Although this favourite of Western political leaders and motivational speakers has been widely debunked – the one that explains that the Chinese word for crisis is made of characters that mean both opportunity and danger – we still like it.

And we are certainly seeing evidence of it during this Covid crisis, especially among hard-hit travel companies. Call it pivoting (a popular corporate buzzword these days), innovation, or opportunistic marketing, it is oft-times just about survival.

Here are a few good ones, starting with destination marketers who want us to keep dreaming, and then visit later.

Destination NSW

Destination NSW’s consumer travel website, VisitNSW.com, has unveiled a suite of still and video Zoom-ready assets available for consumers to download for their conference calls.

“The Zoom background collection was curated to inspire wanderlust in the dreaming phase of the travel planning cycle, with NSW backgrounds curated around three key themes – native animals, sunrise and sunset, and spectacular scenery.”

Images can be found in the Destination NSW Content Library.

Germany

With the launch of the #DiscoverGermanyFromHome campaign, virtual tourists can now “walk through” all 16 federal states of Germany from the comfort of their own homes. The #DiscoverGermanyFromHome microsite is live.

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