“We have to live for today and enjoy every moment we’ve been given. But that can’t come at the cost of tomorrow.”
This is how Ken Whiting, founder of video production company Heliconia, sums up his commitment to climate action and partnership with Tomorrow’s Air. Heliconia and the Adventure Travel Trade Association are proud to announce their partnership with this video. Heliconia is an established video production company with a sizable distribution network – the company produces outdoor shows including “Facing Waves” and “Epic Trails”, airing on the Discovery Channel, National Geographic, Outside Tv and NBC Sports, to name a few.
Heliconia is an exciting partner for the Adventure Travel Trade Association and Tomorrow’s Air as they continue building a consumer audience of travelers looking for one-of-a-kind, connected experiences that do no harm on the people and places they visit. Christina Beckmann, ATTA Vice President of Global Strategy and Tomorrow’s Air Founder commented, “Connecting with Ken and the team at Heliconia is a perfect fit at this moment. Heliconia helps brands and destinations share their story on the top TV and streaming networking in the U.S., and they do it in a way that is relatable and credible, something that in the climate action category is especially crucial.”
As travelers, we yearn to get back out in the world, as much as travel businesses yearn to delight guests again and bring economic benefit back to local communities and protect wildlife. Whether we travel to explore or work in the business of travel, we’re all grappling with the inescapable fact that travel in our current model adds carbon dioxide to the atmosphere and contributes significantly to global warming, however. The Canadian-based adventure crew at Heliconia was quick to grasp the vision of Tomorrow’s Air to mobilize a global collective for carbon removal, which, alongside carbon emissions reduction strategies and carbon offsetting will be necessary to keeping global warming below 1.5 degrees.
The video offers destinations and the travel trade business audience a view into a new style of travel storytelling and encouragement to support carbon removal with permanent storage. The video is personal, and puts corporate values and a commitment to climate action at the forefront.
Recent research confirms that destinations and brands who incorporate climate action into their messaging will inspire confidence along with excitement and resonate with travelers: For example, a recent survey of 10,000 consumers and professionals across 26 countries conducted in partnership with YouGov found that “81 percent of people expect companies to be environmentally conscious in their advertising and communications. An even greater proportion, 91 percent, understand that the way we act now will have a big impact on the future. Furthermore, the number of respondents stating that they were doing everything possible to minimise their carbon footprint increased from 63 percent to 69 percent over the past year.” Source: Climate crisis still top concern for consumers despite pandemic
For destinations looking to differentiate themselves in tourism’s recovery, storytelling around values that travelers can relate to – like climate action – will connect emotionally, the first step in building customer relationships that last.
ABOUT HELICONIA: Heliconia is an award-winning video production company that helps destinations and brands reach the US adventure travel audience. The company produces seven unique media projects, providing authentic storytelling opportunities for every adventure and every destination. These series include: Epic Trails, Epic Trails: Mountain Biking, Facing Waves, Adventure Cities, Peak Experience, The Great Family Adventure, Chad Hoover Fishing and The Kayak Fishing Show with Jim Sammons. Heliconia has a proven formula that marries inspiring video production with guaranteed television and digital distribution, ensuring that your message is heard by the adventure travel community in a unique and impactful way. For more information, visit www.heliconia.ca.
ABOUT ADVENTURE TRAVEL TRADE ASSOCIATION: Established in 1990, the Adventure Travel Trade Association is the largest global network of adventure travel leaders. Our community is made up of ~30,000 guides, tour operators, lodges, travel advisors, tourism boards, destination marketing and management organizations, outdoor educators, gear companies and travel media who share a belief and commitment to sustainable tourism. The connections and creativity of this vibrant community come together both virtually and in person to create and deliver the solutions that propel our businesses and our communities toward a responsible and profitable future. Sign up to be a free Community Member or learn about joining ATTA as a professional or business member.
ABOUT TOMORROW’S AIR: Tomorrow’s Air is the world’s first collective of travelers, travel service providers and travel brands who clean up carbon dioxide from the atmosphere to clean and preserve our air for future generations. Incubated by the Adventure Travel Trade Association, Tomorrow’s Air combines the wisdom and connections the ATTA has established over nearly 20 years of supporting sustainable travel businesses and their entrepreneurial leaders with innovation to remove carbon from the atmosphere and permanently store it. Visit www.tomorrowsair.com to take climate action into your own hands today.