The JAM Jar

One thing is certain – the travel industry is constantly evolving, and as we head further into 2025, paid social remains one of the most powerful tools for brands looking to attract and engage travelers. But with changing algorithms, shifting consumer behaviors, and increasing competition, how can travel brands ensure their paid social strategy doesn’t flip-flop? We’ve got the perfect formula to keep your paid-social campaigns flying high and turbulence-free. 

Before we get into it, let’s first take a step back to look at the bigger picture. 81% of travellers turn to social media for travel inspiration and destination research before booking their trips (Hootsuite, 2023). That’s a whole lot of untapped potential, if you ask us!

Laying the foundation

You wouldn’t fly an aeroplane without fuel, right? The same logic applies to paid social – you can’t run an effective paid-social strategy without a solid organic and content strategy (Well, you could, but don’t be surprised if your ROI takes a nosedive!).

While paid-social can certainly drive quick results, the real magic happens when it’s supported by a solid organic strategy. Without this foundation, your paid social efforts might not deliver the long-term impact you’re hoping for. 

Content is key

Content is the backbone of any effective social media strategy, especially paid as it could be the first point of contact a user has with your ads. Eye-catching visuals, engaging headlines, and compelling messages stop users from scrolling and encourage them to click through, boosting the effectiveness of your ads.

As video continues to dominate social media, travellers crave visual inspiration, and platforms like Meta and TikTok offer the perfect space to showcase breathtaking destinations and unique experiences through dynamic video formats. The key is to prioritise high-quality, engaging video content to capture attention and drive conversions. 

The power of UGC

One of the most powerful tools brands can tap into is UGC (user generated content). In simple terms, UGC is original, brand-specific content created by consumers, giving you authentic marketing material at no cost. 

UGC helps build authenticity and trust by showcasing real experiences with your brand. When potential travellers see others enjoying a destination or service, it creates a sense of relatability and credibility that polished marketing materials often can’t match.

By incorporating UGC into paid social campaigns, travel brands not only boost engagement but also tap into the power of word-of-mouth marketing, encouraging others to share their own travel moments and inspire new bookings, creating a full-circle moment. 

Targeting the right audience

You’re probably aware that targeting is crucial, but just how crucial is it when it comes to paid social? Well, targeting the right audience ensures that your ads are reaching the right people who are most likely to engage with your brand and ultimately convert. When you focus on the right audience, you can tailor your messaging, creative, and offers to their specific needs, interests, and behaviors, making your ads more relevant and compelling. This not only increases engagement rates but also boosts the efficiency of your ad spend by minimising wasted impressions on users who aren’t likely to take action.

By reaching the right people, you improve the chances of building long-term customer relationships, driving higher ROI, and achieving better overall results from your paid social campaigns.

Final boarding call

Keeping your paid social strategy flying high in 2025 means staying ahead of trends, leveraging powerful tools like UGC, and refining your targeting approach. Of course, there’s plenty more to it, but we’ll save that for another time.

If you’re ready to take your paid social to the next level and create campaigns that make an impact, let’s chat! As the experts in travel, we’re proud to partner with luxury hospitality brands like Constance Hotels & Resort to deliver extraordinary results.

If you’re here, chances are you’re a travel brand – or, you’re curious about that visual platform everyone’s talking about: Pinterest. 

When brands map out their marketing budgets, most tend to allocate a hefty budget into Google and Meta, often overlooking Pinterest’s untapped potential. With over five billion searches  – one billion of them travel-related – happening on Pinterest every month (Pinterest Travel Report), this platform isn’t just a mood board – it’s a powerful tool that can drive serious results when used strategically. Trust us, it deserves a spot in your digital marketing arsenal.

Where the journey truly begins

For many people, Pinterest is the starting point to plan their next holiday, pinning everything from beach resorts and city breaks to airport outfits and packing tips. Users turn to Pinterest to map out their perfect getaway, often with no set destination in mind, just a craving for inspiration. 

Before travellers turn to Google, they turn to Pinterest (Skift) to spark ideation – making it the perfect place for your brand to stand out and make an impact. By sharing a selection of eye-catching, aspirational content, you can inspire and influence their journey from the very first pin. The trick is to position your brand at the heart of their travel planning and be the guide that turns inspiration into action.

High travel intent

Still need some convincing? Maybe this will persuade you. Pinterest users have a much higher travel intent in comparison to users on other platforms – they don’t just dream about travel, they actively plan for it. 

The stats really do speak for themselves…

• 8 out of 10 weekly Pinterest users turn to Pinterest when planning their summer escapes 
• Since 2023, searches for ‘travel vision board’ and ‘packing guide’ have skyrocketed by 210% and 480% 
• 20% of users are more likely to have plans to travel in the next 3-6 months 

With over one billion users searching for travel-related content every month, this is your sign to put your brand on their itinerary (Pinterest Newsroom, 2024).

In one form or another, every organisation worldwide relies on its reputation as a cornerstone for success.

PR plays a pivotal role in shaping and safeguarding these reputations, making it an invaluable asset for businesses. For those who need further persuasion, we now live in a world where news travels at the speed of a tweet (well, technically a post now it’s X), businesses can find themselves in the eye of a storm within hours or even minutes. 

The difference between emerging unscathed and spiralling into long-term damage often boils down to understanding and implementing crisis communications and three crucial factors: timing, planning, and people. 

Let’s explore why getting these right can be the game-changer your business needs when a crisis strikes.

Early Bird Catches The Calm

The most precious resource to any business, irrespective of their size, is time when it comes to crisis management. Doing the work in advance of a crisis and developing a clear strategy gives communicators more time to act decisively and provide vital information to stakeholders when it matters the most.  

A well-prepared and understood plan can save valuable time and mitigate potential damage in the immediate aftermath but also longterm. 

Aside from the planning – the first 24 hours in any crisis scenario is critical – with those crises answered within the first hour being 85% more likely to maintain public confidence (The Public Relations Society of America). Additionally, The Institute for Public Relations stated that companies with a carefully prepared crisis response plan are 53% more likely to recover within six months. 

Delays in addressing a crisis can create the perception of incompetence, negligence, or even guilt. The longer you wait, the more the narrative can spiral out of your control – especially on social media. And once misinformation takes root, it’s incredibly difficult to undo.

Be proactive, not reactive. Ideally, your business will have invested in expertise from a crisis expert who can use their skills to envisage any potential threats, create a thorough crisis communication plan, create a ‘crisis team’ and even run through crisis scenarios to ensure everyone in the organisation knows their role and also what part a plan or strategy plays.  

However, even if this has been done,  your team should continually spot potential issues before they escalate into full-blown crises. This means monitoring media, social channels, and even internal whispers within your organisation. Being the first to acknowledge a problem gives you the chance to control the narrative.

However, timing isn’t just about speed – it’s about knowing when to act and when to pause. Too fast, and you risk issuing statements without all the facts, potentially worsening the situation. Too slow, and you let others shape the story. 

Again, striking the right balance can be a difficult one to assess if you are in the throws of it, even if your sleeves are rolled up. That’s when a well-rehearsed and well-versed communications expert is worth their weight in gold.

Let’s make extraordinary happen

At Jam, we’re proud to work with ambitious charities like Manchester Pride. Whether it’s empathy-driven storytelling, innovative digital campaigns, or bold PR strategies, we deliver extraordinary thinking with extraordinary results.

If your charity is ready to make an impact, let’s chat.

At Jam, we believe in creating extraordinary campaigns for brands and organisations with a mission. That’s why we’re over the moon to announce our continued partnership with Manchester Pride for the third year running.

A partnership built on purpose

Manchester Pride is one of the UK’s leading LGBTQ+ charities. It’s more than just an annual celebration – it’s a year-round commitment to championing equality, amplifying underrepresented voices, and fostering unity. For Jam, working with Manchester Pride isn’t just about PR, it’s about contributing to a cause that resonates deeply with our team.

Over the past two years, our collaboration has delivered big wins, including:

• 1,300+ pieces of media coverage, featuring platforms like the BBC, ITV, Metro, Gay Times, Pink News, and Manchester Evening News.
• A 10.1 billion reach, putting Manchester Pride firmly on the map as a world-class celebration of LGBTQ+ life.
• Engaging campaigns that not only promoted events but shone a spotlight on the charity’s vital year-round work.

The Jam formula for charity PR success

When charities choose us, they don’t just get an agency, they get a partner that’s as passionate about their mission as they are. Here’s why our approach works:

We build stories that matter

Manchester Pride isn’t just about parades and parties, it’s about real people and real change. By telling stories that inspire action, we’ve helped Manchester Pride connect with audiences on an emotional and intellectual level.

We combine purpose with creativity

Every campaign we create is tied to Manchester Pride’s mission, whether it’s celebrating National Coming Out Day or promoting local queer talent. We balance bold creativity with a clear sense of purpose to ensure every message lands with impact.

Local roots, global boots

While Manchester Pride has a global reputation, it’s deeply rooted in its local community. Our campaigns promote local LGBTQ+ organisations, champion queer voices, and celebrate Manchester’s rich cultural diversity, all while attracting international voices.

Let’s make extraordinary happen

At Jam, we’re proud to work with ambitious charities like Manchester Pride. Whether it’s empathy-driven storytelling, innovative digital campaigns, or bold PR strategies, we deliver extraordinary thinking with extraordinary results.

If your charity is ready to make an impact, let’s chat.

The pet industry is booming, and it’s not slowing down anytime soon. In the UK alone, the pet insurance market is projected to hit £2.35 billion by 2028 (source: Globe Newswire), with rising vet costs and an increasing emotional bond between owners and their fur babies driving growth. Yet, only 25% of dogs and 12.1% of cats were insured in 2023, leaving a significant gap for brands to fill (source: Globe Newswire). With over 86 pet insurance companies in the UK, the landscape is highly competitive, offering pet parents a wealth of choice. Capturing their attention goes beyond cute puppies on Instagram – today’s pet owners expect authenticity, innovation, and brands that speak their language.

So how can you claw your way to the top? At Jam, our motto is simple: extraordinary thinking, delivered. We’ve helped brands like Petsure, Perfect Pet, and Argos Pet Insurance disrupt the market by taking risks, smashing barriers, and flipping the script on what pet marketing can do. Here’s what we’ve learned and where our experts predict the future of pet marketing is heading.

Hyper-personalisation: From one-size-fits-all to my-pet-first marketing

Forget generic messaging. Today’s pet owners want marketing that speaks directly to their pet’s unique needs and quirks. Whether it’s personalised insurance policies or curated subscription boxes, hyper-personalisation builds trust and loyalty.

Case in point: Petsure

We helped this challenger brand launch with a bang, championing the underdog by offering policies for older pets and those with pre-existing conditions. By focusing on our deep understanding of the challenges pet parents face with these conditions, we collaborated with vets and petfluencers to create tailored content that addressed specific needs. This included advice, reassurance, and resources for managing pre-existing conditions.

Through a video-first strategy, we produced bespoke assets for organic and paid social, crafted vibrant imagery, and collaborated with TikTok and Instagram influencers to spark conversations that resonated deeply with our target audience. By tapping into data-led insights from existing customers and leveraging Meta’s advanced targeting tools, we ensured that our messaging landed with precision. The results? A jaw-dropping 16.5 million impressions, 1.7 million engagements, and a 10.3% engagement rate. Because who doesn’t love a brand that sticks up for the underdog?

Takeaway: Use data and creativity to treat every pet owner like they’re your only customer. Data-led insights, dynamic content, and targeted storytelling are your best friends here.

Tell stories that tug at the leash (and the heartstrings)

Millennials and Gen Z are rewriting the rules of brand loyalty. They want more than products – they want a story they can believe in. The rise of pet humanisation means they’re looking for brands that reflect their own values, whether it’s sustainability, inclusivity, or emotional connection.

Perfect Pet nailed it.

We worked with their in-house experts to craft campaigns that championed their mission: to stand by every pet owner when it matters most. From devising their brand strategy and creating a striking brand refresh, to social media content that captured the quirks and chaos of pet ownership, we helped Perfect Pet position themselves as the owner’s champion. With messaging like “Even naughty pets deserve the best” and “Pet ownership isn’t painless, but insurance should be,” we helped them build an emotional connection with their audience, proving that pet insurance can be as human as the people buying it.

Takeaway: Your story matters. Align your brand values with those of your audience, and tell it in a way that resonates. Whether it’s through heartfelt campaigns or playful messaging, connect with your audience on an emotional level.

Community is your secret weapon

The future of pet marketing isn’t just transactional – it’s relational. Brands that foster a sense of community and loyalty through social platforms, partnerships, and influencer marketing will stand out from the pack.

With Petsure, we turned TikTok and Instagram into vibrant hubs, with the conversation led by petfluencers like Amelia the Dog Trainer (@ameliathedogtrainer) to build a loyal fanbase. By creating content that pet parents genuinely wanted to engage with, we didn’t just market a product – we initiated conversations. And when pet owners feel part of a brand’s story, they’re more likely to stick around for the long haul.

Takeaway: Invest in creating a community where owners feel seen, heard, and valued. Engage authentically, collaborate with influencers, and make social media your playground for connection.

Stay ahead of the pack with tech and innovation

Pet parents are tech-savvy, and they expect the brands they engage with to be the same. From AI-driven pet health insights to seamless digital experiences, staying ahead means embracing the latest tools and trends.

Take wearable tech, for instance. Smart collars that monitor health or track the whereabouts of pets are no longer niche – they’re becoming the norm. The same goes for apps that help owners manage pet health records and track vaccinations.

For brands, this means integrating tech not just as a product feature, but as part of the customer experience. It’s about solving problems before they happen and creating tools that make pet parenting easier.

Takeaway: Keep an eye on emerging tech and think about how it can enhance your offering. Whether it’s through partnerships, product development, or innovative content, staying at the forefront of technology keeps your brand relevant.

Sustainability: Not just a buzzword

Pet owners, and the wider community, increasingly care about the planet, and they want brands that do too. From eco-friendly pet products to sustainable business practices, showing your green credentials can win hearts.

But it’s not just about talking the talk – it’s about walking the walk . Whether it’s packaging, supply chains, or charitable partnerships, consumers notice when brands make a genuine effort to be sustainable.

Takeaway: Sustainability is more than a trend – it’s a demand. Show your commitment through transparent initiatives, and weave it into your brand story.

2024 has been a whirlwind year in the marketing world. From the rise of TikTok Shop changing how we buy to a global debate over Jaguar’s rebrand, the industry has been flexing its creative muscles like never before. And who could forget the cultural phenomenon of Charli XCX’s sixth album, Brat, transforming from a record to a lifestyle – culminating in “Brat” being crowned Collins Dictionary’s word of the year?

This year proved one thing: marketers aren’t just keeping up, they’re tapping into new technologies, shifting consumer behaviours, and redefining how we connect. And as 2025 approaches, the Jammers have shared what we think will stand out in the world of creative, PR, marketing, social media, and client relationships – and how we’re staying ahead of the curve.

Creativity and Design: Keeping it real

Where are we now?

Creativity is having a minimalist moment. Clean lines, bold fonts, and uncluttered designs are cutting through the chaos, making brands impossible to ignore. But it’s not just about simplicity – it’s about connection. Nostalgic visuals and relatable vibes are replacing the glossy, unattainable imagery of yesterday.

What’s next?

Get ready for marketing that’s more interactive, immersive, and eco-conscious.

• AR-powered magic: Augmented reality will unlock next-level interactive campaigns, pulling audiences right into the story.
• Eco-chic designs: Sustainability is no longer a nice-to-have, it’s a must-have. Think earthy tones, eco-friendly packaging, and branding that makes consumers feel good about their choices.
• AI meets emotion: AI will create lifelike visuals, but the magic lies in blending tech with human intuition.

Big vs out in 2025

Big: Bold, minimalist designs with a purpose.

Out: Glossy, overproduced visuals that feel out of touch.

Social media: Put people front and centre

Where are we now?

Employee-Generated Content (EGC) is taking over. Once limited to LinkedIn, it’s now everywhere: TikTok, Instagram, and YouTube, and it’s giving audiences an unfiltered glimpse behind the scenes. EGC is the new influencer marketing, and it’s more relatable, more credible, and much more fun.

What’s next?

• EGC is here to stay: Brands will double-down on employee voices to build trust and authenticity. If your team isn’t talking, you’re missing out.
• X vs. BlueSky: BlueSky is gaining steam, but will it take off where Threads fell short? We’re keeping a close eye on this one.
• Real > polished: Audiences are done with overproduced content. Raw, unfiltered posts that show the human side of brands will take centre stage.

Big vs out in 2025

Big: Employee voices, authentic storytelling, and platforms that “get it.”

Out: Overproduced content and stagnant social platforms.

Client relationships: High-tech meets high-touch

Where are we now?

Clients deserve the best of both worlds: real-time data and insights paired with creative strategies that only human expertise can deliver. Tools like live dashboards make collaboration smoother, but the real magic happens when strategy and creativity collide.

What’s next?

• Power to the client: Tools that let clients track performance and uncover insights in real time will take centre stage – but they’ll still lean on agencies for the “what’s next.”
• Smarter collaboration: Tech will keep workflows seamless, but real innovation happens when clients and agencies work hand-in-hand.
• Humans first, AI second: AI is great for cutting out the fluff and improving efficiency, but it’s no substitute for human insight. 

Big vs out in 2025

Big: Transparent tools, collaborative creativity, and campaigns that speak to the heart.

Out: Clunky processes and AI-only campaigns that miss the mark.