A chance meeting between MTA-Mobile Travel Agent’s Co-Founder, Karen Merricks and Sean Cummins of Cummins and Partners– Australia’s largest and leading independent advertising agency – led to an unplanned alliance between the two companies. After hearing how under pressure the entire travel industry is, Sean kindly offered to brainstorm ideas with his creative team, on ways that MTA Travel Advisors could creatively maintain client relationships and lift spirits during the COVID-19 isolation period. The result was ‘MTA’s Roam from Home’ campaign and competition, with MTA Advisors being asked to create a destination video using only places in their home – play-on-words and puns were definitely encouraged. By sharing their videos with their clients on social media not only is it helping to give their clients a much needed laugh but it also helps to reinforce the message ‘we’re all in this together’ and maintain strong client relationships.
Cummins and Partners have previously created such well-known campaigns as “Best Job in The World” for Tourism Queensland and “Should’ve gone to Specsavers” and they launched Virgin Blue from the ground up with the famous “Keeping the air fair” campaign. Here’s a sneak peek: