Direct Line Blog

Take me away

Share this article:
Allison Schiff, web editor, Direct Marketing News
Allison Schiff, web editor, Direct Marketing News

I like reading about and planning travel almost as much as I like actually traveling. One of my favorite things to ponder is where I'll visit next. Sometimes, I even head online and plan hypothetical trips just for the fun of it, going so far as to check out airfare and hotel availability for fantasy vacations. (For example, if I were to fly to Moscow today, I could do so for $514, not including taxes, on Delta. When I got there, I could check into the alarmingly named TNT Hostel for the equivalent of $10.)

All of this makes me particularly susceptible to the power of destination marketing. An appealing travel campaign has the potential to transport an audience, literally making hearts take flight with a desire to travel to the country or city depicted. And then there are the travel campaigns that inspire you to stay at home.

Ireland

This recently rolled out global “Jump into Ireland” campaign for Tourism Ireland is, I think, effective and beautiful. [Full disclosure: I spent several years living and studying in Ireland, every minute of which I loved. I own these socks.] The campaign, created by Publicis London, will run via TV, radio, press, cinema and online in 22 countries, with a potential audience of 60 million.

I really hope this campaign drums up tourism for Ireland; having its bonds downgraded to junk status is no picnic for a country. I'm so charmed by this television commercial, I don't even know what to do with myself. The music in the background is from Irish band Snow Patrol's new album “Fallen Empires.”

Poland

Something about this advertisement by Polska in conjunction with Lot Polish Airlines feels very generic. A man in a crisp, white collared shirt drinking coffee on an airplane, a close-up of a statue in Warsaw, someone looking at some mountains, instrumental music. It feels like this could be a commercial for almost anywhere in Europe.

Switzerland

Martin Horat is a weather prophet. What's a weather prophet? That's apparently someone who can forecast the weather by having a bunch of ants crawl up and down his arm. Weirdly, I'm compelled. [Thanks to Copyranter.]

Philadelphia

It's bedlam in the City of Brotherly Love, emphasis on “bed.” All the tourists are wearing pajamas in this 2001 ad put together by the Greater Philadelphia Tourism Marketing Corp. Why? Because the campaign tagline is: “Philly's more fun when you sleep over.” Ha. This may be true. However, I've travelled before — and often overnight — but rarely have I gone jogging in my yellow silk pajamas. (Not the least of all because I don't own yellow silk pajamas. But that is not the point.)

Share this article:
close

Next Article in Direct Line Blog

Sign up to our newsletters

Latest Jobs:


Company of the week


Concerned about growth? With over 25 years experience in the industry, the list experts at Fairfield Marketing Group possess the know-how to help immediately improve any domestic or international direct marketing effort. First-time and well-established mailers can rely on Fairfield Marketing Group's expertise to help launch campaigns into positive and profitable ventures.

Find out more here »

More in Direct Line Blog

In a World of Technological Novelty, Execution Prevails

In a World of Technological Novelty, Execution Prevails

A successful business and marketing strategy needn't rely on unique ideas so much as exceptional execution of any idea, a marketing expert says.

Is 5-Day Delivery USPS's Way of Saying It's Giving Up on Mail?

Is 5-Day Delivery USPS's Way of Saying It's ...

The head of the PRC and a noted union leader think so. They wonder why such an exclusive business isn't 24/7 instead.

Président Replaces Cheesy TV Spots with Digital

Président Replaces Cheesy TV Spots with Digital

Marketing + Cheese: What more could you want?