Adaily Inspiration Week #11: Tourism campaigns
Adaily Inspiration is a weekly newsletter containing 5 inspiring ads from our full 2,500 database of winning campaigns.
For this week we chose campaigns for “unique tourism campaigns”. Below you can find our 5 picks, but if you want to see more just click direct link to query » HERE «
1. “A British Original” - British Airways
British Airways did a "A British Original" campaign using creative responses to the question "What is the purpose of your visit?" to celebrate its people, customers, and the nation.
Uncommon Creative Studio London • 2022 • Airline • United Kingdom • Europe
Challenge
The challenge of the British Airways campaign was to shift the brand's focus from planes to people and create a new brand positioning that celebrated the airline's people, customers, and the nation as a whole. The aim was to reflect the diverse reasons why people travel and to create a relatable and engaging campaign that resonated with holidaymakers. The campaign needed to stand out in a crowded market and capture the attention of potential customers during the post-pandemic holiday boom.
Target Group
The target group of British Airways' "A British Original" campaign was holidaymakers and travelers. The campaign aimed to celebrate the airline's people, customers, and the nation as a whole, appealing to both domestic and international travelers. The campaign offered relatable and reflective answers to the question "What is the purpose of your visit?" in order to resonate with a wide range of travelers.
Idea
The main idea of British Airways' "A British Original" campaign was to celebrate the airline's people, customers, and the nation as a whole. It aimed to shift the focus from planes to people by highlighting the various reasons why Brits are obsessed with going on holiday. The campaign featured a series of relatable and reflective answers to the question "What is the purpose of your visit?" to showcase the diverse motivations behind travel. With 500 individual print, digital, and outdoor executions, along with 32 short films, the campaign aimed to engage and connect with holidaymakers. The outdoor executions were designed to adapt to their surroundings, while the copy was tailored to specific mediums, such as bus wraps and press ads. Overall, the campaign aimed to capture the post-pandemic holiday boom and emphasize the importance of travel experiences.
Results
The results of British Airways' "A British Original" campaign were positive. The campaign successfully shifted the focus from planes to people and celebrated the airline's employees, customers, and the nation as a whole. The campaign generated thousands of interactions, indicating strong engagement with the brand. The 500 individual print, digital, and outdoor executions, along with the 32 short films, resonated with holidaymakers by offering relatable and reflective reasons for travel. The campaign's adaptability to location, time of day, weather, and current events further enhanced its impact. Overall, the campaign helped British Airways establish a strong brand positioning and capitalise on the post-pandemic holiday boom.
Links
2. “If You Seek” - Tourism New Zealand
New Zealand did a tourism campaign called "IF YOU SEEK" using a unique twist of withholding the wonders and compelling viewers to seek the experience themselves.
DDB Aotearoa New Zealand • 2023 • Destination • New Zealand • Oceania
Challenge
The challenge of this campaign was to restart New Zealand's tourism industry, which had been brought to a standstill due to the pandemic. The objective was to attract high-quality tourists who were willing to pay for meaningful cultural and natural experiences. The campaign needed to compel these tourists to seek out New Zealand, while withholding the full wonders of the country, in order to create a sense of curiosity and desire to experience it for themselves.
Target Group
The target group of this campaign was high-quality tourists who were seeking meaningful cultural and natural experiences in New Zealand and were willing to pay for them. The campaign aimed to attract curious and discerning travelers who were looking for a little more than traditional tourist experiences.
Idea
The main idea of the campaign was to promote tourism in New Zealand by enticing high-quality tourists who were willing to pay for meaningful cultural and natural experiences. The campaign focused on withholding the wonders of New Zealand and teasing the audience, compelling them to seek out and experience the country for themselves. The goal was to reset the tourism industry and attract tourists who would look after New Zealand and contribute to its economy while respecting its culture and environment.
Results
The "IF YOU SEEK" campaign has been highly successful in generating positive results. It has achieved the highest preference for New Zealand as a travel destination, according to Meta, a leading research and insights company in the travel category. The campaign has also led to a significant increase in visits to NZ.com, with a 590% increase in traffic. One of the key objectives of the campaign was to attract high-quality tourists who are willing to pay for meaningful cultural and natural experiences. This objective has been met, as holiday arrivals are gradually recovering in all key markets. In particular, Australia has shown strong recovery, with visitor arrivals reaching 74% in October and close to 100% recovery of spending. The campaign has also generated impressive engagement metrics. It has garnered 134 million video views, 1.3 million website visits, and has referred 194,859 potential tourists to tourism operators in key markets. These numbers demonstrate the effectiveness of the campaign in reaching and engaging the target audience. Overall, the "IF YOU SEEK" campaign has successfully reignited the tourism industry in New Zealand by attracting high-quality tourists who are willing to contribute to the economy while respecting the country's culture, society, and nature.
Links
3. “Neighborhood Tourism Campaign” - Choose Chicago
Choose Chicago did a community-driven neighborhood tourism campaign using local content creators as ambassadors.
HausCo Chicago • 2022 • Destination • United States • North America
Challenge
The challenge of this campaign was to drive tourism from the concentrated Loop/Downtown area towards Chicago's diverse neighborhoods, which are often overlooked by visitors. The aim was to educate tourists about the historical sites and cultural attractions in these neighborhoods, while also supporting and promoting local businesses. Additionally, the campaign sought to address the economic divide in the city by encouraging intracity travel and highlighting underrepresented neighborhoods. The goal was to create a community-led program that would uplift and amplify the unique characteristics of each neighborhood.
Target Group
The target group of this campaign was tourists and visitors to Chicago who typically only visit the downtown area and are less familiar with the city's diverse neighborhoods. The goal was to educate and encourage these visitors to explore and discover the cultural and historical sites throughout Chicago's neighborhoods. Additionally, the campaign aimed to uplift and amplify small, local businesses that are often underrepresented.
Idea
The main idea of this campaign was to develop a community-led program that would drive tourism from the concentrated Loop/Downtown area toward Chicago's diverse, vibrant neighborhoods. The goal was to educate visitors about the historical sites and cultural richness of the city's neighborhoods, while also uplifting and amplifying small, local businesses that are often underrepresented. The campaign aimed to create tailored tourism strategies for each neighborhood, using community insights to guide the approach.
Results
The campaign had significant results. It generated over 150 million impressions and became a trending topic, breaking through the news cycle dominated by the abortion ban in May 2023. Most importantly, as a direct impact of the campaign, four states dropped their diaper tax. This outcome demonstrated the effectiveness of the campaign in challenging the luxury tax on diapers and advocating for their classification as essential goods.
Links
4. “QT Curious Currencies” - QT Hotels & Resorts
QT hotels did a "Curious Currencies" campaign using unconventional items as payment to generate buzz and stimulate bookings.
Thinkerbell Melbourne • 2022 • Hotel • Australia • Oceania
Challenge
The challenge of this campaign was to generate buzz and stimulate hotel bookings for QT, a luxury hotel chain, during a time of economic downturn and limited budgets for both the hotel and its clientele. The goal was to find a unique and cost-effective idea that would showcase the brand's quirkiness and attract the attention of potential guests.
Target Group
The target group of this campaign was unique travelers who are searching for an immersive experience from their accommodation, rather than just a room. The campaign aimed to attract individuals who appreciate and embrace the quirky and unconventional offerings of the QT hotel chain.
Idea
The main idea of the campaign was for QT hotel to invite guests to pay for their stay using an item of personal value. This unique concept aimed to generate buzz, stimulate hotel bookings, and showcase the quirkiness and peculiarity of the QT brand.
Results
The Curious Currencies promotion by QT resulted in over 600 strange and unique items being submitted as payment for hotel stays. The campaign generated 75 pieces of earned media coverage, including print, radio, and digital platforms, reaching a combined audience of 29 million customers in Australia and New Zealand. The campaign had 100% positive sentiment. The integrated PR approach resulted in $1.5 million worth of media coverage, with a total media spend of just $10,000. Additionally, QT reported a $100k increase in bookings following the promotion.
Links
5. “Amazing Thailand. Culture to Commerce” - Tourism Authority of Thailand
Tourism Authority of Thailand did a campaign using the virtual gaming experience 'Home Sweet Home - Survive Obt2' to revive the temples and small businesses by connecting gamers to the deep culture of Thailand.
Ogilvy Bangkok • 2023 • Destination • Thailand • Global
Challenge
The challenge of this campaign was finding a way to sustain the living home of Thailand's deep culture after the loss of significant sources of income due to the plummeting number of visitors caused by the pandemic. The Tourism Authority of Thailand needed a solution that could revive the hope of all the temples and affiliated small businesses and create a sustainable form of virtual tourism.
Target Group
The target group of this campaign was gamers worldwide who were interested in immersive gaming experiences and were open to exploring different cultures and beliefs.
Idea
The main idea of this campaign was to use a multiplayer game called 'Home Sweet Home - Survive Obt2' to turn Thailand's deep culture into a destination for pop culture meets commerce. The game served as a gateway that interconnected the virtual world, the spiritual world, and the real world for the first time. By immersing players in the country's ancient rituals, sacred temples, and supernatural powers, the campaign aimed to revive tourism and sustain the living home of Thailand's deep culture. Additionally, the campaign provided players with the opportunity to purchase amulets and other sacred items through a link to the Tourism Authority of Thailand's website, further generating revenue for temples and affiliated small businesses.
Results
The campaign for 'Home Sweet Home - Survive Obt2' resulted in the revival of hope for temples and affiliated small businesses in Thailand through a new form of sustainable virtual tourism. Here are the results of the campaign: - 368 million YouTube, Twitch, and Bilibili views - 270 million media impressions - 142 million earned media value and rising - 246% increase in time spent on Tourism Authority of Thailand's (TAT) website - Traffic to TAT's website increased by 50 times - On average, players spent 15 minutes on a journey to deep culture in the game - More than 300% increase in site visitors converted into shoppers.
Links
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Disclaimer: All campaign descriptions in this post are AI-generated, based on real-life descriptions provided by the authors.
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