Recent deals linking travel interests and cable television networks
should remind retailers of the incredible earnings potential that
exists for them in such cooperative ventures.
Whether an agency is part of Rosenbluth International, which is
testing a proprietary tour program with the parent of the Discovery
Channel and the Travel Channel, or is an independent selling an IST
Cultural Tours itinerary offered as part of a partnership with the
History Channel, the trade should be poised to cash in on a major
The Rosenbluth program, called Discovery Travel and similar to
History Channel Tours, already offered in conjunction with
Mayflower Tours, features escorted and independent itineraries
throughout the world.
The programs are promoted in commercials on the Travel Channel,
the Discovery Channel, the Learning Channel and Animal Planet.
IST's globetrotting line, which the firm hopes to tie in to
History Channel shows, promises to reach more than 54 million homes
hooked up to the cable outlet.
Whereas the Net represents a travel-marketing resource still in
its infancy, cable TV offers retailers and wholesalers a vast pool
of here-and-now clients through the most effective promotional
medium in the world.
And if you don't think television can sell travel, try buying
commercial time during the Super Bowl.
It's in the bag
We commend the cooperative effort of the luggage manufacturers
and the Federal Aviation Authority that resulted in a
consumer-education campaign designed to reduce the size of carry-on
With the luggage industry unable to persuade the FAA to mandate
carry-on standards, the "Think Small, Think Smart, Think Safe"
campaign to get bin-busting passengers voluntarily to travel light
is worth a try.