Dive Brief:

• Tito’s Handmade Vodka is focusing on staycations this summer in a new campaign aimed at helping consumers make the most of their time at home, according to information shared with Marketing Dive.
• “Staycation with Tito’s” is based on a survey conducted by the spirits company in which 55% of respondents said they are planning a staycation this summer. Gen Z and millennials were more likely to state they plan on taking a staycation, at 62% and 60%, respectively.
• The social-first campaign rolled out around the Fourth of July, which is a popular time for a staycation among consumers. The effort is a continuation of the “With Tito’s” brand platform and was created in partnership with the vodka’s lead creative agency, Arts & Letters.

Dive Insight:

At a time when economic concerns remain top of mind for many consumers, Tito’s Handmade Vodka wants to help them relax on a budget this summer and embrace the joys of staying at home, including by providing several new cocktail recipes. 

The campaign comes months after the launch of the brand’s first major platform. “With Tito’s” puts a focus on simplicity in an effort to distinguish the brand from celebrity-owned spirits. The new push takes a similar approach of differentiating itself from the competition, in this case by choosing to not focus on tropical getaways. 

A 30-second advertisement for the campaign shows the benefits of staying at home, including being near family and friends and not having to be separated from a dog. Pets are a driver of staycations, per the report, as 51% of pet owners prefer them.

To support the campaign, a survey of 1,514 U.S. adults aged 21-64 was commissioned by the spirits company, and carried out by independent market research firm Prodge, LLC. The survey was conducted June 19- 21, 2024. All respondents had either taken a staycation in the past, plan on taking a staycation this summer or are interested in taking one.

Additional findings include that the top reason for taking a staycation is having as much fun when staying close to home, cited by 60% of respondents. Second was being on a tight budget, named by 51%. Respondents also reported staycations are less stressful than traditional travel. Popular activities when staying close to home included spending time with family, being outside and movie marathons.

When it comes inspiration, 32% pointed to recommendations from friends and family as influencing their staycation plans and 19% were inspired by social media posts. And 65% said a freshly made cocktail is an essential part of a staycation.