How to... keep the kids happy
Milk Jnr's & Kidworks provide children's activity packs for the likes of Etihad Airways and Marella Cruises. Zoe Telfer, client services director, explains how
Know your audience
Getting the balance between educating kids and providing fun is important but the real challenge is engaging with children in a way that's exciting. At the beginning of any project we use the school national curriculum to inform the brief and then, through creative research and further testing we ensure the pack content is appropriate for the proposed age group. This ensures the activities are not only challenging but above all fun.
Learn through play
Clients want young passengers to engage with their packs as soon as they check-in and whilst onboard; whether that is just for a few hours or for two weeks on a cruise. Children develop observational skills and understanding of patterns through visual games. They improve communication and literacy skills through story writing and can practice logic and problem solving with numeric puzzles.
Back the Brand
It is incredibly important that every pack is unique to the client. That ensures their own brand identity and ethos is communicated, whether it's by adding value to an existing experience, creating a lasting impression, driving brand popularity, increasing sales or focusing on repeat bookings. We always offer a bespoke solution that sets a brand apart from its competitors, whilst considering the budget requirements. This way we can offer products that are practical yet tailored and inventive.
go green
Sustainability is at the forefront of almost everything that travel companies are doing at the moment. Many want to promote sustainability by incorporating educational elements into their packs – especially around environmental issues.
tech Turmoil
Whilst we don't feel that traditional media will ever lose its appeal, we do think that we're living in an exciting time where virtual and augmented reality can work in sync with other formats to create a new experience for children. Generation Z is more digitally savvy than any other and parents are under increasing pressure to limit their children's screen time, so our role is to offer solutions that promote family interaction and get them to make the most out of the holiday. A screen will never replace the pleasure of a story!