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.