It’s an old yet strikingly relevant maxim, first stated by Claude Hopkins, a pioneer of modern marketing, in Scientific Advertising: "Ads are planned and written with utter disregard for the interests of the consumer. They are written to please the seller"A blunt observation that still resonates today.
Campaigns designed for brands, not customers?
In the tourism ecosystem — airlines, luxury hospitality, destinations — how many digital campaigns still focus more on the brand’s ego than on the traveler's real expectations? Polished visuals, corporate storytelling, vague slogans… yet few (far too few) compelling hooks that speak directly to the customer’s desires or needs: inspiration, price, comfort, real experience. The result? Campaigns that may impress on the surface but struggle to convert.
The pitfalls of brand-centric campaigns
Too often, media plans still feature digital content that looks like
a glorified press release rather than an effective activation tool. The mistake? Believing that attracting customers means showcasing the brand's own virtues. Yet, as Hopkins put it: “It is utterly hopeless to attempt to sell goods profitably —either in person or by advertising—while under this influence.”
In other words, as long as advertising remains a brand statement rather than a dialogue with the consumer, it misses its target.
Aligning performance and relevance: the role of an informed digital strategy
At GroupExpression, the mission is precisely to drive a paradigm shift. designing digital campaigns not to flatter the brand, but to connect with the end user:
- Capturing attention within the first few seconds, with hooks that focus on customer benefits, not corporate values
- Embracing a data-driven approach, where each message is tested, adjusted, and optimized for conversion
- Highlighting social proof and real-life experiences, far more persuasive than any institutional promises
The fundamentals of marketing haven’t changed: understanding what drives a purchase, addressing the right need, at the right moment, through the right channel.
That’s what Hopkins reminded the world of over a century ago. And it remains, now more than ever, the foundation of truly effective digital advertising in tourism and travel industry..
