tourism ad script

Effective Travel Advertising Strategy for 2022 + 16 Ad Examples

You can’t rely solely on people’s wanderlust when advertising travel services because while it may keep your business afloat, it’s not enough to help you make waves in the industry.

Besides, people’s appetite for traveling is dependent on many factors and may decrease as a result of unforeseen events.

We’ve seen this happen when traveling took a hit in 2020 due to the COVID-19 pandemic, which is reflected in the industry’s spending data on digital advertising from previous years. While things are improving, a lot is riding on travel ads performing well.

For your vacation advertising efforts to be truly successful, you need a combination of good strategy and creative ads .

Stick with me as I walk you through the steps of building an actionable travel advertising strategy, including identifying your target audience, knowing the customer journey, setting your campaign goals, and measuring ads’ effectiveness.

We’ll also look at 16 travel ad examples from big names in the industry that will surely inspire your future campaign creatives.

If you’re more interested in the ad examples rather than the strategy, use the summary below to jump to that part.

A. Steps for the perfect advertising strategy 

1. Identify your target audience

2. know the traveler’s customer journey.

3. Set campaign goals

4. Create ads with seasonality in mind

5. Choose the right advertising platform

6. measure your ads’ effectiveness.

B. Inspiring travel advertising examples and templates

A. Steps for The Perfect Advertising Strategy

Advertising takes time, money, as well as other resources, so needless to say, the end goal is to maximize ROI.

The surest way to achieve this is by devising a strategy beforehand, meaning a step-by-step plan to reach the right audience and persuade prospects to choose your travel services over those of your competitors.

On top of giving you a precise course of action, having a strategy also provides a reference to assess your results along the way and re-evaluate the plan if need be.

Here are the key steps you must check to build a strong tourism advertising strategy:

A well-defined target audience is the foundation of any good travel advertising strategy. 

Just think what a waste of resources it would be to target users with no potential to become customers. Narrowing down the group allows you to focus your efforts on reaching those who would benefit most from your travel services.

Plus, with a clear target audience in mind, you can create travel ads that double as personalized customer experiences, proven to be more successful in converting to sales.

To define your audience, make a list of different attributes you’d like your ideal customer to have, a.k.a. build a buyer persona. These attributes can be geographic, demographic, psychographic, or behavioral. 

• Geographic : anything related to location, including customers’ country, region, city, or even postal code;
• Demographic : population-based attributes, such as gender, age, education, income, marital status, and so on;
• Psychographic : personality traits, values, interests, hobbies, and lifestyle aspects;
• Behavioral : online behaviors according to browsing patterns, spending and purchasing habits, and many others.

The customer journey sums up all interactions a prospect has with a brand during the purchase process, from the first encounter, up until a transaction is completed. 

Commonly, it’s divided into three main stages: awareness, consideration, and conversion.

However, a traveler’s customer journey differs from the typical model because booking a trip isn’t an easy-to-make purchase decision; quite the opposite—a lot of thought and planning is put into it. 

I mean, would you buy plane tickets as quickly as you would a chocolate bar? Me neither.

So, the customer’s travel journey can be split into the following four to five stages: 

• Dreaming: whether it’s picturing themselves in a gondola on the canals of Venice or sunbathing in Greece, all soon-to-be travelers begin here.
• Planning: even the most spontaneous people make some sort of arrangement for their trip, even if it only implies picking a hotel to stay at.
• Booking: prospects are ready to buy plane tickets and book accommodation. 
• Experiencing: travelers are enjoying their vacation and making lasting memories.
• Remembering: this is an optional stage that comes after the traveler’s journey is completed, where you can consolidate the relationship with your brand .

Understanding this customer journey allows you to time your travel advertising to the most favorable moments, specifically when prospects are in the planning and booking stages.

3. Set your travel campaign goals

Goals or objectives give your travel campaigns a clear direction and help you measure progress along the way, so you don’t lose sight of the value of your work.

To yield the best results, you should set your campaign goals according to the S.M.A.R.T. criteria. The acronym stands for specific, measurable, achievable, relevant, and time-bound, all qualities your goals should have.

A few of the most common goals that can aid your campaign’s success are the following:

• Increase brand awareness by getting your travel services on the radar of potential customers;
• Grow website traffic or attract new visitors to your company’s website;
• Drive consideration through campaigns that promote different travel services;
• Generate leads , whether that means new subscribers to a newsletter or prospects filling out a form to find out more about an offer;
• Boost conversions , a.k.a. make sales.

4. Create travel ads with seasonality in mind

The rain in Spain stays mainly in the plain . 

Well, not really. It falls along Spain’s northern coast and mountains. But the country has its meteorological particularities, as do all travel destinations .

Tourism is highly dependent on weather conditions. As a general rule, there are three seasons in the travel industry: peak season, shoulder season, and off-season.

Demand usually hits an all-year high in summertime (mid-June through August), known as the peak season or high season.

From April to mid-June and from September to October is the shoulder season, during which people still travel, but not as much as they do during peak season.

All travel businesses experience a decline in sales from November to March during what is known as the off-season.

However, seasonality isn’t necessarily a negative thing for travel marketing as it allows you to have a clear perspective over the following months.

Try to stay mindful of seasonal patterns and trends as you will understand when prospects want to purchase plane tickets, accommodation, or all-inclusive offers to specific destinations. Timing your creative ads and tailoring your messaging according to these seasons might help you influence purchase decisions.

There are numerous advertising platforms available, and the easiest way to identify the most suitable ones for your brand is to look where your customers are spending time.

Generally, the following three platforms are obvious choices for most businesses:

Google Ads: Running search or display campaigns on the Google ad network allows you to leverage Google’s massive reach and advanced targeting options to get in front of potential customers exactly when they are looking for travel services.

Social media ads: Whether it’s Instagram, Facebook, or TikTok, advertising on social media helps you increase brand recognition and reach a wider audience at the same time. Plus, it gives you the chance to experiment with a wide range of ad formats, including image and video ads.

Email marketing: Email offers a direct communication channel with customers that you can use to send personalized messaging, as well as discounts and special offers. Besides, it’s a cost-effective marketing method that provides easily measurable results.

Even with a killer strategy up your sleeve, things might not go as expected. And even if they do, measuring the success of your travel campaign is vital to understanding how your vacation ads are performing. 

If everything is going well, you’ll know what to repeat with future campaigns, and in the opposite scenario, you’ll figure out how to optimize ads for success.

Luckily each advertising platform, including Google and Facebook , offers relevant metrics known as KPIs (key performance indicators) to track for the most popular campaign objectives. Hence, you know exactly what to look at.

Things work differently for email marketing campaigns, as you need third-party tools that also enable email automation to measure campaign performance.

B. Inspiring Travel Advertising Examples and Templates

On to the part everyone has been waiting for, here are 17 travel ad examples that succeed in capturing audiences’ attention in one way or another:

Expedia: Chase new experiences

Let’s kick things off with an industry giant—Expedia. These two creative ads from the same campaign work so well because they promote experiences tourists can have in Marocco rather than the destination itself.

The font pairing is a match made in heaven, and the copy conveys a powerful message when teamed up with the beautiful scenery photos.

Kayak: Group trip without the drama

This Kayak display ad gets the struggle of planning a trip with a large group of friends. No matter how tight the relationships are, it’s bound to be a bumpy road.

While design-wise, the ad might not be too impressive, the copy makes audiences feel understood, which is why I think it deserves a place on this travel ad examples list.

JetBlue: Stretch your legs, not your wallet

Moving on to a different traveling pain point, we have this witty JetBlue Facebook ad that promotes the airline’s extra option to have up to 7″ more legroom in coach class.

The simple illustrated design is elevated by the ad copy that manages to capture viewers’ attention and say so much with so few words.

As this is one of my favorite travel ads on this list, I couldn’t resist including a second Facebook ad from the same campaign, a video one this time.

Once again, the funny ad copy is the star, suggesting you don’t have to be a billionaire such as the likes of Jeff Bezos to get to space, which is a clever way of saying JetBlue travelers can get more legroom at an affordable price.

Carta Travel: Tailor made travel experiences

Edit this template

Pictures have the power to transport viewers to different locations, so many travel ads use them to do just that. This template is no exception, using a photograph of a beautiful sunset as its main focus.

If you’d like to create similar designs for your business, open this template in Creatopy and customize it with different elements from our extensive library.

Lufthansa: The joy of flying

The view from an airplane window has become representative of traveling. Many people pay extra money to sit in the window seat when flying or rejoice when randomly assigned to it.

The German company Lufthansa chose this specific image to evoke the joy of flying and invite viewers to click this half-page display ad promoting the over 200 worldwide destinations in their portfolio.

Air France: Le Rendez-Vous

This animated Air France display ad compares a trip in business class to an anticipated first date, embodying the french elegance and romantic spirit. Of course, we’d expect nothing less from France’s flag carrier.

The ad is also a lesson in consistency, as the brand’s distinctive personality is instantly recognizable thanks to the blue, white, and red color palette, as well as the emblematic logo.

Tripadvisor & Visit Orlando: Explore Unexpected

The Tripadvisor Facebook ad above encourages users to take a different kind of trip from the comfort of their own home—an interactive voice tour of Orlando.

The different shades of teal used for the ad’s design help it stand out on the Facebook feed, while the choice to use a single font ensures the text’s high readability.

Delta Air Lines: Your ticket to more travels

Delta Air Lines uses footage of an idyllic destination to catch the eye right before inviting users to learn more about the miles reward program through the CTA of this Facebook video ad.

The copy aims to persuade by linking the reward card to states of wonder, serenity, and inspiration, all of which can be achieved through traveling.

Hilton: Where the pets stay

Now, this ad will make a lot of pet owners go aww . I mean, it can’t be just me swooning at the idea of traveling with my cat.

It’s true Hilton is targeting a niche audience with this adorable Facebook ad that announces pets are welcome in their hotels. Still, even travelers outside the ad’s target audience are likely to smile at the cute animal photos and the pet-away wordplay in the copy.

Traveloom: A great stay is a happy memory

Is there a more effective way to advertise for hotels and resorts than by using actual pictures from the location? I don’t think so, as all travelers want to see where they will stay before booking accommodation.

This fully customizable Facebook template can be adjusted for any use case by adding and replacing design elements in Creatopy’s drag and drop editor. 

Hotels.com: Find your perfect somewhere

Hotel.com knows how important compatibility between a tourist and its booked hotel is. So much so that they compare it to that between lovers, stressing the importance of choosing the right hotel.

The hotel description narrated in the first person by the personified boutique hotel immediately draws viewers into this upbeat ad. It is reminiscent of about me sections on match-making websites, further supported by the tagline Find your perfect somewhere , which sounds similar to Find your perfect someone . Overall, a great example of video storytelling.

Airbnb: Turn the world into a field trip

This colorful newsletter ad promotes Airbnb’s Field Trips, a collection of online experiences from around the world targeted at kids. 

This time around, the visual part outshines the ad copy, as the bright-colored background catches the eye instantly, and the exciting collage image prompts viewers to click the CTA button that invites them to Explore Field Trips .

Vacasa: Make check-in a breeze

The vacation rental company Vacasa aims to increase app installs with this clean and sharp-looking newsletter ad that promises a stress-free trip experience where travelers needn’t worry about aspects like hotel check-in, home entry codes, or wi-fi connection.

Viewers get a glimpse of how the app looks thanks to two mobile phone screens placed on a color block backdrop, which is a great selling point.

Visit Greece: All you want is Greece

The classic problem and solution approach works here because the ad’s characters are so relatable that viewers can easily identify with them. 

Wrapping It Up

As seen from the strategy tips and ad examples in this article, understanding and connecting with the customer is key in the travel industry. 

Hopefully, you’ve learned something new that you can implement when planning your future travel campaign or designing ads for it.

Let us know what you found most helpful, and feel free to share your own travel advertising tips in the comment section below.

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Tourism Ads: Exploring Global Destinations Through Promotions

How to create effective tourism ads: best practices and examples.

Tourism Ads plays a crucial role in promoting destinations, hotels, attractions and travel services to potential visitors globally. With so much competition for tourist dollars, creating ads that captivate and convert is more essential than ever.

But what elements make for truly effective tourism advertising? This guide will examine the key ingredients for high-impact travel ads and provide real-world examples of successful tourism ad campaigns. By following strategic best practices, you can craft compelling creative that drives brand awareness and ROI.

The Importance of Tourism Advertising

Before digital marketing, tourism brands relied heavily on emotive and inspiring advertising to engage potential travelers. While modes may have shifted online, creative advertising remains vital for tourism.

Effective tourism ads build brand awareness, highlight key differentiators, evoke desire and urgency to visit and ultimately drive conversions by getting viewers to book travel.

Advertising also allows smaller and emerging destinations to put themselves on the map and compete for visitors against established hot spots.

Tourism advertising when skillfully executed can boost local economies and sustainably support the growth of travel hot spots globally.

Elements of Highly Effective Tourism Ads

Certain key ingredients set stellar tourism ads apart from the rest. Here are elements to include in your creative concepts:

Emotional Appeal and Storytelling

At the heart of any stellar tourism ad is a compelling story. The visuals, copy and overall concept should tap into viewers’ emotions – from awe and inspiration to humor and romance.

Transport the viewer into an experience of your destination or service offering through storytelling. Let them picture themselves in the scene.

Stunning Imagery and Videography

Arresting photographs and video are absolutely key in travel ads. Highlight signature landmarks, beautiful scenery and local culture through dynamic, professional shots.

Many tourism ads are essentially short films – lean into cinematic quality with skilled production. Concepts brought to life through stunning footage connect deeply with viewers.

Concise, Engaging Copy

While visuals tell the main story, concise yet powerful copy complements it. Well-chosen words enhance the emotional appeal and underline key branding.

A tagline or headline that instantly sparks interest works with body copy that speaks to dreams and desires.

Sense of Discovery and Adventure

People travel to step out of their daily lives and into new experiences. Capture a spirit of exploration, cultural immersion, intrigue and adventure.

Showcase unique attractions and experiences that cannot be had anywhere else in the world. Paint a picture of an exciting journey.

Clear Call to Action

Every tourism ad should lead viewers to take action, whether booking directly or seeking more information. Provide a link, URL or booking info clearly.

Types of Tourism Advertising

Different sectors of travel have different needs and goals for advertising. Tailor both messaging and visuals to your specific niche:

Destination Marketing of Places

For cities, countries and regions, highlight signature sites, landscapes, architecture, food and cultural experiences that make the locale unique.

Japan’s iconic “Enjoy My Japan” campaign does this beautifully through thought-provoking video content.

Hotel and Resort Advertising

Showcase property amenities, activities, accommodations, atmosphere and ambience through a lifestyle-oriented ad. Loews Coronado Bay Resort takes this direction with beach elegance.

Attractions and Activity Advertising

For museums, theme parks, tours and special events, focus on the experience itself through action-driven visuals and experiential language.

The Harry Potter Forbidden Journey ride ad makes you feel the thrilling drops and twists.

Airline and Cruise Advertising

Convey world-class service, destinations, amenities, dining and activities available on planes and ships. Norwegian Cruise Line excels at spotlighting the journey itself.

Tourism Ad Media Channels

Where and how you place your tourism ads can make a big difference in effectively reaching and resonating with your target audience. Consider investing in:

TV Commercials and Online Video Ads

Both traditional television commercials and online video ads allow you to showcase compelling footage and storytelling. Extended cuts often perform well.

Print Advertising

Stunning imagery and copywriting in travel publications help raise interest and awareness during trip planning stages.

Out-of-Home Advertising

Billboards, airport/train station ads, taxi ads and more put your message and visuals directly in front of travelers on the move.

Social Media Advertising

Paid ads on platforms like Facebook and Instagram help reach and drive action from target demographics through the sales funnel.

How to Develop a Strategic Tourism Ad Campaign

Follow these steps for maximizing the impact of your tourism advertising efforts:

Set Clear Goals and Identify Target Audience(s)

Are you driving bookings, raising brand awareness, or promoting a new offering?Determine who your ads need to resonate with to achieve goals.

Maintain Consistent Branding and Messaging

Enforce brand guidelines across visuals, logos, colors, tone, etc. Emphasize unique differentiators.

Determine Optimal Media Mix Based on Goals

Allocate budget across channels and ad types that make sense for goals and audience.

Define and Track Performance with KPIs

Set measurable goals around ROI, web traffic, engagement, bookings and monitor them. Optimize based on data.

Case Studies of Impactful Tourism Ads

Now let’s examine a few stand-out tourism ad examples and why they succeeded:

Airbnb “Amsterdam”

This cinematic spot beautifully captures local culture and connection. The high film quality, engaging characters and emotional messaging clearly connect with viewers.

Tourism Australia “Philausophy”

A clever concept combines philosophy with Australian destinations and activities. Humor combined with stunning footage make a memorable ad.

Thailand “Open to the New Shades”

Art direction and copywriting focused on culture, cuisine and scenery differentiate Thailand from other beach locales.

Keys to Creating Effective Tourism Ads

To recap, here are some best practices to implement when developing your own tourism advertising:

• Conduct market and audience research to identify motivations and values
• Craft emotive, conceptual creative ideas that speak to target viewers
• Invest in the highest quality visual production possible
• Develop concise, evocative and brand-centric copywriting
• Forge partnerships with influencers to expand reach and engagement
• Measure key campaign metrics and optimize frequently based on performance

By following a data-driven, strategic approach, tourism brands can break through the noise and inspire viewers to visit their destination.

Summarizing Tourism Advertising Best Practices

In the competitive tourism advertising landscape, the most effective ads take viewers on an emotional journey that spotlights the unique experience awaiting.

Strategic ad concepts, high-impact visuals, engaging copy and clear calls to action are key to promping discovery of your destination, property or offering.

Carefully planned and optimized ad placements provide opportunities to captivate target audiences during the travel planning and booking process.

With compelling, emotive creative and placements, your tourism advertising will build profitable awareness and conversions.

Frequently Asked Questions about Tourism Ads:

What are tourism ads.

Tourism ads are promotional materials created by destinations to attract visitors. They often showcase the unique attractions, culture, and experiences available in a particular location.

How do tourism ads influence travel decisions?

Tourism ads play a significant role in shaping travelers’ perceptions and influencing their travel decisions. They highlight the best features of a destination, sparking interest and curiosity among potential visitors.

What makes a tourism ad effective?

An effective tourism ad is visually appealing, informative, and memorable. It should capture the essence of the destination while enticing viewers to visit.

Are tourism ads accurate representations of destinations?

While tourism ads aim to showcase the best aspects of a destination, they may not always provide a complete picture. Travelers are encouraged to conduct further research to ensure the destination aligns with their interests and preferences.

How can I find tourism ads for specific destinations?

Tourism ads can be found on various platforms, including official tourism websites, social media channels, and travel publications. Additionally, travelers can explore tourism campaigns launched by destination marketing organizations.

Do tourism ads impact local economies?

Yes, tourism ads can have a significant impact on local economies by attracting visitors who spend money on accommodations, dining, attractions, and souvenirs. This influx of tourism revenue can contribute to economic growth and job creation in destination communities.

What role do tourism ads play in destination marketing?

Tourism ads serve as powerful tools in destination marketing strategies. They help destinations differentiate themselves from competitors, attract target audiences, and boost visitor numbers.

How do tourism ads target specific audiences?

Effective tourism ads tailor their messaging and imagery to appeal to specific target audiences. They consider demographic factors such as age, interests, and travel preferences to create compelling campaigns.

Can tourism ads help boost local businesses?

Yes, tourism ads have the potential to stimulate economic activity in destination communities by driving visitor traffic to local businesses. Restaurants, hotels, shops, and tour operators can benefit from increased tourism revenue generated by effective ad campaigns.

What are some common elements of successful tourism ads?

Successful tourism ads often feature stunning visuals, compelling storytelling, and clear calls-to-action. They evoke emotions, highlight unique selling points, and inspire viewers to consider the featured destination for their next travel adventure.

How do tourism ads adapt to changing travel trends?

In response to evolving travel trends and consumer preferences, tourism ads may incorporate themes such as sustainability, wellness tourism, and experiential travel. They reflect shifting priorities and interests among travelers while showcasing destinations in a relevant and appealing manner.

Are there ethical considerations in tourism advertising?

Yes, ethical considerations in tourism advertising include portraying destinations accurately, respecting local cultures, and promoting sustainable tourism practices. Transparent and responsible marketing strategies help build trust and credibility with travelers.

About M Williams

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Ready to be in Good Company?

Unpacking the 3 best tourism campaigns.

The best tourism ad campaigns know how to reach the right audience, are current, and are extremely creative. Learn from these effective and successful campaign examples.

Embarking on a journey into the world of successful tourism campaigns is a thrilling adventure in itself. Let’s explore recent examples that have captured attention and set benchmarks for creativity and effectiveness.

What Are the Hallmarks of a Good Tourism Ad Campaign?

A successful tourism ad campaign is marked by several key hallmarks contributing to its effectiveness and impact. These hallmarks include:

Targeting the Right Audience

A crucial aspect of any tourism campaign is ensuring it reaches the right audience. Understanding your demographic, from sun-seeking beach lovers to adventure-seeking mountain climbers, is key to a successful campaign. Be sure to create persona profiles and use data to really understand your target audience. 

Advertising Current Sales and Promotions

Keeping your campaign current with the latest sales, promotions, and exclusive offers is crucial. Travelers are often enticed by special deals, discounts, or unique packages, so highlighting these elements in your campaign can significantly boost engagement.

Keep Recent Events in Mind

Adapting to current global events is a key aspect of a successful tourism campaign. Addressing challenges such as the pandemic or climate disasters in a thoughtful and relevant manner showcases the brand’s awareness and responsiveness, establishing a connection with the audience.

Get Creative!

Creativity is the heartbeat of a compelling tourism ad campaign . From visually stunning content to unique storytelling, a creative approach helps your campaign stand out in a crowded market. Engaging and memorable content is more likely to capture the attention of potential travelers.

3 Best Tourism Ad Campaigns to Draw From

Nyc’s “nyc reawakens” campaign.

NYC & Company, New York City’s official destination marketing organization,  launched the “NYC Reawakens” initiative to signify the city’s reopening and recovery following the pandemic. The 2021 campaign aimed to attract visitors by showcasing the city’s cultural offerings, world-class hotels, and outdoor dining scene. A “Wish You Were Here in NYC” initiative was also introduced, encouraging New Yorkers to invite friends and family to visit.

Read the full press release detailing the campaign here.

Portugal’s “Hello World – It’s Me, Tomorrow” Campaign

Portugal’s enchanting “Hello World – It’s Me, Tomorrow” campaign paints a picture of a destination full of possibilities. Watch the mesmerizing video and discover the allure of tomorrow in Portugal. Learn more details about this campaign here . 

The Louvre’s “Time Princess: Story Traveller” Campaign

Step into a world where art and time intertwine with The Louvre’s “Time Princess: Story Traveller” campaign. Uncover the magic within the museum’s walls in the video  and let it inspire your own storytelling.

Make Your Tourism Ad Campaign Your Own with TEGNA

The world of tourism ad campaigns is dynamic and ever-evolving. By understanding the hallmarks of a good campaign and drawing inspiration from the best, you’re well-equipped to create a campaign that resonates with your audience and leaves a lasting impression. 

Ready to turn inspiration into reality? TEGNA is here to help you craft an outstanding tourism ad campaign. Let your creativity soar, and contact us to make your campaign an unforgettable journey. 

Looking for more inspiration? Be sure to check out: 

• Travel & Tourism Advertising: What Do Consumers Want to See?
• 5 Travel & Tourism Ads to Inspire Your Next Creative Video Campaign
• 17+ Travel Marketing Stats to Inform Your Strategy

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The Ultimate Playbook for Travel Advertising: Taboola’s Data-Backed Creative Strategies and Recommendations

The  global tourism industry grew by over 40%  in 2022 after steep drops in 2020 and 2021. And it’s expected to rise another 14% in 2023, reaching nearly $2.29 trillion.

Now, how can advertisers take advantage of this travel boom and increase revenue? By reaching consumers with optimized campaigns that speak to their needs and wanderlust.

That’s where the  Taboola Creative Playbook: Travel  comes in — built just for advertisers of booking sites, airlines, hotels, tourism boards, and travel products.

The Taboola Creative Shop  — a global team of experts and strategists — pulled readership trends, insights, and engagement data from our network of over 9,000 premium publisher properties and 5.6 billion travel pageviews. And they compiled it all into the ultimate creative guide for travel marketers.

Download Taboola's Travel Creative Playbook

Here’s just some of what they found:

• Convey ease and inspiration for travel.  Use your ads to share how your product or services can make the travel experience easier and more convenient, and share tips and offers for specific trips.
• Write first-person headlines.  Craft ad titles written from the perspective of a real traveler, often in the form of a review.
• Use Dynamic Keyword Insertion (DKI) to increase clicks.  DKI automatically customizes ad copy  to each user based on specifics like their location or device. For example, you can use DKI to personalize headlines like “People in [Los Angeles] Love These Weekend Travel Tips.”
• Include suggested calls to action (CTAs).  Taboola recommends travel advertisers use CTAs like “Book Now,” “Get Offer,” and “Read More” to drive ad clicks.
• Make it all-inclusive.  Put pricing and saving opportunities front-and-center by highlighting actual travel costs, savings opportunities, and added benefits. For example: “These Affordable All-Inclusives Are Under $400 Plus Bonus Perks.”
• Add visuals and social proof to your landing pages.  Improve on-page engagement with moving images, GIFs, and videos. Also, add testimonials and featured press snippets to build trust and credibility.

Ready to help your travel ad campaigns take flight with data-backed strategies for enhanced performance? Download the  Taboola Creative Playbook: Travel to learn more.

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How to write a tour script that your customers will rave about

There’s nothing worse than leading a tour to a group of bored guests. When your guests lose interest in the tour experience, it’s hard to grab their attention back.

This is why the most successful tours are based on a bulletproof tour scripts, a blueprint for the experience that’s been tested and revised over time.

In this guide, we’ll dive into the art of tour script along with sharing best practices and potential pitfalls to avoid.

What is a tour script?

A tour script is the backbone of a guided experience. 

On paper, it’s a well-organized outline of the information, stories, facts, and interactions that a guide will deliver during a tour.

A tour script not only provides the structure for an experience, but also weaves a narrative that keeps guests engaged. It sort of serves as a guide’s compass, ensuring that they cover key points, interact with their audience, and maintain a consistent flow throughout the tour.

What are the benefits of writing a tour script?

Even the most experienced tour guides can benefit from a well-written tour script — here’s why:

• Provides structure and clarity: A tour script acts as a roadmap, ensuring that your tour follows a clear and logical structure. It helps tour guides organize their thoughts, preventing any confusion or stumbling during the tour.
• Keeps the experience consistent: With a script in hand, each tour becomes a uniform, high-quality presentation of information and anecdotes.
• Engages your audience: A well-written script captivates an audience with engaging stories, facts, and insights.
• Gives your guide a chance to introduce themselves: A script should feature a fun introduction, allowing guests to build a personal connection with your guides right away.
• A confidence boost for guides: Armed with a ready-to-go script, tour guides feel more confident and prepared — which, in turn, translates into a more enjoyable delivery.

5 steps for writing a tour script

Let’s take a look at how you might create a compelling tour script that leaves a lasting impression on your guests.

Step 1: Define your tour’s theme and goals

Begin by clarifying the central theme and objectives of your tour. Are you highlighting historical sites, local cuisine, or natural landmarks?

Then, define your goals. Are you educating, entertaining, or both?

Let’s say you live in Philadelphia: The city has heavy historical significance, so you design a walking tour that takes guests on a chronological journey of the signing of the Declaration of Independence.

With your tour’s theme and goal in mind — “historical” and “to inform” in the example above — you can start to create a cohesive and memorable storyline.

Step 2: Research your content thoroughly

Gather detailed information about the sites, facts, and anecdotes you plan to include in your script. Double- and triple-check your facts with reputable sources, historical records, and local experts.

While you’re researching, take special note of interesting tidbits and any quirky stories that come up. These can be used as “fun facts” throughout the tour.

The more knowledgeable you are, the more engaging your narrative will be. Your research will give your tour credibility and provide you with the proper ammunition to answer guests’ questions.

Step 3: Write a captivating introduction

An engaging opening sets the tone and captures your guests’ interest from the start.

With that in mind, write an attention-grabbing introduction for each segment of your tour. 

For example, at the city’s oldest building, you might start with, “Welcome to the cornerstone of our journey, the Old Town Hall. Let’s unlock its secrets together.”

This will hook your guests’ attention and keep them interested in each stop of the tour.

Step 4: Make the script interactive

Include interactive elements that encourage guest participation, like thought-provoking questions, fun facts, or challenges.

For example, when visiting a site that used to be a market, pose the following questions to your guests: “Can you imagine the bustling market that once surrounded this square? What do you think was the most popular item sold here?”

When guests actively participate in the storytelling, the experience becomes more memorable for them.

Step 5: End with a memorable conclusion

Craft a conclusion that ties together the main themes and emotions of the tour.

Let’s say your tour ends at the city square. You might say something like, “Our journey has unveiled the stories etched in these stones. As you leave, remember the resilience and spirit that continue to shape this city.”

A strong conclusion leaves guests with a sense of fulfillment and a positive impression of the tour, increasing their likelihood of sharing positive feedback.

Don’t forget to remind your guests to leace you a review on your preferred OTA platform and/or website. Including this quick call to action will motivate guests to provide you feedback once they leave your tour.

How to write a tour script for an in-person live tour

When writing a tour script for an in-person live tour, you need to consider all the factors that can make or break a face-to-face interaction.

The more your interact with your guests — like prompting them with trivia questions and sharing anecdotes — the more engaging the tour will be.

In a live tour, you can also use body language and facial expressions to enhance the storytelling experience. Think through how your gestures can complement key points, and where to establish eye contact to connect with different audience members.

Finally, pay close attention to your audience’s reactions. Adjust the pacing and delivery of your speech based on their engagement level. Make sure to leave room for spontaneous interactions and allow time for guests to ask questions.

How to write a tour script for a self-guided audio tour

Unlike live tours, where guides lead in real-time, audio tours rely solely on your  script to captivate visitors.

Begin with clear and concise descriptions of each point of interest. Since you won’t be there to address questions, the script should be comprehensive and help listeners visualize their surroundings. Use navigation cues so they can progress from one point to another. Mention landmarks, specific directions, and a logical sequence to guide them.

Storytelling is just as important in a self-guided audio tour — if not more. Your script is the only thing that will keep visitors engaged; fill it with anecdotes and background information about each point of interest.

Finally, timing is key to preventing listener fatigue. Leave ample room for reflection between each audio segment.

How to write a tour script for a virtual tour

Virtual tours, like audio tours, rely solely on your script to take participants on a journey from the comfort of their screens.

Here, you’re not limited by physical constraints, so you can create a fluid narrative that transitions smoothly. Your script will guide viewers through different locations, so make sure to describe the surroundings in detail to enhance the visual component of the tour.

Again, storytelling remains essential. Your narration should foster a sense of exploration — the better the narration, the more immersed the viewer will feel. 

Similar to an in-person tour, interactive prompts should also be used to keep viewers engaged throughout.

3 examples of great tour scripts

Here we’ll dissect three great tour scripts — from a cathedral in Dublin, a safari in Toronto, and a museum in Milwaukee.

We will start from here (presuming you are standing near Celtic Gravestone at shop); walk down into the north transept, or left arm, of the Cathedral. We will stop again at the Choir and then loop around into the south transept finally ending up back roughly where we started. The tour will last approximately 40 minutes and if you have any questions as we go please don’t hesitate to ask.

Then, the script begins by sharing the story of St Patrick himself.

“You may not be familiar with the story of our patron saint,” it says, ensuring that everyone in the group is on the same page. Rather than just pointing to the pictures on a window of the cathedral, the script tells the saint’s story through those pictures. The ongoing narrative captures the audience’s attention and keeps them engaged throughout the tour.

This script also includes several “optional extras,” such as an organ containing over four thousand pipes. This is a great way to give the guide some flexibility. Tour guides have the ability to read a crowd — they can then make extra stops that align with the interests of each group.

Self-guided tour

Toronto Zoo’s Scenic Safari drive-thru tour is a self-guided adventure.

The audio script starts with a message from the CEO warmly welcoming visitors to the zoo. It’s followed by important safety rules that remind visitors to remain in their vehicles, keep noise to a minimum, and drive no faster than 5 km per hour. It’s important to start a self-guided tour with any guidelines that apply to the visit since there is no physical guide present.

The zoo points out interesting facts to pique visitors’ curiosity throughout the tour, like “Did you know that a tiger can bite down with the force of 1,000 pounds” and “A ‘long call’ from an orangutan can be heard up to 2 kilometers away.”

It also uses trivia questions to keep them engaged: “What color do you think a yak’s milk is?”

Mixing educational elements with storytelling makes the safari tour even more memorable for visitors.

Virtual tour

The Milwaukee Public Museum offers 360° virtual tours , including one of a gallery focused on the common traits shared by all civilizations.

The virtual tour starts at the entrance and moves through an interactive screen that showcases each section of the Crossroads of Civilization exhibit. The script has clear navigational cues, like “You are standing before a model of the First Courtyard of that temple while it is under construction.” This gives the visitor a sense of direction within the virtual experience.

The script also keeps users engaged by offering additional features only available online — like a PDF about colors used in ancient Egyptian art. Viewers can then choose to delve into the topics they’re most interested in, making the tour feel more personalized.

6 best practices for writing an engaging tour script

Breathe life into your tour script with these key strategies:

1. Use humor

Infusing humor into your script can transform a mundane description into a memorable anecdote. Don’t be afraid to let your personality shine — and don’t hold back on witty stories or lighthearted observations that make your visitors laugh

For example, during a historical walking tour, you might playfully mention how a renowned figure’s statue seems to have witnessed centuries of gossip.

2. Tell stories 

A well-told narrative can transport visitors into the past or alternate realities. Being a good storyteller is key to captivating your audience’s imagination. While guiding a tour through an art gallery, you could share the fascinating backstory behind a masterpiece, revealing the artist’s personal struggles and triumphs.

3. Use clear and simple language

Make your script easy to understand. Avoid jargon or technical language that non-experts on the subject wouldn’t understand. Imagine leading a wine-tasting tour: Instead of delving into technical terminology, you would describe the flavors and aromas in relatable terms like “notes of ripe berries” or “subtle hints of oak.”

4. Incorporate interactive elements

Engagement flourishes when your guests are actively involved. Questions, prompts, or challenges encourage them to interact with their surroundings, keeping the group interested from start to finish. For instance, while guiding a hiking trip, you could prompt hikers to look for specific bird species and share their discoveries with the group.

5. Create emotional connections

Always start your tour script by introducing yourself in a friendly manner. Then, make your passion for the said activity known. When guests see how excited you are about the tour, this excitement will translate back to them. During a walking tour, for example, you might share your history with the city, including your favorite memories there.

6. Embrace surprise and curiosity 

Unexpected twists or intriguing facts spark curiosity and attract your guests’ attention. On that same walking tour, for example, you might reveal a hidden alleyway with a captivating history, leaving them eager to explore further.

3 common mistakes in tour script writing

There are a few common pitfalls that can dampen a tour script’s impact. Here are three mistakes to avoid:

1. Information overload

One of the most common mistakes is overwhelming participants with too many details. Bombarding them with an abundance of historical facts, dates, and figures can lead to information fatigue.

Instead, focus on delivering key highlights that are relevant to your narrative. For instance, on an architecture tour, avoid inundating participants with every structural detail and instead focus on the stories behind the most interesting buildings.

2. No interaction

Tour scripts that merely deliver a monologue can fall flat. Neglecting interactive elements can leave participants feeling disconnected from the experience.

To avoid this, leave room for your guests to ask questions, share their observations, or even participate in mini-activities. 

During a food tour, for instance, you might ask guests to talk about their favorite meal, fostering a sense of participation.

3. Ignoring pace and timing

You can quickly lose a crowd by rushing through explanations or dwelling excessively on minor details. Dragging out a segment can also bored your guests to death.

Tour guides need to strike a balance between information overload and conciseness. They can do so by allocating appropriate time for each stop and topic. For example, on a museum tour, you’ll allot extra time to explore a major exhibit, ensuring that visitors have ample time to absorb the information.

A well-written tour script possesses the power to immerse guests in your experience. By marrying your storytelling techniques with thoughtful interactions and original humor, your scripts will result in tours that leave a lasting impression on your guests.

Writer Carla Vianna

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The Importance of Tourism Advertising

Navigating today’s highly competitive and ever-changing tourism industry is no simple feat — you need to stand out from a constantly expanding crowd to be successful. That’s why effective tourism advertising is essential to any successful tourism brand. It’s not only important to create captivating ad campaigns and impactful messaging to engage potential customers but also to ensure that those campaigns reach the right audience. 

But how do you make sure your travel advertising is effective? While there is no one-size-fits-all solution for marketing for travel advertising, there are certain key elements to consider when advertising travel and tourism that can make all the difference. 

This blog will delve into the multifaceted realm of travel industry advertising, exploring the key components that make a campaign captivating and unforgettable. 

Understanding the Role of Advertising in Tourism Promotion

Advertising plays a pivotal role in tourism promotion, serving as the bridge that connects potential travelers with tourism products, destinations, and experiences. Its primary function is to generate awareness and interest in a specific location or service, ultimately influencing travel decisions and driving consumer action. 

Advertising in tourism promotion encompasses several key aspects:

• Increasing Visibility and Awareness: Advertising tourism destinations helps increase their visibility by promoting attractions, accommodations, activities, special events and other offerings to potential travelers. Creating memorable and engaging advertisements can capture your target audience’s attention and generate interest. This increased awareness can lead to higher demand and more bookings.
• Targeting Specific Audiences: Today’s adtech allows travel and tourism brands to target specific market segments based on demographics, interests, and travel motivations. Tailoring advertising campaigns to resonate with these specific groups enables businesses to attract the right type of visitors, increasing the likelihood of bookings and conversions. Recent advances in AI-driven data science tools enable you to gain deeper insights into your own data, target predictively modeled custom audiences, and optimize campaigns in real time to ensure you’re engaging with relevant, ideal audiences.
• Building Brand Image and Reputation: Effective advertising helps establish a strong brand image and reputation for a destination or travel brand. Businesses can create a lasting impression on potential travelers by consistently conveying a unique brand identity and promoting positive experiences. A strong brand image and reputation will then encourage travelers to choose you over competitors, leading to increased bookings and customer loyalty.
• Communicating Unique Selling Propositions (USPs):  Advertising enables you to highlight unique selling points and differentiate yourself from competitors. Showcasing the distinct features, benefits, and experiences that set you apart can entice potential travelers to visit or use your services.
• Educating Potential Travelers: With informative and engaging content, you can provide valuable information about tourist attractions, local culture, customs, and other considerations that are important to travelers planning their trips. This educational aspect helps travelers make informed decisions and increases the likelihood that they will choose a particular destination or business based on their interests and needs.
• Staying Competitive: The tourism industry is fast-paced and dynamic, making advertising crucial for businesses seeking to stay competitive. Staying up-to-date with the latest trends and adapting advertising strategies can help you maintain relevance and appeal to potential travelers. 
• Measuring Success and Optimizing Strategies: Digital advertising campaigns provide valuable data and insights that your business can use to measure the success of its tourism promotion efforts. You can evaluate the effectiveness of your advertising strategies by analyzing key performance indicators (KPIs) such as website traffic, social media engagement, and conversion rates. This analysis enables you to make data-driven decisions to optimize your campaigns, ensuring that you continue to effectively promote your offerings and attract potential travelers.

Why Is Tourism Advertising Important?

Effective advertising is obviously essential for any tourism business that wishes to stay ahead of its competition, promote its brand, and thrive. Here are a few reasons why it’s so important to keep your tourism advertising ahead of the curve today:

The Travel and Tourism Industry Is Extremely Competitive

With countless tourist destinations, hotels, resorts, tourism agencies, and attractions vying for the attention of potential travelers, differentiating yourself to stand out from the crowd and capture a share of the market is vital.

Since the COVID-19 pandemic, there is significantly increased demand for travel and experiences across all audiences – and brands are responding, saturating the market with messaging. In such a competitive environment, a sound advertising strategy can help you capture the attention of potential visitors and convince them to choose your destination or service over another. The ever-increasing popularity of digital platforms has also intensified the competition, as businesses now have access to a global audience and can target their advertising efforts more precisely than ever before.

Tourists Are Always on the Hunt for One-of-a-Kind Experiences

In an age where travelers are increasingly driven by a desire for unique, authentic, and memorable experiences, tourism brands must showcase their ability to provide these exceptional experiences to attract and retain visitors.

Tourism marketing plays a pivotal role in highlighting the distinctive offerings of a destination or service by showcasing its unique attributes, such as local culture, history, natural wonders, or exclusive activities. By effectively communicating these characteristics through advertising, you can spark the curiosity of potential travelers and persuade them to choose your offerings over those of competitors. Today’s formats and tech-enabled creative capabilities can help you convey the power of a destination or experience, with high-impact creative, augmented reality integrations, interactive video, and more.

Advertising Is a Must To Reach International Audiences

In an increasingly globalized marketplace, destinations and businesses within the travel industry must extend their reach beyond local markets to attract visitors from all over the world. While local tourists are an important source of repeat income, international travelers bring invaluable cultural exchange and can generate a much higher economic impact.

Tech-enabled creative and advanced targeting capabilities can be especially effective at targeting international audiences, finding behaviors and interests that help you determine the right channels, formats and messaging to resonate across cultural and geographical boundaries. By crafting compelling tourism-related marketing messages that resonate with a global audience, your business can create brand awareness and encourage potential visitors to choose your offerings.

Keeping Up an Active Online Presence Is Paramount to Business Success

Digital marketing is one component of an active online presence, which is crucial for business success in today’s digital landscape. With most travelers relying heavily on the Internet for researching, planning, and booking their trips, businesses in the tourism industry must prioritize their online presence to stay competitive, attract potential customers, and foster customer loyalty.

An active online presence ensures that your business remains visible and discoverable to potential customers. Being responsive and informative by engaging on organic social media and providing in-depth content about topics such as your specific offerings, destination, and local cultures will help establish trust and credibility among potential customers and encourage them along their customer journey. Showcasing positive reviews, testimonials, and engaging content demonstrates expertise, reliability, and commitment to providing exceptional experiences, encouraging potential customers to choose your business over competitors.

6 Tips for Successful Tourism Advertising

Here are a few tips to ensure that your campaigns capture the attention of potential travelers and stand out from the crowd:

1. Use the Right Advertising Tools and Services

Successful tourism advertising requires utilizing the appropriate tools and services to reach the right audience effectively. While traditional methods, such as print ads and billboards, still have value, digital channels like social media, search engine marketing, and programmatic advertising provide invaluable targeting capabilities and performance metrics to ensure you’re reaching precise audiences and getting the most out of every spend.

For example,  Google Ads allows businesses to target specific keywords and demographics, enabling them to reach an audience that is already actively interested in relevant destinations or services. Social media platforms like Facebook, Instagram, and Twitter offer advertising options that allow businesses to reach a wide range of users, including those who have shown interest in travel and tourism, by basing targeting on extensive demographic and interest-based behavioral data. Additionally, programmatic advertising enables placement on numerous relevant channels and outlets such as tourism-focused websites, blogs, apps, and even streaming video content and audio. On social media, working with travel influencers can also help you gain exposure to a highly engaged and relevant audience. 

Take, for instance, a hotel targeting young travelers. Partnering with a popular travel blog or influencer can help the hotel gain exposure to an audience of young, adventurous travelers who are likely to be interested. The hotel may also prioritize social media advertising on platforms like Instagram and Facebook, where their target audience is most active. They could use visually appealing images or video ads showcasing unique experiences they offer and collaborate with influencers to increase reach and engagement. 

On the other hand, a luxury resort catering to an older demographic may prefer to focus on display ads on high-end travel publication websites, complementing their print ads in related magazines, or launching targeted email marketing campaigns.

2. Have a Solid Marketing Strategy in Place

A well-defined marketing strategy is essential for successful tourism advertising. This involves setting clear objectives, identifying your target audience – ideally using data science methodology to ensure accurate, objective analysis – determining your USP, and choosing the most effective channels for reaching your audience. Adtech tools like the machine learning technology leveraged by AUDIENCEX strategists can simplify this process, ensuring accurate and unbiased analysis and channel mix recommendations.

This process begins with outlining your goals and objectives, including increasing bookings, driving website traffic, or raising brand awareness. Next, define your target audience by considering age, income, interests, and travel preferences. This is where AI-driven data science tools can help ensure you’re working from objective fact rather than assumptions or unconscious biases. Finally, your USP should highlight what sets your offerings apart from those of competitors: a unique location, exceptional service, exclusive experiences, etc.

Once these elements are in place, you can select the most appropriate advertising channels based on your target audience’s preferences and habits. This is where unbiased media recommendations can help, ensuring that you’re operating from objective performance data based on extensive historical and real-time analysis.

For instance, a  destination marketing organization (DMO) aiming to attract more international visitors may set specific goals for increasing website traffic, social media engagement, and visitor numbers. It would then conduct research and employ data science analysis to understand the preferences and motivations of its target audience and develop a USP that sets its destination apart with a relevant point of interest, such as highlighting unique cultural experiences, stunning natural tourist attractions, or exceptional culinary offerings.

3. Build Tourism Campaigns That Resonate With Your Target Audience

Creating tourism campaigns that resonate with your target audience is key to successful advertising. This involves understanding their needs, desires, and motivations and crafting messages that speak directly to them.

How To Create a Successful Pet Marketing Strategy

One approach to achieving this is by developing buyer personas, which are fictional representations of your ideal customers. These personas can help you understand your audience’s travel preferences, pain points, and decision-making process, enabling you to create campaigns that address their needs and showcase your offerings in a compelling way. These can also be informed by data science to ensure they are accurate to your most valuable segments.

Using storytelling, personalization, immersion and interactivity in your campaigns can particularly help you connect with your audience on an emotional level. Share real-life experiences of previous guests, highlight the unique aspects of your destination, or showcase local culture and history to create memorable and engaging content that resonates with potential customers.

4. Stay on Top of Tourism and Travel Trends

Keeping up-to-date with the latest tourism and travel trends is essential for successful advertising. This helps you stay relevant in a rapidly changing industry and enables you to identify new opportunities and adapt your digital campaigns accordingly.

Some popular sources for staying informed about travel trends include industry reports, tourism conferences, tourism boards, travel-focused websites, blogs, and social media. Additionally, monitoring your competitors’ activities and analyzing their marketing strategies can provide valuable insights into what works and what doesn’t in your particular niche. 

5. Enhance the Customer Experience

A positive customer experience is paramount to the success of your tourism marketing efforts. This includes providing exceptional service from the moment potential customers encounter your ads to the point when they complete their trip.

To enhance the customer experience, ensure your website is user-friendly, visually appealing, and easy to navigate. Provide detailed information about your offerings, including high-quality images, video ads, and testimonials from satisfied customers. Offer multiple booking options and payment methods to cater to different preferences and make the process seamless.

Additionally, consider implementing customer relationship management (CRM) tools to track and analyze customer interactions and preferences. This data can help you personalize your marketing efforts, improve customer service, and anticipate the needs of your guests, and can be helpful to build your first-party data and inform future analysis, audience modeling, and optimization.

6. Highlight the Value of Your Offerings

Lastly, successful tourism advertising involves demonstrating the value of your offerings to potential customers. This means showcasing the features of your destination or services and the benefits and unique experiences they provide.

Communicate how your offerings can meet the needs and desires of your target audience, whether they seek relaxation, adventure, cultural immersion, or something else entirely. Ensure that the message is tailored to the audience you are speaking to, as different travelers have different reasons to employ your services or visit a particular destination. Use compelling visuals and descriptions, as well as engaging interactivity where possible, to paint a vivid picture of what customers can expect when they choose your destination or services. And, of course, consider offering special promotions, discounts, or added-value packages to entice potential customers and demonstrate the value of your offerings.

Grow Your Business With HolisticTourism Advertising Campaigns

The importance of tourism advertising cannot be overstated in today’s highly competitive market. Businesses must partner with proficient advertising partners to stand out in a crowded landscape, promote unique offerings and experiences, attract potential travelers, and drive revenue.

AUDIENCEX is built to be an adaptable partner to help marketers navigate the digital landscape, access emergent technology, and achieve meaningful, measurable performance throughout the digital landscape. Our team has extensive experience with numerous travel, tourism, and hospitality brands, and we pair that expertise with seamless media access, AI-powered data science, holistic strategy and award-winning, tech-enabled creative services. With an in-depth understanding of the full-funnel marketing and data-enabled insight into each unique customer journey, we can deploy impactful, engaging campaigns to reach your ideal audience across channels, screens, and devices.

Contact us today to talk to a member of our team about your needs and goals. We’d love to explore how we can help you find the right audience, engage them effectively, and drive real results today.

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New Travel Oregon Campaign Inspires Adventure With Awe And Optimism

PORTLAND, Ore., Oct. 18, 2021 /PRNewswire/ — Today Travel Oregon is launching its first out-of-state advertising since the start of the pandemic with the return of its successful cinematic, animated “ Only Slightly Exaggerated ” campaign. Fresh creative, imbued with hope and optimism will remind Oregonians and potential visitors of the awe-inspiring vistas, abundant outdoor recreation and cultural richness of the state.

The campaign celebrates the spirit and diversity of Oregon’s people and shares the magical feeling of being in Oregon through the wonder and beauty of our state,” said Todd Davidson, CEO of Travel Oregon. “The impact of COVID-19 on Oregon’s tourism economy was dramatic and immediate as travel halted and stay-home orders were put in place to protect public health. We are pleased to be in a position 18 months later to reintroduce Oregon to travelers and remind them of the experiences our state has to offer, as part of a larger strategic effort to support economic recovery in our communities that rely on tourism-related spending.”

Continuing the visual narrative of the agency’s most successful campaign to-date – the original film received more than 38 million views — the  new 1:45 minute ad  sweeps viewers through the state’s natural wonders and thrilling adventures, introducing a cast of real Oregonians representing the heart and soul of the state. From CJ McCollum and Bill Walton toasting at a scenic Willamette Valley winery, to George Fletcher in the saddle at the Pendleton Round-Up, the people and places of Oregon are artfully brought to life.

The campaign launches today in Portland, San Francisco, Los Angeles, Seattle, Eugene, Bend, Medford, Tri-Cities, Sacramento, and Boise, and includes an integrated mix of broadcast television, digital, social and out-of-home advertising.

As the fall and winter seasons approach, communities are dependent on visitor spending more than ever. Travel Oregon’s campaign welcomes everyone to dream ahead and plan memorable Oregon experiences that help support businesses across the state, all while reinforcing messages of safety and kindness to hospitality staff through stories on traveloregon.com and social media channels.

“We are thrilled to work with long-time client, Travel Oregon, to dive back into the ‘Only Slightly Exaggerated’ world. The third installment of the campaign presented an exciting opportunity to focus on Oregon’s culture and humanity and the magic that comes with them,” said Nick Stokes, Creative Director at Wieden+Kennedy.

Creative was brought to life in collaboration with long-time advertising partner Wieden+Kennedy with animation by Psyop and Sun Creature Studio and the musical score composed by Jim Dooley. In addition, numerous local agencies including Sparkloft Media, Maxwell, ThinkShout and Logical Position, helped elevate the campaign through a variety of strategies and platforms.

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Oregon’s Animated Tourism Ad Is An Antidote for the Pandemic Fatigued

Lebawit Lily Girma , Skift

October 22nd, 2021 at 11:10 AM EDT

Some of it may be aspirational, but Travel Oregon's ad is hitting the right notes at a time when we're all looking to feel the magic of travel again.

Lebawit Lily Girma

Travel Oregon might rank among the last U.S. tourism boards to promote out of state since the pandemic, but its new campaign is poised to outdo the competition.

Its “ Oregon, (Still) Only Slightly Exaggerated ” ad takes a stunning animated and cinematic approach to showcase the state’s outdoors, cultural activities and its diverse communities in a way that stands out from tourism recovery campaigns that have emerged this year. 

It’s not the first time Travel Oregon resorted to animation — the campaign is the third installment in a series that launched in Spring 2018. Ad agency Wieden+Kennedy, in partnership with animation studio Psyop and Sun Creature Studio, as well as Emmy Award-winning composer Jim Dooley, produced the series.

What’s different now is that Travel Oregon crafted this message by reaching out to multiple diverse and community-based focus groups for feedback on the script to make sure it is authentic and inclusive. The destination marketing organization worked closely with members of the Confederated Tribes of the Umatilla, who are depicted in the video.

“The campaign celebrates the spirit and diversity of Oregon’s people and shares the magical feeling of being in Oregon through the wonder and beauty of our state,” said Todd Davidson, CEO of Travel Oregon in a press release.  

From cameo appearances by famous Oregonians — George Fletcher, an African American rodeo legend on a bucking horse at the Pendleton Round-Up, and Cheryl Strayed having s’mores with families around a campfire — to masked residents buying hand-stretched Chinese noodles at Portland’s farmer’s market and the Umatilla Tribe members riding across vast public lands, the detailed animation evokes Oregon’s Wild West feel while appealing to travelers of all backgrounds.

“Our agency is always like what’s next and well, we’ve got something that’s working, we don’t need to throw it away,” said Kevin Wright, vice president of global marketing at Travel Oregon. “The first two were very based in outdoor recreation and showing off our outdoor assets. The shift was, let’s focus on the people of Oregon, and let’s showcase the diversity that we do have here in the state.” 

The ad has rolled out in Oregon’s traditional market, which includes destinations in the triangle that stretches from Los Angeles to Boise, Idaho and Vancouver, British Columbia.

This campaign could in fact serve as a solid before and after case study for the evolving world of tourism marketing, one in which the pandemic and ensuing racial reckoning have pushed destination marketing organizations to place host communities at the heart of the narrative, as consumers increasingly seek inclusivity and visit places where they see themselves reflected in ads.

Anime’s Childlike Optimism Speaks to Stressed Americans

The first time the concept came to life in 2018, the idea revolved around the fact that Americans were stressed and their happiness index was shrinking, Wright said. Anime helped to bring out Oregon’s scenic beauty in a more creative way while evoking a childlike, innocent feeling better than any camera could, Wright added. 

“People are stressed from their text messages and meetings and all of that, and we’re going to position ourselves as the antidote to that,” said Wright, in describing the motivation behind the original installment of this ad series. 

“Since then, we’ve had a global pandemic, a social reckoning, we’ve had catastrophic wildfires in the West Coast — so that idea that people are stressed out is even more, so I think that’s why this creative is still very relevant and I think it really speaks to people.”

The first animated ad in the “Only Slightly Exaggerated” series in 2018 drew 10.5 million views during the campaign and resulted in $1.5 million in hotel revenue through 6,375 hotel bookings. Data from Arrivalist also showed that visitors who had seen the ad were 1.7 times more likely to travel to Oregon than those who hadn’t.

The second in the series, launched in 2019, drew $4.5 million views and $3.6 million in hotel revenue from 17,806 hotel bookings.

A Community-Centered Approach to Marketing

Perhaps the most stand out feature of Travel Oregon’s animated campaign is the diversity of the showcased local characters, all of whom are shown participating in cultural and outdoor activities. They include a Black solo female hiker and a senior citizen in a wheelchair enjoying a glass of wine at a vineyard with sweeping views of the Willamette Valley. 

And of course, none of these depictions were accidental. 

“Historically we haven’t done a lot of focus groups with our work,” said Travel Oregon’s Wright. “In this case, we shared scripts with agency employees and we just had conversations around them, and then we did larger focus groups to capture even more feedback, and so we did eight community based or diversity based focus groups and we just pulled all of that in, and we adjusted the original scripts from the learnings that we pulled out of there.”

Wright said for the Native American scene, Travel Oregon had 10 to 15 meetings with the Umatilla Tribes .

“That was our approach — let’s showcase the people, and it can’t be the four of us sitting with our agency doing it and we brought in a pretty wide group of folks to help us build it, and we learned a ton along the way.”

Wright said that Travel Oregon brought in diverse perspectives for the first time in 2018 with a focus group, albeit it was a much smaller one. 

“In the subsequent years it’s gotten bigger and bigger, and now we’re talking about the future, what does that look like?”

Less Big Anthem Spots, More Year-Round Messaging  

Wright said that Travel Oregon doesn’t have expectations of major returns from the campaign, simply because it isn’t its first iteration. “I don’t expect to see 10 million views out of this, but if we get half of that, if we get half of the exposure and that sentiment stays positive, we’re happy.”

Oregon’s tourism industry being primarily made up of small businesses, which were hit hard by the pandemic, the campaign aims to boost visitor traffic with the aim of driving recovery primarily to those stakeholders and their communities. That meant, for Travel Oregon, spending on media in the Fall even though Spring is when the returns are traditionally the highest. 

“We flipped it. It might be less about big anthem spots that take a lot of energy to create and more of an always on type strategy and more smaller campaigns, so during this time we can speak to this community’s needs and basically you know, marketing is getting more and more fragmented.”

Different regions need advertising at different times, and tourism boards are now increasingly attuned to that rather than just focusing on the return.  “We’re OK with that because we know that’s what businesses needed the most.”

Travel Oregon is currently in the midst of working on a new strategic plan, in which it will continue focusing on working with diverse communities, Wright said.

“I think we’ll be working more with our residents, you know, like these focus groups I was talking about. We haven’t really engaged with the residents in this work so I can see us working more in that vein.”

Aside from its diversity push, Travel Oregon’s newest “Only Slightly Exaggerated” ad joins a growing number of destinations looking to non traditional creative forms, including cinema and pop culture, to stand out in the sea of competition post pandemic.

The early positive response it’s receiving confirms that more than ever, travelers are seeking places that whisk them away from the mundane as free movement resumes. Not least, however, is the depiction of an America that many people wish to feel again, beyond the epic scenery — welcoming to all and brimming with optimism.

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Tags: diversity , DMO , marketing , tourism campaigns , travel oregon

Photo credit: Animated vineyard scene from Travel Oregon's new Only Slightly Exaggerated ad Courtesy of Travel Oregon

Mastering the Art of Script Writing for Tour Guiding

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As a tour guide, you have the power to bring a destination to life and create lasting memories for your audience. And one of the key tools in your arsenal is a well-written script. In this blog, we will explore the various aspects of script writing for tour guiding and how it can elevate your tours to the next level. We will delve into the role of a tour guide, the importance of a well-crafted script, and the impact it has on the overall tour experience. So, whether you are a seasoned tour guide looking to brush up on your skills or a beginner just starting out, this blog is for you.

Researching and Gathering Information:

As a tour guide, it is your responsibility to provide your guests with an informative and engaging experience. This requires thorough research and gathering of information about the destination you will be showcasing.

Conducting thorough research on a destination is crucial in order to provide accurate and up-to-date information to your guests. It also helps you to create a well-rounded and comprehensive tour that covers all the important aspects of the destination. Start by identifying the key attractions, historical sites, and cultural landmarks of the destination. This will give you a framework to work with and ensure that you do not miss any important information. Utilizing different sources for information is essential in order to get a well-rounded understanding of the destination. While guidebooks and online resources are a good starting point, it is important to also explore other sources such as local newspapers, magazines, and blogs. These sources can provide you with insider knowledge and hidden gems that may not be mentioned in mainstream guidebooks. Interviewing locals and experts is another valuable way to gather insider knowledge about the destination. Locals can provide you with personal anecdotes and insights that cannot be found in any book. Experts, such as historians and cultural experts, can provide you with a deeper understanding of the destination’s history and culture. When conducting interviews, it is important to be respectful and ask open-ended questions to encourage the interviewee to share their knowledge and experiences. It is also important to keep in mind that the information you gather may not always be completely accurate. It is your responsibility to fact-check and verify the information from multiple sources to ensure its credibility. This will also help you to avoid any misinformation or outdated information. In addition to gathering information, it is also important to understand the cultural and social norms of the destination. This will help you to avoid any cultural faux pas and ensure that your tour is respectful and inclusive of all guests. Incorporating local language and phrases into your script can also add a personal touch and make the tour more immersive for your guests. This can be achieved through your interactions with locals and through your research on the destination’s language and dialects.

Crafting a Compelling Narrative:

As a tour guide, your main goal is to provide an unforgettable experience for your guests. One of the key elements in achieving this is by crafting a compelling narrative through your script. A well-written script can make all the difference in engaging and captivating your audience, and incorporating historical and cultural context can add depth and authenticity to your tour.

Elements of a Good Story:

Every great tour has a great story at its core. A good story has the power to transport your audience to another time and place, and create an emotional connection with the destination. To craft a compelling narrative, your story should have a clear beginning, middle, and end. It should also have a central theme or message that ties everything together.

Techniques for Engaging and Captivating an Audience:

One of the most important techniques for engaging and captivating an audience is by using descriptive language. Paint a vivid picture with your words, and use sensory details to bring the destination to life. Another effective technique is by incorporating humor and personal anecdotes into your script. This will not only keep your audience entertained, but also make them feel more connected to you as a guide.

Incorporating Historical and Cultural Context into the Script:

Incorporating historical and cultural context into your script is crucial for providing a well-rounded and informative tour experience. This can be done by researching the destination thoroughly and including interesting facts and stories about its history and culture. It’s also important to consider the perspectives of different cultures and present them in a respectful and accurate manner.

Utilizing Visual Aids:

Visual aids can greatly enhance the tour experience and help your audience better understand the destination. Choose visuals that are relevant to your story and use them strategically throughout your tour. This can include photos, maps, videos, and other interactive elements. Just be sure not to rely too heavily on visual aids and remember to still engage with your audience through your words.

Practicing and Refining the Script:

As the saying goes, practice makes perfect. It’s important to rehearse and refine your script before each tour. This will not only help you remember your lines, but also give you the opportunity to make any necessary revisions. Seeking feedback from colleagues or even your audience can also help improve your script and delivery.

Dealing with Challenges:

No matter how well-prepared you are, unexpected challenges may arise during a tour. This could be anything from bad weather to a disruptive guest. As a tour guide, it’s important to stay calm and adapt your script accordingly. This could mean changing the route or adjusting the content to suit the audience. Remember to always remain professional and keep the tour engaging and interactive.

Role of visuals in enhancing the tour experience:

Visual aids can help bring your stories to life and make them more engaging and memorable for your audience. They provide a visual representation of the information you are sharing, making it easier for your guests to understand and retain the information. This is especially important for tours that involve historical or cultural information, as visuals can provide a better context and help guests visualize the past. In addition, visuals can also help break the monotony of a long tour and keep your guests interested and engaged. This is especially useful for tours that involve a lot of walking or traveling, as it gives guests something to look at and focus on while they are on the move.

Choosing the right visuals for different types of tours:

The type of visuals you use will depend on the type of tour you are conducting. For example, if you are leading a nature or wildlife tour, using photographs or videos of the flora and fauna in the area would be more appropriate. On the other hand, for a historical tour, you can use maps, illustrations, or photographs of the historical sites you are discussing. It is important to choose visuals that are relevant to the information you are sharing and are of good quality. Low-quality visuals can be distracting and take away from the overall experience. If you are using photographs, make sure they are clear and well-lit. If you are using videos, ensure they are of high resolution and have good audio quality.

Script Examples for Tour Guiding

Ladies and Gentlemen,

We welcome you to the very heart of this gorgeous city! Hello! My name’s John Your friendly guide throughout the entire day. I’m here to help make your trip as interesting, informative and unforgettable as is possible.

When we embark on our journey Let’s take some time to take in the vast weaving of history, culture and the beauty that makes the place we’re visiting so special.

The first stop on our tour is the stunning”[Insert Name of Landmark],” the place where both history and design blend together seamlessly. It was built in the year [year], this iconic building is a testimony to the rich history of [City’s Name]. When you walk through its halls of grandeur be sure to look at the exquisite details in the walls. Each telling a tale that is unique to it.

After that, we’ll travel toward the lively [Insert Name] Then, we’ll head to the vibrant [Insert Market Name]. It is known for its lively energy, the market has an assortment of products from local vendors including hand-crafted items and mouth-watering street food delight for the entire senses!

The journey takes our group to the peaceful natural site of [Insert Park (or Natural Site NameThis is known as the [Insert Name of Natural Site or Park]. Within the hustle and bustle of city life the park is the tranquility of a retreat. Make sure you take photographs of the amazing panoramas that it provides.

Through our journey I would like to encourage everyone to inquire about your questions, engage with people from the area, and fully immerse yourself in the amazing experience that the city of [City’s Name] can offer. Keep in mind that travel isn’t only about exploring new destinations but also experiencing different flavors, cultures and views.

When we go on our journeys with each other, we must respect the customs and values of our city and leave just footprints, and only take photographs.

We thank you for allowing us to serve to be your guide into the city’s heart. [City’s Name]. Relax, sit back and let’s build memorable memories throughout this incredible trip!

All the best to everyone,

Enjoy this thrilling adventure through breathtaking scenery as well as the captivating tales of our city that we adore. I’m John Your reliable tour guide and your travel companion for this journey.

While we set off on this adventure, let’s take in the beauty and vitality that’s essential to our location.

The first place we visit is the breathtaking [Insert Landmark’s Name], which is a gem that crowns this town. It was built in the year [yearit was completed in the year [Year], its beauty and architectural splendor is a testament to the city’s rich history. When we stroll through its streets, let every stone tell tales from the past.

We’ll then make through the bustling “Insert Name of Market The next step is to visit the bustling [Insert Market Name here]. The market in the city is its center of activity, with a pulsating rhythm and vibrant colors. There’s an abundance of treasures from the local area, tasty food, and cheerful people. Do not be afraid to bargain at times, it’s an element of fun!

Then we’ll retreat in the calm embrace of the [Insert Park or Nature Site Name the name of a park or natural site. The city’s tall buildings are a distant memory the natural oasis offers an oasis of tranquility. Make sure you take some time to take in the stunning views that it provides.

Through our travels I would like to encourage that you share your thoughts as well as ask questions and completely immerse yourself in the journey. It’s as much about people and the culture and traditions as destinations.

Happy day fellow adventurers,

We’re excited to share our journey across the breathtaking views and rich past of this fascinating city. This is my guide today We’ll discover the many stories that make the city so special.

The journey starts at the iconic [insert landmark’s name]. The Landmark’s Name. The architectural wonder, constructed in the year [year], is an emblem of the city’s strength and creativity. When we wander its magnificent halls, each part tells an era that has passed.

We’ll then dive right deep into the center of the city, which is the bustling [Insert Name of Market. It’s a sensory blast of sights, sounds and smells. From hand-crafted crafts to tempting local food, it gives you an insight into the life of our town. Meet the sellers their stories are equally as vibrant as the products they sell!

There, we’ll be able to be able to relax in the peaceful surrounding of the [Insert Park Name or Natural Site Name]. The tranquility of this oasis in bustle of the city is the perfect setting for reflection. Make sure to record beautiful views through your camera and within your minds.

While we travel throughout the city, you are at ease to ask questions, talk about your experiences as you immerse yourself into the culture of the city. Keep in mind that travel involves a collection of experiences not only photographs.

Respecting the city’s heritage as well as the natural environment is essential to the journey we are on. Make sure we don’t leave a footprint behind and preserve its beauty for the next visitors.

We thank you for choosing our company to help you navigate the city’s heart. [City’s Name]. Relax and keep your eyes open and let’s create this adventure a treasure-trove of memories that will last forever!

Hello, esteemed explorers,

Welcome to all in our first foray to the intriguing places and intriguing the history of this fascinating city. Your guide for the day I am able to promise you a rewarding adventure filled with exciting explorations.

The first place we’ll visit today is the legendary [Insert Market Name]. The architectural marvel, built in the year [Year], serves as a resounding representation of our city’s imaginative energy and historic depth. While we wander through its magnificent areas, every corner holds an interesting story to tell and a part of the past to tell.

We’ll then dive into the bustling chaotic city’s center The [Market Name]. The market’s bustling activity is an explosion of colors scents, sounds, and colors. There are a variety of traditional crafts, exotic food and friendly smiles. Get to know the locals. their stories add layers to the story of the city.

After that, we’ll move on towards the serene ambiance of the [Insert Park or [Nature Site Name] Then, we’ll move to the tranquility of [Insert Park or Natural. With the bustle of city life it’s a tranquil oasis that is a welcome respite. Be sure to take in the magnificent views that unfold.

Throughout the trip don’t be afraid to inquire, offer experiences, or immerse yourself within the local culture. It’s all about learning. involves absorbing new perspectives and new perspectives.

While we discover the charm of our city we must remember to cherish the city’s traditions and preserve the natural beauty of its surroundings. Leave only footprints and cherish the precious memories.

Thank you for trusting us to guide you through [Name of the City]. Get ready to be overwhelmed and let’s create a collection of unforgettable memories together!

Welcome to all on our journey through the captivating places and intriguing the history of this fascinating city. As your tour guide today I am able to promise you a rewarding trip filled with wonderful experiences.

The first place we’ll visit today is the famous [Insert Landmark’s Name]. This magnificent structure, which was built in the year of [Year], is regarded as a enduring representation of our city’s artistic spirit as well as its historical profundity. When we walk through its vast spaces, each one has an interesting story to tell, a bit of history that we can share.

We’ll then dive into the bustling urban chaos market, which is the market. [Market Name]. The market’s bustling activity is an awe-inspiring display of scents, colors, and sound. The market is filled with regional crafts, exotic cuisines and friendly smiles. Meet the people who live there, their stories add layers to the story of the city.

After that, we’ll move on into the tranquility of the [Insert Park or Natural Site Name] Then, we’ll move to the tranquility of [Insert Park or Natural. In the midst of the bustling city it’s a tranquil oasis that provides a tranquil respite. Make sure you take time to enjoy the stunning views it offers.

While on our journey don’t be afraid for a chat, impart experiences, or immerse yourself within the local culture. It’s all about learning. is about experiencing new things and new perspectives.

When we explore the charm of our city Let’s not forget to respect the city’s traditions and preserve its beauty and natural splendor. We should leave just footprints and cherish the precious memories.

We thank you for trusting us to guide you through the city of [Name] we are honored to be a part of [City’s Name]. Be ready to be overwhelmed and let’s create a collection of memorable moments!

Intrepid travelers, greetings!

Begin our adventure through breathtaking landscapes and the fascinating tradition of this amazing city. As your tour guide I’m thrilled to join you on this journey filled with fascinating insights.

The journey begins with the magnificent insert landmark’s name of the Landmark. It was built in the year of year this awe-inspiring building is an example of the city’s creative talent and the strength of its past. When we travel its long avenues, every intricate element is a relic of past times.

Then we head to the bustling heart of the city. It’s the lively [Insert Name of Market]. The bustling marketplace offers a variety of hues scents, sounds, and colors. From handmade souvenirs to delectable local food, it offers an authentic glimpse of the city’s life. Do not be afraid to interact with locals, their stories add an interesting color to the story of the city.

We then retreat in the calming surroundings in [Insert Park or Nature Site Name]. In the midst of a city’s constant tempo it is a tranquil spot that provides a respite. Take time to take in the breathtaking views which open up in front of your eye.

While we travel, you are welcome to ask questions, discuss your experiences as you immerse yourself within the culture and ethos of the city. Travel is, after all, an opportunity to gather experiences, not merely snaps.

While we weave the fascinating tapestry of our city we must pledge to respect its traditions and preserve its stunning beauty. We must ensure that our footprints remain only temporary, yet our memories last forever.

We thank you for trusting us with your exploration of the city’s name. Get ready for a thrilling trip and let’s create the most unforgettable memories!

Hello, adventurous souls,

Enjoy our thrilling journey through the fascinating corners of this amazing city. Your tour guide is me I’m thrilled to guide you on an adventure that is filled with amazing sites and treasures from the past.

The first stop is the stunning [Insert Landmark’s Name]. It was built in [year] the building represents our city’s culture as well as its long and rich heritage. When we stroll through its sprawling halls, every corner and cranny tells an intriguing tale from the past.

We’ll then explore the vibrant heart of the city: the bustling marketplace named [Insert Market Name]. This lively market provides a visual explosion of smells, colors and sound. There is a variety of traditional products, delicious cuisines and smiling faces. You are welcome to interact with the vendors in town and their stories add a personal element to the story of the city.

We’ll then move into the serene setting of [insert Park or Nature Site Name], Then, we’ll move to the tranquil setting of [Insert Park or Natural. Within the hustle and bustle of city life it offers an opportunity to enjoy a quiet moment. Do not forget to enjoy the breathtaking views it provides.

While we travel I would like to encourage people to inquire to share your thoughts, offer insights as well as fully enjoy the unique atmosphere of your city. It’s true that traveling involves soaking oneself in different perspectives and experiences.

While we explore the charm of the city we must remember to honor its customs and safeguard the beauty of nature. We must ensure that we leave just footprints and bring back an incredible collection of treasures.

We thank you for choosing to join us in exploring the city of [City’s Name]. Make sure you buckle up to embark on an exciting journey in creating an album of memorable moments with you!

Tips for creating visually appealing and informative presentations:

Keep it simple: Avoid cluttering your presentation with too much information or too many visuals. This can overwhelm your audience and make it difficult for them to focus on the key points. Use a variety of visuals: Mix it up by using a combination of photographs, videos, maps, and illustrations. This will keep your audience engaged and prevent them from getting bored. Use captions and labels: Make sure to label your visuals with relevant information, such as the location or date of a photograph. This will provide context and make it easier for your guests to understand. Use storytelling techniques: Just like your script, your visuals should also tell a story. Use techniques such as before and after photos or a series of images to create a narrative. Incorporate humor: Visuals can also be used to inject some humor into your presentation. This can help lighten the mood and make the tour more enjoyable for your guests.

Use technology: There are many tools and software available that can help you create visually appealing presentations. Practice and rehearse: Just like your script, it is important to practice and rehearse your presentation to ensure a smooth and seamless delivery.  

As a tour guide, your script is your most valuable tool. It sets the tone for the entire tour and acts as a guide for both you and your audience. A well-written and practiced script can make the difference between a mediocre tour and an unforgettable experience for your guests.

Importance of Rehearsing and Practicing the Script:

Rehearsing and practicing your script is crucial for delivering a smooth and engaging tour. It allows you to become familiar with the content, flow, and timing of your script. By rehearsing, you can also identify any areas that may need improvement or clarification. Practicing your script also helps you to become more confident in your delivery. Nerves and stage fright can be common for tour guides, especially when leading a large group. However, by rehearsing and practicing your script, you become more comfortable with the material, making it easier to deliver it with confidence and enthusiasm.

Seeking Feedback and Making Necessary Revisions:

While practicing your script, it is important to seek feedback from others. This can be from colleagues, friends, or even your guests. Their perspectives can provide valuable insights and help you identify any areas that may need improvement. As you receive feedback, be open to making necessary revisions to your script. Remember, your goal is to provide the best possible experience for your guests, and their feedback can help you achieve that. It is also important to keep in mind that your script should be a living document, constantly evolving and improving with each tour.

Incorporating Improvisation Techniques for a More Natural Delivery:

No matter how well-rehearsed and practiced your script is, there may be moments during a tour that require some improvisation. This could be due to unexpected situations, questions from guests, or simply wanting to add a personal touch to your delivery. Incorporating improvisation techniques into your script can make your tour feel more natural and authentic. It allows you to connect with your audience on a more personal level and make the tour experience more engaging and interactive. Some improvisation techniques you can use include storytelling, humor, and asking open-ended questions to encourage participation from your guests. Remember to always stay true to the main points of your script, but don’t be afraid to add your own personal flair to keep things interesting.  

As a tour guide, you are responsible for creating a memorable and informative experience for your guests. However, despite thorough planning and preparation, unexpected situations can arise during a tour that can throw off your script and disrupt the flow of your tour. These challenges can range from weather changes to technical difficulties, and even difficult guests. As a professional tour guide, it is crucial to have strategies in place for handling these challenges and adapting your script to different audiences to ensure an engaging and interactive tour. Handling unexpected situations during a tour requires quick thinking and flexibility. The first step is to remain calm and composed, as your guests will look to you for guidance. For example, if the weather suddenly changes, you may need to adjust the route or find an indoor alternative. If there are technical difficulties, have a backup plan in place, such as using a different device or switching to a different activity. It is also essential to communicate openly and honestly with your guests, keeping them informed of any changes and reassuring them that their experience will not be compromised. Another challenge that tour guides face is adapting their script to different audiences. Each group of guests is unique, with varying interests, knowledge levels, and cultural backgrounds. It is crucial to research and understand your audience beforehand to tailor your script accordingly. For example, if you have a group of history buffs, you may want to go into more detail about the historical significance of a location. On the other hand, if you have families with young children, you may want to incorporate fun facts and interactive activities to keep them engaged. To adapt your script effectively, it is essential to have a broad knowledge of the destination and its history, culture, and customs. This will allow you to make on-the-spot changes and additions to your script to cater to your audience’s interests. Additionally, be open to feedback from your guests. They may have specific questions or interests that you can incorporate into your script to make it more relevant and engaging for them. Keeping the tour engaging and interactive is crucial for a successful experience. A well-written script is a great starting point, but it is essential to keep your guests actively involved throughout the tour. One way to do this is by incorporating interactive elements such as quizzes, games, or hands-on activities. This will not only keep your guests engaged but also make the information more memorable for them. Another tip for keeping the tour interactive is to engage your guests in conversations and encourage them to ask questions. This will make the tour more personal and allow for a deeper understanding of the destination. Additionally, make use of visual aids such as maps, photos, and videos to enhance the tour experience and keep your guests visually engaged.  

Conclusion:

In conclusion, mastering the art of script writing for tour guiding is a crucial skill for any tour guide looking to provide an exceptional experience for their guests. Throughout this blog, we have explored the various aspects of script writing and how it can greatly enhance the overall tour experience. We began by understanding the role of a tour guide and the importance they hold in the tourism industry. We then delved into the responsibilities and qualities of a successful tour guide, highlighting the impact of a well-written script on the overall tour experience.

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Who's doing what in the world of commercial creativity.

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Los Angeles Tourism: The commercial with an ever-changing script

Los Angeles Tourism plays up the city’s connection to the movie industry in an offbeat way in its new campaign, Now Playing . The 30-second spot centres on a writer at work on an ever-changing screenplay that follows a group of friends as they crisscross the city, visiting L.A. highlights such as the Hollywood Walk of Fame, The Los Angeles County Museum of Art, The Music Center and Venice Beach.

The commercial was shot on location at several famous L.A. sites and combines live-action film, music, animation and voiceover to attract and hold attention.

“ Now Playing instantly evokes what’s unique about Los Angeles,” stated Don Skeoch, chief marketing officer for the Los Angeles Tourism & Convention Board. “With this campaign, we’ve combined the vocabulary of the screenwriter and the visual language of cinema to creatively capture what makes L.A. an unparalleled visitor destination.” 

True to Los Angeles’ identity, the ad also features top talent that give the campaign an added touch of Hollywood magic. Both ads are narrated by stage, screen and TV veteran, Jenifer Lewis, who recently starred as the comedic matriarch on ABC’s hit television show, black-ish . 

“I walk in my joy because I live in one of the most beautiful cities in the world,” Lewis stated. “I love nature, the ocean, the sunrise and sunset, Los Angeles has got it all from A to Z… we live in paradise.” 

Steve Aoki, Southern Californian DJ, record producer, executive and heir to the Benihana restaurant franchise also lends his creative talents with a colourful performance in the spot.

Now Playing will run in traditional and digital marketing channels, both domestically and in international markets including Australia, Canada, Mexico and the United Kingdom. In celebration of Los Angeles’ long-standing connection to Mexico, the advertising campaign is a co-production between Plus Plus and Panamericana, bridging the cultural gap between two sister cities of Los Angeles and Mexico City. In honour of this connection, awarded director, Pablo Delgado Sánchez of Mexico City, was selected to direct the spot.

“Coming as a tourist is very different from coming as a filmmaker,” Delgado Sánchez noted. “It’s a totally different way to appreciate the city, appreciate the people, and appreciate the neighbourhoods.”

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1/853 New South Head, Rose Bay. 2029. 61 413 020 713 Editorial: [email protected]  Advertise with us: [email protected]

5 Simple Examples – 30 Second Commercial Copy Scripts

Here are  5  simple 30 second commercial scripts your human voice actor or AI voice avatar can model to generate businesses fast. It can be spoken words or it can just be a video.

Are You Mostly Looking For…

6 Secrets To Make a 30 Second Commercial Script Feel Memorable

Making a memorable commercial is an art, and there isn't set rules to follow. To craft something good, please take these following into consideration.

note: A simple 30 second long script doesn't have to be 30 second worth of word content. The format typically follows

Problem > Solution > Benefit > Call to action ( Problem Agitate Solution Framework )

( Try Jasper AI's PAS template now )

Brevity : Because the ad is only 30 seconds long, it forces the copywriter to be concise and to the point, which can make the ad more impactful and memorable. Sometimes let the video do all the taking. 

Use The Right Voice: Not everyone has the voice for ad. Picking the right voice has an huge impact

Use of music and good visuals:  The right sound effects and footage can help make an ad more memorable by creating an emotional connection with the listener.

Use of slogans or catchphrases:  A memorable phrase or slogan can stick in the listener's mind and make the ad more memorable.

Use of humor or storytelling :  Humor and storytelling can create a more engaging ad that listeners will remember.

Targeting specific audience:  Advertisers use demographics to target specific audience, this way they can create ads that are more relatable and memorable to the people they want to reach.

"Are you tired of constantly having to buy new razors? Introducing the new and improved laser hair removal system. Say goodbye to the hassle of shaving and waxing and hello to silky smooth skin. Try it now and see the difference for yourself.

Copywriting elements include:

• Addressing the pain point of constantly having to buy new razors
• Presenting a new solution
• Benefit of the product 
• Call to action

"Need a boost of energy to get through the day? Try our new line of all-natural energy drinks. Made with only the best ingredients, our drinks will give you the energy you need to tackle any task. Try it now and taste the difference.

• Stating the problem (Feeling tired?)
• Presenting a new solution (Introducing all natural energy drink)
• Benefit of the product (Gives you energy to tackle any task)
• Call to action to try it now

"Do you want to improve your home security? Try our new line of smart security cameras. With remote access and real-time notifications, you'll always know what's happening at your home. Order now and feel safe and secure in your own home.

• Stating the problem (Home doesn't feel secure?)
• Presenting a new solution (Try remote access with real time notification)
• Benefit of the product (Users know exactly what's going on at home)
• Call to action to buy the product

"Are you tired of dealing with aches and pains? Our new line of CBD products can help. From tinctures to topicals, our products are made with the highest quality CBD and can help relieve pain, reduce anxiety and improve overall well-being. Try it now and feel the difference.

• Stating the problem (Tired dealing with aches?)
• Presenting a new product (Try CBD to relive pain)
• Benefit of the product (Relieve pain and anxiety)
• Call to action to buy

"Want to make your home more energy efficient? Try our new line of smart thermostats. With the ability to control your home's temperature from your phone and learn your schedule, you'll save money on your energy bill and live in a more comfortable home. Order now and start saving today."

• Presenting the problem (Lacks home energy efficiency)
• Presenting a new product (Control temperature with a phone app)
• Benefit of the product (Save money on energy bill)
• Call to action to install 

Read related content: Creating tourism ad script

30-second radio ad script examples to inspire your own

• January 14, 2022

While buying radio spots at a competitive price is key to launching your campaign, you can’t forget that the writing needs just as much attention.

Unfortunately, if you don’t have the budget to hire an external copywriter, you might find yourself staring at a blank screen, waiting for a flash of inspiration. On the other hand, you might find yourself wondering how you can possibly compress your message into a 30-second slot.

While writing a winning radio commercial may feel impossible at times, the good news is that you’re hardly the first person to feel this way. Better yet, there are plenty of 30-second radio ad script examples you can use as a guideline for writing your own ads. This is the most common format for radio ads, so writing a great ad for this timeframe is essential for your audio campaigns.

In this post, we’ll cover some basics of writing a 30-second radio spot and provide some examples to help you get started. 

What does your radio ad need?

A 30-second radio ad generally includes three main parts: a hook, a pitch (or value proposition), and a call to action.

The hook is your chance to catch a listener’s attention . It’s where you ask a question or say something interesting that makes listeners want to turn up the volume rather than put your ad on mute.

Successful radio advertising scripts quickly move on to the main pitch. This is where you present your product or service and quickly explain why listeners should choose it. Focus on what differentiates your brand from competitors in your niche, be it your pricing, years of experience, or a unique value-adding service that others don’t provide.

Some radio commercial scripts also use this section to highlight a special promotion. This could be a special discount code that is exclusive for radio listeners, or a seasonal sale. If you’ve ever listened to the radio or watched TV during the holidays, you’ve undoubtedly heard more than your fair share of these.

Finally, close the ad with a strong call to action (CTA). Because you have limited time, you need to be direct and to the point. Tell listeners exactly what you want them to do, be it visiting your store or buying from your website. Provide clear, specific instructions.

Writing for a 30-second ad

Thirty seconds is the sweet spot in radio advertising: It’s long enough to develop a clear theme or story that listeners will remember but not so long that they’ll start to tune out halfway through.

So how do you know that your ad is going to fill a full 30 seconds? A good rule of thumb is that the average person speaks about two to three words per second. This means your final 30-second script should be around 75 words (give or take). If you use a lot of long words, it might need to be shorter!

If you find your script getting too long, hone in on which details are essential for your listeners. Cut anything that distracts from the main message and call to action . You don’t necessarily have to include every possible detail about your product or service, either. Focus on one or two key selling points that listeners can focus on and remember.

You can also shorten your script by cutting out filler words and using contractions (like won’t instead of will not ). Don’t be afraid to let a second pair of eyes look over your script to find areas that can be trimmed if you’re having trouble!

30-second radio ad script examples

While these script-writing guidelines sound great in theory, they might be tricky to put into action. Fortunately, we’ve got you covered with several sample scripts.

Here’s a sample script for an auto dealership:

Looking for a used car in Montreal? Come on down to Pierre’s Auto Dealership today and explore our latest offers and deals. On top of the widest selection of high-quality, low-mileage cars and affordable in-house financing tailored to your needs, our extended warranties and protection plans will have you driving away with a smile. That’s Pierre’s Auto Dealership located at ADDRESS. Come on down today. Your new car is waiting for you.

This example catches the listener’s attention right away by posing a question. If the listener can answer “yes” to that initial question, they’re going to be paying close attention to everything else the announcer says. The ad then differentiates the business by highlighting the dealership’s wide selection, quality vehicles and services, and affordable financing. Finally, it ends with a CTA that provides the dealership address where customers can come to visit.

Here’s another one of our sample scripts for a grocery store:

Now at Pierre’s Grocery Store, when you order online, our personal shopper will carry your groceries straight out to your car. That’s right: it’s the fastest, simplest and easiest in curbside pick-up. Just go to https://pierresbusiness.com/ to pick out all your favorite products, and we’ll put your order together and have it ready for your arrival. So leave the heavy lifting to us! At Pierre’s Grocery Store, groceries have never been easier. That’s door-to-car-door delivery. Order online today at https://pierresbusiness.com/.

This example jumps straight into a new value proposition for the business. Focusing on an exciting new service instantly grabs the listener’s attention, while a friendly, relatable voice keeps things engaging throughout. Notably, the website (and CTA) are repeated twice — a good idea, since listeners are often doing something else while the radio’s on. They may not catch your web URL or phone number the first time.

And finally, for something a little different, here’s a script template for a criminal defense attorney:

If you or a loved one is the subject of a police investigation or has been charged with a crime, you have rights. At Pierre’s Criminal Law Firm our expert criminal defense lawyers will fight tirelessly to protect your good name and future, providing any and every accused with the city of Montreal’s most aggressive, creative, and compassionate advocacy. Call NUMBER today for your completely confidential consultation. Once again, that’s Pierre’s Criminal Law Firm at NUMBER.

As with our other script examples, the call to action varies based on what method is most effective for the target audience. In this case, the phone number is repeated twice to drive that point home. The tone is also notably different from the previous ads, with a more serious feel that is more appropriate for a criminal defense attorney.

The final pieces of your radio ad

Hopefully these 30-second radio ad script examples are already giving you some inspiration for writing your own ad copy. Before you start typing, here are a few extra things to consider:

Jingles and sound effects  

These have long been a popular addition with radio ads, but when putting together a 30-second script, you may not have time for a jingle or sound effects. Writing and recording a jingle can be tough, and you want to have enough time for your voiceover.

Match the right tone with the right voice: 

Would the criminal defense attorney script sound good if read in a peppy, upbeat voice? On the other hand, a serious, gruff voice for the grocery store ad would sound a bit silly. Whether choosing an AI voice or a professional voice actor, make sure the delivery matches the script.

Practice reading your script out loud 

Thirty seconds can feel like a long time when writing a script. At the same time, it’s all too easy to end up with a script that is too long for a 30-second slot. You can keep yourself on track by reading your script out loud and timing yourself so you can know how much to add or cut. You could also practice with your voice actor to identify areas that are too wordy or time how long it takes to read your script out loud.

Bring your 30-second commercial script to life

These days, radio advertising encompasses so much more than over the air broadcasting. With digital audio platforms and podcasting, your 30-second script can reach a broader audience than ever before. And with a strong script and voiceover, it’ll also help you give your best pitch to your target audience.

We hope these 30-second radio ad script examples give you a good starting point as you develop your own radio commercials. It may take a bit of practice, but as you follow these guidelines, you’ll write persuasive and compelling radio ads.

At Decibel, we want to help you succeed. In addition to providing inspiration with our own 30-second radio ad script examples , our innovative platform helps level the playing field for digital ad buyers. With Decibel, you can get competitive placements that help you reach your target audience. AI voiceovers and other convenient resources make it even easier to turn your script idea into a finished ad.

Get started today to start making your campaign a reality!

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TikTok Plots Using Virtual Influencers for Advertising

TikTok touts itself as a platform where creators can stand out and build a following. But the company has begun discussing with advertisers an artificial intelligence-powered feature that would generate avatars to star in videos—virtual influencers that would potentially compete with human creators for ad deals.

The feature, which is still under development and could change, would generate a script for a video ad based on a prompt submitted by the advertiser, as well as an AI-generated influencer to perform in the video, according to an advertiser who has seen plans for the tool. TikTok Shop merchants could also use the AI influencer tool to promote their goods, said two other people told about the idea by TikTok staff.