MANILA – Whether a great destination brand campaign has any major effect on a country’s tourist arrivals is anyone’s guess, but it sure is fun to see how creative agencies get when the brand they have to sell is a place, its culture, and its people.
Closer to home, the Philippines’ ‘It’s More Fun’ campaign by BBDO Guerrero has proven popular with locals especially, many of whom have leveraged the campaign’s meme-ability in their own branding campaigns (i.e: Brand Name: It’s More Fun in the Philippines, or Activity: It’s More Fun in Location).
In other parts of the world, the tourism campaigns take on different tones, some playful or casual, others dramatic or formal.
Here are some of the more memorable destination campaigns that will make you want to pack your bags, book a ticket, and go somewhere–or come up with a tourism campaign of your own.
New Zealand: ‘100% Middle-earth, 100% New Zealand’ by Whybin\TBWA Tequila
Building on the one thing that no other country in the world can claim–the title of Middle Earth–the campaign shows off the best of New Zealand scenery but still manages not to oversell its connection to the Lord of the Rings series. Launched in 2012, the campaign has already won several awards, including a Bronze PR Lion at the 2013 Cannes Festival of Creativity.
India: ‘Incredible India’ by Ogilvy India
The long-running campaign is powerful in its simplicity, eschewing gimmicks and focusing on beautiful images and music to highlight India’s spirituality, colorful culture, and diverse scenery.
Jamaica: ‘Get All Right’ by DraftFCB
With shades of Bob Marley in its choice of tagline, the campaign plays up Jamaica’s easygoing, relaxed reputation with a colorful montage of people having all kinds of island fun, set to reggae anthem “One Love” performed by Jamaican musicians Bass over Babylon.
Iceland: ‘Iceland wants to be your friend’ by Takk Takk
The quirky, unique campaign is fitting for a not-so-usual tourist destination (and the homeland of Bjork). With barely any mention of Iceland’s scenery or tourist attractions, the campaign is centered on a website through which a personified Iceland befriends “humans on the Inter-net.”
United Kingdom: ‘Sounds of GREAT Britain’ by Rainey Kelly Campbell Roalfe/ Y&R
Launched in February, the ad is part of the UK’s ‘GREAT’ campaign that positions the country as a destination not only for travel, but for business and education as well. The ad sets quintessential British sounds such as tea being poured or the Big Ben chimes against a song by English band Rudimental. An interactive version allows people to create their own soundtrack for a “perfect day in Great Britain.”
Brazil: ‘Home’ by Artplan
As part of its ‘Sensational!’ campaign, Brazil launched this ad in the run-up to the recently-concluded FIFA World Cup. Likening Brazil to a home being primed and ready for the arrival of special guests, the ad not only welcomed travelers for the sporting event, but invited them to see the country beyond the stadiums.
