In today’s society, advertising is everywhere. In the street, on television, in the media, on the computer, on the telephone: advertising messages are now part of our daily lives.
As the holidays approach, tourism companies are investing heavily in marketing. Is it still possible for them to make their mark on the travelling public? Some of them actually manage to stand out from the crowd.
Here are our top 5 most beautiful tourism advertisements and communication campaigns of the last few years.
1 – Easyjet in Bordeaux
Every year in February, the Grand Prix de la communication extérieure rewards the best urban advertising. In 2019, the agency Buzzman and Easyjet are the big winners.
A slogan promotes the airline in the heart of the city of Bordeaux. She took advantage of the work of the Bordeaux Gironde Chamber of Commerce and Industry to place a tarpaulin in the company’s colours on the scaffolding. A sentence is written on it, at first glance incomprehensible. Then, you have to contemplate the reflection in the water mirror of the Place de la Bourse to read: ” Bordelais, the sky is at your feet “.
To inaugurate its 30 new destinations from Bordeaux, Easyjet strikes hard with this giant marketing cost. A communication campaign that made the news in Bordeaux, but it is especially its influence on the web that was exceptional. Through a contest to win a round-trip flight to the destination of one’s choice, more than 3 million people posted a photo on Instagram with the hashtag #UpsideTown. A stunning success.
2 – The Australian tourist office offers a dream job
The Best Jobs in the World campaign is one of the most successful tourism advertising and communication campaigns of recent years.
The Queensland Tourism Board initiated the first “season” in 2009, by launching a competition to become a guardian of an island paradise on the Great Barrier Reef: a marketing operation that created a buzz around the world. Four years later, Tourism Australia is repeating the project, offering not one dream job, but six!
This communication campaign was aimed at young people aged 18 to 30 to promote the Working Holiday Visa. 330,000 candidates from 200 different countries participated. To win, we had to create a community on the networks, call on the press, and gather the support of companies and partners. It’s a great strategy from the Australian Tourism Board to take a back seat and let its ambassadors do the talking, leaving them to promote Australia’s richness.
The operation cost 3 million euros for a media value of 31 million. The Facebook page has gained over 300,000 fans in 6 weeks and the number of visitors to Australia.com has increased by 234%. Figures that make your head spin!
3 – Pierre & Vacances adapts its communication to new challenges
The health crisis of 2020 has had an impact on the world of work. Companies have had to adapt as best they can and teleworking has been a necessary step.
Pierre & Vacances has been able to bounce back to ride the telework wave, by proposing a new special offer with a discount for a long stay, high speed wifi and the loan of a 4G key. At the beginning of July 2020, a new digital campaign on social networks was launched to sell this adapted stay. Six visuals invite you to come and work remotely on holiday in one of their locations.
4 – Switzerland reinvents itself with humour
In 2009, to promote tourism in Switzerland, the small Alpine country relied on originality and humour through a video explaining the funny job of “mountain cleaner”.
The spot follows a team of men and women, ready to do anything with their broom and bucket to save the mountain from bird droppings and other injuries. The goal? Find volunteers to clean up the mountains.
On the website of Switzerland Tourism, it was even possible to take a test to see if you were fit for the job (and especially to win a week’s holiday in Switzerland).
It seems that this mockery was appreciated, because a few years later, Switzerland made a second humorous video for its communication, this time on Facebook. When logging into his page, two milk producers commented live on the user’s account and invited him to come and discover Switzerland.
5 – Bretagne Tourisme builds loyalty among the French
Every year, for its communication, the Regional Tourism Committee of Brittany hits hard.
In 2017, the #passezalouest message was aimed at Parisians to inaugurate the High Speed Line linking Rennes-Paris in 1 hour 30 minutes. The posters are hung in the subway. With visuals of Brittany and offbeat phrases, the region addresses Parisians with humor.
In 2019, the campaign will be available on different media: poster, print, digital and social networks. This time, the message is national and shows an authentic Brittany, where it is good to travel sustainably and slowly. Designed by the Phileas agency, the double meaning of the slogan ” when you look for it, you find it ” highlights the strong character of the Bretons as well as the ease of finding Brittany in the response to one’s search on the web.
In 2020, the Brittany Tourist Board is also surfing on the constraint of travel in France. The Notchup agency invites you to travel locally with this new slogan: ” A change of scenery close to home “. Instead of dreaming of the Galapagos Islands, go to Galapagozh!
So does this give you any ideas? If you need help or advice to launch your advertising or marketing campaign, our communication agency specialized in tourism is here to help you with your strategy. Do not hesitate to contact us.