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9 Brilliant Tourism Campaigns That Got the Most Views in Our Newsletter

October 29, 2019 by Laurie Jo Miller Farr Leave a Comment

Creative travel marketing campaigns that have stood out for readers of The Travel Vertical since we started publishing nearly four years ago.

Visit Seattle Breaks the Mold

How would an out-of-town artist describe this destination as a flavor of ice cream, a wallpaper design or an original song?

Nebraska Tourism Shakes it Up with Hilarious New Campaign

Adopting a cheeky, self-deprecating point of view, with the attention-grabbing tagline, “Nebraska: Honestly, it’s not for everyone,” is the clever positioning for this “least likely to be visited state.”

Tennessee Totally Crushes it with ‘Snap Your Way in’ Free Garth Brooks Concert

When the State of Tennessee launched its own Snapchat channel to engage Millennials, the destination needed a reason for them to want to follow, and a free Garth Brooks concert sent to smartphones via the platform was just the ticket.

Tennessee Department of Tourist Development: “The Colorblind Viewer “

The beauty of Tennessee fall foliage literally brought people to tears in emotional videos filmed in state parks. They were seeing color for the first time. Here’s how it worked and gained national attention, gaining hundreds of millions of views.

VisitLEX: A Horse Walks Into a Bar

Lexington, Kentucky is the Horse Capital of the World in the heart of bourbon country, so watch what happens when a horse wants a drink at the bar. The only thing that wasn’t big about this spring campaign idea was the 10K production budget.

You’ve Never Seen a Tourism Video Like This: Travel Oregon

Animated characters, fantastical sea creatures, mystical cloud people, and sky whales, accompanied by symphonic melodies in this 1:45–minute visual narrative for “Oregon. Only Slightly Exaggerated.”

Destination Pride Reimagines Rainbow Flag as Digital Dynamic

Canadian-based “Destination Pride” interprets the colored stripes on a rainbow flag as a bar graph to display the LGBTQ-related safety of a destination based on its equality laws.

‘I Am Not Wisconsin’ Says Michigan’s Upper Peninsula

Find out why @UpperPeninsula took to Twitter to challenge @MountainDew to customize a can for the region and the giant beverage company accepted the challenge.

“Come, But Please Don’t Tag Us,” Says Jackson Hole

Slowing the flow of Instagram hikers going off-trail and geo-tagging remote, fragile eco-locations at Delta Lake was the objective of #staywild and “Keep This Spot ‘Grammable.”

10 Best Examples of Tourism Videos That Work Well

The tourism industry has taken a huge hit the past few years because of the pandemic but nowadays, more and more countries are starting to open up to tourists because of the ease in travel restrictions. With the resurgence of tourism, a lot of countries have also been creating great tourism videos to encourage more visitors. These tourism videos evoke wonder, adventure, and excitement to convince tourists to visit their country. This article will cover the 10 best examples of tourism videos that work well and will persuade you to enjoy a vacation there.

10 Examples of Tourism Videos That Work Well

1. australia – welcome back new zealand.

In 2021, Tourism Australia launched its “Be the First” campaign. This campaign invited their neighbours from New Zealand to be the first people to take advantage of all the awesome experiences that Australia has to offer.

The video personally addresses New Zealand itself by admitting that they are responsible for a lot of recorded “firsts” in the world.

However, with so many beautiful sights in Australia, they want tourists from New Zealand to add another first to their list.

Video Link: https://www.youtube.com/watch?v=nHOAkgEB5c0

2. Singapore – Think You Know Singapore?

The Singapore Tourism Board launched a new campaign and it was accompanied by a great tourism video about Singapore. The SingapoReimagine campaign is at the spotlight of this video that lets tourists know more about the country.

THe video features Singaporeans from different walks of life as they showcase travel experiences that some tourists may not know about. They want to challenge the perception that the country is just a small city with all skyscrapers.

The aim of the video is to show that Singapore is so much more and can offer so many different experiences and adventures that are unique only to the country.

Video Link: https://www.youtube.com/watch?v=2DQ4arfP-ls

3. France – What Really Matters

The French Tourism Department along with other regional tourist boards and agencies came together to launch the “#ExploreFrance What Really Matters” campaign across their target markets in Europe.

The tourism video that they made for it takes a more emotional and inspirational tone asking the viewers what matters most to them.

In the video, when the narrator talks about what matters most to them, it is accompanied with all of the ways that France can provide an experience that will make the narrator happy.

France offers satisfying travel aspirations and having the best experiences to recharge the batteries of those that have been burned out by the pandemic.

Video Link: https://www.youtube.com/watch?v=80zk_zf9bmA

4. Switzerland – No Drama

Switzerland’s tourism video features their new ambassador, Roger Federer, along with Robert De Niro. It is a short and simple spot where Federer is pitching a film project in Switzerland to De Niro.

However, De Niro is unimpressed and doesn’t like it because he thinks Switzerland is too perfect of a place. He says that there is no drama and that the country is too pure, impressive, and beautiful.

It is one of the more unique tourism videos. This is because it relies on reverse psychology and sly humour from two well-known personalities.

Video Link: https://www.youtube.com/watch?v=wXcBGfXXL4w

5. Japan – Where tradition meets the future

In 2016, the Japan National Tourism Organisation launched a campaign called “Where tradition meets the future”. This campaign aimed to promote inbound tourism from European visitors. This tourism video focused on portraying the harmony Japan has between their traditions and innovations.

The tourism video showcases more traditional experiences and areas and contrasts it with the innovative areas and advanced technological activities that you can experience in Japan.

It is a perfect way of showcasing the essence of Japan. Having and experiencing this equal blend of the past and the future can make for a great visit.

Video Link: https://www.youtube.com/watch?v=WLIv7HnZ_fE

6. Iceland – Let It Out!

In July 2020, during the peak of the pandemic, Promote Iceland launched an attention-grabbing campaign and video that asked people to let out all of their frustrations with a scream.

It is a creative video that shows people in frustrating situations due to the pandemic and being transported once they screamed and let it all out.

This is their way of communicating that if you want to let everything out, you should go to Iceland to avoid all of your problems. It is a playful concept that allows Iceland to promote themselves as a place to relax and unwind.

Video Link: https://www.youtube.com/watch?v=7iWeMPEEuk0

7. South Korea – This is my Korea. What’s yours?

This tourism video released by South Korea’s tourism organisation is accompanied by a campaign that features Premier League football player and South Korea international Son Heung-min.

In the video Son introduces his home country to fans around the world for the first time in English. Based on the lucky number 7 in Korea, he chooses 7 words that describe his own personality as well as South Korea itself.

South Korea’s tourism video is a great way to showcase Son Heung-min as an ambassador as well as their own experiences and locations to tourists as well.

Video Link: https://www.youtube.com/watch?v=fjDjXaTwTAE

8. Portugal – Hello World. It’s me, Tomorrow.

VisitPortugal launched a campaign called #CantSkipTomorrow which calls for the promotion of responsible and sustainable tourism. The tourism video has a more serious approach as it appeals to the viewer to take care of our world.

The message of the video is to call for a collective conscience and will about our responsibility to take care and protect all of the beautiful destinations in Portugal and everywhere around the world.

The video ends by reminding viewers to change today so that we can still keep visiting tomorrow.

Video Link: https://www.youtube.com/watch?v=JgRwvUxmhOM

9. The Philippines – Wake Up in the Philippines

Wake Up in the Philippines is a tourism video that the Philippines created at the height of the pandemic when international travel was barely allowed. This was during the time where a lot of people were still spending indoors without any opportunity to travel elsewhere.

The tourism video highlights different local regions along with the different activities and scenery that can be experienced in the country.

The video feeds into the wanderlust that people were feeling but maintained the reality that it is difficult to travel during this time. However, they ended with a call for everyone to stay at home, dream, and wake up in the Philippines.

Video Link: https://www.youtube.com/watch?v=Pmf7YVK5Bus

10. Canada – Travel is the heartbeat of Canada

Destination Canada created a tourism video in 2021 which highlights the places and the people that makes the experience in Canada unique and special. The video spotlights the different places that tourists can visit in the country.

However, the video did not just showcase the places themselves. They also featured actual tourism workers instead of actors. One of these is a drummer who is essential to the video as the drums provide energy and hope.

The usage and significance of the drums reflect the heartbeat and spirit of Canada as it is an instrument of celebration. This represents the tourism industry who is remaining positive despite the hardships from the pandemic.

Video Link: https://www.youtube.com/watch?v=McKxAFlVnEE

Hopefully all of these tourism videos will not only inspire you to travel to your dream destinations, but also inspire you to create your own videos as well. If you need help creating tourism videos and hospitality videos , then our team at fewStones is ready to help.

When you work with fewStones for your live action videos , you get to collaborate with experienced video production professionals who will provide you with the best experience and the best video possible. You can get a free instant quote on all of our services by clicking here .

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Lessons from Creative DMOs: 11 Successful Tourism Marketing Campaigns

For DMOs, a new year and a new season are usually triggers for a fresh destination marketing campaign.

You’re always looking for a fresh angle, something new to try, and a new way to wow prospective travelers. You’re always looking for creative inspiration.

That’s why we’ve taken the time to create this list of 11 amazing travel marketing campaigns, look at what made them successful, and pull out what you can learn from them.

From horse-filmed promotional videos to talking bridges, there’s no limit to the ingenuity of DMOs when promoting their destinations —and to the campaigns you can create.

1 | South African Tourism: 24 Hours of Wow

Visitors to South Africa frequently focus only on going on safari, and don’t realize the wealth of other amazing activities that are available. To show just how varied and wonderful their country really is, South Africa Tourism developed a visually immersive microsite called “24 Hours of Wow” that featured 144 six-second video clips, each representing an activity or attraction. Visitors could then customize a personalized 24-hour South African adventure by selecting video clips that represented activities for each of the hours of the day, or let the shuffle option surprise them.

Lessons from this destination marketing campaign

Harnessing the popularity of video allowed the South African Tourism board to immerse web visitors with a plethora of possibilities — allowing visitors to browse and explore all the options made it interactive and engaging. Immediately after launching, the average time on site was close to ten minutes as visitors played with the variety of videos available. (If that isn’t evidence of the power of personalization, what is?)

The best part? 60% of the b-roll used was repurposed from what they’d already had on hand in their content library.

2 | Visit Omaha: Bob the Bridge

Connecting Omaha and Iowa lies the bridge with the most personality that you’ll ever meet: Bob the Bridge. Locals were initially unhappy with the 3,000-foot curved suspension bridge, dismissing it as leading to nowhere and disregarding its value as an attraction in and of itself.

But rather than trying to change their minds, Visit Omaha decided to let the bridge speak for himself. By giving Bob his own social media accounts and video blog, in which his dry, humorous personality shines through, the team was able to completely change the public’s perception.

Sometimes the craziest ideas can really pay off. By creating a tongue-in-cheek personality for their bridge —something no other destination had done— Visit Omaha has effectively created their own tourist attraction and talk trigger . Plus, by showing off a gallery of the UGC people are sharing with Bob on their website, they amplify the social voices of happy visitors and continue to extend that conversation.

3 | Visit Lex: Horse-Filmed Commercials

You’ve heard of user-generated content, but what about horse-generated? In Lexington, Kentucky, home of the Kentucky Derby, every day revolves around the horse farms that have made them famous. However, getting visitors to take more than a casual interest in them can be a challenge.

So, Visit Lex decided to give them a horse’s-eye-view of what really happened on the farm. By strapping a GoPro to their thoroughbreds, they got hours of video footage — filmed entirely by the horses —that gave visitors the chance to put themselves in their horseshoes. The most popular was a video of a mother watching her foal —just like any human parent might film their child.

Lessons from this destination marketing campaign:

Horses are this city’s unique differentiator. By putting them on at the forefront of their campaign and letting them take the reins, it’s easy to create an emotional connection with these creatures and their homeland. Showing visitors what you really love about your destination is the perfect way to get them as excited about it as you are!

4 | Explore Georgia: #ExploreGeorgiaPup

You’ve heard of family-friendly travel… But what about puppy-friendly? When Explore Georgia realized that a large portion of their target demographic were millennial pet owners, the perfect destination marketing campaign was born.

To draw dog owners from neighboring states in for a visit, they created the #ExploreGeorgiaPup campaign. They created travel guides for pet owners and featured images of visiting dogs, sharing it all on social media to show that Georgia was the perfect place to visit with your dog.

And the spotlight on man’s best friend paid off. They saw over 3,000 uses of the hashtag in under a year, leading over 14,000 visitors to their website. They also reached over 10,000 followers on their pet-friendly travel Pinterest board.

#ExploreGeorgiaPup is the perfect example of a campaign that’s both useful to travelers as well as being visually appealing (who doesn’t love a good puppy pic?). By sharing travel tips and making it easy for pet owners to visit, Explore Georgia was able to generate lots of love on social media —which in turn made it easier to source more and more great user-generated content to keep the social conversation growing.

5 | Explore St. Louis, STL.Live

Although Explore St. Louis was having no trouble attracting families to their city, they also wanted to reach out to millennials. When they realized that what this demographic was really looking for were lesser-known attractions that would help them get to know the city better, they harnessed a new content strategy, including a UGC-powered microsite and quick interviews with local influencers about their favorite places in St. Louis — completely unscripted.

Explore St. Louis knew that their target demographic wouldn’t be impressed by traditional marketing. By reaching out to influencers who resonated with millennials, they were able to give a portrait of their city that was described from the perspective of real people, rather than marketers.

That ties into another key factor in this campaign’s success: its authenticity. By showcasing user-generated content, they made their audience feel as though they were really part of the St. Louis community and could experience it like a local, rather than a tourist. To create a connection with visitors, take advantage of visual user-generated content, like Explore St. Louis did.

6 | Tourism Ireland: Doors of Thrones

Much of Game of Thrones was filmed in Northern Ireland, most particularly at the famous Dark Hedges trail. After a storm ripped through the country and knocked down a couple of trees, Tourism Ireland realized that they had the perfect opportunity to turn the lumber into something fans would love to see.

Through their exclusive partnership with Game of Thrones, they created “Doors of Thrones”, each one of which matched a specific episode in the upcoming season.

And it paid off. The videos they developed to unveil the doors were viewed a combined 17.5 million times, engaged with 250,000 times, achieving a combined total reach of 126 million. Even now that the season is long over, visitors still flock to see the doors and get stamps on their Game of Thrones tour passports —something they can’t do at any other destination.

The filming locations of Game of Thrones were already a big attraction in the area, so taking advantage of them allowed Tourism Ireland to increase their cachet even more. When thinking about your next campaign, it’s about not only knowing your destination, but knowing what other people are saying about it and associate with it.

7 | Visit Pittsburgh, UGC everywhere

Although Pittsburgh has long had a reputation as a smoky, industrial city, in modern days it’s anything but. To show how their city has been transformed in recent years, Visit Pittsburgh turned to the power of user-generated content. By getting local influencers to blog for them and sourcing authentic imagery through CrowdRiff of the wide variety of activities and events available, their site is always revealing new sides of their city.

Lessons from this destination marketing strategy:

Although this is more of an overarching strategy than a specific campaign, it’s one that’s well worth noting for all DMOs. Using CrowdRiff to source user-generated content for their website visuals significantly reduced time spent looking for pictures on the Visit Pittsburgh team’s part, and also allowed them to showcase a larger volume. They’ve been able to raise the profile of their brand and transform perceptions of their city, just by showing people the authentic photos of their changed destination with UGC.

8 | Visit Houston: Hola Houston

Although Houston never had a problem attracting visitors from within driving distance, they realized that to broaden their appeal, they’d need to adopt a new strategy. They already had quite a few visitors coming from Mexico, but to connect with them more deeply, they decided to create a Spanish-language website that would give Spanish speakers a more personalized glimpse into the city. The Hola Houston campaign involved painting murals in their key Mexican markets, and partnering with Mexican influencers, who shared their explorations through the city on social media as well as posting them on the site.

Hola Houston tapped into a previously overlooked market and created a better experience for them —getting a yearly increase of 300,000 visitors from Mexico in the time since their campaign. Realizing where your current visitors are underserved and developing a way to welcome them in, or simply developing a more personalized message for different market segments, is a great way to deepen your relationship with that particular demographic.

9 | Faroe Islands: Sheep View

The Faroe Islands, an archipelago located between Iceland, Norway, and Scotland, was so small that it wasn’t even included on most world maps or even Google Street View. However, they knew that to attract more visitors, they’d need to get on the map.

So, they turned to their most unique attribute: the fact that they have more sheep than people. To give visitors a glimpse of what awaited them on the islands, they strapped 360-cameras to some of their 80,000 sheep as they wandered around. The resulting “sheep map” did more than get Google Maps’ attention: it also won 3 Lions at the 2017 Cannes Advertising Festival, amongst several other awards.

The Faroe Islands might not have had much money… but they did have a lot of sheep and breathtaking scenery. They needed a way to show people visually what their collections of islands had to offer, and they did so by combining these two strengths. They dove into virtual reality video to visually captivate people from all over the world, and cleverly used their sheep to show off their charm while sparking conversation and the attention of the press.

10 | Nelson and Kootenay Lakes: #FindingAwesome Contest

The Nelson and Kootenay Lakes Tourism team has a very specific vision of the visitors they want to attract: “free spirits and well-rounded squares”, in the words of their positioning statement. However, figuring out how to market to this very specific personality type can be difficult, particularly given the wide variety of activities available in the area.

To group all of their pastimes together under one umbrella, they created the #FindingAwesome contest. Visitors to the area were invited to submit posts on social media using the hashtag, with winners receiving cash prizes and being posted on their blog. Even those that don’t win were featured on their “Finding Awesome” microsite, using CrowdRiff to request rights to photos and also to power a UGC gallery with numerous photos and videos to explore.

The campaign was so popular that local businesses even started running similar campaigns concurrently, such as the area microbreweries’ “Fermenting Awesome” event.

Focusing on their ideal visitor’s interests, rather than on their demographics, helped Nelson and Kootenay Lakes Tourism create a message that was directed specifically at them. By running a social media contest, they really spread that brand message and encouraged visitors and locals alike to adopt it, which was further amplified by using those UGC images in their own marketing and blog posts.

11 | Travel Wyoming: That’s WY Stories

Although Wyoming is already well-known for its natural wonders, visitors from beyond driving distance can sometimes fail to see what really makes it unique. Although Travel Wyoming ’s marketing already featured their gorgeous outdoor views, it wasn’t being told from the personal, individual perspective.

So, to convey more of Wyoming’s personality, they created a series of videos with some of the state’s most interesting experts —such as rope makers, ranch owners and dogsledders—that shared a more intimate view of the state.

Developing this human connection paid off. Sharing the stories of the people that make Wyoming special lead to a direct increase in visitors to the state and increased national awareness of just “wy” Wyoming was worth visiting.

Sometimes, just sharing beautiful photos of the landscape isn’t enough. Getting up close and personal with the people who truly make your destination great can help differentiate you from other locations. Combining unique, personal storytelling along with visually captivating , cinematic videos really resonated with viewers, with some videos getting over a million views.

Feeling inspired? There’s more to see.

Read what five forward-thinking DMOs like Visit Arizona and San Francisco Travel have done to create website content for travelers that is targeted, unique, and inspiring in our latest eBook: Making Your Website an Insider’s Guide to Your Destination.

Download-Insider's Guide Website eBook-DMOs

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5 Fresh Ways to Use Video for Tourism & Destination Marketing

Tourism video still tops the list of effective content marketing for destinations, but it's important to keep with the times. Basic video strategies from five years ago just don’t cut it anymore.

Traveler tastes have moved on, and different kinds of travel video get the best engagement today. Here are five important video trends in tourism and destination marketing right now.

1. Virtual Reality (VR) for Tourism

With the recent launch of the Oculus Quest 2 headset VR is more attainable now than ever before. There are many different VR strategies and tactics to create an overall integrated campaign.

Currently, popular experiences like National Geographic VR , which takes users to places such as Antarctica – where they can navigate icebergs in a kayak, climb an ice shelf and survive a raging snowstorm as they search for a lost emperor penguin colony.

Through the pandemic, Germany’s National Tourist Board unveiled a number of immersive projects like taking a walk around Berlin or livestream a theatre performance then continuing on to Frankfurt to take in an interactive museum tour. The Maldives Marketing and Public Relations Corporation is using VR to showcase experiences such as beach yoga and snorkeling.

2. Video 360-Degree Tours

360 videos for destination marketing help to deliver powerful, immersive content that helps customers truly understand your destination or location.

360 marketing videos can offer a jam-packed view of local attractions, hotels and scenery; putting the viewer in the driver’s seat means they control what they see and how long they see it. All while helping to drive engagement and increase conversions on your website.

Threshold 360 , the leading provider of interactive 360° virtual tours, has some great examples of destinations using 360 tours .

3. Drone Video for Destination Marketing

Aerial video used to be expensive, but today, aerial tourism shots can be accomplished cost-effectively with a single drone. With its birds-eye views, aerial video offers a perspective that people aren’t used to, making it especially captivating.

Rafat Ali, the founder of Skift, described drone videos as "a new arsenal that travel marketers should be looking at seriously now, while the novelty wow factor lasts." Just keep in mind that drones are regulated. Know the FAA rules and check your local laws and ordinances before shooting from high in the sky.

4. Capturing Authentic Video

"Authentic," "genuine" — whatever word you use, it's the same idea: people want reality. Gone are the days of stock photos and over-produced promo films. Instead, user-generated content (UGC) has surged ahead in video for travel marketing. Why? Because it's real.

One authentic method of utilizing video is through story format on social media. Millions of people use Instagram and TikTok every day. Encourage visitors to post videos of their experiences to show the true personality of your destination.

CrowdRiff has four examples to use the story format to reach today’s traveler , to get you started.

5. Livestreaming Attractions & Destination Hotspots

Streaming video through platforms like Facebook Live may sound ho-hum at this point, but it’s still a great way to add variety to your video marketing. It also gives people the authenticity they crave. After all, live video delivers real-time experiences with zero post-production polish.

The idea of going live can be daunting, especially the first time out of the gate. Learn more about livestreaming for tourism , give yourself some practice runs and when you're ready, remember to have fun!

Photo by Noiseporn on Unsplash

Deanna Sparling

As Director of Operations, Deanna Sparling oversees the day to day operations and account management for Simpleview DAM (formerly Barberstock). With more than 10 years of tourism, hospitality operations and marketing management experience, she fosters constructive and collaborative working relationships with her clients and team, and achieves goals with forward-thinking strategies, precise organization and creative problem-solving skills. Results-driven, she ensures the delivery of simple yet robust asset management solutions that exceed client expectations.

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The Importance of Video in Tourism Marketing

Gavin Folgert

In this article about travel & tourism videos, you will learn:.

How video can improve your marketing

Your customers will get to know your brand and products quickly & effectively
Video can show off your brand personality to differentiate you from your competitors
Video lets customers feel emotion and action through the eyes of others
It helps potential customers “get it” for more complex activities or instructions
Video is memorable, and consumers expect it from brands
The numbers: video performance vs. single image
Why just any video won’t improve your tourism marketing

Introduction

When was the last time you watched an online video to be entertained, understand a product with an explainer video, or plan your next travel destination? Like most consumers, it was probably recent since 61% of the world’s population watch between 4 to 10+ hours of online video every week.

Video is a prevalent medium in our consumers’ lives. Youtube, the capital of video content, is not just the second largest search engine behind Google; it helps 5 billion humans watch videos every single day.

In the travel industry, travel video content viewing is just as rampant. Online videos are viewed throughout the entire customer journey from awareness to purchase, mainly to make travel decisions. 63% of leisure and business travelers use travel videos of all forms when looking for activities to do in a particular destination.

Undoubtedly, video gives a fuller and richer view of how a tour experience happens, and it can address obstacles impeding a traveler to click the buy button.

Sure, every tour & activity operator is jumping on the video bandwagon, but that’s not the reason you should; use video to bring value to your brand. Here’s how:

How Video Can Improve Your Tourism Marketing

1. your customers will get to know your brand and products quickly & effectively.

Video is a powerful medium to show who you are and what you do. Great-quality photos are essential; unfortunately, they only tell one part of the story.

For example, a prospective customer sees a photo of someone ziplining down the line, but this event is just a single moment of the story. The picture leaves questions in the traveler’s mind such as:

How is the zipline cable attached?
How did the launch go?
How did the dismount work?
What views will I see along the way?
What did they think of the entire experience?
Who are the people running this business?

Video can help prospective customers decide if your tour or activity is right for them.

2. Video Can Show Off Your Brand Personality to Differentiate You From Your Competitors

Video allows your brand personality to come through more strongly and quickly than pictures or copy. Your video can establish your tone and character to help a customer connect with you and see you differentiated from your competition.

Video combined with music can enhance your brand message and tone even more; it is the secret sauce to establish your voice, style, and behavior in a matter of minutes.

How your video is structured should also be relevant to your brand. For example:

If your brand is fast-paced and action-oriented, create a video with quick cuts and movement.
If your business is trying to convey the personality of a low-key and relaxing outdoor activity or a vacation rental service, use drifting drone shots to show the stillness and beauty of the surrounding landscapes.
Do you want to show your outdoor jungle gym as a fun-for-the-whole-family adventure? Using animation in video with family shots can be a reliable attention-grabbing vehicle to drive consideration with your customers.
Do you want to convey a brand that is playful and accessible?

The more your audience connects with your brand personality, the more likely they are to purchase.

3. Video Lets Customers Feel Emotion and Action Through the Eyes of Others

An in-experience video of your tour or activity is like reading a customer testimonial in 3-D.

Your prospective customers want to see themselves in an activity. Video is the next best option for someone doing it themselves by living vicariously through your past guest’s experience. Instantly, your tour or activity becomes more relatable and speeds up the process of consideration.

Video transfers emotion onto the viewer watching it.

Video has the power to transfer emotions onto the viewer. Changing body language and micro-facial expressions can only be communicated with more frames, not in a single photo. A man grinning on the platform of a zipline for the camera is not as powerful as the moment that captured the smile and exhilaration after he tried ziplining for the first time!

Video enables the viewer to feel that action.

Pictures can adequately show what you do, but photos can’t capture the moment-to-moment changes or movements to let your audience feel the action.

For example, the viewer can better feel the action when they see a participant in a riveting escape room ace his final clues, or what it’s like for a guest on a horse ride tour to wade through rivers, canyons, and breaking out into a galloping stride.

A picture of a zipline with a motion-blurred background can indicate speed, but it won’t show how fast it is. A video of the same zipline more accurately tells if a customer is slowly cruising or ripping through the air.

Videos can move a viewer to trust your brand.

Video can also trigger a viewer’s empathy – which is the foundation of good storytelling. When consumers can put a face behind your company, they will feel more at ease and start trusting your brand. No doubt, trust is a primary emotion that influences human beings to buy.

Motion has the power to better connect customers emotionally to your experience and helps them move to say, “Yes! – I want to book this!”

4. It Helps Potential Customers “Get It” For More Complex Activities or Instructions

Videos can make content accessible and digestible. For more complex activities that require a lot of explanation, video is ideal for delivering clarity quickly. This medium divides your messages into smaller chunks so it’s more digestible for a broad audience to understand what the activity or topic is all about.

For example, explaining or showing steps to ensure the safety precautions you take for your tour or activity can sometimes get lost in copy. Video can take that detailed information and make it seem easy, and dispel anxieties about your activity quickly.

QUIZ: What medium is more helpful in providing clarity for this activity in the shortest amount of time? A or B?

A: Text and Image:

“An aerial trekking course incorporates 110 unique elements ranging from simple sky-bound strut to full-fledged daredevil achievement. It’s the ultimate jungle gym experience that’s an equally exhilarating challenge for both kids and adults!”

B: Your Video

The faster a viewer can understand your tour and activity, the quicker they can decide if you are the suitable activity for them, which will move them to act – like booking or contacting you.

5. Video is Memorable, and Consumers Expect it From Brands

Video outperforms other mediums because it affects people biologically. Remember the last time you scrolled through your social media feed passively, but the motion from a video made you stop and take notice?

Humans are hardwired for motion , it triggers our internal fight or flight responses, so when something moves, it grasps our focus, and internally we perceive it as a potential threat – thus, we pay close attention to it. Video stands out and demands our attention for this reason.

You work hard to capture the attention of your audience and create a memorable brand. Interestingly, video is the most memorable content across every age group. Additionally, in this video study , viewers retain “95% of a message when they watch it in video, in comparison to 10% when reading it in a text.” Video works harder than other mediums because of its staying power.

Consumers expect video content from brands; in fact, 87% of consumers said they wanted to see more videos from brands just three years ago. Video gives the consumer the chance to see how your product “works” in real life, thus boosting consumer trust.

6. The Numbers: Video Performance vs. Single Image

Understanding video performance can best be measured by looking at Facebook advertising metrics because of the robust data we can analyze and make comparisons between video ads and image ads. Ad measurements include views, impressions, engagements, and click-through rate.

Videos deliver more views and impressions than other mediums.

Impressions are used to measure the performance of advertising campaigns. They measure the number of times your content (ads, video ads, etc.) were shown to your target audience regardless of whether they clicked on it or not. In this study , social media posts with videos received 48% more views.

More Impressions

In the tourism industry, we’ve seen a positive impact of video for our clients. We still use single-image ads to get quick messages and offers out to consumers. Ads with a single image work well for sales promotions or news ads when the weather is perfect for an upcoming weekend for outdoor go-kart racing.

One of our zipline clients found a 60% increase in impressions between all video content posted to social media than single image ads.

Higher engagement

Many users of social media use the platforms for the two-way interaction that it provides. People are looking to create and maintain connections. Likes, shares, and comments are ways your audience can interact with your brand; this is called engagement. Engagement is the best measure of how much your video resonated with your target audience.

Facebook also prioritizes posts with higher engagement. On average, video posts on Facebook get at least 59% more engagement than other post types. Additionally, in a study looking at the top 10 brand pages on Facebook, video posts generate 12 times the shares than text and images combined.

One of our clients in the tourism industry saw an average of 27 times more engagement on video ads (19% of the total impressions) compared to the single image average (0.7% of the total impressions).

Higher Click-Through Rates & ROI

Click-through rates (CTR) are the percentage of impressions that resulted in a click. This metric tells you how relevant your video (or in this case, your video ad) is to the audience. If an ad had 1,000 impressions and one click, that is a CTR of 0.1%. The goal of an ad campaign like this is to get qualified users to come to your website and perform the desired action (ie. buy, fill out a contact form).

Our data shows an increased click-through rate (CTR) between video ads vs single-image ads, with the average single-image ad CTR at 1.0% while the average video ad CTR is 2.3% when comparing 4 of our tourism clients.

Caution: Creating Just Any Video Won’t Improve Your Tourism Marketing

Video consumption is changing, and just making videos doesn’t deliver results. With the immense amount of video content online, consumers’ attention spans vary, and they’ve dropped within the last year. For instance, an average Gen Z consumer’s attention span is 4 seconds less than a millennial consumers.

Videos must demand attention in the first 30 seconds with relevant and interesting content, or the viewer will move on. However, if your video captures attention quickly and then continues to entertain, offer valuable or interesting information, consumers will stay longer.

Video isn’t going away and will only rise in popularity. Digital video advertising spend in the US was estimated at $55.34 billion in 2021. It’s predicted that spending will continue to increase to $78.5 billion by 2023, which is double what it was in 2019 (Source: Statica ).

Do you have video content that conveys your brand message, what you do, and how your activity works?

We’ve seen video strategies work for our clients and drive growth for their brands. If you want to learn more about how video marketing can work for your tour and activity brand, contact us to find out how.

For more strategies to drive your tourism business growth, get monthly insights delivered to your inbox. And check out our tourism video too below!

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About The Author

With 8 years of experience in the design industry, Gavin helps clients bring creative ideas to life through motion graphics, video, and digital/print work. He also enjoys collecting soundtracks on vinyl, watching British panel shows, and raising a miniature schnauzer with his partner, Shay.

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5 Killer Tourism Marketing Campaigns That Make Us Want to Travel

May 9, 2022

Chasing wonder; seeking escape; seizing the chance to spread your wings and get away from digital devices for a week or two — that’s what the best vacations are all about.

But where to go on vacation? A romantic getaway to Bora Bora? The Grand Canyon trip you’ve planned with your sibling since childhood? Machu Picchu with your old college roommates? Or a visit to grandma in Albuquerque? As the world slowly spins back to normal, we all have so many choices about where to travel; it can be tough to decide. The best tourism marketing campaigns help turn travelers’ indecision into action, showing off the beauty of a destination or showcasing the legacy of the local culture. Here are a few of our favorites.

The Wonder Remains

With its world-class theme parks, sizzling nightlife, and close access to the natural beauty of Central Florida, it’s no surprise that Orlando is the most popular travel destination in the United States for summer 2022. In 2021, Visit Orlando launched the stirring tourism advertising campaign The Wonder Remains to welcome travelers back to The City Beautiful.

Set to a soothing piano track and featuring video footage of some of the best experiences to be found at the Walt Disney World Resort, Universal Orlando Resort, SeaWorld Orlando, and Discovery Cove, The Wonder Remains instills a sense of calm and normalcy following a hectic and frightening pandemic. This great tourism campaign shows that Orlando is as it always was, and always will be — an oasis of excitement for travelers and dreamers of all ages to discover.

#VisitCancun

Visit Cancun hasn’t produced any tourism video advertising in years — but that hasn’t stopped Cancun, Mexico from becoming the world’s top travel destination in summer 2022. Instead of video ads, Visit Cancun relies on social media for its destination marketing campaigns.

With more than 606k followers on Facebook , 169k followers on Instagram and 64k followers on Twitter , Visit Cancun inspires wanderlust with daily posts that highlight the natural wonders, vibrant nightlife, and unique character of Cancun. Followers are invited to join in the fun through the hashtag #VisitCancun, and Visit Cancun often shares posts from influencers.

Some of the best tourism advertising has a clear social conscience and Visit Cancun is no exception. In addition to sharing beautiful photos of crystal-clear waters and romantic beachside weddings, Visit Cancun puts a guide for responsible travel front and center to help ensure that travelers experience Mexico safely. A guide like this can be a great content marketing opportunity, and the best tourism advertising makes the most of it.

Mālama Hawaii

Honolulu, Oahu and Kahalui, Maui are America’s third and fourth most-frequented tourist destinations, respectively. With so many travelers preparing to say “Aloha” to Hawaii this summer, Go Hawaii created the moving Mālama Hawaii tourism advertising campaign to welcome them to the islands.

Beginning with Hawaii Is Our Home , Mālama Hawaii is a sweeping campaign with many beautiful and inspiring videos on safe and responsible travel, land and ocean conservation, and the rich legacy of Hawaiian cultural traditions. On the tourism campaign website , travelers can discover various ways to give back to Hawaii while vacationing on the islands.

In Hawaiian, “mālama” means to “take care.” Encouraging travelers to “Take a Trip that Gives Back,” Mālama Hawaii is proof that the most meaningful vacations are those taken with deep respect for your destination — and that the most meaningful tourism advertising campaigns are those that deeply respect their audience.

Named for and featuring Lenny Kravitz’s iconic 1998 funk rock hit Fly Away , The Islands of the Bahamas ’ new tourism campaign Fly Away shows off the majesty of the Bahamian landscape and the thrills of Bahamian culture — at a time when Nassau is the 7th most-visited tourist destination in the world.

Kravitz himself even makes appearances throughout the multi-video campaign, riding a horse on the beach in the central ad and discussing the resilience of Junkanoo music in a featurette. Fly Away is an excellent example of subtlety in celebrity endorsement. Kravitz is featured in logical ways, but the star of the tourism campaign is still the Bahamas.

Sometimes, the best tourism advertising campaigns practically write themselves. Who doesn’t want to fly away to the Bahamas right now?

Basecamp Denver

Produced as a miniature reality show, Basecamp Denver is a three-part tourism video campaign that invites viewers to “Use Denver as your basecamp for all your Rocky Mountain adventures.” In the first video, a family learns about fly fishing; in the second, a young woman discovers mountaineering; and in the third, a group of friends goes mountain biking.

What we love most about Basecamp Denver is its uniquely grounded approach to tourism advertising. Structuring these ads in a reality show style makes them feel human and accessible in ways that some tourism campaigns aren’t. Following these families’ and friends’ journeys through Denver makes us want to book a flight to the 303 — which is America’s 10th most-traveled-to destination for summer 2022 — and tag along.

Not into Leaving on a Jet Plane?

If you’re staying in the U.S. for the summer and looking for something a little closer to home, the National Park Service’s enduring Find Your Park tourism campaign can help you find an exciting state or national park to explore nearby. Check out Parks Project for a new outfit to wear on your visit; this company is a great example of the power of brand collaboration in marketing, and how fashion can help make once-staid brands feel vibrant and exciting again.

Wherever you roam in the months to come, we at TrendyMinds wish you safe travels from Kokomo to Havana — and all around the world. And if you're a marketer planning a tourism ad campaign for an international audience, read our blog post about the importance of cultural sensitivity in advertising .

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A tourism video painting the Philippines as a glorious holiday destination was exposed for using random stock footage of tourist spots in Bali and Dubai

A tourism video meant to promote the Philippines has been slammed for using stock footage of other countries.
The video — which is part of a $900,000 campaign — featured places in Brazil and Indonesia, among others.
DDB Philippines, the advertising agency behind the video, has since apologized for the mistake.

A video that's part of a tourism campaign to promote the Philippines as a holiday destination has drawn flak for using stock footage of other countries.

Filipino blogger Sass Rogando Sasot first pointed out on her Facebook page that at least five clips featured in the new "Love The Philippines" tourism video were of places outside of the country — including Indonesia, Thailand, and even the United Arab Emirates.

In the same post, Sasot compiled the scenes into a comparison video that identified the original sources of the foreign clips — all of which were available on stock footage websites.

Among them were scenes of rice terraces in Bali, a fisherman throwing a net into the water in Thailand, and a person driving over sand dunes in Dubai.

A subsequent check by AFP confirmed her findings, as reported by Channel News Asia . The video was part of the Philippines government's $900,000 "Love The Philippines" tourism campaign that was launched on June 27.

DDB Philippines, the ad agency behind the video, apologized on Sunday for the embarrassing blunder, local online paper SunStar Manila reported, citing a statement from the company .

New Philippines Tourism Campaign Gives Props to Local Workers

Mary Ann Ha , Skift

June 6th, 2022 at 2:00 PM EDT

The Department of Tourism Philippine's newest video is the epitome of "talk about creative advertising" — performers mold their bodies into birds, mountains, waterfalls, and oceans to remind tourists that there are workers behind every tourism experience, and that they deserve recognition.

Mary Ann Ha

In the face of one of the most longheld problems in tourism — the tourist’s inability to respect the connection between the land and the true community, often resulting in the appropriation of both the destination and culture — the newest ad from the Department of Tourism of the Philippines chooses to speak to the phenomenon directly.

“For years, we have shone the spotlight on the country’s stunning beaches and landscapes, its marvelous heritage sites and natural attractions,” reads the video caption on their Facebook page, “As tourism begins to pick up anew, we recognize the people who have always made our destinations more memorable and more fun — our tourism workers.”

The nearly two-minute advertisement, titled “The People Make the Destination”, takes place entirely in a studio. It acts almost as an art film, silently stating in the beginning that there was no use of any aerial drone footage, flashy photography, special effects, or actors involved in the making of the video.

Instead, energetic and elegant dancers fill the camera frame, using their painted limbs to play out landscapes, animals, and famous natural monuments throughout the Philippines. These performers are in constant movement throughout the entire video, as they twist and turn their bodies to provide the props and sets that would have otherwise been bought and sourced in filming a normal tourism ad.

In addition to visually depicting major natural sites and outdoor activities, the advertisement uses audio that is composed of raw soundbites from 23 locations all throughout the country, from “crashing waves in Samar” to the drumming sound of La Union’s best percussionist.

During a time when we see travel campaign after travel campaign hoping to grab the Western tourist’s attention with trendy pop songs or upbeat advertisement jingles, the Department of Tourism Philippines stayed loyal to what they know the beauty of their country can truly offer, regardless of whether it might seem less attractive to the party-goer or adrenaline-junkie.

A Message Long Overdue

Tourism is about desire, and to market a desirable product, it’s irrefutable that curation has to be a factor. However, curated content in tourism campaigns, especially when it involves bringing camera crews to untouched natural sites or depicting “happy” natives whose homes are being flaunted as exotic places to pose in front of, can quickly become harmful to both the location and the integrity of the local culture.

Like the recent project by the Philippines tourism team indicates, tourism organizations need to show a stronger willingness, no matter how desperate they get with lower pandemic numbers, to communicate that “fun” as a tourist doesn’t appear out of thin air. It doesn’t wash up on beaches, or grow from palm trees, and is most certainly not a free entitlement. It grows from the workers who make sure to carefully curate a seamless “paradise” experience, it’s built by the management and the service employees who are repeatedly forced to blend into the background, and is gifted by the natives and locals who are willing to open their backyards to outsiders so that they might be able to share the joy of their homeland to others as well.

With a deeper recognition of this messaging, tourists will not only keep this newly-found respect for the people at the front of mind, but will also hopefully have a stronger dedication towards respecting the land and prioritizing nature preservation and climate consciousness when traveling.

The Daily Newsletter

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Tags: advertising , asia monthly , destination marketing , marketing , philippines , tourism campaigns , tourism marketing , tourists

10 Awesome Travel Marketing Films That Are Worth Booking A Trip Over

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Get Paid Up To $32,000 To Move To Tuscany

Skip crater lake for these underrated oregon lake hikes instead, america's deadliest lake is also one of its most beautiful.

Marketing campaigns are very much like Yorkshire puddings. Made well and baked in an oven that's having a good day (plus a sprinkling of luck), they rise to glorious heights — one could even say they're life-changing. A bad Yorkshire pudding, though, can ruin a Yorkshirian's week and all those who sample said pudding, bringing shame upon the maker's family and leaving disappointed taste buds with much to desire.

Joking, of course, but people can at least laugh about god-awful Yorkshire pudding — that indulgent, chunky, golden lump of baked batter, ruined (however, passionate Yorkshirans might get a little emotional about a truly horrendous one). That's a terrible analogy to try to make a point. Satire aside, the same can be said about marketing campaigns.

When they excel, they go viral. Bad? Laughable. That said, one thing's surefire: good or bad, they're memorable — and that's the marketing team's goal. Great success!

There's no force quite like a destination's tourism marketing nerds, especially at a time like now. After over two years of pandemic-related restrictions, borders are open, and countries are falling over themselves to garner tourists' attention. That's why the tourism marketing teams attempt to produce the next blockbuster travel campaign. 2022 was the first travel-friendly year since the pandemic began, after all — a period when restrictions eased up and vacation hotspots desperate for tourist cash bid for travelers' bookings.

Some destinations spent exorbitant sums of money on marketing, shooting stunning footage of their tourist offerings and authentic portrayals of their locations, with many even onboarding celebrities in their marketing content. This surge of national and regional tourist departments worldwide deploying fresh ads to entice international travelers to their lands led to some truly unique content. And, like a Yorkshire pudding, some of these campaigns were outstanding — even iconic. Others, however — well, keep reading to get the picture.

From emotional and beautiful country reopening videos to horror-themed quick flicks and call-to-actions inciting space exploration on Earth (hello, Iceland, you clever rascal, you) , these campaigns from several tourist destinations caught the spotlight in 2022 with their wonderful, wacky, and even weird videos to spark tourism. Indeed, perhaps the most bizarre (and hilarious) of them all was an actual belly touring one of Europe's most famous cities — yes, a rather large tummy evoking (and practically inciting) the important message of sheer indulgence even piggery on one's vacay. What happens on vacation, stays on vacation — and on the waistline, in some epically indulgent cases wherein some travelers go home with more baggage than when they departed.

10 Iceland: Explore Martian Lands (With Two Feet On Earth)

2022 was the year when big-name companies (not naming any names) urged people to travel to outer space for a vacation — an experience reserved for folks with the deepest pockets, that is (sorry, mere mortals with bills to pay).

What Iceland wants holiday-starved globetrotters to know, however, is this: a spaceship isn't necessary to relish a space-like adventure; all anyone needs to do for a once-in-a-lifetime Martian trip is to visit the Land of Ice and Fire instead.

Mission Iceland took tourism marketing to new heights — literally . It launched its first-ever space billboard (indeed, a billboard that reached the stratosphere). This genius campaign encouraged aspiring space tourists to consider Iceland as an alternative destination to the stars. Why?

Well, visitors can experience Mars-like landscapes, with Mission Iceland's core message evidenced by its extraterrestrial beauty and natural splendor: Iceland is a lot like outer space, but better.

There’s zero need to blast off into space (and spend a lifetime's earnings in doing so) when travelers can head to Iceland for a Martian vacation at a fraction of the cost, time, and, perhaps best of all, carbon footprint.

Rolling red hills, black sand beaches , bubbling volcanoes, and some of Europe’s largest glacial lagoons are right here on planet Earth — numerous in Iceland, specifically.

9 Vienna: What Does A Belly Do In Vienna?

What does a belly do in a place commonly cited as the most beautiful city in Europe ? The Vienna Tourist Board's October 2022 campaign answers that question in what's quite possibly the most hilarious yet bizarre advertisement yet from any tourism marketing department.

They even made it into a short film, documenting the life of a literal walking and talking abdomen on a Vienna vacation.

Herr Belly's journey in this video is heartfelt (right in the coronary) and honest: traveling should be a time when those everyday rules relax, and the belly is free to do as belly pleases (or the person, of course — it would appear that Mr. Belly is a comedic metaphor — but done so well in a way that generates sumptuous emotions and a belly full of laughter).

Related: Five Days In Austria: Planning The Perfect Vacation In Under A Week

The six-minute story documents a rotund gut who leaves his human, Harry — who's obsessed with working out. Belly thus jets off to Vienna, where it samples all the city has to offer, meandering through the streets, viewing artworks, and sampling some Sacher torte in its hotel bed.

Human Harry does come to find Belly eventually, which leads to them enjoying a nice date together in a Viennese restaurant.

The finishing line of this cinematic triumph: "The most beautiful way to love yourself is to indulge" — a message reigning true when on a weekend trip to Vienna or a weeks-long escapade anywhere else on the planet.

8 South Africa: Live Again!

Launched in March 2022 — a time when a sizable chunk of the world remained locked down — South Africa's three-minute video was a delightful take on the travel world post-Omicron (when nobody yet knew what was to come).

While the campaign was superb, it was indeed brave after the first cases of the Omicron variant were recorded in South Africa and the nation faced travel bans from many countries around the world.

In the video, a young woman looks fed up with it all in a dark and rainy-looking London — classic British weather (that's why they console themselves with doughy Yorkshire puddings).

She then emerges into the light in Cape Town, South Africa , and colors paint the scene bright with vibrancy — a faraway sight from the grumpy grays of England.

The woman experiences quintessential South African bucket list items, going off on a safari to the Drakensberg escarpment while the nation's natural beauty completes the picture. Despite the breathtaking scenery more than enough to convey the message, the story focuses on human connections that people missed during COVID-19 lockdowns.

Her massage, her mingling with surfers, her sunset beach rides, and her partying that ends the video — these are those connections that everyone took for granted before the pandemic, which became unthinkable throughout its timeline.

After showcasing imagery that leaves viewers feeling as though they know what South Africa is really like , the final message, "Come as you are, leave as you'll never be again. Live again!" ends the emotional journey — telling viewers to enjoy these previously unthinkable experiences once again.

Where better to do so than the sublime, culture-rich, nature-laden lands and shores of South Africa?

7 Sweden: Spellbound

Sweden has given the world many things. Gorgeous green spaces, Abba, IKEA, and Greta Thunberg, to name but a few. Last year, though, this Scandinavian nation delivered possibly the strangest (but coolest?) bid for tourism yet — a Blair Witch-style, cheesy horror flick filmed in the woods.

Right on time for Halloween in 2022, Visit Sweden released a two-minute-long horror short promoting the country. The video is narrated by "Sweden", with the scene set in a forest — representing the country's "soul".

Much like a Hollywood horror, it lulls viewers into a sense of security, showcasing idyllic images — before the quintessential, corny flasher thrills begin.

The story details the character "Sam", who meets a beautiful woman who is, in fact, unbeknownst to him, a huldra — an eerie, creepy forest nymph. The moral of the tale, narrator Sweden warns, is "What happened in the forest is something you will regard as a dream, but that is not how it is going to be."

Not exactly a way to attract tourists, is it? Unless they love scary movies.

Some of the context behind the short film comes from the very end of the film when it also promotes Kiln, a "chilling audio story" by Swedish horror writer John Ajvide Lindqvist, which, according to the ominous tale, is downloadable "in the Swedish forest" — whatever that means.

6 Rwanda: Lionel Messi

It was Lionel Messi's year — and what a way to end playing for his home country's team.

His 2022 World Cup win for Argentina wasn't the only awesome activity he got up to last year, though. Legendary Messi and his Paris Saint-Germain soccer co-star, Sergio Ramos, ventured to Rwanda for Visit Rwanda's 2022 campaign.

The campaign, titled "Tee off your next adventure in Rwanda", was released just before the new year to kickstart the country's tourism once again, featuring a handful of sporting stars to really grab the world's attention.

The 100-second-long video opens with former soccer goalkeeper Jérôme Alonzo, who is seen playing golf during his retirement. The camera follows his golf ball, which lands in the world-famous Parc des Princes stadium before getting kicked around by the players.

Next, the well-traveled ball flies off to Rwanda, gliding through the air over the nation's most breathtaking landscapes.

After some fun cinematography (and cameos from gorillas), the short video returns to the golf course, where a young girl ends the shot with a majestic hole-in-one.

5 Vilnius, Lithuania: Vilnius's Belated Birthday Cards

Lithuania and its attractions offer tourists plenty, particularly the capital city — but what does that even matter if people can't point it out on a map, let alone know it exists?

The city's tourism marketing team evidently understands this reality yet goes with it anyway, reclaiming the world's obliviousness and using it to create a witty video, which so bluntly gets it over and done with from the get-go.

"Nobody knows where Vilnius is", the video proclaims (perhaps even proudly?), and it's that self-deprecating humor that earns the content a spot on this list — it's likable, honest, and charismatic. It says it as it is without dishonest sugar-coating that travel ads are notoriously guilty of.

Even the city’s tourism marketing team can’t argue the truth; they know nobody knows where their city is.

Open up a new tab and look at a map of Europe (there’s a free hint) – five bucks and a bowl of Šaltibarščiai say finding the pot at the end of the rainbow is easier than pointing out Vilnius on an atlas.

Related: Vilnius And Why This Old Lithuanian City Shouldn't Be Missed

Those responsible for the city's tourism campaigns ran with the world's unfamiliarity with Vilnius in previous years, too; they rewrote a Christmas carol dubbed "Christmas in Vilnius: Amazing wherever you think it is" .

That self-mockery at work again — glorious marketing perfection. Heck, this theme is a darn sight more lighthearted than those former campaigns from Vilnius were laced in; in true, hilarious, audacious fashion, the city was branded under a somewhat NSFW but epic name at one point (perhaps check this one on Google; this site is family-friendly!).

Vilnius's latest campaign captures that same self-taking-the-micky-out-of-comedy value but shapes it into a cheeky birthday celebration.

It's all about the city's seven hundredth anniversary — indeed, Vilnius turns 700 in 2023. The retro, '80s-styled video explains, "After most of the world forgot Vilnius' last 699 birthdays, we came up with a solution for its 700th," — the solution being a "belated birthday e-card collection."

The ad showcases several entertaining birthday cards and instructs viewers to send their own.

4 Australia: G'day

Australia's fun, loud, and awesome personality is known worldwide, and its nine-minute film "G'day", captures its essence perfectly.

The video went pretty much viral, gaining 19 million YouTube views — in its first month. Starring Rose Byrne as Ruby, a toy kangaroo, and Will Arnett as Louie, a toy unicorn, the short movie took a leaf out of the long-loved Toy Story's book.

The campaign, "Come and say g'day," follows the pair on an Aussie adventure, starting with their escape from a Great Barrier Reef gift shop. They subsequently venture to Nitmiluk Gorge, Uluru, the Great Barrier Reef, and even the Sydney Opera House.

Finalizing the tale with "Down Under, 'g'day' is the start of every good adventure", Byrne closes the toys' chapter, further ending it with the one-liner, "It's our way of saying, 'If you're not a friend yet, you will be, mate" .

Friendly and endearing (even if feeling scripted), it's a wholesome take on a travel ad (with zero expletives — not what one would typically expect from an Aussie production. Just kidding, kinda ).

3 South Korea: Shall We Play #Korea

"Shall we play Korea " graced screens in November, entailing a fun, short-and-sweet glimpse at South Korea and its best places , and what it offers as a country (clue: it promises something for every kind of visitor — be it family-friendly attractions, fun for the elders, dreams for the kids and teens, and romantic retreats for couples.

From golfing and paragliding to road-tripping across the country, this campaign delivers an important message: there's fun for all. And how can anyone forget K-pop dancing? Well, when in Rome...

2 Morocco: Kingdom Of Light

Morocco means natural wonders , tradition, rich culture, mouthwatering food, remarkable historic attractions, and stunning scenery.

It's a land to which many visitors escape — to get away from the conventional western lifestyle and experience something beautifully different.

In a country like Morocco, tradition and customs are prominent and experiences in themselves, but the country's tourism campaign released in May took them and created a tasty cocktail with the new.

The tasteful video combines the treats that tourists visit Morocco for — the enchanting traditional gifts of Tajines, souks, and the exquisite Badi Palace in Marrakech — with modern Morocco.

Think contemporary dance in the breathtaking Badi Palace, golfing in the undulating Moroccan dunes , and dazzling art exhibitions in the desert. The wonderful background music is the cherry on top, too.

1 Virgin Atlantic: See The World Differently

This entry isn't a destination as such, granted. But give it a chance — it deserves its place on the list.

Virgin Atlantic is one of the world's most famous airlines; most people recognize the brand, and a heck of a lot more will now, thanks to its wholesome yet totally cool ad that does things, well, a little differently.

Titled "See the world differently" , the campaign certainly practices what it preaches. It starts out unassuming, leaving viewers with the ordinary thought, "urgh, another cheesy airline ad?".

Featuring smartly uniformed flight attendants, airport scenes, and travelers rushing through, indeed, the video does feel like nothing special — but that internal voice ends very quickly. The quirky passengers and fabulous airline staff break the norm seconds in.

They're no same-same Jane and John Does nor supermodels; they're funny-face-pulling punk rockers, fierce male flight attendants with fabulous glittering make-up (who can clearly walk like catwalk models, by the way), colorful suit-donning guys wearing shades indoors, and cute-n-cheeky kids, among other unconventional characters.

Wouldn't put it past them not to be sandals-and-socks wearers, too.

The picture's painted; it's a cool ad showing off the beauty of diversity in the human population — but it does it in such a fun, electric way that it's hard to pull the eyes away from the screen. And goodness , the soundtrack — it's sensational.

The backing tune is as positively upbeat as it is catchy, a cover by jazz/soul artist Lady Blackbird of the 1983 Broadway hit song "I am what I am" , which was originally composed by Jerry Herman for the musical La Cage aux Folles .

The music, perfectly blended with the filming, leaves the end of the ad feeling utterly wholesome as if viewers have just returned from a journey with these funky folks on board the sizable aircraft.

The ending? Cool as heck. It finalizes with a James Bond-like scene, a female pilot jetting her plane full of passengers off into the sunset horizon — what a way to inspire travelers and little girls simultaneously, the latter informed without any words that they, too, can become a pilot if they so desire. Seriously, just watch it and feel the feels.

Bravo, Virgin Atlantic , bravo. Is an encore too much to ask?

10 best travel ads that will make you book your next vacation in seconds

July 9, 2024

As the world recovers from the pandemic, travelers are keener than ever to find their next vacation spot. And the companies’ and countries’ tourist offices are wasting no time trying to attract as many visitors as possible to their destinations.

To show you some of the true gems in travel advertising, we’ve put together a list of the 10 best travel marketing campaigns that will make you want to book your next holiday ASAP. Plus, a little background on tourism marketing.

So let’s dig in!

What is tourism marketing?

Tourism marketing refers to strategically promoting travel destinations, attractions, and services to potential visitors.

As part of tourism marketing, companies from the various aspects of the tourism industry develop targeted marketing campaigns on various channels to spread compelling messages to attract tourists.

Whether it’s a travel brochure or a video ad each tourism campaign aims to increase awareness, generate interest, and ultimately drive visits from local and international visitors.

10 best tourism marketing campaigns

Here are the ten best tourism campaigns and ads:

1. Switzerland – Yodel Ay Hee Hoo

Is there a better way to promote the countryside than by inviting various people from a train station to spontaneously take a day off from work and enjoy the beautiful and peaceful Alps?

That’s exactly what the Switzerland tourist office did in one of their endearing tourism campaigns and sent the important message of how often we forget to take a step back to relax from our busy daily schedules.

The creators made the travel ad even more authentic by live streaming from the Alps, with an elderly man inviting everyone from the Zurich train station to come join him.

Intending to inspire travelers, this innovative approach caught daily commuters off guard and made them question whether to take a free daily ticket to the Alps or to continue their regular trip to work.

2. Travel Oregon – Only Slightly Exaggerated

Whether you’re watching an ad for the latest toothpaste or a fantastic new trip destination, they all have one thing in common – they exaggerate how great they are.

Travel Oregon used this common motive in their “Only Slightly Exaggerated” tourism campaign to paint Oregon as a unique, dreamy, cartoon-like destination.

The ad shows that Oregon mountains are more magical than anywhere else, rivers hide secrets never seen, and the streets offer entertainment like nowhere else. Just like in your childhood dreams!

3. Iceland – OutHorse Your Emails

Being able to disconnect from work when on vacation is something that many of us struggle with these days. Luckily, Iceland found a perfect solution for the problem – outsourcing your emails to Icelandic horses. All you have to do for that is come to Iceland, and the rest will be taken care of.

This quirky ad is an amazing example of how creative and funny countries can get in attracting new tourists.

4. Sweden – Spellbound

Have you heard of Dark Tourism? If you’re a fan of horror stories and mystic movies, then you certainly did! And you’ll absolutely love what Visit Sweden released this year as an attempt to attract a specific target audience with their unique tourist marketing campaign.

Their Spellbound campaign invites mystique lovers to Sweden to explore beautiful nature while enjoying the unique experience of listening to a chilling audio story. The campaign was set up so that a Spotify playlist would only become available to visitors once they came to a specific location.

This way, they had to visit the location to get the unforgettable and scary experience. Who would’ve thought that horror stories could be such a great way to advertise a country?

5. Tourism Ireland – What Fills Your Heart?

You can never go wrong with a heartwarming tourist marketing campaign that celebrates good spirits, brings nostalgia, and connects people to the nature and the culture of one place. Tourism Ireland managed to do all that in one of their recent campaigns titled “What Fills Your Heart?”

In a series of ads with famous Irish actresses in the main roles, including Derry Girls and Sharon Horgan , the Irish tourist board told the story of Irish history, culture, and customs.

Source: youtube.com

6. Vienna – What Does A Belly Do In Vienna?

There is no better place for a hungry and heartbroken belly to indulge in life’s beauties than Vienna. That’s the story Vienna’s tourist board told in their highly creative and surrealistic short film.

As the belly walks through the streets of Vienna, trying to forget his dear human who didn’t treat him well, we get a glimpse of what tourists can see and enjoy during their next visit to the city.

The creator’s unique approach to promoting Austria’s capital wins the creativity award and is an excellent magnet for new tourists.

7. Only in Scotland – Why Scotland Needs You

During the COVID-19 pandemic, many countries struggled to attract tourists. People were concerned about their safety and if the location could provide memorable experiences despite numerous restrictions.

At that time, Scotland released a beautiful ad showing why Scotland needs people while showing tourists why they’re the ones who actually need a holiday in this astonishing place. The ad is in the spirit of hope, serenity, and relaxation – everything people needed during the pandemic.

8. KLM – Live Hologram Bar

Imagine spending hours at the airport talking to almost anyone in the world. You could learn about different cultures, what to visit in your next destination, or chat to make the time go by faster.

In their 2019 marketing campaign, KLM placed hologram bars in airports around the world and allowed travelers from different parts of the world to connect and exchange their stories. Not a bad way to spend your time waiting for your next plane.

9. Croatia Full of Life – Ode To Joy

What is a summer vacation in Croatia other than your own yearly ode to joy?

This famous symbolic motif is what Croatian Tourist Board chose for the promotional campaign in 2012, and earned a prestigious travel industry ‘Oscars’ award, ‘Das Goldene Stadttor,’ at the International Tourism Film Festival.

Beethoven’s inspiring music narrative, led by cellist Ana Rucner carries the video highlighting the rich cultural, historical, and natural heritage of Croatia as well as many Croatian beauties.

10. Chicago Not in Chicago

In 2022, Mayor Lori E. Lightfoot announced the launch of the “Chicago Not in Chicago” campaign to show how Chicago has inspired many other iconic cities worldwide.

This creative campaign featured city tour buses across major US cities where people got a tour of Chicago instead of the city they were visiting. And by first confusing and then entertaining the visitors, the campaign sent a powerful message that every city has a story – a Chicago story.

Final thoughts

When it comes to travel marketing campaigns, the sky’s the limit. Countries and companies can use many different sources of inspiration to tell unique stories about a location or a travel service.

And these travel marketing campaigns are a great example of how creativity combined with emotional appeal is a recipe for success. The only question remains: “In which of these locations did you book your next vacation?”

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