It’s holiday time and there’s no holiday (be it long or short) without luggage packing. Whether your destination is a Mediterranean island or a village in the Andes, every trip requires that particular moment where you choose which garments and everyday things will go with you.
It’s a perfect contact opportunity for many industries: from clothing to cosmetics, from publishing to mobile devices, from photo & video equipment to sporting & free time items. The most effective formula seems to be the holiday shopping guide.
On this subject, Avenue 32 provides a smart example: the topic shows up right in the pre-header (“Shopping by destination”) and the body copy concerns a core travelling necessity, that is travelling light (“pack light and flight”), carrying just a few versatile items (“take flexible style necessities”): the brand recommends different outfits according to different destinations and purposes: “pure shores”, “urban development” and “seeing green”.
Esprit runs with a more editorial style: its email shows three possible locations (Ibiza, Sweden and the French Riviera) and corresponding outfits, suggesting an app to download to stay up-to-date on new arrivals, even on holiday. The different destinations are related to particular occasions, suggested by the snap-shots: a beach-party, outdoor activities, exclusive poolside relaxation… very inspiring, of course.
Concerning cosmetics and well-being, Caudalie promotes –as do many competitors – flight-friendly packages: a significant plus that is well worth recommending during summer. Clarins proposes specific kits for various surroundings (seaside, city, countryside, mountains) and goes beyond, offering a real packing-guide (“Clarins help you to prepare your summer bag!”).
Another brilliant example of a holiday shopping guide comes from Chronicle Books, who exploit this contact opportunity to claim that “Your passport needs more stamps”: following this a wide range of books, maps and lovable pocket-cards for children unfold. But consumer electronics and personal gadgets too are suited for this kind of campaign.
In addition to the shopping guide, showing overseas stores – as Joules does – is a smart move during the holiday season. It also allows users to leave their vacation address, so as to get their purchases abroad too.
In conclusion, don’t forget those who stay at home; Office doesn’t, instead providing two different options: “Shop vacation” & “Shop staycation”.