I was recently flipping through the January issue of a travel magazine that serves the mid-Atlantic region. Most of the ads and editorial content focused on snow sports like skiing, snowboarding, snowshoeing and tubing. Keep in mind that I love winter sports. Those ads and articles appeal to me. Still, one ad in the issue practically jumped off the page. It was an ad for whitewater rafting, whose season begins late spring and runs through the summer.
Kudos to this advertiser for understanding two things:
- Lead times for booking getaways may be getting shorter, but people are still researching — or at least browsing for ideas — far in advance of their trip
- Remaining top-of-mind means keeping up the marketing all the time
