Visit Seattle, the city’s official destination marketing organization, announced today the launch of a new campaign encouraging Americans to use their leftover vacation time to combat the systemic issue of professional burnout.
One of the biggest complaints for Americans as a culture is a lack of time. In fact, according to a study conducted by Greenberg Quinlan Rosner, over 60% of people say lack of time is their biggest stressor during the holiday season.
Yet, as a country Americans also leave a lot of time that could be used, unused. According to research conducted by Project: Time Off, a national movement to transform American attitudes and change behavior around vacation time, Americans left 662 million vacation days unused in 2016. In total, 54% of Americans did not use all their earned time off.
As the U.S. heads into the busy holiday season, a stressful time for many Americans, Visit Seattle’s creative effort was designed to nudge Americans to seriously consider taking a vacation this holiday – and to take that vacation in Seattle.
“In cities across this country, Americans will feel the added stress and fatigue that comes with these next few weeks. We want people to really take advantage of their unused vacation days, and show that Seattle is the perfect place to do so,” said Ali Daniels, SVP and Chief Marketing Officer for Visit Seattle. “Our hope is that the campaign will entice people to take a holiday in Seattle, which offers both time-honored traditions as well as uniquely-Seattle holiday events, like the Argosy Christmas Ship™ Festival, Magic in the Pike Place Market or New Year’s at the Space Needle.”
Project: Time Off research also highlighted the cities with the worst offenders:
- Washington D.C. was at the top of the list with 64% of Washingtonians leaving time unused
- San Francisco ranked second leaving behind the most vacation days
- Boston, Portland and Minneapolis were among the top cities
“Burnout—whether it’s Christmas lights or employees—is a bad thing. Now is the perfect time to plan a holiday vacation and put those unused days to use before it’s too late,” said Katie Denis, Project: Time Off’s Chief of Research and Strategy. “For residents of the most under-vacationed cities, like Washington and San Francisco, leave the work martyr attitudes behind and unwrap the benefits of time off. We’re thrilled Visit Seattle is joining us in getting Americans to explore the upside of downtime this holiday season.”
“We’ve all had these moments at the holidays where a seemingly small thing is just the straw that breaks the camel’s back. This work dramatizes those moments and hopefully gets people to take a moment of pause to realize they really do need a break. Seattle is a great ‘work hard, play hard’ city and it made sense that we would be the city to encourage people to get out and get re-energized during this time of year,” says Britt Fero, Principal at PB&.
Working in partnership with Seattle-based creative agency, PB&, Visit Seattle is driving a national message through select cable networks and digital placements. Linear TV will run on Sundance TV and REVOLT TV. National digital video will stretch across NBC, CBS, YouTube and paid social. Visit Seattle will also execute a mobile takeover on NBC websites.
In addition, the television spots will center more heavily in markets most ‘in need’ of a vacation, according to the research.
To round out the campaign, Visit Seattle and creative agency PB& also launched a website: visitseattle.org/holidays that allows users to input the number of vacation days they are allotted, which then generates vacation recommendations complete with hotel packages.