As part of a wider relationship with the technology leader, Fire on the Hill was hired to assess how to continue communication and to have an open dialogue with the industry during Covid-19, when travel had come to a halt.
Continued market uncertainty, a collapse in traveller confidence and inconsistent government restrictions all added complexity to the brief, while the collapse of many travel brands added further confusion.
With poor visibility on the pathway to recovery, and how the pandemic would unfold, we were challenged to present a consistent narrative across a number of markets.
In partnership with the Amadeus global communications team, Fire on the Hill sought to develop a flexible framework, to accommodate a rapidly changing situation, which offered support and reassurance to the industry.
The initiative sought to focus on the issues that Amadeus believed were shaping industry debate and conversation, with a focus on renewal and recovery.
While there was a measure of uncertainty throughout the pandemic period, Fire on the Hill sought to add depth and structure to Amadeus’ communications.
Fire on the Hill developed a three-phase communications framework to support and lead the recovery of the travel sector, beginning with the Rethink Travel (to stimulate conversation and discussion) initiative in mid-2020.
This was followed by Rebuild Travel (to shine a spotlight on best practice examples of how to restore traveller confidence through initiatives such as Safe Travel and a focus on biometrics). This began in mid-2021.
Finally, Renew Travel, which launched in spring of 2022, sought to focus on optimism and resilience about how the industry could become more personal, traveller-centric, and sustainable.
The framework informed a range of programmes, including traveller sentiment surveys, customer webinars, and media relations campaigns, as well as social and digital initiatives.