of millennials, 83 percent of Generation X and 82 percent of the silent generation saying they prefer a blend of digital and physical channels. Omni channel touchpoints include email, phone, web, in-person ­engagements, video, social media and printed mail.”

Cause related marketing as a whole is something all companies should aspire as part of its business model.  It is really important for companies to find a cause they truly care about to have a successful cause related marketing program.

​Our boutique NYC PR firm is here to help.  Give us a call. 

​By Joanna Allen, chief executive officer, Allen Marketing Communications, Inc.