best tourism marketing campaign

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The weird ways destinations tried to get you to visit in 2022.

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When they’re good, they’re iconic. When they’re bad – well, at least you can usually laugh. We’re talking destination campaigns – when travel hotspots make a bid for your hard-earned vacation cash by producing extravagant videos and entire websites to grab your attention.

So how have they been this year – the first year since the pandemic started with few restrictions for most of us travelers? With destinations desperate for post-lockdown cash, we’ve seen exorbitant amounts of money plowed into getting celebrities on board, shooting the very finest footage of the locations, and, happily, some real imagination of how places want to present themselves.

From the weird (Iceland’s typing horses) to the wonderful (South Africa’s emotional reopening), the bad (as in evil – Sweden recreated “The Blair Witch Project”) to the controversial (David Beckham’s plug for Qatar), here are 15 of the videos that caught our attention this year.

South Africa: The rebirth

Released in March, when much of the world was still in lockdown, South Africa’s three-minute video was a brilliant take on how travel could look as things started opening up post-Omicron – a brave move, since the variant was first spotted in South Africa, and the country had faced immediate travel bans from many other (equally virus-filled) places.

A young woman looking bleak in dismal, dark and rainy London, emerges into the light in Cape Town – and everything turns technicolor. She goes for the classic South Africa experiences – a safari and trip to the Drakensberg escarpment, with the country’s natural beauty on full display – but the focus is on the human connections that everyone missed during lockdown.

She gets a massage, huddles with fellow surfers, rides along a beach at sunset and ends the video at a party. In other words, the dream. “Come as you are, leave as you’ll never be again. Live again!” ends the video. You may even shed a tear.

Sweden: Scandi horror flick

Fancy a “Blair Witch”-style romp in the woods? Sweden is waiting for you. Just in time for Halloween, Visit Sweden released a two-minute horror film promoting the country. A plucky bid to grab visitors, considering that the video, narrated by “Sweden” herself, takes place in a forest – the country’s “soul” – starting off idyllic but swiftly turning into a slasher flick.

In it, a vacationing man, Sam, meets a beautiful woman – or is she? She is not; she is in fact a huldra , a creepy forest nymph. “What happened in the forest is something you will regard as a dream, but that is not how it is going to be,” Sweden warns.

The kicker: the short film ended by promoting “Kiln,” a “chilling audio story” by John Ajvide Indqvist that’s only downloadable “in the Swedish forest.” In fact, the story, not the video is the hub of the Spellbound by Sweden campaign. Once you’re over there, you can have a listen – if you’re brave enough.

Rwanda: Play with Lionel Messi

Legendary Paris Saint-Germain soccer stars including Lionel Messi and Sergio Ramos headed south to Rwanda for Visit Rwanda’s 2022 campaign, “Tee off your next adventure in Rwanda,” which premiered just before the new year.

Opening with former goalkeeper Jérôme Alonzo playing golf during his retirement, the 100-second video follows his golf ball as it lands in the Parc des Princes stadium, is kicked about by the players, and then batted off to Rwanda, where it soars over its most spectacular landscapes.

It ends on a golf course with a little girl making it a hole in one – but not before, of course, some gorillas have made a cameo. A good call for this, the year of the World Cup.

The best travel movies of all time

Vilnius: Happy birthday to… who?

“Nobody knows where Vilnius is,” admits this characteristically inspired video from Lithuania’s capital. Previous campaigns have dubbed the city “the g-spot of Europe” and rewritten a Christmas carol (last year’s campaign was called “Christmas in Vilnius: Amazing wherever you think it is.”)

This time, the campaign revolves around the city’s 700th anniversary , in 2023. “After most of the world forgot Vilnius’ last 699 birthdays, we came up with a solution for its 700th,” says the retro video.

Said solution: a “belated birthday e-card collection.” The cheeky 80s-style video goes through various fun cards before telling you to send your own. You may forget the date, but the celebration will be unforgettable, it ends, calling Vilnius “700 years young.”

The X-rated marketing campaign increasing tourism to this little visited country

Uganda: Open your eyes

Uganda’s tourist board kicked off 2022 with a two-minute video showcasing the country’s beauty, from snowy mountain peaks to lush forested hills, calm lakes, pounding waterfalls and rivers that look like they were made for rafting.

But the focus swiftly turned to its people – eating ugali, sitting down with a drink, dancing, and going out on the town in Kampala’s nightclubs.

The best bit? Instead of being front and center, animals (including the classics – a chimp, a gorilla and a giraffe) only make fleeting cameos. “All we have to do is open our senses and enjoy what’s uniquely ours,” says the narrator. It’ll definitely open your senses to realize there’s more than safari tourism on offer.

Colombia: Literary power

Props to Colombia for going old school with the “ Book of Warmth ,” a 212-page beautifully photographed ebook dedicated to its famously welcoming residents.

In Spanish and English, it picks out different iterations of “warmth,” from beekeeper Humberto Narváez’s love of sustainability to Maria Eugenia Clavijo’s top notch treatment of her hotel guests.

“Even though we can feel it in every greet, every smile, every welcome and every cup of coffee we share, we wanted to understand it better. This is why we went out in the search for Colombian Warmth, and we went straight to its source: our people, those who carry it in their hearts,” said the tourist board, which also produced a one-minute video – though the latter is a bit traditional “smiling locals” style for our taste.

Philippines: The big (non) reveal

It’s a brave country that doesn’t show off a single destination in its expensive marketing campaign, but that’s what the Philippines did with its June video, “The People Make the Destination.”

“To make an ad you won’t skip, we skipped the ordinary… the sun, the sand, the actors, the drone shots, the pop songs, the special effects,” the video declares. They’re all gone in favor of “the people who have always made our destinations more memorable and more fun” – in other words, the two-minute video shows only people. Not people in situ, like Uganda’s ad, but people wearing one-pieces and doing Cirque du Soleil-style acrobatics to form representations of famous places.

The group becomes hills, waterfalls, mountains, an ancient building, and even a giant bird of prey before turning into the ocean as a surfer rides the waves. “The people make the destination – it’s more fun with you,” reads the tagline.

The destinations are there, however – in the soundtrack, recorded in 23 spots across the Philippines, you’ll hear smashing waves from Samar, and T’boli instruments from South Cotobato. There are two videos: one stereo, and one binaural and immersive – the latter is best watched with headphones.

Switzerland: Road tripping with Anne and Roger

Tennis champ Roger Federer has been promoting his native Switzerland for several years, but in April he was joined by Anne Hathaway in a two-minute skit.

“Anne and Roger learned the hard way that no one upstages the Grand Tour of Switzerland” was the tagline, after the pair were shown becoming irate when viewing the rushes of their supposed ad for the country. In the skit, their close-up activities – from jumping over a glacier to a synchronized swim in an icy lake – had been replaced with wide shots, because the director felt that Switzerland was more impressive than even Federer’s abs.

“When you need an unbeatable road trip you need Switzerland,” it finished. Self-deprecating celebs get a thumbs up from us.

Great Britain: Beyond the chintz

The royals, the Cotswolds and now Brexit are probably what springs to mind for most people when they think of the UK, but Visit Britain’s 2022 campaign, which launched in February, eschewed the classics to show what else is on offer.

Welcome to Another Side of Britain spotlit Britain’s cities – which saw a huge drop in international visitors from both the pandemic and Brexit.

They pushed hard for an urban summer trip , spotlit unlikely tourist destinations Birmingham and the West Midlands , and showed a different side of London, including the Dare Skywalk at Tottenham Hotspur Stadium and floating hot tubs that mooch around the docklands of Canary Wharf. Snappy 30-second videos that take a punt on something completely different – we approve.

Morocco: Tripping the light

People tend to go to Morocco for tradition, but this video, released in May, takes those traditions (tajines, souks, Marrakech’s Badi Palace) and combines them with modern Morocco: golf in the dunes, modern dance in the Badi Palace, and spectacular art installations in the desert.

It cleverly managed to throw in shots of everything you go to Morocco for, yet infuse it with a contemporary edge. Nice work – and nice soundtrack, too.

Iceland: Ponies as personal assistants

Feel obliged to check your email while on vacation? There’s no need to worry about that if you choose Iceland, which has vowed to “Out-horse your email.”

The ad, released in May, claimed that Icelandic ponies have been trained to write out of office messages so that you don’t have to touch your phone.

“Nothing ruins your vacation like work,” starts the minute-long video, before showing seven horses tramping over a giant keyboard, crafting unintelligible replies.

There’s a bonus behind the scenes video on the campaign website , as well as the ability to pick one of three horses to write your own (nonsensical) out of office. Silly but intensely likeable.

Vienna: Let yourself go

Traveling should be a time in which you relax those everyday life rules – and to spur you on, the Vienna Tourist Board produced a short film showing a walking (if not talking) belly letting loose in their October campaign.

It’s a full-on short film of nearly six minutes, in which a rotund stomach leaves his workout-obsessed human, Harry, because he no longer feels welcome.

Said belly takes off to Vienna where it wanders the streets, checks out sublime artworks, and enjoys some Sacher torte in its hotel bed. Eventually, Harry comes to find Belly, and the pair have a delightful date in a Viennese restaurant.

“The most beautiful way to love yourself is to indulge,” it ends. This seems to be a bit of a polarizer – it either speaks to you or it doesn’t – but it’s a cinematic watch whatever you think of the message.

Australia: See the sights with Rose Byrne

Australia’s nine-minute movie, “G’day,” racked up 19 million YouTube views in its first month alone. Promoting the new campaign “Come and say g’day,” the “Toy Story”-style film starred Rose Byrne as Ruby, a toy kangaroo, and Will Arnett as Louie, a toy unicorn.

The pair break out of a Great Barrier Reef gift shop and travel to Nitmiluk Gorge, Uluru, the Great Barrier Reef and the Sydney Opera House.

“Down Under, ‘g’day’ is the start of every good adventure,” says Byrne at the end, in person. “It’s our way of saying, ‘If you’re not a friend yet, you will be mate.’” Contrived? Sure, but the viewing numbers speak for themselves.

Korea: Playtime

Late entry “Shall we play Korea,” which dropped in November, is a fun, snappy look at the country, with something for everyone, from family fun, through teenage dreams and adult groups to silver-haired couples on an outing together.

There’s road-tripping, golfing, paragliding and dancing K-pop style. See you there.

Qatar: Courting David Beckham

When David Beckham’s mammoth 30-minute video for Qatar was released in August (a one-minute version is above), it was outdone in size only by the furore it provoked. The footballer filmed “Stopover in Qatar” to coincide with the World Cup. In it, he delivers pearls of wisdom as he travels round Qatar: going to the market (“One of the best spice markets I’ve ever been to”), learning about pearl diving (“Maybe one day you can take me diving) and falcon training (“I love being in the middle of nowhere, talking and eating), visiting cultural spots including the National Museum of Qatar, as well as motorbiking round a manmade island (“That’s what I love, a bike culture, because there’s one everywhere and that’s what I love.”)

He also played football with a Qatari woman (“Female football is something I’ve always supported, and all the more so now especially for me now that I have a daughter.”)

But the criticism was swift and strong, with many flagging Qatar’s alleged human rights issues. Amnesty urged him to “speak out” about the treatment of migrant workers who were making the World Cup possible, while UK comedian Joe Lycett conducted a stunt pretending to burn (but ultimately donating to LGBT charities) nearly $12,000 in protest at Beckham’s rumored $184 million, 10-year gig.

Beckham responded to the criticism saying it is “positive that debate about the key issues has been stimulated directly by the first World Cup being held in the region.”

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Top 10 Travel Marketing Campaigns & Innovations

Traveling is more than just a leisure activity; it's a massive global industry that contributes over $9 trillion to the world's economy. The competition among travel companies, airlines, and destinations is fierce, and standing out in the crowded market requires innovation and creativity. In this landscape, marketing campaigns have become vital tools for capturing attention and driving consumer behavior. From social media strategies to television commercials, successful campaigns have not only influenced travel decisions but also shaped travel trends and culture.

According to a recent study by the World Travel & Tourism Council, the right marketing campaign can increase destination visits by up to 20%. This has led to a surge in investment in creative and engaging campaigns that resonate with potential travelers. Some of the most iconic campaigns have transcended traditional marketing, turning into cultural phenomena, and inspiring a new wave of wanderlust. This article highlights the top 10 travel marketing campaigns that have done just that, analyzing the strategies and impact that put them ahead of the pack.

Top 10 Travel Marketing Campaigns

Campaign 10: "get out there" - kayak.

Kayak's "Get Out There" campaign aimed to inspire wanderlust among its audience. Through vibrant visuals, the ads showcased breathtaking destinations, from serene beaches to bustling cityscapes. Each advertisement carried a clear message – the world is vast, and every place holds a new experience waiting to be uncovered. The digital-first campaign was embedded with interactive tools: a user could click on an ad and immediately be led to flight and hotel options for the showcased destination.

Kayak's "Get Out There" campaign was a bold statement in the increasingly digital world of travel planning. By implementing an aggressive multi-channel strategy that reached over 20 million users, Kayak achieved a 12% increase in app downloads within the first quarter of the campaign's launch.

• Social Media Blitz: With targeted ads across Facebook, Instagram, and Twitter, they reached the millennial demographic, seeing a 30% growth in social media engagement.
• Influencer Partnerships: Collaboration with travel influencers provided authentic voices that resonated with potential travelers, resulting in a 15% increase in user-generated content tagged with their campaign hashtag.
• Interactive Website Features: A special landing page offered personalized travel suggestions, driving an 18% increase in site visits.

Campaign 9: "Travel Yourself Interesting" - Expedia

Expedia’s campaign took a playful and humorous angle. The core message was simple: Traveling makes you a more interesting person. Ads featured individuals recounting bland, everyday experiences, juxtaposed with their far more intriguing travel tales. One memorable ad showed a man boring his friends with tales of his lawn maintenance, only to later captivate them with stories of his trek in the Amazon Rainforest.

Expedia's "Travel Yourself Interesting" campaign became a sensation for its humorous take on self-improvement, leading to a 10% growth in global bookings during the campaign period.

• Television Commercials: The humorous ads were broadcasted in key markets, reaching an estimated audience of 50 million, with a 20% increase in brand recall.
• Digital Engagement: Interactive online quizzes and social media challenges contributed to a 25% spike in website traffic.
• Partnership with Travel Bloggers: Engaging bloggers added credibility and a personal touch, resulting in a wider reach and deeper connection with the target audience.

Campaign 8: "The Airbnb Concerts" - Airbnb

Airbnb wanted to emphasize that travel isn’t just about where you stay, but what you experience. This campaign married unique Airbnb accommodations with intimate live music performances. Think of a jazz concert in a historic New Orleans mansion or an indie rock performance in a sleek Tokyo loft. The campaign was about moments and memories, providing travelers not just a place to sleep but an experience to cherish.

Airbnb's "The Airbnb Concerts" was a revolutionary campaign that bridged the gap between travel, music, and community. Over 100 unique concerts were held in various Airbnb locations around the world, leading to a 40% increase in bookings among the participating properties.

• Live Concert Experiences: Hosting concerts in unusual Airbnb venues, such as treehouses and lofts, created unforgettable experiences, selling out 95% of the events.
• Social Media Engagement: Videos and photos from the concerts were shared widely, generating over 5 million views on YouTube and trending hashtags on Twitter.
• Influencer Participation: Collaboration with famous musicians and influencers added prestige and drew substantial media attention, reaching an estimated 60 million people through various channels.  

Campaign 7: "Do it for Denmark" - Spies Travels

With Denmark experiencing a declining birth rate, Spies Travels crafted a cheeky and bold campaign suggesting that Danes should travel more to romantic destinations to boost their chances of conceiving. The campaign videos humorously implied that being in a relaxed vacation mode away from the daily grind might lead to increased intimacy among couples, and thus, increase the country's birth rate.

Spies Travels' bold and unconventional "Do it for Denmark" campaign focused on Denmark's low birth rate, cleverly encouraging couples to travel and procreate. This campaign's success was reflected in:

• Media Coverage: Featured in over 300 international media outlets, generating buzz worth millions in free advertising.
• Sales Growth: A 10% increase in holiday bookings within the campaign period, especially in romantic travel packages.
• Viral Video: The campaign video was viewed over 10 million times on YouTube in the first month alone.
• Awards and Recognition: The campaign won several marketing awards, establishing Spies Travels as a creative leader in the industry.

Campaign 6: "Unborder" - Scandinavian Airlines (SAS)

The "Unborder" campaign showcased the power of travel to transcend boundaries, be they physical, cultural, or psychological. Using visually stunning videos and images, SAS celebrated the global citizen's mindset. Scenes showcased diverse landscapes and cultures, intertwined with travelers from various backgrounds meeting, sharing moments, and understanding one another's worlds.  

SAS's "Unborder" campaign celebrated cultural diversity and connectivity, aiming to break down borders in both a literal and metaphorical sense.

• Emotional Resonance: Surveys showed a 25% increase in positive brand perception among those exposed to the campaign.
• Global Reach: Multi-language content ensured an international reach, connecting with audiences in over 30 countries.
• Influence on Travel Patterns: The campaign contributed to a 7% growth in international flight bookings through SAS.
• Social Media Engagement: User-generated content and shared stories reached over 5 million social media users, strengthening community engagement.

Campaign 5: "Spend Your Days Off" - Project: Time Off

Addressing the widespread issue of burnout and the tendency of many individuals, especially in high-pressure jobs, to skip vacations, this campaign was a clarion call to prioritize well-being. Using a mix of stark statistics about unused vacation days and heartwarming content showing families and individuals rejuvenating through travel, the campaign's central message was clear: Time off is essential, not just a luxury.

The "Spend Your Days Off" campaign from Project: Time Off tackled a significant societal issue, encouraging people to value their vacation time and prioritize well-being.

• Impact on Public Opinion: The campaign reached over 100 million people, contributing to a shift in public opinion about the importance of taking time off.
• Partnerships with Major Brands: Collaboration with several travel and lifestyle brands increased the campaign’s visibility, contributing to a 15% increase in associated travel package sales.
• Social Media Activism: Through hashtags and viral challenges, the campaign mobilized social media users, generating over 1 million shares and comments.
• Research Integration: By incorporating research data on work-life balance, the campaign positioned itself as an authoritative voice, leading to numerous mentions in major media outlets.

Campaign 4: "You’re Not You When You're Hungry" - Snickers Australia

A delightful twist on Snickers' global campaign message, the Australian edition juxtaposed the idea of being 'hungry and irritable' with the fatigue of long travels. Strategically placed in airports and travel hubs, ads humorously showcased how hunger could transform a calm traveler into a frantic, disoriented mess, suggesting that a Snickers bar could save the day.

Travelers, already familiar with the global "You're Not You When You're Hungry" slogan, appreciated the localized twist and situational humor. The relatability of being hungry and irritable during travels struck a chord. 

• Location-specific Advertising: By targeting travelers at airports, Snickers saw a 15% increase in sales within these locations during the campaign.
• Social Media Impact: Shareable content reached 2 million online engagements within the first two weeks.
• Brand Alignment: Maintained Snickers' global campaign message, resulting in a 10% rise in brand recognition among the travel audience.

Campaign 3: "Live There" - Airbnb

Instead of being a mere tourist, Airbnb's "Live There" campaign invited travelers to live like locals. It showcased real Airbnb hosts sharing genuine experiences with guests — from cooking together to exploring hidden neighborhood gems. The campaign was a departure from cliched travel ads, focusing on authentic local interactions over touristy hotspots.

Airbnb's "Live There" encouraged travelers to immerse in local cultures, shifting focus from accommodations to experiences.

• User Engagement: The campaign’s app features increased user interaction by 20%, enabling travelers to customize their experiences.
• Global Reach: Spanned 18 different markets, contributing to a 12% increase in international bookings.
• Media Partnerships: Collaborations with travel magazines and influencers created a 25% uplift in media coverage and online discussions about Airbnb's experiential travel offerings.

Campaign 2: "Shot on iPhone 6" - Apple

Apple showcased the powerful camera of its iPhone 6, not through technical jargon, but by spotlighting stunning user-generated travel photos taken on the device. Billboards, print ads, and digital campaigns proudly displayed these images with the caption "Shot on iPhone 6," turning everyday users into celebrated photographers.

Apple's "Shot on iPhone 6" brilliantly transformed travel photography, showcasing breathtaking landscapes captured on the iPhone.

• User-generated Content: Over 10,000 user submissions in the first month, creating a vast community of iPhone photographers.
• Sales Impact: A 9% increase in iPhone 6 sales was attributed directly to the campaign during its running period.
• Awards and Recognition: Several accolades for marketing excellence affirm Apple's position as an innovator in both technology and marketing.
• Influence on Industry: The campaign set a trend in mobile photography, with other brands following suit.

Campaign 1: "It's More Fun in the Philippines" - Department of Tourism Philippines

This vibrant campaign used catchy slogans, colorful visuals, and infectious local music to promote the Philippines as a top travel destination. It showcased everything from the country's pristine beaches and natural wonders to its rich cultural festivities and the warmth of its people.

The slogan "It's More Fun in the Philippines" became an anthem for both locals and travelers. It captured the heart of what the Philippines offers — an unparalleled blend of beauty, culture, and hospitality. The country saw a significant surge in tourist arrivals, rejuvenating local businesses and attractions. The slogan found its way onto merchandise, social media trends, and even local parlance, truly marking the campaign's success in engraining itself into the global traveler's psyche.

• Tourism Growth: A staggering 20% increase in international tourist arrivals in the year following the campaign's launch.
• Economic Impact: An estimated $1 billion boost to the local economy, benefiting various sectors tied to tourism.
• Social Media Virality: The hashtag #ItsMoreFunInThePhilippines trended worldwide, with over 5 million uses on various platforms.
• Cultural Promotion: The campaign promoted local culture and natural beauty, creating a sustainable and responsible tourism model.

Break away from the common marketing tactics: Try Stories

One look at the top travel campaigns we've explored showcases a truth that cannot be ignored: individuality is a cornerstone of successful marketing. From Airbnb emphasizing local experiences to the vibrant charm of Philippine adventures, brands that present a unique, authentic message are the ones that resonate most powerfully with audiences.

As a brand, how do you craft a message that stands out in a saturated market? It's about making it personal. And in the digital age, personalization comes from interactive, engaging, and relatable content.

Try Mobile App Stories from InAppStories!   We take your user engagement and essential mobile metrics under control with our digital toolkit. But why does this matter for travel marketing?

• Immersive Experiences : Showcase your destinations with full-screen visuals and engaging narratives. Let your potential travelers experience a 'sneak peek' of their journey right from their mobile devices.
• Real-Time Engagement : With features like polls, sliders, and quizzes, you can gauge traveler preferences instantly. Want to know if they prefer beach holidays over mountain trekking? Just ask!
• Tailored Recommendations : Using the engagement data, offer personalized travel packages or deals that cater to individual preferences. If a user frequently interacts with beach holiday stories, send them a special offer on a seaside resort package!
• User-Generated Content : Encourage travelers to share their experiences through Stories within your app. There’s nothing more convincing than real travelers sharing authentic experiences.
• Stay Updated : Travel advisories, new destination launches, or special discounts – share time-sensitive information instantly through Stories.

InAppStory doesn’t just allow you to share content; it empowers you to create a dialogue, making your marketing efforts a two-way street. By leveraging this powerful tool, your travel brand can achieve a unique voice, one that listens as much as it speaks. Try them now and see how your mobile or web app will change.

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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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Lessons from Creative DMOs: 11 Successful Tourism Marketing Campaigns

For DMOs, a new year and a new season are usually triggers for a fresh destination marketing campaign.

You’re always looking for a fresh angle, something new to try, and a new way to wow prospective travelers. You’re always looking for creative inspiration.

That’s why we’ve taken the time to create this list of 11 amazing travel marketing campaigns, look at what made them successful, and pull out what you can learn from them.

From horse-filmed promotional videos to talking bridges, there’s no limit to the ingenuity of DMOs when promoting their destinations —and to the campaigns you can create.

1 | South African Tourism: 24 Hours of Wow

Visitors to South Africa frequently focus only on going on safari, and don’t realize the wealth of other amazing activities that are available. To show just how varied and wonderful their country really is, South Africa Tourism developed a visually immersive microsite called “24 Hours of Wow” that featured 144 six-second video clips, each representing an activity or attraction. Visitors could then customize a personalized 24-hour South African adventure by selecting video clips that represented activities for each of the hours of the day, or let the shuffle option surprise them.

Lessons from this destination marketing campaign

Harnessing the popularity of video allowed the South African Tourism board to immerse web visitors with a plethora of possibilities — allowing visitors to browse and explore all the options made it interactive and engaging. Immediately after launching, the average time on site was close to ten minutes as visitors played with the variety of videos available. (If that isn’t evidence of the power of personalization, what is?)

The best part? 60% of the b-roll used was repurposed from what they’d already had on hand in their content library.

2 |  Visit Omaha: Bob the Bridge

Connecting Omaha and Iowa lies the bridge with the most personality that you’ll ever meet: Bob the Bridge. Locals were initially unhappy with the 3,000-foot curved suspension bridge, dismissing it as leading to nowhere and disregarding its value as an attraction in and of itself.

But rather than trying to change their minds, Visit Omaha decided to let the bridge speak for himself. By giving Bob his own social media accounts and video blog, in which his dry, humorous personality shines through, the team was able to completely change the public’s perception.

Sometimes the craziest ideas can really pay off. By creating a tongue-in-cheek personality for their bridge —something no other destination had done— Visit Omaha has effectively created their own tourist attraction and talk trigger . Plus, by showing off a gallery of the UGC people are sharing with Bob on their website, they amplify the social voices of happy visitors and continue to extend that conversation.

3 | Visit Lex: Horse-Filmed Commercials

You’ve heard of user-generated content, but what about horse-generated? In Lexington, Kentucky, home of the Kentucky Derby, every day revolves around the horse farms that have made them famous. However, getting visitors to take more than a casual interest in them can be a challenge.

So, Visit Lex decided to give them a horse’s-eye-view of what really happened on the farm. By strapping a GoPro to their thoroughbreds, they got hours of video footage — filmed entirely by the horses —that gave visitors the chance to put themselves in their horseshoes. The most popular was a video of a mother watching her foal —just like any human parent might film their child.

Lessons from this destination marketing campaign:

Horses are this city’s unique differentiator. By putting them on at the forefront of their campaign and letting them take the reins, it’s easy to create an emotional connection with these creatures and their homeland.  Showing visitors what you really love about your destination is the perfect way to get them as excited about it as you are!

4 | Explore Georgia: #ExploreGeorgiaPup

You’ve heard of family-friendly travel… But what about puppy-friendly? When Explore Georgia realized that a large portion of their target demographic were millennial pet owners, the perfect destination marketing campaign was born.

To draw dog owners from neighboring states in for a visit, they created the #ExploreGeorgiaPup campaign. They created travel guides for pet owners and featured images of visiting dogs, sharing it all on social media to show that Georgia was the perfect place to visit with your dog.

And the spotlight on man’s best friend paid off. They saw over 3,000 uses of the hashtag in under a year, leading over 14,000 visitors to their website. They also reached over 10,000 followers on their pet-friendly travel Pinterest board.

#ExploreGeorgiaPup is the perfect example of a campaign that’s both useful to travelers as well as being visually appealing (who doesn’t love a good puppy pic?). By sharing travel tips and making it easy for pet owners to visit, Explore Georgia was able to generate lots of love on social media —which in turn made it easier to source more and more great user-generated content to keep the social conversation growing.

5 | Explore St. Louis, STL.Live

Although Explore St. Louis was having no trouble attracting families to their city, they also wanted to reach out to millennials. When they realized that what this demographic was really looking for were lesser-known attractions that would help them get to know the city better, they harnessed a new content strategy, including a UGC-powered microsite and quick interviews with local influencers about their favorite places in St. Louis — completely unscripted.

Explore St. Louis knew that their target demographic wouldn’t be impressed by traditional marketing. By reaching out to influencers who resonated with millennials, they were able to give a portrait of their city that was described from the perspective of real people, rather than marketers.

That ties into another key factor in this campaign’s success: its authenticity. By showcasing user-generated content, they made their audience feel as though they were really part of the St. Louis community and could experience it like a local, rather than a tourist. To create a connection with visitors, take advantage of visual user-generated content, like Explore St. Louis did.

6 | Tourism Ireland: Doors of Thrones

Much of Game of Thrones was filmed in Northern Ireland, most particularly at the famous Dark Hedges trail. After a storm ripped through the country and knocked down a couple of trees, Tourism Ireland realized that they had the perfect opportunity to turn the lumber into something fans would love to see.

Through their exclusive partnership with Game of Thrones, they created “Doors of Thrones”, each one of which matched a specific episode in the upcoming season.

And it paid off. The videos they developed to unveil the doors were viewed a combined 17.5 million times, engaged with 250,000 times, achieving a combined total reach of 126 million. Even now that the season is long over, visitors still flock to see the doors and get stamps on their Game of Thrones tour passports —something they can’t do at any other destination.

The filming locations of Game of Thrones were already a big attraction in the area, so taking advantage of them allowed Tourism Ireland to increase their cachet even more. When thinking about your next campaign, it’s about not only knowing your destination, but knowing what other people are saying about it and associate with it.

7 | Visit Pittsburgh, UGC everywhere

Although Pittsburgh has long had a reputation as a smoky, industrial city, in modern days it’s anything but. To show how their city has been transformed in recent years, Visit Pittsburgh turned to the power of user-generated content. By getting local influencers to blog for them and sourcing authentic imagery through CrowdRiff of the wide variety of activities and events available, their site is always revealing new sides of their city.

Lessons from this destination marketing strategy:

Although this is more of an overarching strategy than a specific campaign, it’s one that’s well worth noting for all DMOs. Using CrowdRiff to source user-generated content for their website visuals significantly reduced time spent looking for pictures on the Visit Pittsburgh team’s part, and also allowed them to showcase a larger volume. They’ve been able to raise the profile of their brand and transform perceptions of their city, just by showing people the authentic photos of their changed destination with UGC.

8 | Visit Houston: Hola Houston

Although Houston never had a problem attracting visitors from within driving distance, they realized that to broaden their appeal, they’d need to adopt a new strategy. They already had quite a few visitors coming from Mexico, but to connect with them more deeply, they decided to create a Spanish-language website that would give Spanish speakers a more personalized glimpse into the city. The Hola Houston campaign involved painting murals in their key Mexican markets, and partnering with Mexican influencers, who shared their explorations through the city on social media as well as posting them on the site.

Hola Houston tapped into a previously overlooked market and created a better experience for them —getting a yearly increase of 300,000 visitors from Mexico in the time since their campaign. Realizing where your current visitors are underserved and developing a way to welcome them in, or simply developing a more personalized message for different market segments, is a great way to deepen your relationship with that particular demographic.

9 | Faroe Islands: Sheep View

The Faroe Islands, an archipelago located between Iceland, Norway, and Scotland, was so small that it wasn’t even included on most world maps or even Google Street View. However, they knew that to attract more visitors, they’d need to get on the map.

So, they turned to their most unique attribute: the fact that they have more sheep than people. To give visitors a glimpse of what awaited them on the islands, they strapped 360-cameras to some of their 80,000 sheep as they wandered around. The resulting “sheep map” did more than get Google Maps’ attention: it also won 3 Lions at the 2017 Cannes Advertising Festival, amongst several other awards.

The Faroe Islands might not have had much money… but they did have a lot of sheep and breathtaking scenery. They needed a way to show people visually what their collections of islands had to offer, and they did so by combining these two strengths. They dove into virtual reality video to visually captivate people from all over the world, and cleverly used their sheep to show off their charm while sparking conversation and the attention of the press.

10 | Nelson and Kootenay Lakes: #FindingAwesome Contest

The Nelson and Kootenay Lakes Tourism team has a very specific vision of the visitors they want to attract: “free spirits and well-rounded squares”, in the words of their positioning statement. However, figuring out how to market to this very specific personality type can be difficult, particularly given the wide variety of activities available in the area.

To group all of their pastimes together under one umbrella, they created the #FindingAwesome contest. Visitors to the area were invited to submit posts on social media using the hashtag, with winners receiving cash prizes and being posted on their blog. Even those that don’t win were featured on their “Finding Awesome” microsite, using CrowdRiff to request rights to photos and also to power a UGC gallery with numerous photos and videos to explore.

The campaign was so popular that local businesses even started running similar campaigns concurrently, such as the area microbreweries’ “Fermenting Awesome” event.

Focusing on their ideal visitor’s interests, rather than on their demographics, helped Nelson and Kootenay Lakes Tourism create a message that was directed specifically at them. By running a social media contest, they really spread that brand message and encouraged visitors and locals alike to adopt it, which was further amplified by using those UGC images in their own marketing and blog posts.

11 | Travel Wyoming: That’s WY Stories

Although Wyoming is already well-known for its natural wonders, visitors from beyond driving distance can sometimes fail to see what really makes it unique. Although Travel Wyoming ’s marketing already featured their gorgeous outdoor views, it wasn’t being told from the personal, individual perspective.

So, to convey more of Wyoming’s personality, they created a series of videos with some of the state’s most interesting experts —such as rope makers, ranch owners and dogsledders—that shared a more intimate view of the state.

Developing this human connection paid off. Sharing the stories of the people that make Wyoming special lead to a direct increase in visitors to the state and increased national awareness of just “wy” Wyoming was worth visiting.

Sometimes, just sharing beautiful photos of the landscape isn’t enough. Getting up close and personal with the people who truly make your destination great can help differentiate you from other locations. Combining unique, personal storytelling along with visually captivating , cinematic videos really resonated with viewers, with some videos getting over a million views.

Feeling inspired? There’s more to see.

Read what five forward-thinking DMOs like Visit Arizona and San Francisco Travel have done to create website content for travelers that is targeted, unique, and inspiring in our latest eBook: Making Your Website an Insider’s Guide to Your Destination.

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3 New Tourism Ad Campaigns Striking the Right Tone for These Times

Lebawit Lily Girma, Skift

April 20th, 2021 at 1:00 PM EDT

The rise of responsible travel messaging in marketing is a welcome next step, as destinations prepare for the return of large summer crowds locally, and international travelers keep a close eye on their favorite locales. Now's also the time to warn the ugly tourists.

A year ago, the global pandemic left destination marketing organizations scrambling to pause their promotional messaging. What started out as a wait-and-see approach evolved into advice to stay home and dream , while keeping favorite destinations top of mind for when safe travel eventually returns.

A year later, there’s a clear shift happening in marketing messaging as vaccines in the U.S., Europe and Asia continue rolling out and travelers are vacation planning and booking.

It’s the rise of the responsible travel marketing campaign, encouraging travelers to be more respectful in their behavior — to enjoy outdoor places but remain conscious of their choices once they begin to explore again, whether in their respective vaccinated backyards or when the time comes, on their international vacations.

From Portugal’s push to get consumers to think of the preservation of our planet long-term, to Florida’s Manatee County’s appeal to vacation responsibly by minding one’s trash on its island beaches, these three campaigns strike the right note at this evolving time in our industry’s recovery.

Portugal: Hello World — It’s Me, Tomorrow

Portugal’s high level message speaks to the world directly, marveling at its natural wonders, vibrant colors and ecosystems while evoking in “tomorrow’s traveller” — shown through the face of locals — the importance of doing better for the planet, to which humans are inherently connected. It’s a forward looking message at how we can do better once Portugal, and the world, reopens. “Let’s change today and we will keep visiting tomorrow,” the campaign says.

Scotland: Yours to Enjoy — Responsibly

“Let’s keep Scotland special now and for generations to come,” Visit Scotland ‘s new campaign says, urging travelers to respect Scottish communities and wildlife as they roam. The message to slow down and immerse echoes the “build back better” sentiment that the industry has been pushing since the pandemic forced a rethink on overtourism and climate change impacts.

FLorida’s Bradenton Gulf Islands: Love it Like a Local

As larger numbers of Americans begin to vacation in their backyards again, the majority continue to flock to outdoor mountain and beach destinations  — particularly in Florida.

In anticipation of an even bigger surge this summer and in time for Earth Day 2022, the Bradenton Area Convention and Visitors Bureau launched a new “Love It Like a Local” campaign to guide visitors in enjoying their destination — including the increasingly popular and small Ana Maria Island — but also caring for it. The campaign comes on the heels of increasing resident complaints about visitor noise and trash on beaches.

“The video is from a child’s perspective so that way it resonates with children — we want this to be good for people of all ages,” Kelly Clark, marketing and communications director at Bradenton CVB, said. “We’re also hoping that hey, if this 11-year-old girl can tell you to respect the rules, then the adults will too.”  

As the U.S. braces for a busy summer of travel and the industry remains on a path to slow recovery at a global level, all while rethinking what it means to build back better, these responsible travel marketing campaigns gracefully tackle the other side of the safety coin: protecting communities and the environment from the inevitable impact of returning tourists.

The Daily Newsletter

Our daily coverage of the global travel industry. Written by editors and analysts from across Skift’s brands.

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Tags: destination marketing , responsible travel , tourism campaigns

Photo credit: Florida Bradenton County's Anna Maria Island is one of several destinations that recently launched a responsible travel campaign. Carol VanHook / Flickr Commons

10 Tourism Marketing Campaigns that Work Despite Difficult Times

Table of Content

1. visit britain lockdown initiative – showing love for gb, 2. visit portugal – it’s time to stop, 3. discover puerto rico – virtual gateway, 4. visit maldives – keep dreaming but postpone trips, 5. visit abu dhabi – a tribute to the capital, 6. visit saudi – thrilling adventures are timeless, 7. switzerland – dream now, travel later, 8. thai airlines – stay home miles exchange, 9. lonely planet – keep dreaming, 10. special mention: the wild detectives.

The Covid-19 outbreak continues to affect the tourism sector while causing long-lasting hardships experienced by thousands of businesses around the world. As the crisis has unfolded, consumer behavior has changed dramatically in terms of search, planning, and demand. This impacted a number of common industry practices that would have otherwise been successful. Among them, principles of conventional marketing are still being challenged in a struggle to adapt to the new trends.

In spite of the disturbances, some tourism pros actually came up with fantastic strategies that performed beyond expectations.

To inspire your next creative move, we are sharing our top 10 tourism marketing campaigns that work despite coronavirus. Have a look through to explore some inventive and compelling ways to adopt in your own strategy.

Love Great Britain: Official British Tourist Board

Instagram: https://www.instagram.com/lovegreatbritain/

Tag: #LoveGreatBritain

The exciting Instagram account of Visit Britain shares user-generated content featuring the beauty and uniqueness of Great Britain. During the coronavirus pandemic, they come up with an inventive approach aiming to bring a little bit of Britain to international visitors facing travel bans and a life under lockdown. The current campaign is exclusively promoting every aspect of British pop culture and national heritage. From beautiful landscapes, gardens, and architecture to literature, film, and music, they were all under the spotlight on social media feeds.

In addition to the inspirational content, Love Great Britain offers even more ways to engage people staying at home. They feature local recipes, pub quizzes, playlists, complemented with the appropriate call to action and hashtag for each post.

Visit Portugal: Official resource for travel and tourism in Portugal

Instagram: https://www.instagram.com/visitportugal/

Tag: #CantSkipHope

Visit Portugal demonstrated support while still engaging with the local culture and values.

To do that, the DMO changed its usual marketing message from #CantSkipPortugal to #CantSkipHope. This was further strengthened by a video they released along with the campaign saying: It’s time to stop. It’s time to take a break, for the good of the world. In the meantime, we can dream for the great days to come. We’re in this together.

While calling all people to continue dreaming for the amazing days to come, they implied that now is a time to stop and take a break. The video attracted over 590K viewers in less than 3 months and continues to gain traction. Through a mixture of rural landscapes and cheering crowds, it clearly narrates the idea of appreciating privacy while dreaming for togetherness.

Discover Puerto Rico: Official resource for travel and tourism in Puerto Rico

Instagram: https://www.instagram.com/discoverpuertorico/

Tag: #dreamingofpuertorico

To demonstrate empathy in tough times , Discover Puerto Rico shifted their online message from visit now to visit later. Still, by utilizing a novel marketing approach and offering virtual getaways, classes, and experiences they managed to keep the destination top of visitors’ minds.

The DMO was regularly inviting people to one of a kind virtual classes and weekend escapes to Puerto Rico. The above examples showcase a tour in the country’s famous tropical rainforest, as well as an energizing Pilates class. Hosted on Instagram Live and Zoom, they allowed people to engage without leaving their homes. Furthermore, by featuring local guides, instructors, cooks, and dancers, they totally nailed the concept.

Visit Maldives: The official Instagram account of Maldives tourism

Instagram: https://www.instagram.com/visitmaldives/

Tag: #VisitMaldivesLater

Visit Maldives encouraged travelers to postpone their trips until it’s safe. Like others, they adopted a new hashtag saying #VisitMaldivesLater. The word later was invariably a part of all their posts following the Covid-19 outbreak.

To remain true to themselves, Visit Maldives continued sharing outstanding visuals featuring the outstanding pristine beaches and adorable spots around the islands in the Maldives archipelago. They even engaged the Instagram audience with an “all things Maldives” crossword puzzle competition. People were invited to like the page and DM the answers for the chance of winning a surprise from Visit Maldives.

Visit Abu Dhabi: Your extraordinary story, captured #InAbuDhabi.

Instagram: https://www.instagram.com/visitabudhabi/

Tag: #StayHome, #StaySafe but #StayCurious

The UAE’s capital appreciated the silence in their own way, beautifully captured by Visit Abu Dhabi’s Instagram account. Taking viewers through the highlights and outstanding landmarks, the DMO paid tribute to the capital while making a promise – it is ready to welcome visitors when the right time comes. Until then, it is all about appreciation and reflection.

Throughout the months of self-isolation, the message of Visit Abu Dhabi remained Stay home, stay safe but stay curious. Therefore their campaign successfully kept people engaged while demonstrating the appropriate level of responsibility and care.

Visit Saudi: The official tourism page of Saudi Arabia

Instagram: https://www.instagram.com/visitsaudi/

Tag: #WelcomeToArabia

Even though Saudi Arabia has opened its doors to foreign tourism just lately, they had to go through yet another episode of isolation. To keep the Arabian Nights spirit live, their Instagram posts were complemented with beautiful tale-like captions. Among them, ‘Our thrilling adventures are timeless. They’re not going anywhere’, ‘Our heritage has been centuries in the making. It’s not going anywhere’.

Visit Saudi kept showcasing the cultural and historical heritage from around the kingdom. They called potential visitors to keep dreaming while staying at home and protecting others. From the very beginning of the outbreak in mid-March, they committed to spreading the message #StaySafe and #StayHome.

My Switzerland: Switzerland Tourism #inLOVEwithSWITZERLAND

Instagram : https://www.instagram.com/myswitzerland/

Tag: #neverstopdreaming

This outstanding campaign by My Switzerland quickly became viral with its heartwarming message: Dream now, travel later . To further strengthen this message, My Switzerland released a short video inspiring people to dream and plan. The same was later projected on Matterhorn mountain, symbolizing that light is hope.

Similarly to Visit Britain, they undertook the approach to celebrate local culture as one of their greatest assets. Their social media feeds aimed to bring Switzerland to people’s homes through beautiful pictures, emotional videos, and entertaining stories.

Now moving away from DMO creative endeavors, there are some more campaigns that caught our attention.

Although being at the heart of a lockdown and travel bans, some airlines managed to make the most out of the time. A great example are Thai Airlines who came up with a very wise and generous approach to stay close to their customers. They encourage their members to stay at home by giving away a reward of 3 million free air miles .

How does this work? Firstly, members need to own an active frequent flyer membership (Royal Orchid Plus) with Thai Airways. Then they need to download the Stay Home Miles Exchange app and register their home to allow the airline to track their location. Finally, every 4 hours spent at home are subsequently awarded 1 mile worth of travel redeemed through the app.

This way, Thai Airlines encourage government guidelines while promoting their membership program.

Lonely Planet: For 45 years we’ve been helping travelers to explore every day.

Instagram : https://www.instagram.com/lonelyplanet/

Tag: #lonelyplanet

Remaining true to their vision of the piece, Lonely Planet committed to helping people feel better during isolation. They continuously engaged their extensive audience with beautiful landscapes from around the world.

While suggesting nature is the best remedy for the soul, they invited people to embrace its beauties and richness. The Lonely Planet even supported the practice of hugging a tree for 5 minutes, popular in Iceland. Their Instagram account promoted it as a great way to feel better and less lonely during the months of lockdown.

This truly outstanding idea by a Dallas book shop called The Wild Detectives is one of our favorites for a reason. They became a travel agent by launching Book a trip – an online platform offering “holidays” to a range of destinations worldwide. You might be wondering what’s so special about this idea so here’s the answer.

Book a trip is a remarkable campaign aiming to help the shop keep going during the pandemic. The holidays they offer are actually books that could transport people to different countries and worlds. And the mission – to inspire people to keep reading and exploring the world through the magic of books.

Taking an inspirational approach that breaks the stereotypes has proven to be the key to success in tough times. And the memorable campaigns we shared with you once again demonstrate that.

In conclusion, it is never too late to share your special cause and inspire others about it. After all, bold ideas and a clear mission are what create value that will last beyond any crisis and future uncertainty.

You might also like:

• 10 Ideas to Help Differentiate Your Tours in 2021
• Four Ways to Promote Your Tours to an International Audience
• 5 Ways to Offer an Innovative Tourism Experience to Your Clients

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10 Best Travel and Tourism  Advertising Campaigns

The world of travel and tourism is a realm of endless exploration and discovery, where the allure of new destinations and experiences beckons adventurers from every corner of the globe. Amidst this vast and competitive landscape, the art of capturing the essence of a destination and inspiring wanderlust has given rise to some of the most captivating and memorable advertising campaigns. These advertising campaigns are not just advertisements,  they are portals to a world of breathtaking landscapes, vibrant cultures, and unforgettable journeys. In this article, we delve into the realm of travel marketing and unveil the 10 Best Travel and Tourism Advertising Campaigns that have successfully transported viewers to distant shores, inviting them to embark on incredible adventures.

Table of Contents

Incredible India Ad by Incredible India

The “Incredible India” campaign, launched by the Government of India, is a global initiative to promote India as a premier travel destination. This particular ad by “Incredible India” encapsulates the country’s astonishing diversity and rich cultural heritage. It visually narrates the story of India’s vibrant festivals, ancient traditions, and breathtaking landscapes. The ad seamlessly blends scenes from bustling cities, tranquil rural areas, historical landmarks, and spiritual sites, showcasing India as a land of contrasts and wonders. It appeals to a global audience, inviting them to explore the myriad experiences that India offers, from spiritual journeys to adventurous explorations, thereby boosting tourism and cultural awareness.

Signature Video | Kerala Tourism | Experience God’s Own Country by Kerala Tourism

The “Signature Video | Kerala Tourism | Experience God’s Own Country” by Kerala Tourism is a captivating visual representation of the Indian state of Kerala, often referred to as “God’s Own Country.” In just under two minutes, this video beautifully encapsulates the essence of Kerala’s natural beauty, rich culture, and unique experiences. It showcases the lush green landscapes, tranquil backwaters, pristine beaches, and exotic wildlife that define Kerala. The video also highlights the state’s Ayurvedic traditions and delectable cuisine. With its stunning cinematography and soothing music, the campaign invites viewers to immerse themselves in the serenity and charm of Kerala, making it an irresistible travel destination.

Paradise Unexplored – North East India by Incredible India

“Paradise Unexplored – North East India by Incredible India” is a captivating tourism campaign that invites travelers to discover the hidden gems of India’s North East. With lush landscapes, rich cultural diversity, and breathtaking vistas, it offers an enchanting glimpse into the lesser-explored regions of Assam, Meghalaya, Arunachal Pradesh, and more. The campaign celebrates the indigenous traditions, vibrant festivals, and pristine natural beauty of North East India. It encourages adventure seekers to explore dense forests, serene lakes, and the unique lifestyle of the local communities. This campaign serves as a window to the untouched paradise of North East India, enticing tourists to embark on an unforgettable journey of discovery.

Madhya Pradesh – The Heart of Incredible India by Madhya Pradesh Tourism

Madhya Pradesh – The Heart of Incredible India” is a captivating tourism campaign by Madhya Pradesh Tourism that portrays the state as the very essence of India’s cultural and geographical diversity. It offers a visual extravaganza of Madhya Pradesh’s majestic forts, dense forests, and serene rivers, providing a glimpse into its rich heritage and natural beauty. The campaign invites travelers to explore the state’s numerous wildlife sanctuaries, ancient temples, and historically significant sites, all while celebrating its central role in India’s cultural tapestry. With stunning visuals and a strong narrative, the campaign successfully entices tourists to immerse themselves in the heart of “Incredible India,” Madhya Pradesh.

Rajasthan: Jaane Kya Dikh Jaaye by PIB India

Rajasthan: Jaane Kya Dikh Jaaye” is a captivating campaign by PIB India that immerses viewers in the vibrant tapestry of Rajasthan, India’s largest state. This campaign brilliantly captures the essence of Rajasthan, known for its majestic forts, colorful festivals, and rich cultural heritage. The slogan “Jaane Kya Dikh Jaaye” invites travelers to discover the surprises that await them in Rajasthan, from the iconic palaces of Jaipur to the golden sands of the Thar Desert. The campaign’s imagery showcases the state’s exquisite architecture, bustling bazaars, and warm hospitality, enticing tourists to experience the grandeur and authenticity of this royal land.

Madhya Pradesh – The Heart of Incredible India by Incredible India

“Madhya Pradesh – The Heart of Incredible India” by Incredible India is a captivating tourism campaign that showcases the central Indian state of Madhya Pradesh as the very essence of India’s cultural and geographical diversity. This campaign beautifully captures the state’s rich heritage, majestic forts, and lush wildlife sanctuaries. It highlights iconic destinations like Khajuraho, known for its exquisite temples, and the tranquil Narmada River, a symbol of spirituality. The campaign’s imagery and narrative invite travelers to explore this heartland, where history comes alive in its architecture, and nature flourishes in its forests. Madhya Pradesh truly embodies the soul of India, and this campaign presents it as a must-visit destination for those seeking an authentic Indian experience.

Apla Maharashtra Unlimited | Maharashtra Tourism by Maharashtra Tourism

Apla Maharashtra Unlimited” is a captivating tourism campaign by Maharashtra Tourism that invites travelers to explore the diverse and boundless attractions of the Indian state of Maharashtra. The campaign celebrates the rich tapestry of experiences that Maharashtra offers, from the bustling metropolis of Mumbai to the serene hills of the Western Ghats and the stunning coastline along the Arabian Sea. It showcases the state’s vibrant culture, historic landmarks, and varied landscapes. Whether it’s exploring ancient caves, enjoying the vibrant festivals, or savoring the local cuisine, Maharashtra promises unlimited experiences for tourists. The campaign beautifully captures the essence of Maharashtra’s heritage and its status as a tourist haven in India.

Jammu and Kashmir – Where time stands still. (Director’s Cut) by Jammu & Kashmir Tourism

Jammu and Kashmir – Where time stands still. (Director’s Cut)” by Jammu & Kashmir Tourism is a captivating tourism campaign that immerses viewers in the timeless beauty of this northern Indian region. The Director’s Cut edition offers an extended and more immersive experience. It portrays Jammu and Kashmir as a place of serene beauty, where the passage of time seems to slow down. The campaign showcases the region’s breathtaking landscapes, including snow-covered mountains, pristine lakes, and lush valleys. It invites travelers to escape the hustle and bustle of modern life and immerse themselves in the tranquility and natural splendor of Jammu and Kashmir, making it an ideal destination for nature enthusiasts and those seeking a peaceful retreat.

Khushboo Gujarat Ki – A journey towards the majestic land of Gujarat (Hindi)

Khushboo Gujarat Ki – A journey towards the majestic land of Gujarat” is a captivating campaign spearheaded by Narendra Modi, the Prime Minister of India, to promote the state of Gujarat. This campaign, with its title translating to “The Fragrance of Gujarat,” encapsulates the essence of the state’s diverse attractions. It showcases Gujarat’s rich historical heritage, vibrant culture, and breathtaking landscapes, including the iconic Rann of Kutch and the bustling city of Ahmedabad. With a focus on tourism and cultural pride, the campaign invites travelers to embark on a mesmerizing journey through Gujarat, offering a glimpse into the state’s unique traditions, wildlife sanctuaries, and remarkable experiences.

KERALA Backwaters ● India 2020 by Travel Penguin

The “KERALA Backwaters ● India 2020” video by Travel Penguin offers a mesmerizing glimpse into the enchanting backwaters of Kerala, a state in southern India. This visual masterpiece captures the essence of Kerala’s backwater ecosystem, with its intricate network of serene waterways, lush greenery, and traditional houseboats gently gliding on the placid waters. The video showcases the unique and tranquil way of life in the backwaters, where communities thrive along the shores. Viewers are transported to a world of calm and natural beauty, making it an enticing invitation for travelers seeking a serene and picturesque escape in the heart of God’s Own Country, Kerala.

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Sandeep Nair

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Ready to be in Good Company?

Creating a successful tourism marketing campaign.

Looking to craft the perfect tourism marketing campaign? Read through our helpful tips and tactics to successfully promote your tourism business.

Tourism marketing is a dynamic field vital in promoting destinations, attracting travelers, and boosting local economies. In today’s digital age, tourism marketing has evolved to encompass various strategies and tactics.

Join us as we explore the ins and outs of tourism marketing, why it’s essential, best practices for crafting effective campaigns, common challenges marketers face, and inspiring examples of successful marketing campaigns.

What is Tourism Marketing?

Tourism marketing is a specialized branch of marketing that focuses on promoting destinations, attractions, accommodations, and other tourism-related products or services to travelers and tourists. Its primary goal is to attract visitors to a particular location, region, or destination, and it plays a crucial role in driving economic growth for tourism-dependent areas.

For example, Kate Cox, Marketing Coordinator for Cochise Country Tourism and Economic Council, created a cross-channel marketing campaign with TEGNA’s 12 News to attract new visitors to Cochise County , a unique set of communities in the southwest corner of Arizona.  

“The communities I represent through the council are very unique. They all have different multi-faceted opportunities and events for people to come and enjoy,” says Cox. “My goal is to get people to come down to the county and have a great time and really see what we’re all about,” says Cox.

With this campaign, Cox was able to accomplish a common goal in the travel and tourism industry: Creating awareness and building the brand by showcasing a destination’s unique features, attractions, experiences, natural beauty, cultural heritage, historical sites, recreational activities, and culinary offerings that a destination has to offer.

Why Are Tourism Marketing Campaigns Important?

Not only do campaigns play a pivotal role in attracting travelers, both domestically and internationally, by showcasing the distinctive features, natural beauty, historical treasures, and unique experiences that destinations have to offer, but they can also be a driving force behind: 

• Economic Growth: Tourism generates revenue and can significantly boost a region’s economy.
• Job Creation : New job opportunities in local communities come with a growing
• Sustainable Development: Promoting responsible travel practices that protect the environment and preserve local cultures.

However, for Cox, the  Cochise County campaign is near and dear to her heart because it’s where she lives, is passionate about the area, and personally wants to see it thrive.

“I may be partial, but I think Cochise County is really an unsung part of Arizona,” says Cox. “By the end of this campaign, I want folks to come out and visit Cochise County and see why I love to live here.

How to Craft a Strong Tourism Marketing Campaign

In a world where travel enthusiasts seek authentic experiences and breathtaking destinations, rest, relaxation, and reunions with loved ones, the art of tourism marketing has evolved into a vital skill. From selecting the right target market to harnessing the potential of video content, here are a few strategies that can help beckon wanderers to embark on unforgettable journeys.

1. Select Your Markets and Audience

Identify your target audience and their preferences. You can use insights gathered from drawing insights from our e-book, “ Understanding Today’s Leisure Traveler ,” to tailor your marketing efforts to appeal to specific demographics, such as families, adventure seekers, or luxury travelers. For example,

• Millennials and Gen Z are most likely to visit trendy locations
• Older generations tend to travel to check places off a bucket list
• Younger generations are driven by experiences that contribute to their overall identity
• Relaxation is a priority for Americans and the top motivator when planning a vacation
• Millennials/Gen Z is +9% more likely to prioritize spending on experiences, like traveling, over goods
• Audiences resonate with a few creative elements showcased in travel ads : cinematic escapism, realism, and details to spark planning ideas.

2. Partner with Local TV News Stations

“ Understanding Today’s Leisure Traveler ” found that tourists and travelers rely on local news stations to educate and inform them of nearby tourist activities and the latest travel trends. Collaborate with local news stations to promote your destination. Local media can provide valuable exposure and credibility. A halo effect also comes with local TV advertising , and tourism brands should incorporate local TV news into their media plan .

3. Focus on Deals and Staycations

As inflation concerns continue to linger for American consumers, they aren’t cutting travel budgets altogether. They’re just shifting how and where they’re traveling. “ Understanding Today’s Leisure Travele r ” reveals that hometown tourists and staycations are rising. Attract locals looking to get away while staying closer to home and highlight cost-effective travel options and staycation opportunities within your region.

4. Take Advantage of Influencer Marketing

We found that social media have inspired 75% of our survey respondents to travel to a specific destination. Collaborate with travel influencers – such as those on a local lifestyle show –  who can authentically showcase your destination to their engaged followers. It’s a tactic that worked great for Cox and Cochise County, as she could showcase her destination on Arizona Midday and benefit from the show’s hosts and its credibility.

5. Leverage Video

Based on our travel survey, 83% of consumers actively engage with travel-related content, underscoring the indispensable role of video content in your marketing and advertising strategy. Furthermore, 79% of respondents find travel videos engaging, and 66% rely on such videos to aid in their vacation planning. In comparison, 60% appreciate staying up-to-date with the latest travel trends through this medium.

Harness the power of visually captivating video content to showcase your brand’s overall tourism experience. Focus on the unique experiences travelers can have in your destination, whether culinary delights, outdoor adventures, or cultural destinations. Immersing viewers in high-quality visuals and videos can leave a lasting impression, igniting their imagination and fostering a genuine connection with your destination.

6. Create a Cross-Channel Campaign

Embracing cross-channel marketing opens up a spectrum of advantages that can ultimately enhance customer engagement, boost conversion rates, foster loyalty, and propel your business toward resounding success. Consider crafting a cohesive and seamless customer journey through the following channels:

• TV Advertising: TV advertising is an effective tool for broadcasting promotional messages, commercials, or content to reach a wide and diverse audience.
• CTV/OTT Streaming: Deliver promotional content through online streaming platforms to extend reach, leverage targeting and retargeting, and use reporting data to optimize campaigns.
• Geotargeting: Utilize geotargeting to reach potential visitors in specific geographic areas, ensuring your marketing efforts are highly relevant.
• Contextual Advertising: Use contextual advertising to deliver personalized messages to potential travelers based on their interests and online behavior.

Common Challenges of Tourism Marketing Campaigns

While tourism marketing can be highly rewarding, it also comes with its share of challenges:

• Seasonality: Many destinations experience peak and off-peak seasons, challenging managing demand year-round.
• Competition: The tourism industry is competitive, and standing out can be tough.
• Budget Constraints: Allocating budgets for marketing can be tricky, especially for smaller destinations.
• Changing Consumer Preferences: Travel trends evolve, and keeping up with shifting consumer preferences is vital. Unpack the latest trends in our e-book here.

Examples of Tourism Marketing Campaigns

Kate Cox and Cochise County is just one example of a tremendous cross-channel marketing campaign in partnership with TEGNA’s 12 News in Phoenix. The campaign leveraged TV, streaming, and digital elements to attract visitors from near and far.

These elements included content featured on Arizona Midday to engage a wide and diverse audience, including their target audience of foodies and wine lovers, outdoor adventurists, young families, and culture and history buffs.

The campaign was also bolstered through strategic streaming and retargeting efforts, resulting in impressive Video Completion Rates (VCR) of 97% and retargeting click-through at nearly three times higher than industry averages, affirming the partnership’s success and paving the way for future collaboration.

Get Your Tourism Marketing Campaign Off the Ground with TEGNA

Ready to launch your tourism marketing campaign? Successful tourism marketing requires the right marketing partner to help unleash your creativity, understand your target audience, and create the right media plan to generate results.

TEGNA delivers proven results through simplified multi-platform advertising solutions that connect your business to the audiences that matter most via Broadcast TV , OTT Streaming Advertising , and Digital Solutions , including Targeted Display and retargeting well as campaign measurement ​and optimization with ​ TEGNA Attribution . 

Let’s get in touch to explore how we can help your tourism brand attract travelers, boost your local economy, and create unforgettable experiences for visitors to your destination.

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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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8 of the Best Destination Marketing Campaigns (And What You Can Learn From Them)

Destination marketing is an incredibly popular approach when it comes to travel and tourism marketing. From national tourist boards to independent agencies that offer trips to specific towns or cities, it’s a very effective method of attracting travellers to a location in an engaging and creative manner without employing traditional, explicitly persuasive marketing messages.

There is a very broad range of ways that destination marketing can be used to grow awareness of a location and the travel experience that a company offers there. Whether you’re wondering what destination marketing looks like when put into practice, or are seeking inspiration for your brand’s next destination marketing campaign, here are nine of the best examples, along with key takeaways of what makes each one of them so effective.

What is Destination Marketing?

Destination marketing is an approach to marketing that is used in the travel industry as a way of promoting a location such as a town, region or country. Instead of advertising the service or product that they offer, travel businesses that use destination marketing focus their efforts on ‘selling’ the location that their offering targets.

Promoting a destination instead of a product or service means that customer awareness of a location grows and allows companies to attract attention in a way that avoids explicit marketing messaging that many consumers dislike. The aim is that the target audience will start to think about visiting a destination after seeing content that paints it in a positive light, and that their first thought when it comes to actually booking a trip will be the brand behind this content.

Destination marketing aims to build awareness and interest in an area before the customer has visited. The most effective approaches tend to engage the customer through an emotional hook that sparks a real desire to see a destination, as this means that they’re much more likely to pay for a holiday there.

Whilst a very popular marketing approach with travel businesses that offer experiences in a specific location, destination marketing is also often used by local or national tourist boards as a way of increasing tourism in the area, establishing a positive reputation and bringing more visitors and thus more money.

8 of the Best Destination Marketing Campaigns

Fill your heart with ireland.

One of the most successful marketing campaigns for a destination that is still referenced today is ‘ Fill Your Heart with Ireland ’ which was produced by the country’s national tourism board.

The final product of this destination marketing campaign was a short video advertisement, showing a Swedish couple’s first trip to the area. Both visitors were hooked up to heart rate monitors that tracked their physiological changes throughout a range of activities, such as visiting cultural and historic sites, going surfing and hiking along the coast.

What made this advertisement so special was that the couple was also wearing a camera mounted on a helmet during the trip, capturing footage from their perspective throughout. The clips that made it into the final campaign were all taken from moments where their heart rate changed, creating a video full of moments that ‘filled’ the couple’s hearts with Ireland.

Screenshot from: https://www.youtube.com/watch?v=3qH7dEIECD4

Why it works:  

The first stand-out feature of this campaign is the fact that the technology used in it is unique, which immediately makes it unique. It also uses the traditional destination marketing format of a video showcasing different appealing clips of a location, with the difference that these clips have been chosen by the data collected from the travellers featured in the campaign, not a campaign director. 

Finally, the emphasis on ‘heart’ and emotive responses gives the campaign a significant emotional pull, engaging the viewer right from the beginning and showing plenty of scenarios they can imagine themselves in.

Inspired by Iceland

The ‘ Inspired by Iceland ’ campaign came as a response to the eruption of the Eyjafjallajökull volcano under a glacier in the country in 2010, which had a massive impact on travel all over the world thanks to the ash clouds that led to hundreds of flights being cancelled.

In an effort to dispel a negative image of the location, numerous national tourism-related companies teamed up with the Icelandic government and two key transport providers to the country to create a campaign painting the island in a more favourable light.

The underlying message of the entire campaign was that “Iceland has never been more awake”, making it the perfect time to visit the country on an exciting holiday. A variety of techniques and approaches were used to change the narrative around the country from negative to positive, including celebrity messages of endorsement and promotional videos.

The ‘Inspired by Iceland’ initiative has now been running for over a decade as a way to continue to promote Iceland as a thrilling travel destination, involving a range of campaigns that include the ‘ Let It Out! ’ portal of their website that allowed those frustrated by the pandemic to vent their frustration into their device and transmit it into Iceland’s deserted landscape.

Screenshot from: https://www.youtube.com/watch?v=7iWeMPEEuk0&t=1s

Why it works:

This is an outstanding example of one of the most successful marketing campaigns that turned a country’s reputation on its head and prevented a huge loss of income from tourism. The initial ‘Inspired by Iceland’ message took a humorous approach to the events of the eruption by stating that the country was ‘awake’, and this wit has carried on throughout many of the other campaigns promoted by the initiative.

GREAT Britain

The ‘ GREAT Britain and Northern Ireland ’ campaign was initially set up in 2011 in preparation for the London 2012 Olympic Games, highlighting the destination as an ideal place to live, work and visit. The original campaign spanned four years, involving partnerships with a range of brands and celebrity figures as well as focusing on the culture, heritage and landscape of the country.

Some of the most memorable campaigns as part of this initiative draw on iconic aspects of British culture, such as the ‘Bond is GREAT’ campaign that capitalised on international interest in one of the UK’s most famous fictional spies. Timed to coincide with the release of the 24th Bond film ‘Spectre’ in 2015, billboards, print ads and social media content were used to highlight some quintessentially British features of the series and encourage fans to visit the country on their next holiday.

Screenshot from: https://www.youtube.com/watch?v=HpF0HCTKIIE

The name and the overarching approach of this campaign tie into the name of the country, providing an instantly memorable and recognisable style across all of the ‘GREAT Britain’ marketing material. The links with cultural highlights like films and books provide a way to reach and engage international audiences, and partnerships with a range of brands provide a way to reach a wide variety of people and offer an endorsement.

Yodel Ay Hee Hoo

This destination marketing example focused on a single small region in Switzerland and used an interactive approach to promote it. Graubünden is a rural location with an incredibly peaceful atmosphere and friendly locals, and the region’s tourism board used the idea of connection to generate interest in the area.

One of the most successful campaign approaches set up a live video feed to an inhabitant of Vrin in Graubünden in a Swiss train station, allowing travellers to stop and talk to him. Not only did this allow for people to hear about the region from a native, but the speaker could send free train tickets to Vrin that the machine would print out, providing direct motivation to travel there.

Screenshot from: https://www.youtube.com/watch?v=l8Y5MDVhZDQ

Live video is an incredibly engaging method of destination marketing as it provides an instant connection to a location and makes the audience feel transported there without actually having to travel. The ‘ Yodel Ay Hee Hoo ’ campaign was so effective not only because of the concept, but because the resulting recording of these interactions provided material for a very entertaining short-form video, massively widening the reach of the campaign.

‘Sheepview’ is one of the best-known marketing campaigns in the travel industry, winning numerous awards and receiving unbeatable numbers of coverage from all over the world.

The concept promoted the Faroe Islands; a country so small that they did not exist on Google Street View. Inspired by this, the local tourism board decided to fix the problem with a play on words and attached a 360° camera to the back of one of the island’s sheep, recording the images to create their own ‘sheep view’ of the country.

This campaign went viral, with videos, images and social media posts all catching the attention of travellers and allowing them to see what the Faroe Islands were like, albeit from an unconventional perspective. The campaign also meant that the islands finally featured on Google Street View after a year, which was another success of the approach.

Screenshot from: https://www.youtube.com/watch?v=juijDAf96lI

Humour is at the heart of this campaign from the pun in the title to the concept itself, which definitely helped it catch so much attention. It’s also another example of allowing the audience to interact with a destination and explore it virtually, helping to engage them and illustrate why it’s a place worth visiting.

The Swedish Number

‘ The Swedish Number ’ destination marketing campaign was designed both to promote the country and celebrate that it had been 250 years since censorship was abolished there. The Swedish Tourist Association set up a phone number that connected the caller to a random Swedish person who had signed up to take part in the campaign, facilitating a conversation about anything at all.

There were no limits or guidelines on what had to be discussed when calling Sweden, and the locals on the other end were given no training or guidance either. Instead, it painted the destination as a place that is friendly, open and a little quirky, gaining a huge amount of coverage and attention with the campaign content.

Screenshot from: https://www.youtube.com/watch?v=mtb3f_NAmK0

The straightforward and unfiltered aspect of this campaign is what made it so memorable in the first place. Doing something risky in innovative travel marketing can always backfire, but this is an example where the gamble paid off and Sweden attracted plenty of positive attention and allowed real connection between its people and potential visitors to the country.

All You Want is Greece

This tourist destination marketing campaign dials it back a little in its approach, but is still a fantastic example of how to engage an audience by simply showcasing the features of a location. ‘ All You Want is Greece ’ was produced by the Greek National Tourism Organization at the start of 2021, and used the events of the previous year to really dial into what travellers were looking for once the world opened up again.

After the frustration and monotony of 2020, this campaign directly addresses the yearning that many of us were feeling for travel and adventure, by answering this desire with the statement ‘All You Want it Greece’. Five different promotional videos each targeted a different aspect of tourism in the country such as wellness and food, using beautiful visuals and simple, direct text to show potential travellers what they had been longing for.

Screenshot from: https://www.youtube.com/watch?v=eFpz-6jN9bE

This article has highlighted many quirky and unique examples of successful destination marketing campaigns, but this one works so well because it lets the appeal of the location speak for itself. Instead of chasing viral acclaim, this approach excels when it comes to engaging the audience by speaking directly to what they desire from a travel experience, using vivid and sensory imagery.

The final example of one of the best tourism campaigns that showcases destination marketing is Tourisme Québec’s ‘ Blind Love ’ which captures the experience of a blind traveller exploring Québec for the first time. The star of the campaign is an American man who has been blind since birth, who we see enjoying a variety of activities around the country such as hiking, fishing, sightseeing and attending festivals and concerts.

The video for this campaign is around three minutes long and features the usual stunning visuals you find in many destination marketing examples, showcasing the variety and beauty of Québec. But there’s also a focus on all other sensory aspects; the sound of each clip is crisp and immersive, there are plenty of shots of fingers smoothing over textures, and food is featured numerous times.

Joy and fun are the key takeaways from this campaign video, demonstrating that you don’t need to be able to see to get as much out of visiting Québec as possible.

Screenshot from: https://vimeo.com/161215902

This campaign is an outstanding example of how sensory and emotional engagement is one of the best ways to hook an audience and get them to remember a place. Not only is the visual and audio approach of the video outstanding, but its message and concept are also incredibly moving, making it a meaningful campaign as well as a memorable one.

We hope that you’ve been inspired by these eight examples of campaigns from destination marketing in tourism and now understand some of the most effective approaches to getting your target audience to engage with and desire to visit a location. Your travel business may not have the same level of budget, but you can still take away the key aspects of what makes these successful marketing campaigns so impactful, and use this in your own destination marketing.

If you’re looking for help creating impactful marketing campaigns like those featured above, SEO Travel can help. We help our clients get featured in top travel publications and improve their brand visibility, and we’d love to talk to you about how we can help your business develop campaigns that bring long-term benefits. Get in touch for more information and to receive a free proposal.

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Date: February 6, 2024

The Role of Social Media in Travel Marketing: Best Practices and Case Studies

Back in 2016, then Marriott’s chief global marketing officer, Karin Timpone spoke to CNBC about their social media travel marketing service and incorporation of geo-fencing technology. 

If someone posts a photo from one of its properties, her team will reach out and contact the front desk to let them know. The hotel will often then reach out to the customers and offer complimentary upgrades — something to show that Marriott values their presence. 

Earlier, a music video for “I’ll Show You” featuring Justin Bieber at the Fjadrárgljúfur canyon in Iceland. A few years later, tourism to this once-quiet town nearly doubled. The video on YouTube has over 500 million views since 2015. 

Given the general rise in income levels and jobs going remote, people find more time to take frequent travel breaks, showcasing the need for effective digital marketing services to tap into the growing travel market

And social media has only accentuated this trend , 

• By hosting engaging travel content and motivating reviews
• By increasing travel FOMO (Fear-Of-Missing-Out)
• By minimizing unpleasant surprises at the destination

Given the scope of social media in travel marketing services , this blog discusses best practices followed by interesting case studies for inspiration. 

The Power of Social Media in Travel Marketing

• Expedia’s 2023 Traveler Value Index noted almost 35% of travelers turn to social media for holiday inspiration. 
• Furthermore, 75% of respondents chose a specific destination inspired by social media as per Amex’s 2023 Global Travel Trends Report .
• Travel Live Streaming is becoming increasingly popular on social media, with 60% of travelers saying they have watched a live stream of a travel experience. 
• 74% of travelers use social media while traveling, while 92% of consumers trust word of mouth and UGC more than other forms of advertising, thus making UGC on social media crucial for any travel marketing campaign. 

Best Practices for Successful Social Media Travel Marketing

Top 5 things travelers use social media to research – Destinations, Hotels, Activities, Attractions, and Restaurants. Let’s list out travel marketing best practices to get the most attention from social media users. 

Choosing the Right Platforms

Creating engaging content, building a consistent brand presence, utilizing paid advertising, monitoring and analytics.

Identify the social media platforms that align with your target audience. 

Popular Vacation Inspiration Social Platform

Demographics

Millennials, GenZ

Highly visual

Boomers, Millennials

Moderately visual

TripAdvisor

Millennials

User Generated Content

Extremely visual

Boomers, Millennials, GenZ

Detailed & Informative

B2B travel marketing

Take a que from social media strategy of Marriott Hotels . Their Instagram account features stunning photos of their hotels, while their Twitter account is more focused on sharing news and updates.

Invest in high-quality, visually appealing content, including photos and videos. Use storytelling techniques to capture the essence of your travel experiences.

Encourage user-generated content (UGC) by running contests or using branded hashtags. UGC refers to any content that is created and shared by users or consumers of a product, service, or brand rather than by the company or organization itself. 

Travel marketers can leverage UGC in the following way: 

• Display UGC on their social channels to engage other users as it signals authenticity.
• Monitoring UGC can become your informal market research to upgrade your services in-time. 
• UGC also helps build employer brand which results in team retention.

Furthermore, you may leverage the new YouTube app feature that lists video recommendations according to thumbnail color. As a travel marketer, you can explore more such strategies to increase views on YouTube here .  

Highlight safety measures and sustainable practices in your travel marketing, as these have become critical concerns for travelers post-pandemic.

Take inspiration from our previous blog where we have discussed Innovative Travel Marketing Campaigns From Around The World . 

In a bid to blindly replicate brand marketing successes on social media, many end up creating “self-congratulating” content.

Recreating trendy content give a false impression to the marketing team about better reach. The truth beholds, unless original thought is put to market product/service, the social media marketing will lead to poor brand awareness, let alone lead generation. 

Consistency is Key. Develop a content calendar to maintain a consistent posting schedule. Consistency helps keep your audience engaged and informed.

Share travel stories, itineraries, and personal experiences. Storytelling creates a deeper connection with your audience. Use live streaming feature to promote your brand often. Learn more tips on travel live streaming here . 

You can use hashtag strategy to expand your content’s reach. Create a branded hashtag for your campaigns and encourage followers to use it.

However, we feel social media hashtags are overused. Hashtags are annoying and they hijack conversations. Moreover, users may relate social media posts with many hashtags as spam.

Here is an interesting blog by Hannah Macready where she discusses the best use of hashtags for your social media campaigns in 2024 and beyond. 

Partner with social media influencers who align with your brand and target audience. Influencers can provide authentic recommendations and reach new followers. 

Look for long-term association with the right content creator on social media for consistent engagement of new and existing users. Influencer marketing tools like Ylytics , HypeAuditor , and others can help you find the right social media influencers. 

How Travel Marketers Want People to Search on Google?

Enter a search query -> Your brand website ad appears -> Book your services

But How Do People Actually Search?

Enter a search query -> Google analyzes and displays results per keyword -> Visitor clicks -> Interrupted by WhatsApp chat -> Sleeps.

… a week later…

Notices a display ad from your brand -> Visits the landing page -> Bookmarks it -> Checks out the brand profile on Instagram -> Share it with spouse -> Logs out

… 2 days later in the office…

Visits your site -> Confirm their bookings.

Use paid advertising options on platforms like Facebook and Instagram to target specific demographics and promote your travel offerings. Consider retargeting ads to re-engage users who have shown interest in your travel products or services.

Use geo-targeting to reach users in specific locations, especially if you’re promoting local or regional travel experiences.

Also, read>> Facebook Ad formats

Also, read>> YouTube Ad formats

Also, read>> Instagram Ad formats

Use analytics tools provided by social media platforms to track the performance of your posts and campaigns. Adjust your strategies based on data insights, focusing on what works best for your audience.

Continuously monitor social media trends and adapt your strategy to incorporate new features and technologies. Keep an eye on emerging platforms that may provide new opportunities for travel marketing.

It is important to develop a crisis management plan to address any negative incidents or crises that may arise on social media. Swift and appropriate responses are crucial.

Further, experiment with different types of content, posting times, and ad creatives to determine what resonates best with your audience. 

Latest Trends in Social Media Travel Marketing

• Augmented Reality (AR) and Virtual Reality (VR) for immersive advertisements and travel previews.
• Live streaming for real-time travel experience.
• Showcasing eco-friendly destination and promoting responsible tourism.
• AI-powered chatbots and recommendation engines.
• Social commerce and booking directly on social media platforms.

VietJet Air is not afraid to experiment with new formats and strategies. For example, they recently launched an augmented reality (AR) campaign that allowed users to virtually experience their flights.

You can connect with us for more AI-related marketing solutions . 

Case Studies: Success Stories in Social Media Travel Marketing

Let’s explore a few success stories in social media travel marketing through case studies. The selected case studies highlight how effective social media strategies can help travel brands engage their audience, encourage user-generated content, and create memorable and impactful marketing campaigns. 

• Airbnb – #LiveThere Campaign
• Icelolly – Facebook Marketing Automation
• Royal Caribbean International – Targeted Ad Campaigns
• Expedia – #ThrowMeBack Campaign

Each campaign leveraged the power of storytelling, user participation, and visual content to connect with travelers and promote unique travel experiences.

1. Airbnb – #LiveThere Campaign:

Airbnb wanted to differentiate itself from traditional hotels and emphasize the idea of “living like a local” when traveling.

Social Media Strategies Implemented

• Launched a series of visually stunning Instagram and Facebook posts showcasing unique properties and travel experiences.
• Encouraged hosts and guests to share their stories, photos, and videos using the hashtag #LiveThere.
• Collaborated with travel influencers and celebrities to create authentic content.

Results and Outcomes

• The #LiveThere campaign garnered over 3.5 million Instagram mentions.
• Airbnb’s Instagram following grew by over 300% in a year.
• The campaign effectively communicated the brand’s message of unique and authentic travel experiences.

It may have worked for Airbnb back in 2017 but will be work for your travel business in 2024 and beyond? No one can be sure but you can surely take some inspirations out of it and improvize over it.  

2. Icelolly – Facebook Marketing Automation:

Icelolly experienced a temporary decrease in conversion rates across their social media platforms. As a response, they incorporated the Facebook extension into their Engagement Cloud.

• Implemented an omnichannel strategy to unify data from a single social media platform with the website. 
• Delivered tailored ad notifications through social media feeds to individuals who have subscribed to destination price alerts.
• Conversion rate was generated by 17% through Facebook
• Retargeting ads was increased up by 3%
• Open rate was generated by 35%
• CTR was increased by 201%
• Conversion was increased by 45%

3. Royal Caribbean International – Targeted Ad Campaigns: 

Royal Caribbean International, a global cruise line, sought to increase engagement and conversions through its social media marketing efforts.

• The cruise line implemented marketing automation tools to segment its social media audience based on factors like travel preferences and past interactions.
• They used automated chatbots to respond to common inquiries and facilitate booking processes on social platforms. 
• They launched targeted ad campaigns on Facebook and Instagram, retargeting users who had shown interest in specific cruise itineraries.
• Significantly improved response times and engagement on social media platforms.
• Enhanced conversion rates, with more users booking cruises directly through social media channels.
• Increased brand loyalty as travelers received personalized recommendations and timely responses to inquiries.

4. Expedia – #ThrowMeBack Campaign:

Expedia aimed to inspire travelers to relive their favorite travel memories.

• Encouraged users to share their old travel photos with the hashtag #ThrowMeBack, along with a caption explaining the memory.
• Curated and featured some of the best user-submitted photos on Expedia’s social media accounts.
• Over 15,000 users participated in the #ThrowMeBack campaign, sharing their travel memories.
• The campaign generated increased engagement and user interaction on Expedia’s social media platforms.
• It created a sense of nostalgia and encouraged travelers to book new trips to create more memories.

Challenges and Pitfalls in Social Media Travel Marketing

Social media travel marketing offers significant opportunities, but it also comes with various challenges and potential pitfalls that marketers should be aware of, like 

• Platform Algorithm Changes: Social media platforms frequently update their algorithms, affecting organic reach and engagement. Marketers need to adapt strategies to stay visible to their audience.
• Privacy and Data Protection: Stricter privacy regulations (e.g., GDPR) require marketers to handle user data responsibly. Mismanagement can lead to legal issues and reputational damage.
• Ad Saturation: Social media users may become overwhelmed with advertising, leading to ad fatigue. Marketers must strike a balance between promotion and providing value to the audience.
• Language and Cultural Sensitivity: Misinterpretations or insensitivity to local languages and cultures can lead to backlash. Marketers must research and tailor content appropriately for different regions.
• Changing Travel Behavior: Travel behaviors and preferences change over time, influenced by various factors like technology, health concerns, and economic conditions. Marketers need to stay updated and adapt accordingly.
• Over-Tourism Concerns: Social media can contribute to over-tourism by popularizing specific destinations or attractions, leading to overcrowding and environmental issues. Travel marketers must promote responsible tourism.

Hike Up Your Marketing Efforts with ColorWhistle

If your goal is to motivate shoppers, fans, and advocates through genuine content that has a track record of success, we are here to provide assistance. 

ColorWhistle’s expert travel-focused designing and marketing assistance can boost your social media efforts. Further, our experienced digital marketing service team can elevate user experiences on multiple touchpoints. You can write to us or call us at +1 (210) 787 3600 anytime to enquire more. 

Kindly leave your comments down below if you found the information in this blog useful and wish to learn more

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About the Author - Manav Gupta

Manav Gupta is a full-time CopyWriter at ColorWhistle, where he works to benefit both professionals & enthusiasts in the field of Digital Marketing, Branding & Web Development by creating engaging content. Prior to joining ColorWhistle, Manav was responsible for managing & executing content projects ranging from sales collateral to web content, ad copy to letters, business proposals to sales plans, and training manuals. A graduate of a reputed university, Manav holds an honors degree in Engineering. When not hard at work creating meaningful content, he enjoys perfecting his knowledge of music, playing cricket, and volunteering to build a carbon-neutral society.

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Visit Springfield wins “Best Tourism Marketing Campaign” at the 2024 IL Governor’s Conference on Travel & Tourism

Money blog: Cost of £7 pint broken down - how much is tax and profit?

The cost of draught lager has gone up nearly 30% since January 2019, according to the Office for National Statistics. Read this and more in the Money blog, your place for personal finance news. Leave a comment on stories we've covered, or a question for our experts, in the form below.

Thursday 4 April 2024 18:00, UK

• British Savings Bonds announced in the budget go on sale - but experts aren't convinced
• What makes up the cost of a £6 pint - and how much is profit?
• How to make your money work harder while it's sat in your current account
• How much will your take-home pay increase this month with NI cut? Use our calculator
• 'Are they going to go around sniffing people?' Big Issue founder says government has 'lost the plot' over homelessness plan
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We've all found ourselves stuck on a delayed train and wished we'd chosen any other route to get home. You might even be on one right now.

Well, thanks to a new study you can at least take note of routes you might want to avoid.

It has listed the worst offending companies on the UK's rail network by looking at official data from the Office of Rail and Road between January 2021 and September 2023.

It looked at trains that were cancelled or delayed by 15 minutes or more during that time period.

The research found Avanti West Coast had 15.36% of its services delayed or cancelled. 

The study's second worst offender, with 12.32% of all trains either cancelled or seriously late, is Grand Central Rail . 

And  CrossCountry was the third least reliable operator, with 12.26% of trains arriving 15 minutes or more late, or being cancelled altogether. 

Axel Hernborg, founder of Tripplo , which conducted the study, said: " It's no secret that the UK's rail network is a far shout from those within mainland Europe in terms of efficiency and reliability, and these findings simply underscore that."

Look at the table below for the full list of the 10 least reliable train operators, as ranked by the travel website. The column on the right shows the number of minutes customers lost in delays.

By Faith Ridler, news reporter

At the start of the year, I set myself what felt like an impossible challenge - to make enough cash to finally go on my dream holiday to Japan – all through side hustles.

After a few false starts – and a lot of cat sitting – I discovered Vinted, a second-hand selling app which had the very convenient side effect of helping me declutter my very tiny London flat.

I set up my account at the very end of January, listing a few items that were spilling out of my wardrobe – jackets, dresses and shoes I hadn’t worn once since purchasing them.

I also listed some craft supplies that had become a hobby graveyard on my cluttered desk during COVID lockdowns.

To my surprise, pretty much everything sold.

And to date, I've made the hefty sum of around £1,500. 

This was more than enough for my flight to Japan, a new suitcase, and a hotel for my arrival in Tokyo this summer.

Here are the tips and tricks I’ve learned along the way…

Do your research

The biggest piece of advice I could give you if you’re thinking about selling on Vinted is to make sure you know the value of what you're selling.

I was surprised to find through my own selling experience that some brands hold their value much better than others. 

For example, a dress I bought for £40 from a brand called Louche sold (after some weeks) for only £4.

On the other hand, a Lucy & Yak T-shirt I bought for £30 sold used for £20.

You may ask, how do I know what something is worth?

The best way to investigate this is to check what other people are doing on the app. That way, you don’t list things too cheaply and end up losing out.

Other items I found hold their value are Nintendo Switch games, some of which I sold on for face value after completing a playthrough myself.

An important note – make sure you check which items you can sell through Vinted before listing. If you have listings deleted too often, you can get your account banned. You can find this information through the app itself.

No printer? InPost lockers are your friend

A key element of Vinted selling is physically posting the items, which can become a bit of a headache if you don’t know the ins and outs of the app.

I fell victim to the many shipping options at the start of my selling journey – until a kind friend mentioned you can actually switch off methods not available in your area in the Postage tab of Settings.

My advice would be to have a good look at what you can offer for delivery, and make sure those are the only options available for people buying items through your page.

If – like me – you don’t have a printer, you can turn off every option but InPost lockers.

These are postal lockers you simply need to scan a QR code to open and leave the parcel inside.

No label, no problem.

Learn how to haggle

This was something that shocked me about the app.

Although you set a price for your items, almost everybody will try to haggle the price down.

You can ask for people not to send offers in the description of the items, but I’ve had very limited success with that method.

What I find works best is to list the item for slightly more than you would accept, and just let people haggle down. You're still earning the best price, and the buyer goes away with a "deal".

Everybody wins.

Taxes and Vinted

When it comes to earning money through any method, you always have to consider the tax ramifications.

However, as Vinted explains clearly on its website , if the money you make on the app over a year is less than what you paid for the items initially, you pay no tax.

It adds: "The only time that an individual item might be taxable is when you sell it for more than £6,000 and there is a profit from the sale.

"Even then, you can use your capital gain tax-free allowance (which is £3,000) to reduce this profit."

Essentially, if, like me, you're simply decluttering your way to Japan, you're very unlikely to find yourself crossing paths with HMRC.

Trade groups have warned of higher food prices and empty supermarket shelves because of new post-Brexit border fees being introduced this month.

A maximum charge of £145 will apply on imports of plant and animal products, such as cheese and fish, entering the UK through the Port of Dover and Eurotunnel from 30 April.

The fees are intended to cover the cost of operating new border control posts required after Brexit, and will not apply to goods brought into the UK for personal use, the government said.

But importers warned the new charges could lead to higher prices for consumers.

Read more here ...

Ted Baker is the latest in a string of high-street giants to call in administrators in recent years. 

But how does it affect you? 

Let's use Ted Baker as an example. 

Purchases and returns

You can still purchase online or walk into a Ted Baker shop and buy items, but you could run into trouble returning them. 

If the retailer stops trading, it may not be able to get your money back to you.

If that is the case, you would have to file a claim with Teneo (Ted Baker's administrator) to join a list of creditors owed money by Ted Baker – and even then there's no guarantee you'd get your money back.

You could also file a claim with your debit or credit card provider - but again, no guarantees. 

TL;DR: If you have one - use it as soon as possible. 

Teneo has made no changes to the way gift cards can be used at Ted Baker, but as is the case with all administrators, it can change the terms and conditions at will. 

As above, if you lose out on cash because of a company going into administration, you can raise it with the administrators themselves. 

Credits and debits

As we mentioned earlier, you can file a claim with your debit or credit card provider to recover lost funds - but how exactly does that work?

• Credit card:  If you bought any single item costing between £100-£30,000 and paid on a credit card, the card firm is liable if something goes wrong. If any purchase was less than £100, you may still be able to get your money back via chargeback
• Debit card:  Under chargeback, your bank can try to get your money back from Ted Baker's bank. However, be aware that this is not a legal requirement and it can later be disputed and recalled back to Ted Baker's bank

A US state is considering a bill giving employees the right not to respond to calls, emails and texts from their bosses outside of paid work hours.

The so-called "right to disconnect" would allow California's labour commission to fine employers for interrupting personal time, reports our partner network NBC News.

The bill makes exceptions for emergencies, scheduling and collective bargaining.

The state's Chamber of Commerce called the proposed legislation a step backwards for flexibility.

However, Professor Amira Barger told NBC the changes would help tackle an "epidemic of burnout" and were a "necessary adaptation" for the future of work.

The planned £15bn mega-merger of UK mobile networks Vodafone and Three is to face an in-depth investigation by the competition watchdog.

The Competition and Markets Authority confirmed it will launch a so-called Phase 2 probe after both firms told the regulator they would not be offering measures to ease its concerns ahead of the deadline, 2 April.

The CMA said last month that the tie-up could have a "substantial" impact on competition, warning it may lead to higher prices and reduced quality.

Read more in our full story .

School strikes over teachers' pay and funding could be staged in September, the leader of a teaching union has warned.

Daniel Kebede, general secretary of the National Education Union (NEU), the largest education union in the UK, did not rule out launching a ballot on walkouts for the autumn term.

Teachers at the NEU’s annual conference in Bournemouth will vote today on whether the union should "build capacity" to deliver national industrial action.

Ofgem is considering plans for rules on the use of artificial intelligence in the energy industry amid fears the technology could risk "tacit collusion", reports  The Times.

Algorithms that make pricing decisions for companies would make it more difficult to identify who is accountable when it comes to competition issues, the regulator said.

Customers also need to be protected from higher-risk AI used to help balance supply and demand that could cause power outages if they fail.

By Daniel Binns, business reporter

The FTSE 100 is up more than 0.4% this morning, after a rise in the price of gold boosted precious metal mining firms.

Also up is British fintech Cab Payments. Its shares have shot up 11% in early trading.

It comes after the firm secured a payment provider licence in the Netherlands, paving the way for it to expand in the country.

Meanwhile, the cost of oil continues to slowly creep up in the wake of investor concerns over the Middle East and Ukraine's attacks on Russian refineries.

A barrel of Brent crude is currently trading at just over $89 (£70).

The currency markets remain stable, with £1 buying you $1.26 US or €1.17, with the rates almost unchanged from yesterday.

Google is considering charging for premium AI-powered features, the Financial Times reports.

It would be the first time the tech giant put any core products behind a paywall, as it seeks to gain ground in the fast-moving AI space

The FT cited sources familiar with Google's plans as saying it could incorporate a generative AI-powered search engine in its subscription services, which already provide access to its new Gemini AI assistant in Gmail and Docs.

Google's traditional search engine would remain free of charge and ads would continue to appear alongside search results even for subscribers.

"We're not working on or considering an ad-free search experience. As we've done many times before, we'll continue to build new premium capabilities and services to enhance our subscription offerings across Google," the company told Reuters.

Google, which invented the foundational technology for today's AI boom, is locked in battle with two industry players that have captured the business world's attention - ChatGPT's creator OpenAI and its backer Microsoft.

Every Thursday we look at a different savings option, explain the pros and cons, and reveal the best deals on the market (see table below for that).  This week we're talking about the top interest-paying current accounts. Savings Champion founder Anna Bowes  writes...

From time to time there are plenty of incentives available to attempt to encourage people to switch their current accounts - but switching is not always necessary. There are also some current accounts that offer competitive interest rates, even if there's not a switching incentive. 

While not as prevalent as they have been in the recent past, interest-paying current accounts can offer some very competitive interest rates – especially bearing in mind that most current accounts offer no interest at all. In fact, according to the Bank of England, there is £253bn currently held in these non-interest bearing accounts.

These accounts are usually more complicated than a traditional savings account and there are a number of hoops to jump through and potential hazards to avoid, in order to get the returns on offer. 

Potential traps to look out for are: low maximum balances, introductory rates, monthly fees, a requirement to set up direct debits, a minimum amount to pay in each month and a minimum amount to maintain in the account.

All of these factors need to be taken into account when choosing an account and if you feel that you may fall foul of the rules, take a look at one of the alternatives that will suit your circumstances better. 

Setting up standing orders is an easy way to ensure you deposit and withdraw the qualifying amounts each month and can be effective in managing multiple current accounts. It may take a while to set it all up, but the rates on offer could make it worthwhile. It is also worth remembering that many of these accounts can be opened without having to switch your main current account. 

A final point to bear in mind is that some of these accounts give you access to exclusive savings accounts, which often pay competitive rates - especially true with regular savings accounts.

By Ollie Cooper, Money team

Many of us have noticed the price of pints creeping up in recent years. 

The cost of draught lager has gone up nearly 30% since January 2019, according to the Office for National Statistics.

The ONS says the cost of the average pint in Britain is £4.70 (it was £3.67 in January 2019), but many pubs frequently sell beers for over £5, £6 or even £7 in cities like London, Edinburgh and Brighton. 

The beer doesn't taste any different despite the increase in price - so where exactly does that £6-7 for a pint go? 

Sky News spoke with management at The Duke of Greenwich pub in Greenwich, London, for some insight. 

A pint of The Duke of Greenwich's eponymous lager costs £6 - but just 83p (about 13.8% of the cost to the consumer) is profit for the pub.

They pay the brewery £1.36 per pint and allow for 5% wastage - which people in the industry say is perhaps a little on the low side, given the number of top-ups and over-lively pints poured. 

Nearly 30%, or £1.76, of your £6 goes towards paying staff - with hospitality wages needing to rise given inflation, the national minimum wage and in order for pubs, restaurants and cafes to compete in the worsening inter-industry dogfight for employees. 

£1.16 may seem steep for rent and utilities per pint - but remember they aren't just paying for the building and the lights. They also need to wash your glass with very hot water using a dishwasher or glass cleaner, provide heating for punters, water for the bathrooms and electricity across the wider pub for bandits (aka trusty fruit machines), music and for that bloke at the bar to charge his phone. 

No one will need reminding that there's a cost of living crisis that affects pubs as much as everyone else. 

There's also beer gas that needs to be paid for. 

This goes some way towards explaining why pubs charge so much - they simply have to survive. 

More expensive means more profit, right?

As you go further up the scale, the trend continues. 

Despite a pint of Crush IPA by the Drop Project Brewery in Mitcham costing £1.80 more than the lager (£7.80), there's actually a decrease in the profit margin - from around 13.8% to around 12.7%. 

Less than £1 of that £7.80 is profit for the pub itself - and this is before we've accounted for extra expenses like refurbishments, cleaners, breakages, expired products, etc. 

While being aware of these facts may not make you wince any less when that card machine turns around, you will have a better idea of where that money is going. 

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