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Top Tourism Campaigns of 2021

Happy 2022! At BTI, we typically end our year with a round-up of the top tourism campaigns of the year. Reviewing those destinations and hospitality businesses going above and beyond to share their creative approaches to visitor attraction. This year, we flipped that on its head and decided to kick off the new year with our annual round-up blog of the top tourism campaigns of 2021 instead. New year, new ideas.

Here are our five favorites, standing out over the last 12 months in another challenging year:

#1 Visit Iceland: Icelandverse

There shouldn’t be any surprise about our first “Top Tourism Campaign” of the year. Mark Zuckerberg made national news with Facebook’s name change to Meta in 2021 and the unveiling of his virtual Metaverse . Riding quickly on the coattails of the announcement, Visit Iceland news-jacked the story with their own version – the “Icelandverse.”

Featuring a Zuckerberg lookalike as the host, the “Icelandverse” shares “how to connect our world without being super weird,” which pretty much sums up public reaction to the Metaverse and accompanying video. It talks about the lights you can see, waterfalls you can visit (for real) and horses you can ride … with real hair you can touch. While striking a sarcastic tone and poking fun at the virtual world – it also does a nice job reminding us that nothing can truly replace reality. Travel offers the chance to have real, meaningful and memorable experiences.

#2 Visit Scotland: Yours to Enjoy – Responsibly

We’ve seen a shift in tourism marketing over the last several years from some of the most popular travel destinations. Even as visitation has slowed due to COVID, many are still struggling with the effects of overtourism on their wildlife, natural resources and within their communities.

In inviting travelers back, Visit Scotland’s 2021 campaign strikes a delicate balance – a welcome and a request to travel responsibly. Stunning drone and nature footage are set against messages of conservation and sustainable tourism with peaceful background music. The video does a nice job of demonstrating what responsible travel looks like (e.g. “take only pictures and leave only footprints”) and the impact it can have, while still making visitors feel like this is the Scotland of their dreams.

#3 Visit Israel: Welcome Back to Israel!

The pandemic remains a huge topic of conversation in the global travel sphere – and destinations would be remiss if they didn’t address health and safety in their tourism campaigns in 2021. Visit Israel’s newest campaign “Welcome Back to Israel!” brings the topic to the forefront of their message to travelers – while still making the destination sound open, active, and full of fun.

The video calls attention to Israel’s “new landmark” as one of the most vaccinated countries on the planet. It highlights masks, green (vaccinated) passports and sanitization methods, while also showing off the local beaches, historical landmarks, cuisine and shopping. By employing upbeat music and a charismatic host, the campaign plays like a special on the travel channel. It’s easy to forget you are watching a piece of brilliant marketing, while imagining yourself lounging with a drink in hand.

#4 Airbnb: Made Possible by Hosts

Pet travel is poised to be one of the major travel trends of 2022. Airbnb saw the signs and hopped on the bandwagon early. Unveiling a series of commercials set to familiar songs (like Dolly Parton’s rendition of “I Will Always Love You” or “Wild Thing” by The Troggs) and featuring real trips, the brand showcased some of its gracious hosts and unique properties – and the two- and four-legged guests who came to enjoy them.

The videos are masterfully done in the sense that they aren’t overly produced – in fact, they feel more like going through vacation photos with a good friend. The slow pace reminds travelers that pets are travel partners as well as at-home companions and that Airbnb hosts are more than willing to accommodate. The cute kitty in one video and adorable golden retriever featured in another doesn’t hurt the brand’s cause either.

See the full “Made Possible by Hosts” series in this playlist:

#5 Visit Sweden: Discover the Originals

It seems that Sweden has a bit of a branding problem when it comes to the names of its towns, lakes, mountains and communities. The problem being that Ikea has commandeered them and assigned these names to some less desirable products – everything from a gaming chair to a toilet brush. In the digital age, this causes a true SEO nightmare – and quite the conundrum for a destination trying to stand out among the conveniently priced furniture.

In Visit Sweden’s 2021 campaign, they encourage travelers to “Discover the Originals” and go beyond the Ikea names to learn more about the country that they came from. While the video is masterfully done, the destination goes beyond a one-minute spot with a companion website and map that breaks down the name (“Stubbarp – more than IKEA cabinet legs”) and then shares the special meaning behind each place in a tongue-in-cheek way (“If you’re happy to use your own legs to explore…”). Not only does it bring attention to the destination in a hilarious way, but it also truly makes you want to explore each and every stop on the map firsthand.

See Sweden’s “Discover the Originals” website and start shopping for a Sweden getaway .

These are the top tourism campaigns of 2021, now go back in time for more inspiration! Check out our Top Tourism Campaign round ups from 2018-2020 and our blog where we break down the elements of a Top Campaign:

Top Travel Campaigns of 2020: Tourism Marketers Get Creative in the Face of Adversity

The 5 Top Tourism Campaigns of 2019

2018’s Best Tourism Campaigns: Our Five Favorites

Elements of Top Tourism Campaigns

Sarah martin.

Related Posts

Top Tourism Campaigns of 2023

Once again, we’ve taken a look back at the tourism marketing campaigns of the past year. We found upbeat and exciting ideas that simultaneously express…

You know them when you see them. Standout tourism campaigns can be big and flashy, or subtle but powerful – or some combination of these…

• Collaboration (50)
• Content Development (6)
• Facebook Advertising (4)
• Industry News (1)
• Destination Leadership (30)
• Crisis Communications (1)
• Influencer Marketing (7)
• Travel PR (32)
• Strategic Planning (7)
• Destination Marketing (136)
• Group Travel (27)
• Virtual Events (140)

Collaboration Toolkit

Our first research study confirmed that collaboration is a constant in the travel, tourism and hospitality industry. It is not a matter of if, but when and how, organizations will collaborate together. Our latest study reveals how organizations are putting collaboration into operation and how they are setting up systems and processes so that collaboration becomes a strategic part of the organization.

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The Best Marketing Campaigns for Travel and Tourism

An in-depth guide to the best-performing digital campaigns for marketers in the travel and tourism industry to drive engagement, conversion, and long-term relationships with their customers.

By Michael Lee

15 min read

Introduction

Almost every industry was transformed by the pandemic, but none so much as the travel and tourism industry.

Now that the world has opened back up, people are making plans with renewed enthusiasm and new priorities. Staying home left people with a lot of time to daydream about their next travel destination and the lingering items on their bucket lists. Generic travel excursions are out and unique, personalized experiences are in as consumers search for more meaningful vacations. That search usually begins and ends online, and your digital marketing must keep up with this quick-moving audience motivated by pent-up demand.

How do you stand out from the crowd with your digital marketing strategies and tap into what this hungry audience wants? Your competitors are vying for their attention too, and you don’t want to be left behind.

If you're considering an upcoming tourism campaign, upgrading your social media marketing, or just looking for something other than traditional marketing strategies, you're not alone. Companies across the world have come to the realization that now is the time to use every tool possible to attract and retain new customers in their target audience.

Here’s a guide on the best-performing travel marketing campaigns and tourism marketing campaigns and how you can use them to your advantage to take your digital advertising to new heights.

Campaigns That Increase Conversion Rates

Travel and tourism campaigns that increase conversion rates, automated price drop notifications.

Customers want to find the best price without having to constantly monitor your site for updates.

Give deal hunters and budget-conscious travelers an enticing reason to become a subscriber (and eventually a customer) by providing them with the option to watch their desired flights and bookings. Automatically send a price drop notification or availability update as soon as there is a change. Plus, you can use your visitors’ preference data to offer them relevant recommendations as alternatives in case there are no new updates regarding their desired destination.

AI-powered Personalized Recommendations

Sub-par, irrelevant search experiences are incredibly frustrating. Visitors want recommendations of products and services they would actually want to purchase.

Using native AI recommendations, you can make your customers feel like you’re reading their minds by serving them personalized offers on flights, hotels, car rentals, and more based on their past behavior, then matching them with real-time, available inventory. You can choose a model that suits your needs, such as collaborative filtering, which harnesses user and product data to provide recommendations based on customers with similar interests.

Contextual Personalization

Providing the best possible customer experience is dependent on you truly understanding your visitors. What are their purchase drivers? Is it price? Convenience? Exclusivity, perhaps? Without understanding each visitor’s context, you can’t deliver true real-time 1:1 personalization.

AI-driven contextual personalization provides a major edge in A/B testing by determining which offer a customer is most likely to convert with from the very start of the testing. Whether it’s a discount, a free service, or a service upgrade, AI can help you match the right promotion to the right customer at the right time, offering a faster path to valuable insights and results than traditional A/B testing.

Personalized Newsletters

Newsletters typically have lower engagement and conversion rates — mostly because they are automated and on batch-and-blast schedule

Email is a noisy place to attempt to reach potential travelers, so it’s no surprise that newsletters typically have low engagement and conversion rates — mostly because they’re usually generic. Grab your prospect’s attention with personalized emails that feel so relevant to their interests that they have to click. For example, to engage a potential customer who has a clear affinity for Spain, customize the email to lead with a header image of Barcelona followed by trip ideas to Mallorca and Ibiza. This can be done through advanced customer segmentation, combining zero- and first-party data to come up with a list of criteria for your customer to be added to a segment.

Abandoned Bookings Retargeting

Your visitors are thinking about booking with you and even take the step of adding to cart or getting to the reservation page. Then…nothing happens.

An abandoned booking is an excellent opportunity for conversion. Using a variety of channels, you’ll want to get in front of your prospect everywhere they go online to remind them (“hey, you forgot something”) and sweeten the deal with special discount offers. Your retargeting campaigns should include email, SMS, push notifications, and paid ads on social media, where you can use Facebook Conversion API to serve prospects dynamic information about their unfinished bookings. Personalize your ad content to get higher conversion rates and reduce customer acquisition costs.

Prediction-based Goals

How do you really know you’re targeting the right customers and not wasting valuable ad spend?

Using AI prediction models, you can determine which visitors are most likely to book a trip or identify those unlikely to. From there, you should create a different set of goals for each of these two segments. For prospects likely to book, provide an immediate bonus during their session and increase in-session goal completions; for those unlikely to make a purchase during the session, offer an incentive for them to subscribe to your email newsletter and focus on converting them further down the line.

Zero-party Data Collection

Expectations for data privacy continue to rise, which means companies need a better approach to gathering traveller data and preferences.

The best data is data you can trust. Using zero-party data collection , ask your visitors to tell you their preferences directly. Allow them to configure their own experiences by providing you with their preferred destinations, price ranges, number of travellers, and more. Use personalization tools to collect these directly on your website and app, and adjust their offers in real time.

Local Social Proof Recommendations

Travellers tend to trust recommendations from other travellers, but how do you surface these to them in a meaningful way?

Showing the most popular destinations for those in your subscriber’s region can act as social proof and inspiration to choose the next trip. What are other Berliners looking for? Where are your neighbours spending their vacations? What experiences are people closest to you looking for? Use this info to present relevant offers on your website and app or via email.

Campaigns That Increase Long-term Customer Lifetime Value (CLTV)

Campaigns that increase customer lifetime value (cltv), omnichannel welcome flow.

Your ideal prospects have recently subscribed, but they’re not yet ready to make a booking.

Go beyond email in welcoming new subscribers. In addition to launching an automated welcome email series — designed to introduce customers to your brand and ultimately incentivize them to make a purchase — create an omnichannel campaign that helps you stay top of mind. Using SMS/MMS, push notifications, in-app messages, and paid ad content, you can stay visible at multiple points of a prospect’s buying journey. When they’re finally ready to book a trip, they’ll be more likely to choose your brand.

Find Customers on Social Using High-intent Lookalike Audiences

You’ve had success gaining valuable customers, but now you want to win over more high-value travellers. How can you target your ideal audience?

Once you’ve incorporated a solid social media strategy into your omnichannel approach, you can create lookalike audiences to find high-intent prospects with similar purchasing potential. Based on a seed list of your own first-party customer data — which can include past behavior, customer attributes, and predictions — you can target new customer segments with the highest lifetime value on social media platforms such as Facebook, Instagram, and Snapchat.

Best Channel Prediction

The nature of digital media and the modern buyer journey means your customers interact with your brand across multiple channels and touchpoints. How do you know which channel your customer is likely to show up on and convert?

In the travel industry, the decision-making process is longer than it is in general retail, so it’s important to find the channels where your customers are active to stay top of mind in the long term. Using AI predictions, you can determine the channels where a customer is most likely to engage with your content, which makes your distribution more effective and increases conversion rates.

Upsell Campaigns

You’ve already spent valuable marketing dollars to get visitors to choose your brand. Now, you need to maximize booking value to increase ROI.

After all the hard work of acquiring a new customer, it’s time to show them what else you can offer. Using the information from their purchase and the zero- and first-party data you’ve been collecting, hook them again as they prepare for their trip and increase the booking value. Create an upsell/cross-sell campaign featuring engaging content about recommendations of places to visit and activities to do, combined with additional services such as room upgrades, extra luggage, car rentals, and more. Emails are the most effective way to do this, as they can be seamlessly integrated with transactional communication.

Transactional and Marketing Communications Combines

Visitors expect consistent and personalized communications from travel companies to make their experience a good one.

Some of the most effective travel email campaigns combine savvy storytelling and stunning visuals with transactional calls-to-action — and, as a best practice, the more personalized, the better. By using the same email service provider (ESP) for both transactional and marketing communication, you can maintain consistency in messaging, branding, and templates. But most importantly, you can also combine the information a customer is looking for with additional offers to capitalise on high engagement.

Seasonal Promotions

Travellers seek to plan ahead by searching for the best deals during holidays or festive periods, and don’t want to be disappointed with a lack of availability or unaffordable prices.

Many people travel for events or have event-based travel on their bucket list, and it’s advantageous to find those customers and appeal to this desire. Start by identifying audiences who frequent seasonal events — for example, a music festival such as Tomorrowland or a cultural event like Oktoberfest — using data available from browsing behavior, past purchases, and recent views. Then, target them well in advance of the event with available inventory and the most up-to-date pricing ahead of the peak rush. Your customers will feel you’re looking out for them and their interests and you’ll drive repeat bookings — a win-win.

Build Customer Loyalty

Campaigns that build customer loyalty, thank your customer campaigns.

The most loyal visitors want to feel appreciated. If you don’t do enough for them, you won’t be able to push them to be brand ambassadors.

Nurture and thank your most loyal visitors — your “customer champions” — with rewards and special offers. You can find these customer champions by using RFM (recency, frequency, and monetary) segmentation, which will keep your loyal customers list up to date. Then, create a loyalty email series using loyalty tiers segmentation. Use data about average time between bookings to find the perfect time to email them and offer a special bonus for their next journey. Your customer champions will love it and it’ll grow your CLTV.

Win-back Campaigns

When customers haven’t made a booking in a while, it’s easy for them to completely lapse and never interact with your brand again.

Don’t let a customer forget about you, which can be common in the crowded travel landscape. Using RFM segmentation, you can target customers who have made a purchase in the past, but haven’t purchased recently. Launch a personalized win-back campaign using data from their past and current preferences and purchases to provide them with recommendations of similar offers, as well as new offers to discover.

Gamify Loyalty Programs and Rewards

Customers are increasingly choosing brands that provide meaningful experiences with their personal data and reward loyalty in an interesting way.

Take your loyalty program to the next level by incorporating games that incentive customers to purchase more frequently and trade their loyalty points for rewards. Spin-to-win games, friend-referral challenges, and more tap into multiple aspects of psychology including reward-seeking behavior and competitiveness. Using personalized content, create special offers for achieving new loyalty levels and reward long-term champions with discounts based on their point totals.

Feedback Campaigns

Not knowing what your customers liked or didn’t like about their visit will only lead to making the same mistakes in the future.

Close the loop on each booking by following up with a feedback email campaign that asks your customers to fill out a survey about their experience. Use the feedback data to score your customers based on their experience and create customer segments based on that feedback score. With real-time connection to your CRM or help desk systems, you can filter out customers who have a booking issue (cancellation, delay, change, etc.) and send them automatically to the help desk. The same can be done with those who provide negative feedback to immediately take action.

Reengagement Campaigns

The people in your database who have been inactive for a long time provide a great opportunity to regain revenue and create new loyal customers, but it’s not always easy to know how to start reengaging them.

When customers go dark — as in not clicking on any of your emails or other content — it’s time for a reengagement campaign. Track down these customers where they are online using omnichannel orchestration , targeting them through email, SMS, push notifications, in-app, or paid ad campaigns on Google or social media. Ask them clearly and simply why they stopped engaging. It helps to incentivize them by offering a gift or prize for providing feedback. This best practice strengthens your relationship with customers and also improves your lists. Reengagement campaigns should be used as a last attempt before unsubscribing an inactive user yourself — a healthy database brings a better customer experience, as you only send content to those who are interested in it.

Don't Settle For Less Than The Best With Travel Marketing Campaigns

With travellers both eager to get out and more particular than ever with who they purchase from, you’ll need to take advantage of a marketing campaign like the ones mentioned above to inspire travelers to establish loyalty with your brand.

If you’re ready to put some (or all) of these into practice, then look no further than Bloomreach Engagement . Our powerful platform unifies your customer data into a single customer view, making it easy to launch omnichannel campaigns across 13 channels. Plus, our AI makes it possible to personalize content and recommendations for your customers in real time, so you can drive faster ROI in a competitive industry.

Learn more about how Bloomreach Engagement can facilitate the best travel marketing campaigns today.

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Category: Travel

Date: August 18, 2023

Innovative Travel Marketing Campaigns From Around The World

Creating a successful travel marketing campaign can be a challenging task for most of the travel marketers. With numerous travel agencies, airlines, and hotels in line, there is fierce competition for brand awareness.

A lot of travel marketing campaigns try hard to capture the curiosity of travelers, but fall flat. So, our expert digital marketers at ColorWhistle wanted to give you a little inspiration for your own travel and tourism marketing in 2023 and beyond.

From social media, video content, display, we searched for some of the most compelling travel marketing campaigns that inspired people to go on their next travel adventure.

Here’s a roundup of some of the most famous travel and tourism marketing campaigns you should check out.

Best Travel Marketing Campaigns From Around The World

We have segregated all the travel marketing campaigns into social media, video content and display ads. This will help you to frame a multi-channel strategy.

14 Best Examples of Travel Video Marketing Campaigns

Here are some of the most innovative travel videos.

1. KLM – Live Hologram Bar

KLM Royal Dutch Airlines has built a hologram bar where people can meet to exchange local tips when they are waiting for flights. These holograms are placed in the airports of Amsterdam, Oslo and Rio de Janeiro.

2. Turkish Airlines – The Journey

Turkish Airlines released a short film called ‘The Journey’ where 90% of the film was airplanes and scenery. This short film has done a brilliant job promoting the airline and the destinations.

3. Iceland – Explore the a-ö of Iceland

The A-Ö of Iceland, a marketing campaign uses Icelandic alphabet to increase awareness of Iceland as a good place to visit; a great place to do business; and a place that provides great food and experience.

4. Cheapflights – Drag, Drop and Go

Cheapflights and agency Uncle Grey designed an ad banner that appeared on articles about sports, art, music events and relevant publications. The user had to simply drag the article image into the Cheapflights banner and it will instantly find the best tickets. Rather than focusing on destinations, it promoted experiences that people were already interested in.

5. Van Gogh’s Bedroom – Let Yourself In

To promote the Art Institute of Chicago’s 2016 van Gogh exhibit, Leo Burnett built Van Gogh’s Bedroom and listed it on Airbnb as a place for people to stay for a night. The campaign was a tremendous success.

6. Switzerland – Yodel Ay Hee Hoo

This ad campaign encouraged busy city people to visit the countryside. A live video feed was placed in the train station where a man was sharing information about his village and even printed train tickets in real-time.

7. Tourism Ireland – Fill your Heart

Tourism Ireland asked a married couple to wear a custom-made technology which had head-mounted cameras during their holiday in Ireland. The technology tracked their response to various experiences. They wanted to use this data to show the ‘heart-filling’ effect that Ireland has on visitors. This campaign has combined storytelling with technology.

8. Airbnb – Let’s Keep Travelling Forward

Geo-politically, 2018 was not a good year. When Donald Trump imposed a travel ban during that year, Airbnb immediately released a video highlighting the brand’s belief – “to limit travel is to turn back progress.” This campaign helped to voice the brand’s message to the world while staying relevant.

9. Hong Kong Tourism Board – VR Time Travel

When the Hong Kong tourism board launched a VR time travel experience with Timelooper, it wanted to show people that this will be an engaging experience. This VR experience enabled viewers to see the 1960’s Hong Kong, the battle between two kung-fu fighters on Hollywood Road, aircraft landing at Kai Tan airport and more. This campaign showcased the location in an innovative and engaging way.

10. British Airways – Safety Video

Safety videos are usually boring. But, British Airways turned it into a marketing opportunity. They made a safety video with actors Sir Michael Caine, Olivia Colman and comedian Chabuddy G. This video created a great online buzz for British Airways.

11. Easyjet – Imagine

Easyjet launched a £12m pan-European campaign in 2018 called ‘Imagine.’ It was a TV ad which showed the many wonders of air travel. Along with this, the company also ran ads across print, digital and social. This ad campaign helped viewers associate Easyjet with imagination and experience.

12. SNCF – Europe, It’s Just Next Door

The French National Railway operator wanted to encourage people to take the train to visit nearby countries. It placed blue doors in and around Paris. When a person opens the door, it will give an immersive digital experience of what they could see ‘next door’.

13. Tourism Quebec – Blind Tourist

Quebec is a place known for its outdoor lifestyle. But, Tourism Quebec wanted to show people that traveling can be more than just visual experience. They wanted to offer a rich experience to the senses in such a way that seeing things was only a small part of the picture. This ad has a very rich narrative.

14. Northern Ireland – Doors Of Thrones

Northern Ireland used the hit show Game of Thrones to draw tourists in. They took destroyed remnants of battered trees and carved them into 10 intricate doors. All these doors resembled the 10 episodes of season 6.

15. Helsinki Airport – Life In Hel

Helsinki was voted the best airport in 2016. They leveraged this success by running a campaign featuring Chinese actor Ryan Zhu. He lived in this airport for 30 days and shared the experience across social media and other video channels.

11 Best Examples of Creative Travel and Tourism Print Ads

Here are some of the most innovative print ads.

1. LATAM Airlines used the rainbow flag in a series of print ads

2. Norwegian Airlines utilized the Brangelina split to its advantage

3. Kielo Travel – Dreaming of a Holiday?

4. Detroiter Travel Center – You Made It

5. CVC – The World Is Outside

6. Cruise Ship Centers – Dreaming of a cruise?

7. Flight Center – Forget Work

8. WWF – Exploring the ecosystem also threatens lives

9. TBWA Buenos Aires – Medical assistance for travelers

10. Shchusev State Museum of Architecture – Discover the full story

11. Staedtler – Where it begins

13 Best Examples of Travel Social Media Campaigns

Here are some of the most innovative travel social media campaigns.

1. Eurostar

This Instagram campaign from Eurostar turned heads by trying something new. They wanted to promote train travel from London to Paris. So, they split an illustration of a journey from London to Paris into 200 Instagram tile images. Some tiles were videos and others were hidden offers.

2. Alaska Airlines

At the end of the year, many companies give gifts to customers and employees. Keeping this in mind, Alaska Airlines launched a fun promotional Twitter campaign by partnering with Starbucks. They gave a free Starbucks gift card to their guests.

3. Hawaii Tourism Department

The Hawaii tourism department wanted to give first-time visitors an idea of Hawaii’s beauty and culture. Plus, they also wanted veteran vacationers to visit the island again So, the tourism department collaborated with travel Instagrammers to get users to share their favorite Hawaii memory by using the hashtag #LetHawaiiHappen. The campaign was a huge success because ordinary users shared their own experiences.

4. WOW Airlines

WOW Airlines launched a Snaptraveler program where 4 winners would get to tour across all 28 of the airline’s destinations for free. In exchange, they have to post a Snap story about all the locations they visit. The idea of this summer Snapchat contest was to create a reality television-like experience, target their main demographic and share relevant content in WOW Airlines’ Snapchat account. Here is a short video of the campaign.

5. National Geographic

National Geographic launched a wanderlust contest for aspiring travel and nature photographers. They have to submit their own photographs with the hashtag #Wanderlustcontest. The idea behind this campaign was to improve National Geographic’s reputation as the leading source for beautiful travel photography.

6. Kenya Tourism Board

Kenya Tourism Board partnered with Expedia to promote Kenya and an incredible destination to travelers. They choose a famous travel blogging couple and sent them on a one week trip to Kenya with no fixed itinerary. The people following this couple on Instagram can decide the itinerary by voting through an Instagram Stories poll. Throughout the week, the couple broadcasted their journey to their Instagram followers. The content was also repurposed on a microsite. This campaign was a huge success. Here is a short video of the campaign.

7. Cheapflights Facebook Messenger

Cheapflights Chat launched the world’s first Facebook Messenger bot which allowed people to search for flights and hotels. The bot utilized seven APIs. To promote this chat, videos of fictional conversations were created and shared across Facebook. Here is the chat demo.

8. Hotels.com

Hotels.com dedicated an entire Facebook ad carousel to promote its “Gift $50, Get $10” holiday deal. Each slide focuses on the deal and also shows the different types of trips that people can take. This is a simple and memorable ad.

10. Visit PA

Visit PA wanted to push Pennsylvania as the perfect summer getaway. They used Facebook’s carousel ads format to show one panoramic photo in parts.

Airbnb created a unique Instagram video ad that showed users how the experience of discovering each activity in the Airbnb app will look like.

12. Air Canada

Air Canada ran an ad in the US during the night of the 2016 presidential election. That night, Canada’s Immigration and Citizenship site had so many visitors that it crashed. Air Canada learnt this sudden interest and targeted the ad towards people who are looking to fly outside the country.

13. Explore Georgia

Explore Georgia wanted to position itself as the most pet-friendly state in America. So, they created a social media strategy targeting millennial pet owners. They shared lots of posts with the hashtag #ExploreGeorgiaPup to show that Georgia was the perfect place to visit with a dog. This campaign generated lots of traffic to their website and also helped them to reach 10,000+ followers on their pet-friendly travel Pinterest board.

7 Best Examples of Travel Email Marketing Campaigns

Here are some of the most innovative travel email marketing campaigns.

1. Air Canada

During email sign-up, Air Canada asks new subscribers to tell their home airport and the destinations they are interested to travel. By using this information, they send personalized emails according to the interest of the subscriber.

For example, this email was sent to a subscriber whose home airport is in Montreal.

2. Virgin Atlantic

Virgin Atlantic proved that it can promote activities that focus on the journey and not just the destination. The company created a memorable customer experience by sending them email offers for virtual reality skydiving. The name of the campaign was Virgin Experience Days.

3. Fairmont Hotels

Loyalty is hard to find in the travel business because travelers always search for the best deal rather than a specific brand. However, if there is a reward program, it will encourage loyalty and repeat business.

Fairmont Hotels wanted to persuade their subscribers to sign up for their loyalty program through an easy sign-up form which included a call-to-action. Here’s the attractive email.

4. Flight Centre

Limited period offers always create a sense of urgency and encourages people to take action. Flight Center used this idea and offered cheap deals to New York City. To convey that this was a limited-time offer, they added a countdown clock at the bottom of the email.

5. Southwest Airlines

Subscribers will feel good if you send emails appreciating them. Southwest Airlines sent an email to its subscribers by adding their customer’s name, travel history and reward points they earned. This ‘thank you’ email also had smiling faces and diverse employees.

Holidays are the time when flight tickets might go up. Mostly, people book tickets at the last time and when the rates are high, they often get disappointed. To avoid this, Hipmunk sent a simple email announcing that prices will go up.

7. Memphis CVB

Memphis CVB wanted to improve awareness of Memphis by showcasing its many attractions and key events they must attend. Here is one of the custom emails they sent to their subscribers.

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It’s time to start your next travel marketing campaign.

We hope that the above travel marketing campaigns will inspire you to kickstart your next one. All of these ads have gone beyond the typical boring list of destinations, images and pricing. They show the power of timing, relevance and personalization – all of which are important to create a great campaign.

To create such ad campaigns, all you have to do is get creative, think big and dig deep to find inspiration in the destination you represent. The ideas you come with today will continue to inspire travelers for years to come.

If you need any help to create a travel marketing strategy, our experts at ColorWhistle are eager to assist you. Contact us today. We will help you to stand out from the crowd.

Have you seen a better online travel marketing campaign? Do share them in the comment section below.

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About the Author - Anjana

Anjana is a full-time Copywriter at ColorWhistle managing content-related projects. She writes about website technologies, digital marketing, and industries such as travel. Plus, she has an unhealthy addiction towards online marketing, watching crime shows, and chocolates.

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6 ideas for travel and tourism advertising campaigns (with examples)

Want to create eye-catching travel ads like Expedia, Southwest Airlines, and KAYAK?

As travel starts to pick up again, it’s time to get serious about your advertising. Tour operators can hugely benefit from paid ads — but with so many forms of advertising available across different platforms, you may be wondering where to start.

In this post, we’re sharing actionable strategies to build better ad campaigns that appeal to your target audience, plus top-level examples from the brands who do it best.

Top factors to consider for travel advertising campaigns

Want to see more positive results from ads? Keep these strategies in mind when crafting your future marketing campaigns .

1. Define your target customer

Do you know who your customers are? Before you begin crafting an ad campaign, you need to know more about your guests.

Building a buyer persona is a strategic way for tour businesses to get to know their customers. A buyer persona is a visual representation of your ideal customer: Dig into their demographics, study their behaviors on your website, and send surveys to your email list to find out more.

The takeaway? You’ll find a much higher ROI with ad campaigns that specifically appeal to your target audience.

2. Understand the travel customer journey

It’s difficult to sell a tour to someone who hasn’t decided on a destination yet. Ideally, you want to show your ads to people when they’re most likely to book.

Understanding the travel customer journey can help you pinpoint when that is. Google defines the travel search process in four stages:

• Dreaming: Guests are looking for destination inspiration.
• Planning: Guests are researching potential travel dates, hotels, and activities.
• Booking: Guests are booking flights, hotels, etc.
• Experiencing: Guests have arrived and are searching for activities and attractions to experience.

Tour operators are likely to see more conversions in the “booking” and “experiencing” stages. For example, if you’re investing in Google Ads, it’s better to target narrow search terms like “best hiking tours in Colorado,” which is what someone in the booking or experiencing stage would search for.

People in the dreaming stage, on the other hand, would likely be searching overly broad terms like “best summer destinations.”

3. Choose the right platform

There are several different platforms to launch your advertising campaigns, and choosing the right one matters. Where is your audience most likely to see your ad? Where are they already hanging out?

Here are five popular travel advertising outlets:

• Google Ads: Show up at the top of Google search results for relevant keywords.
• Social media ads: Target specific demographics on Facebook and Instagram.
• Yelp ads: Appear to people searching for similar experiences on Yelp.
• Tripadvisor ads: Target people planning a trip to your destination.
• Email marketing: Offer discounts to your email list, one of the more cost-effective ways to advertise.

4. Pay attention to seasonality

Timing is one of the most important factors in travel advertising. Keep seasonality in mind when crafting your campaigns, and remember to edit previously launched campaigns as needed.

A skiing ad won’t make sense at the beginning of summer, so make sure to pause seasonally irrelevant campaigns.

5. Stay true to your brand

Your ad campaigns should reflect your brand identity. People who click on your advertisements are expecting to find the same tone of voice, visuals, and customer experience on your website.

6. Use geographic targeting 

Rather than making your ad visible everywhere on the planet, you can target specific locations your guests are likely to be in. For example, you can target other tourism websites in your state to lure in tourists who are already visiting.

By narrowing down your ad’s geographic reach, you can maximize your budget and focus on the areas that’ll bring you the most return.

7. Promote your sales and special offers

What better way to entice someone to click on your ad than to present them with an unbeatable offer? Advertisements are an effective way to promote your sales, especially seasonal offers. You can send out an ad offering a great discount during the low season to help replenish your bookings, for example.

Pro Tip: One of the simplest ways to do this is by creating coupon codes. Here is how easy it is to create a new coupon code in Xola.

8. Leverage user-generated content 

Sometimes you can generate an ad campaign with user-generated content alone. It’s another cost-effective way to bring more eyes to your tour company.

You can start by encouraging guests to use your brand’s hashtags, share their photos with their own followers, or even submit photos on your website. Apps, like Fotaflo , which integrates natively with Xola, make the process of curating UGC photos and videos easier. Tour operators can also offer incentives for anyone who posts on social media about your tours, such as hosting a giveaway for everyone who uses a hashtag related to your brand.

Tour operator Intrepid Travel asks guests to share their experiences on Instagram with the hashtag #BeIntrepid , for example, which has garnered over 50,000 posts.

Guests typically love seeing their content reposted on other accounts. Still, make sure to always credit the original owner. To avoid serious copyright issues, many brands ask followers to agree to a disclaimer about how and where the images will be used before re-posting them.

Reviews can also be considered user-generated content — but tour operators need to be very careful when it comes to encouraging guests to leave positive reviews. Tripadvisor prohibits brands from offering incentives in exchange for testimonials “because they can hinder the validity and accuracy of reviews.”

9. Use images and videos

Images and videos are the most powerful form of advertising in the travel industry. High-quality images of your destination and scenes from your tours can entice hundreds of clicks. An expertly crafted video can drive even more engagement.

Instagram and Facebook are great places to start experimenting with image and video ads; see a couple of great examples below.

6 examples of great travel advertising examples 

Ready to see these strategies in action? Here are six travel brands that have nailed their travel marketing — including examples of general ad campaigns, paid search ads, and social media ads.

Expedia’s campaign: “It matters who you travel with.” 

This Expedia campaign wants travelers to feel confident booking with the platform in a post-pandemic travel world. The tagline “It matters who you travel with” frames the company as a trusted travel partner rather than just a booking platform.

The company created a playful and very relatable video of a solo traveler who runs into several hiccups on her trip. That is until actress Rashida Jones steps in, embodying Expedia, and makes the trip more memorable.

The company chose a video to expertly convey its marketing message to travelers: Expedia promises a seamless trip and memorable experiences you can’t find on your own.

Southwest’s Transfarency campaign

Southwest Air Lines’ new campaign targets the controversial topic of ticket prices. The company has always billed itself as a transparent brand that cares about employees and customers alike. The new campaign called Trans fare ncy , a play on the words transparency and airfare, builds on that reputation.

The campaign promises customers no unexpected bag fees, change fees, or hidden fees. It’s a great advertisement because it fits perfectly within Southwest’s brand identity, and the airline delivers on the promise.

TourRadar’s travel and destination Facebook ads

Vienna-based TourRadar launched a Facebook campaign to increase bookings from people who had visited its website. The company used visually stunning travel ads to promote relevant tours to people who had browsed the same tours online.

The company also promoted relevant destination offers and tours to people who hadn’t visited their website yet but had shown interest in the destination. The campaign focused on the company’s core markets, including the U.S., the U.K., Australia, and New Zealand.

It was a success: TourRadar doubled its conversion rate over a year.

KAYAK’s video ads on Instagram

KAYAK ran video ads on Instagram to bring more people to its website, including one that shows how simple it is to filter flights by airline, price, number of stops, and destination.  

The company played around with ad placement in both Stories and the News Feed, and each ad had a “book now” or “learn more” call-to-action button that linked back to the KAYAK website.

The ads were shown to a lookalike audience based on the travel search engine’s existing audience, which increased the likelihood of clicks. As a result, KAYAK saw a 5x increase in incremental sales conversions.

Airbnb Experiences search ad

Airbnb is targeting people who search for outdoor activities in Colorado to promote its local-led tours. In this example specifically, Airbnb’s paid search ad for a hiking tour shows up under the search for “best hiking in Colorado.”

The title “Hiking in the Rockies – Year Round” quickly answers the questions of “where” and “when,” two details that directly impact the customer’s trip. The wording of the title narrows down the search for the searcher. The description focuses on Airbnb’s unique offerings — “hosted by expert locals,” “experiences vetted for quality,” and “small group sizes — further enticing readers to click.

It’s a great example of Airbnb using a feature other than its main accommodation services to bring people into its website.

Viator’s Brooklyn food tours search ad

Here’s another effective Google Ad example. Viator is promoting its food and wine tours in Brooklyn under the search term “Brooklyn food tours.” 

Unlike the other search ads that pop up, Viator specifically mentions the keywords that the customer will be skimming the page for and includes another enticing offer.

Viator includes “Book & Save Money” in its title, directly appealing to money-conscious travelers visiting a destination known for being very expensive. Therefore, this ad specifically speaks to budget or mid-range travelers who appreciate a good deal.

As you can tell from these examples, an effective ad campaign is crafted around your ideal audience. Top travel companies like Viator and Southwest use words, images, and videos to appeal to their target customers, and your campaigns should follow suit.

Now it’s time to implement these strategies into your own campaigns. Then sit back, relax, and watch those bookings soar.

Writer Carla Vianna

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10 Characteristics of Advertising You Need to Know

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Tourism advertisements play a crucial role in enticing travellers to explore new destinations. These promotional campaigns serve as a window into the wonders of a place, capturing the essence of its culture, landscapes, and unique attractions. Through vibrant visuals and compelling narratives, such advertisements ignite the curiosity and wanderlust of potential tourists.

Consider the breathtaking images of pristine beaches, historic landmarks, and lively local markets showcased in travel ads. These visuals create a sense of longing, prompting individuals to go on a journey to experience these wonders firsthand. The power of persuasion lies in the carefully crafted messages that highlight the distinctive features and hospitality of a destination.

Moreover, tourism advertisements contribute significantly to the economic growth of a region by attracting visitors and stimulating local businesses. A well-designed campaign not only promotes tourism but also fosters cultural exchange and understanding. 

What is a Tourism advertisement?

View this post on Instagram A post shared by Marketiqe Digital Marketing (pronounced “Mar-ketick”) (@marketiqe)

Tourism advertisement serves as a compelling window into the wonders of a destination, enticing potential travellers with a visual and narrative showcase. It is a strategic communication tool employed by regions, cities, or countries to promote their unique attractions, cultural heritage, and recreational offerings. These advertisements aim to capture the imagination of the audience, fueling a desire to explore and experience the featured locale.

Typically, tourism advertisements employ vivid imagery and engaging storytelling to highlight the scenic beauty, historical significance, and diverse activities awaiting visitors. From breathtaking landscapes to vibrant city life, these promotions strive to evoke a sense of wanderlust and adventure. The use of catchy slogans, upbeat music, and relatable experiences further enhances the allure.

By showcasing the essence of a destination, these campaigns contribute not only to economic growth through increased tourism but also to cultural exchange and mutual understanding between people from different parts of the world. 

Importance of Tourism advertisement

Tourism advertisements play a pivotal role in promoting destinations and fostering economic growth. These campaigns act as enticing windows into the diverse and captivating offerings of a place, captivating potential visitors. The significance of tourism advertising lies in its ability to create awareness and spark interest, driving people to explore new locales. It serves as a virtual introduction, showcasing the unique cultural, historical, and natural attractions a destination has to offer.

In addition to attracting tourists, these advertisements contribute significantly to the local economy. A surge in tourism leads to increased revenue for businesses, such as hotels, restaurants, and local artisans. The economic impact extends beyond immediate tourism-related sectors, positively influencing the overall prosperity of a region. Furthermore, successful tourism campaigns can enhance a location’s global image, making it a desirable and memorable destination.

Tourism advertisements act as powerful catalysts, stimulating both curiosity and economic development. They transform mere places on a map into vibrant, sought-after experiences, benefitting not only the tourism industry but also the communities that thrive on the influx of visitors.

Top 9 Tourism Advertisement Examples

Here are the top 9 Tourism advertisement examples!

“Incredible India” Campaign

View this post on Instagram A post shared by Incredible India (@incredibleindia)

The “Incredible India” campaign stands as a shining example of effective tourism promotion, inviting people from around the world to discover the myriad wonders of the Indian subcontinent. Showcasing India’s diverse tapestry, the campaign paints a vivid picture of the country’s rich cultural heritage, historical treasures, and breathtaking landscapes.

Through a combination of captivating visuals and compelling narratives, “Incredible India” captures the essence of the nation, from the iconic Taj Mahal to the vibrant festivals and bustling markets. The campaign serves as a virtual journey, enticing travellers with the promise of a truly immersive and unforgettable experience.

Beyond its aesthetic appeal, the campaign plays a crucial role in promoting economic growth. By attracting tourists, it generates revenue for local businesses, hotels, and artisans, contributing to the overall prosperity of communities across the country. It stands testament to the power of tourism campaigns in not just attracting visitors but also in fostering a deeper understanding and appreciation of a nation’s cultural treasures.

“Pure New Zealand” Tourism

Pure New Zealand’s tourism campaign stands out as a captivating invitation to explore the enchanting landscapes and warm hospitality of this island nation. Through picturesque visuals and heartfelt narratives, the campaign showcases New Zealand as a dream destination for nature lovers and adventure seekers alike. It skillfully captures the essence of the country’s pristine beauty, from the majestic mountains to the breathtaking fjords and crystal-clear lakes.

The advertisement emphasises the diverse range of experiences available in New Zealand, from thrilling outdoor activities like bungee jumping and hiking to the serene beauty of its beaches and lush greenery. 

With a focus on authenticity and the friendliness of the Kiwi people, Pure New Zealand successfully creates an emotional connection with potential travellers. Beyond its aesthetic appeal, the campaign contributes significantly to the country’s tourism industry, attracting a global audience and boosting the economy. 

“Australia – There’s Nothing Like Australia”

Australia’s tourism campaign, “There’s Nothing Like Australia,” encapsulates the essence of the country’s allure in a captivating way. This campaign goes beyond showcasing the iconic landmarks like the Sydney Opera House and the Great Barrier Reef; it taps into the unique spirit of the continent. The advertisements emphasise Australia’s vast and diverse landscapes, from the arid beauty of the Outback to the pristine beaches of the Gold Coast.

The campaign cleverly intertwines adventure and relaxation, portraying Australia as a destination where travellers can experience a perfect blend of excitement and tranquillity. Whether it’s the vibrant cities, the rich indigenous culture, or the extraordinary wildlife, the message is clear – Australia offers a one-of-a-kind experience.

By highlighting the distinctiveness of the Australian lifestyle, the campaign creates a sense of curiosity and a desire to explore. It is not just about a place; it’s about an unmatched experience that leaves a lasting impression on anyone fortunate enough to visit. “There’s Nothing Like Australia” serves as an effective invitation, inviting the world to discover the magic and uniqueness that define this remarkable destination.

“Best Job in the World” – Tourism Queensland

Tourism Queensland’s “Best Job in the World” campaign stands out as a captivating example of destination marketing. In this innovative approach, the Australian region sought a caretaker for the Great Barrier Reef, turning the job search into a global sensation. 

The allure of the “Best Job in the World” stemmed from the promise of not just a job but a life-changing experience. The campaign successfully harnessed the power of social media and word-of-mouth, generating widespread excitement and global attention. It not only attracted applicants from around the world but also highlighted Queensland’s natural wonders, positioning it as an ideal destination for adventure seekers.

This campaign serves as a testament to the effectiveness of creativity in tourism marketing, demonstrating that an imaginative and unique approach can turn a destination into a global phenomenon, enticing travellers to explore the wonders that places like Tourism Queensland have to offer.

“Visit California Dream Big” Campaign

“Visit California Dream Big” stands out as a premier tourism campaign, enticing travellers to explore the diverse wonders of the Golden State. The campaign captures the essence of California’s allure, showcasing a tapestry of experiences that cater to every taste and interest.

With iconic destinations like Hollywood, Disneyland, and the majestic Yosemite National Park, “Visit California Dream Big” invites visitors to indulge in a myriad of adventures. 

Moreover, the campaign goes beyond showcasing attractions, emphasising the laid-back Californian lifestyle and cultural richness. Whether it’s surfing on the Pacific coast, hiking in the Sierra Nevada mountains, or exploring the tech hub of Silicon Valley, the campaign encourages visitors to dream big and immerse themselves in the diverse offerings of the state.

“Japan – Endless Discovery”

View this post on Instagram A post shared by anTokyoSeoul (@japan.endless.discovery)

“Japan – Endless Discovery” stands out as a compelling tourism advertisement, captivating hearts with its portrayal of a country that seamlessly blends tradition and innovation. The campaign paints a vivid picture of Japan’s allure, showcasing its timeless temples, serene gardens, and the iconic cherry blossoms that define its landscape. 

The essence of the campaign lies in the promise of endless exploration. It invites travellers to discover the profound beauty of ancient tea ceremonies, historic castles, and the captivating allure of geisha traditions. At the same time, it beckons them to explore the cutting-edge advancements in robotics and immerse themselves in the dynamic energy of contemporary Japan.

“Japan – Endless Discovery” isn’t just an advertisement; it’s an invitation to go on a journey that unfolds a tapestry of contrasts, where the past seamlessly integrates with the future. In doing so, it captures the imagination of those seeking a travel experience that transcends time and tradition.

“I Amsterdam” City Advertising

“I Amsterdam” City advertising stands out as a stellar example of tourism advertising, using a simple yet powerful message to attract visitors to the Dutch capital. The campaign encapsulates the essence of Amsterdam, focusing on its open-minded culture, rich history, and diverse offerings. The iconic red and white letters spelling “I Amsterdam” have become synonymous with the city, creating a visual identity that resonates globally.

The campaign cleverly promotes not just the city’s famous landmarks like the Anne Frank House and Van Gogh Museum but also the everyday experiences that make Amsterdam special – from cycling along picturesque canals to exploring vibrant neighbourhoods. 

This approach has successfully attracted a broad audience, making Amsterdam not just a place to visit but a city to experience. The campaign’s simplicity and authenticity make it a standout example of how effective tourism advertising can capture the spirit of a destination and inspire travellers to explore its unique charm.

“Malaysia, Truly Asia”

“Malaysia, Truly Asia” stands out as a compelling tourism advertisement that beckons travellers to explore the diverse wonders of this Southeast Asian gem. The campaign encapsulates Malaysia’s unique charm by showcasing its cultural richness, breathtaking landscapes, and warm hospitality. With a tagline that resonates, it promises an authentic Asian experience.

The advertisement takes viewers on a visual journey, unveiling the country’s multifaceted identity. From the bustling street markets of Kuala Lumpur to the serene beaches of Langkawi and the historic sites of Penang, it paints a vivid picture of Malaysia’s cultural tapestry. 

“Malaysia, Truly Asia” is not just a tagline; it’s an invitation to discover a nation where modernity meets tradition, and where every step is a venture into a new, enriching experience. Through this campaign, Malaysia captures the hearts of global travellers, making it a must-visit destination that lives up to its promise of being truly Asia.

“South Africa – It’s Possible”

“South Africa – It’s Possible” stands as a compelling tourism advertisement, beckoning travellers to explore the wonders of this diverse nation. The campaign paints a vivid picture of South Africa’s possibilities, from its mesmerising landscapes to its vibrant cultural tapestry. The advertisement showcases the majestic wildlife in its natural habitats, like the renowned Big Five, enticing animal lovers and adventure seekers.

Moreover, the campaign captures the essence of South Africa’s rich history and cultural heritage, inviting visitors to delve into its multicultural communities and experience the warmth of its people. The phrase “It’s Possible” serves as both an invitation and a promise, suggesting that whatever one dreams of experiencing, South Africa can make it a reality.

From the iconic Table Mountain to the golden beaches and bustling cities, the advertisement encapsulates the breadth of experiences awaiting travellers. By effectively combining stunning visuals and a positive, inclusive message, “South Africa – It’s Possible” succeeds in not only promoting tourism but also in creating a sense of optimism and excitement about the limitless possibility.

Final Thoughts

Tourism advertisements are like magical doorways that open up the world’s wonders. They use captivating images and stories to make you dream of far-off places, enticing you to pack your bags and explore. From Incredible India to the serene beaches of Malaysia, these campaigns not only showcase a destination’s beauty but also bring economic growth and cultural exchange.

Suksham Goyal

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The best outdoor adventure travel marketing campaigns – and why they worked

We asked the Lemongrass team what they think the best outdoor adventure travel marketing campaigns in recent memory are, and why.

Outdoor adventure travel is one of the huge growth segments for the next decade. And Covid has accelerated peoples’ desire to spend more time outdoors, connected with nature. Some travel brands made a huge impact with their marketing campaigns, even during lockdowns – with powerful ideas that captured hearts, minds and media attention. We asked a few members of the Lemongrass Marketing team what they think the best outdoor adventure travel marketing campaigns in recent memory are. We asked them to analyse their chosen campaign, to see why they think it worked so well. Here’s our rundown.

1. The best outdoor travel marketing campaign in 2021

Name: Jo McConnell My favourite adventure travel marketing campaign: I’ve been really impressed by the Cool Sleeps campaign from Much Better Adventures. On launch, it was immediately picked up by global travel bible Globetrender – thanks to a unique “Martian” experience.

Why did the campaign work?: For several reasons. We recently analysed Much Better Adventure’s audience with some of our insight tools – their clients definitely skew male and their clients tend to be younger, in their 20s to 30s. Martian Domes? It’s a campaign idea that appeals perfectly to their core target market: young men, still dreaming of Star Wars. Clever use of words on their landing pages that resonate with their clients: when we analysed their audience using IBM Watson we found out they like to use words like “challenge”, “pushing the limit” – those words are repeated throughout. Finally, glamping has gone through the roof – so putting together the coolest stays in Martian Domes, Sami Tipis and Bedouin Camps – was a surefire PR dream for any editor.

2. The best outdoor travel marketing campaign in 2020

Name: Erica Vonderwall My favourite adventure travel marketing campaign: I absolutely loved the Parkdean Resorts campaign that explored the different shades of sand around the UK, comparing them to Pantone shades in a cheeky campaign named Sandtone .

It was done by creative agency Rise at Seven , and was just perfectly executed between lockdowns. Why did the campaign work?: It is a classic example of a digital PR campaign – purely designed to get follow links and support SEO efforts. Timely: It was released just before the peak of UK travel between the first two lockdowns, and was a fun way to show off the various colours of coasts around the UK when travel abroad wasn’t possible. Classic PR stunt designed to capture journalists’ attention: As well as the digital campaign, the team also produced real tins of paint in the Sandtone colours, and sent them to journos as a bit of a stunt to get attention. And it worked! The buzz around it on social media was huge. Emotional: When nobody could travel we wereall dreaming of beaches. So the campaign evoked an emotion – key for getting people to talk about the campaign.

3. Adventure travel digital marketing campaign

Name: Al Moghadam My favourite adventure travel marketing campaign: I just adore this creative from NeoMam Studios – a series of Time Travel posters created for Expedia. I’ve always been secretly a little jealous of the idea. It combines so many things I’ve loved since I was a kid. All the biggest adventures you could dream of.

Why did the campaign work?: It’s super cool and it’s super simple. Justa series of vintage-style posters, with subtle animations, designed fordigital distribution. It got international news website links and tons of social shares. Why did it get links? Because it’s visual the journalists cannot describe the poster in words. Instead they are forced to link to the posters, which sit as assets on the client website. Read: lots of follow links for the client. Again, a classic example of a digital PR campaign, designed to boost SEO efforts. Just this time it’s a Digital PR campaign entirely without words! Yes, good PR can be completely imageled! I think it largely worked because of the research and inspiration behind it – which I’m almost certain was NASA JPL’s space travel poster campaign .The runaway success of NASA’s idea gave Expedia’s campaign the social proof it needed to go ahead and get coverage. It’s imaginative, creativeand lots of fun to boot.

4. Travel marketing video campaign

Name: Mirjam Peternek-McCartney My favourite adventure travel marketing campaign: So, my choice isn’t really all that recent – but it’s my absolute favourite: the Yodel Campaign by Graubünden .

Why did the campaign work?: It’s just so unexpected – and the genuine, joyous human reaction is what sells it. The video is simply delightful to watch, and it (quite poignantly in today’s climate) shows the priceless value of human connection, adventure and spontaneity. The video has been watched nearly a million times, with thousands of shares. It’s a little beacon of hope, and an inspiring piece that grounds everything in the joy of shared experiences.

5. Travel marketing video campaign

Name: Alex Liste My favourite adventure travel marketing campaign: This one’s very special, because it (literally!) captures the hearts of the audience. Tourism Ireland invited a couple from Sweden to visit the country for the first time – and measured their heart rates in different locations. The video and data combined made “Fill Your Heart with Ireland” a compelling and beautiful campaign.

Why did the campaign work?: It was the first campaign of its kind for adventure travel marketing, and I don’t quite think anything has come close to it in terms of uniqueness yet. I think it was the first time that we saw the physical impact that travel has on a person. We always talk about travel being good for you and how it’s important for the soul – but this was actually evidence of how these amazing experiences were changing this couple’s hearts. It targeted the emotion in viewers and succeeded – with international exposure and a memorable ad campaign.

6. Best Covid response travel marketing campaign

Name: Abi Best My favourite adventure travel marketing campaign: This campaign was stunning, in execution, timing – it was all just pitch perfect! My favourite outdoor travel campaign has got to be Portugal’s Can’t Skip Hope – which ran last year during Covid.

Why did the campaign work?: It captured the emotions we were all feeling at the time so perfectly. It was very responsive, turned around quickly by their creative team just when all the restrictions came into play. The narrative and story draw you in, and the imagery transports you straight to Portugal’s beautiful natural landscape and landmarks. When I watch it, I feel like I’m there. At the time when it was released, we were in lockdown and couldn’t even go to the park – so it landed at just the right point to have an impact on me. With hundreds of thousands of views and over 77,000 social shares, I think it’s safe to say it had the same impact on everyone who saw it.

Powerful marketing campaigns for adventure travel brands

Data-driven, human-made. We’ll deliver an outdoor adventure travel marketing campaign for your brand, designed to make an impact in a digital-first world. Let’s start a project – call +44 (0)1865 237 990 or send your message to [email protected] .

Digital Marketing

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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