Away's Relaxation Set is a Welcome Pivot

Let’s be straight. It hasn’t been a good stretch for AWAY…and that was pre-crisis. This story and its fallout struck a nerve with a lot of people. While it’s tough as an outsider to decipher any immediate business impact, it didn’t do much to endear folks to the brand. A leadership departure followed. And then, there was COVID-19.

Since the pandemic grabbed hold of us (and the travel industry), AWAY has been forced to make more tough decisions. It’s noticeable, though, that all of their communications seem to now carry a bit more openness, transparency and humanity with them (a credit to the internal or agency folks behind a noticeable shift).

All this takes us to one of their latest efforts that grabbed our attention: The Relaxation Set.

@away on Instagram

If you follow me or read my stuff, you know the deal. I love me an idea that requires minimal explanation. This one fits the bill. You get all the details in the span of an IG post. I dig the whole mini-motif too. Smart and simple, and a creative way to do multiple things:

(1) Keep brand physically present and top-of-mind

(2) Address consumers’ current need state (home, self care, stress reduction)

(3) Remind/reassert positioning by partnering with “like-minded” brands outside the category

(4) Do it all for something more important (100% proceeds)

(5) Stay connected with your core and prospective consumers

Yes, it’s still marketing. The goal is to move product to make money…even if not this very second. In this moment, however, it feels right. Well done, AWAY team.

Here’s hoping we all get to take off and explore soon. Until then, The Relaxation Set is not a bad option.