Tourism campaigns : Finally something different.


From September onwards as the peak holiday season approaches, there is a barrage of  tourism ads on channels like CNN. So I have sat through Amazing Thailand, Enchanting Vietnam, Infinitely yours- Korea, Cambodia- The Kingdom of Heaven, Kenya- The Magic of Africa, Egypt-The gift of the Sun. Most of these ads have a visual tapestry which is quite similar to each other. Shots of beaches, wildlife, forests, waterbodies, iconic heritage sites, smiling people and tourists having a ball of a time.

While at the end of the day most tourism ads will show this montage of activities and sites, the contextualisation of this experience is what makes the difference. The long running “Malaysia-Truly Asia” campaign is a good example of this.

Amongst the recent bunch, one campaign caught my eye. “Greece 5000 years Old: A Masterpiece you can Afford”.

Differentiated, Relevant and Credible : A thought which is not just different in its construct from most others but which also nicely captures most of the things –  heritage, authentic quality and value- they  perhaps wanted to highlight about Greece.

Campaignable : It is quite campaignable with potential to dial up or down a particular aspect depending on the target market/country  and economic environment.

Improved : It is also significantly sharper than the previous “Explore your senses” , which could hold true for any premium spa.

Well done.

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7 responses to “Tourism campaigns : Finally something different.

  1. Now that we are talking about great tourism campaigns, how about this one from few months back:

  2. A Mouse Dreaming To Be Planner

    Compared to those eye-feast ads, the Greece campaign will be especially alluring to those true tourism lovers, who seek a REAL DIFFERENT experience culturally & socially from their daily life, rather than a mere ‘temporary leisure’.

    Besides the heritage, i also like the smart messaging on ‘affordability’, which provided a good value and a competitive advantage when you think of other expensive European countries. Is it their response to the recession year ? 🙂

  3. I first saw the Greece campaign on BA’s in-flight programme in December 2009. As I live in Europe, my current top-of-mind recall term associated with Greece is “tanking economy”. In that light, “a masterpiece you can afford” sounds sad and pathetic. But then that’s just me.

    I am surprised though that you do not consider Incredible India worthy of a mention. They have an amazing and witty billboard campaign in London (and possibly other parts of the UK, I couldn’t say) and many of my non-marketing friends will easily mention that without prompting as a campaign they remember for being varied, visceral, intriguing and inviting. There is a whole casebook on the campaign too, which I saw, not in the CP bookstores but at the airport.

    • Thanks Shefaly. Agree with you that incredible india campaign has evolved very well. Haven’t seen the billboards. It seems they have different creative and media plan for different markets, which makes sense. Will look up the case. Key is to see if it has boosted the growth rate of tourist arrivals over the trend line, and has added some new demographics to the pool of tourists to india.Thanks again for your comment.

      • Tourism to India has definitely increased over the last 2-3 years (I am using my regular visits to the visa office as a marker and the crowds are growing; visible “outsiders”, now no longer seen in kaftans and kurtas but often dressed like Indians, are also aplenty in Indian metros and mofussil towns; eavesdropping on conversations can quickly show plenty of German and French smatterings where previously perhaps only English was heard). But you know the Wanamaker adage about half the money in advertising being wasted. So I am not sure it is possible to show a direct correlation between the ad campaign and tourism growth. Interest in India as an economic proposition has also grown steadily over the same period. So, several factors are at work and the causality is complicated.

      • Thanks for the additional information, Shefaly. Heartening to see the numbers growing. Now if only they can clean up arguably the “dirtiest city in the world’, Agra. Significant % of tourists coming to India visit Agra for the Taj, but still the city is a mess with no improvement in the last 20 years. It is a scandal.

        Read my Blog : https://gurugupta.wordpress.com

  4. Thx for the info. Greetz from indonesia!

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