Take me away
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.)
