Do you enjoy travelling? Have you decided on your next destination yet? Have you ever got hooked on a country or a city because of its promotion ad?
Brands are not limited to products or services. Every country and city needs a remarkable branding strategy to draw more tourists and determine its touristic future. Let us show you 7 creative and distinctive ideas adopted by different countries and cities to distinguish themselves from all others. Some of them even offered tourists the one-of-a-kind cultural and travel experience as a promotion strategy to make a good impression on the audience.
Australia
A Commercial Ads that Fools Everyone
Here comes the ‘Crocodile Dundee’ Sequel! Early this year, a star-studded ‘Dundee’ trailer starring Chris Hemsworth, Jack Hughman and Danny Mcbride dropped by an Australian film agency took everyone’s breath away. However, it turns out, it is actually a Tourism Australia ad that features the famous Australians to promote their home country. While the movie ‘Dundee’ is not going to happen, the ad has become a big hit and has accumulated about 3 million views on YouTube until today. Although it is a hoax, it is a smart strategy of Tourism Australia to boast the country’s beautiful landscape.
Québec, Canada
A Room with Surprises
What makes travelling so captivating is that we never know what it brings us. ‘A Room With Many Views’ by Québec Tourism Board surprises a couple every morning by inviting them to a room with a view that changes every morning. During their visits, helicopters, boats and trucks carried their tiny room to a different location in Québec each day, offering the couple the surprises of waking up without knowing which magnificent view their room is going to offer. The ad symbolises the rich and diverse tourist offering in Québec that tourists will be surprised to learn about.
Kenya, Africa
How Well Do You Know Your Country?
CULTURE CAPTCHA from Culture Captcha on Vimeo.
Tourism promotion doesn’t only apply to tourists, but also locals. Kenya Tourism Board needed a tool to educate its people on their country, therefore they created the ‘Culture Captcha’, an innovative online tool which requires locals to identify key landmarks and answer questions about Kenya to get through the safety access test on the designated Captcha platforms. The project successfully converts 490 million Kenyans to 490 million brand ambassadors for the country and helps improve their understanding of the country and sense of belonging.
Mexico
A Different Kind of Winter
To travel is to experience life in a different way. Winter in Germany is known to be cold and dark, and the sun is nowhere to be seen most of the days. Leveraging the warm and sunny winter in the country, the Mexico Tourism Board encourages Germans to have a sunny winter getaway in Mexico in the ad. A melting neon is installed in ITB Berlin, the world’s leading travel trade show, serving as a billboard to invite Germans and international visitors to ‘thaw out’ in Mexico and to experience a different kind of winter.
Graubünden, Switzerland
A Chance in a Million
Imagine yourself in a train station and someone offers you a ticket to a heavenly place. Will you accept it? To promote tourism in Graubünden, Switzerland, the Swiss Tourism Board transformed a billboard in Zurich’s main station to a digital screen for live chat. The old man in the idyllic rural Swiss region of Graünden talks in real time from the screen to the passersby in the main station, offering them a vacation to Graubünden. If they take it, they will get a free ticket to an impromptu vacation in Graubünden. In the later part of the video, these people who said yes appear on the screen with the old man and have a relaxing getaway with him. This is indeed a creative, interactive and heart-warming ad of the Swiss Tourism Board.
Japan
When Tradition Meets the Future
Japan is a country that puts everyone in awe as it is a juxtaposition of the future and the tradition. Japan National Tourism Organisation portrays the traditional and modern attractions of Tokyo, Kyoto and other locations throughout Japan from a unique perspective in the ‘Where Tradition Meets the Future’ tourism ad. From the imposing Japanese temples and tranquil Japanese streets to boisterous Japanese markets and modern Japanese arcade centres, the ad takes the viewers through a whirlwind journey, showcasing the unique and mind-blowing cultural experience that Japan has to offer.
Hong Kong
Hong Kong through the Lens of Locals
What does Hong Kong make you think of? Would it be skyscrapers? Victoria Harbour? The Peak? Or theme parks? The images on Hong Kong’s postcards all show the same side of the city. But as a local, you know there’s so much more to Hong Kong. Hong Kong Tourism Board presents the ‘Reframing Hong Kong’ project, inviting Hong Kongers to reshoot the city’s imagery and the Hong Kong film director Andrew Lau to kick off the project. In the video, Andrew shows us a world of hidden gems around Hong Kong, e.g. the market, the Goldfish Market and the old streets of Sheung Wan, exhibiting the true colours of the city.
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