The travel industry has been hit hard by the recent pandemic. With restrictions and new security measures (not to mention decreased consumer confidence), travel and tourism marketers have had to work extra-hard and be extra-smart to reach their audiences. To keep up with the competition, travel marketing will have to “level-up”.Very few advertising campaigns have been able to keep pace with the constantly-changing world of technology, but this is about to change. The best travel marketing campaigns and travel ads inspire people to take a break from their day-to-day life and experience something new.
These campaigns must now do more than just inspire people to take a break from their everyday lives. Moreover, there's no denying that travel is now a much tougher sell. And that's because of the events of this pandemic the travel business has slowed down. That's why it's more important than ever for travel marketing campaigns to create story-driven storytelling with an emotional connection, capturing the sense of adventure, and being compelling in their ads. A successful campaign will be all of these things and more. In this article we will be sharing what are the things that make up a great travel advertisement and some examples of best travel marketing campaigns that give the users a truly unique experience.
The Inspired by Iceland website is amazing! Since 2010, the year of the volcanic eruption, the site has invited visitors to explore Iceland's journeys, tastes, and living, with rich features on the Northern Lights, ice climbing, or birch syrup.
The eruption of the Icelandic volcano Eyjafjallajökul in 2010 shut down travel business to Europe. The country's government teamed up with Reykjavík, Icelandair, and Iceland Express to launch the campaign 'Inspired by Iceland'. The campaign has been running for 12 years. It's taken on different themes each year and has won many awards including the Cannes Lion and ICCA events. The campaign blends humor with top-quality Icelandic goods to promote Iceland and the travel business there. Clearly, it's a hit. Even videos from the campaign have been viewed nearly 14 million times on YouTube. After seeing the ad, anybody will have to urge to plan a trip to Iceland.
Travel Oregon is a very creative company. It has a good reputation for providing interesting and engaging ad campaigns. For example, there's a robot fish who guides visitors through the state and satirical articles that poke fun at it. Travel Oregon combines print, sponsored posts, social media, banners, and video ads have a great effect. Though their marketing is incredible, the icing on the cake is the Studio Ghibli-esque video. This video reimagines the US State as an "adventure dreamland." The fun and boundary-pushing marketing ad performs remarkably well.
Oregon has some of the most awe-inspiring natural environments and is a beautiful destination to plan a trip! In Travel Oregon’s new campaign, you can experience a full 360-degree view of Oregon’s many different environments and all the cool stuff you can do there. Travelers will be more than excited to plan trip here by seeing the video. The advertisement features 20-second videos and a bunch of print ads like this one distributed to Seattle,San Fransisco, Boise,Vancouver and other places. This advertisement drives engagement among travelers and brings more customers.
Northern Ireland is one of the most beautiful countries in the world. It’s got natural beauty an significant landmarks, but it’s always been difficult to sell to. The trouble is its past. There was violence here, so tourism marketing had to work harder than elsewhere. Thankfully, this country has some amazing campaigns, like the Doors of Thrones which used the hit HBO show Game of thrones to draw tourists in and revive their travel business.
One of the iconic scenes in HBO's Game of Thrones is the Kingsroad, where trees line the road. It was filmed in Northern Ireland, where the trees were destroyed by Storm Gertrude in 2016. Ten doors were intricately crafted from the fallen trees to represent the ten episodes in Game of Thrones Season 6. These doors were then shipped to different places around the country. This way, we can admire the trees year-round or house different locations. Here, the negative got converted to positive and also shows a great example of advertising masterpiece of converting something not useful to unique for marketing. This campaign generated lots of positive response among travelers and drew more people to the country.
Ireland is known to have the best tourism campaigns around. In 2018, Tourism Ireland unveiled its industry-first "Fill Your Heart With Ireland" campaign. It talks to audiences on a literal level by using the slogan, "Fill Your Heart With Ireland." This bold slogan is backed up by excellent marketing and advertising. Tourism Ireland believes that it's important to let people know about the 'heart-filling' effects that Ireland has on tourists. To do this, they asked a married couple to wear an outfit with head-mounted cameras during their visit to Ireland. These cameras tracked their reactions to different experiences and services. The data was used to show the 'heart-filling' effect of the happy land and proved it as one of the best destinations.
The travel ban in 2018 threw many citizens into chaos, but the company Airbnb took a stand to remind everyone of the country’s beliefs. They created and released a short video to respond to the US Supreme court upholding the ban, showing their support for freedom of movement. In 2018, US president Donald Trump imposed a travel ban on citizens of Iran, Libya, Somalia, Syria and Yemen. This video is from Airbnb in response to the US Supreme Court upholding the ban in June 2018.
The video highlights Airbnb’s beliefs and values and is a call to action for people to speak out against xenophobia and other forms of discrimination. The brand has been marketing itself as a way of experiencing other cultures and meeting other people. Along with this, they have been doing the right thing. This message reinforces its progressive brand image while continuing to do the right thing.
Virgin America’s website launched in 2014 and there were a few features that really set it apart. One such feature was the universal reception of the brand website. It felt like a campaign, and still does. There are still features on the site that feel fresh and innovative, and we want to share them with you! This is the first of it's service where passengers can test drive their flight through Google Street view. Its innovative and consistent in flight experience makes your trip interesting.
The airlines started to engage more and more people and inspired a lot of people to board their flights.
A very creative campaign from 2016, the Swedish Number, was a phone number anyone could call and talk to a random Swede. To celebrate 250 years of free speech and encourage tourism, The Swedish Tourist Association and Stockholm-based agency INGO gave the country its very own telephone number.
To access this number, you can dial 46 771 793 787. When you call, you will be greeted by a robot who asks you to state your message to the country. If it’s positive, the narrator will thank you, but if not, there are arrows that allow you to choose other options and other services too. These Swedes agreed to answer any question that comes up. The campaign was so successful that it generated $147 million in coverage for nothing.
When you’re a small country and don’t have the money to buy media space, the things you can do to get attention are limited. Luckily, Sweden came up with a solution: they gave themselves a phone number to promote their country! In this day and age of globalization, it's important for small countries to get noticed. Sweden doesn't have too many monuments of places of interest that people will travel to and being a small country it is not much preferred for travel too. Therefore, ideas like these serve as a great initiative to bring people to the country.
Imagine you’re on a quest to make Britain great again. What would your campaign look like? The goal of the GREAT campaign was ambitious. It was the most ambitious international marketing campaign ever, and it wanted to unite fundamental strands of tourism, trade, investment, and education. This campaign was unique; it was brave, bold, and at its heart fundamentally British. The GREAT campaign was announced in late 2011 and debuted in 2012. Visit Britain is still going strong from the London Olympics. In 2018, they launched a campaign to show people that British culture has a lot more to offer than just the big attractions. It doesn't matter if you're exploring a landmark destination or having an unexpected experience - there is something for everybody.The UK is full of all kinds of wonderful things. It was awesome to have a campaign that showcased the country's long history and culture - but also gave an idea about new innovations. It enticed and also inspired different types of audiences, ranging from high-net worth individuals looking for financial investment opportunities to students who want to learn at the UK's world-leading academic institutions. This campaign is now very important for the country's tourism and value on the world stage.
The Swiss Tourism Board in Graubünden has a fun campaign that uses the best of modern technology to engage and surprise audiences. The gems of the campaign are live streaming from a mountain village into a train station, and a man from the village to talk with passers-by. This campaign is quirky and perfect for everyone who loves Switzerland.
A small town in Switzerland ,Tschlin, is so small and quiet, that everyone can hear the phone ringing. When someone answered, the caller could see who they were talking to on the website. The town has only 166 residents, but the whole town hears the phone ring. The campaign led 30,000 people to make calls in just six days.This success may have been due to the accessibility of this campaign and so it did good business too. The website, social media following, and phone booth all created a sense of connection with the people in Tschlin and was counted among the best travel advertisements.
Quebec is a place known for its outdoor lifestyle. But, Tourism Quebec wants to show people that traveling can be more than just looking at pretty things. They want their tourists to experience the sights and sounds and even the taste and feel with them. This ad tells a rich story that is more than just visuals.This video features Danny Kean, an American with vision loss. He travels to Quebec for the first time to explore the province. He experiences flying in a helicopter, riding rapids, seeing whales, and much more. It's three minutes of pure joy—a mix of expertly shot scenes and surprise moments of quieter reflection. This ad encourages other travelers to go on a trip there. In addition to it, this is a very ambitious travel advertisment from Quebec that presents a very rare thought which had widespread impact on the tourism business in Quebec.
2016 was a momentous year for Helsinki Airport. They won the title of 'Best Airport in the World,' and then leveraged this success by running a campaign featuring Ryan Zhu, a Chinese actor who lived in the airport for 30 days. The campaign was featured on social media and other video channels. This was very helpful to spread across the message of hospitality and why it is considered as the best airport. Zhu was subjected to daily challenges and made familiar with the Finnish way of living. This great adventure campaign is one of the most interesting and engaging travel marketing campaigns.
In an effort to convey the Hong Kong tourism board's message, the Hong Kong Tourism Board teamed up with Timelooper to create a VR experience. The experience enabled viewers to explore 1960s Hong Kong, from a street fight between two kung-fu fighters to a landing airplane. This campaign proved to be innovative and engaging, as it showcased the location in a creative way. TimeLooper is a company specializing in creating virtual reality and augmented reality experiences. They have helped popularize famous destinations and sites throughout the world, such as the Eiffel Tower and Trump Tower. VR time travel excursions are now possible at HKTB.
Easyjet’s 2018 pan-European campaign, “Imagine,” was designed to elicit a sense of wonder. The TV ad showed the many wonders of air travel, and across print, digital, and social media Easyjet advertised that it was about imagination and experience. The campaign helped viewers associate Easyjet with imagination and experience.
One of the best ways to promote your products is through digital marketing. The airline, Turkish Airlines, released a short film called ‘The Journey' where 90% of the film was airplanes and scenery. This short film did a brilliant job promoting the airline and the destinations. One way to do digital marketing is to think about your business's actual journey in the industry.
The best campaigns share one essential trait; storytelling. A strong story and powerful narrative are what make the difference for brands. Today, the story must be on all channels all the time. This means using social media, advertising, and PR to make sure your message is heard.
Successful brands of the future will need to find clever ways to stay customer-centric. One of the most effective tools for this is production automation. Travel businesses are at a disadvantage because they must focus on reducing costs, using data more effectively, and being agile to changing legislation. Campaign management software is necessary for staying customer-centric.
Offeo understands the importance of the technical and creative aspects of an ad campaign. So we made sure that you'll be able to create a campaign that your audience will be able to connect to and feel like they are part of. With our intuitive ad maker, you'll have the tools needed to wow your audience and take them on a journey from beginning to end. Go get it then!
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