It was a weather story. Two storms were going to threaten holiday travel.
Muir positioned and packaged that as folks struggling to be with their families during this best time of the year.
Yeah, families. That ranks way too high in the hot-chocolate ethos (HCE) foisted on us during the holiday season.
Hopefully, for the 2018 holiday season Muir will reframe traveling amidst tough weather conditions as:
- Determined to escape people, places, things and much more
- Treating themselves to getting away from whatever
- Daring not to be with the usual suspects, that is, family.
Muir could also do a trend story. One whose time has come is how those without families, including unmarried females and males, make the season special.
The economy is better so, for now, we are putting up with the HCE. But no public figure should count on that for next year.
Get a second opinion about your marketing and advocacy communications. No pressure. No charge. Please contact Jane Genova, firstname.lastname@example.org or @genova_jane.