Marketing in the tourism business plays a significant role since it attracts the most clients. PR campaigns affect the process of interaction between market entities, thereby holding their positions and the demand for the provision of services.
Today, tourism is one of the most developed areas of business in the economic sense. The main goal of the tourism market is to identify the needs of customers and their satisfaction in the form of the provision of services.
To successfully conduct business and gain competitive advantages, the owners of tourism enterprises are looking for innovative ways to attract customers and adapt their offers to the target audience.
5 Best Marketing Campaigns in Tourism
W + K advertisement for S7 Airlines
The work of Wieden + Kennedy Amsterdam for the Russian airlines received a silver lion reward in the main category of the Cannes Lions 2015 festival. A video created as part of the airline’s image campaign #WANTTOGOWHERE and won a silver award in the festival’s most significant category – Film Lions.
S7 Airlines together with OK GO shot their first video in the air – without green screens, without cables, and without gravity. This is the only professional video in zero gravity in the world. During the advertising campaign on the airline’s website and Facebook, all travelers had the opportunity to get closer to their dream. It is enough to continue the phrase “I want to go where …”, describing the world from your imagination, and S7 Airlines will find this place on the map and offer a convenient flight option. You could also leave the request on your page on Facebook by adding the hashtag #WANTTOGOWHERE to the record.
How to quickly spread advertising around the world: Peru’s example
Peru’s marketers decided to use the original way of advertising placement and distribution to attract the attention of travelers to their country. Instead of expensive advertising at airports, the Ministry of Tourism decided to place it directly on the suitcases. For this, a limited series of suitcases, decorated with beautiful photographs of the country, was released. The creative idea for the campaign was developed by Tribal 121 from Lima. Advertisers placed on the suitcases photographs of the sights, breathtaking landscapes, and the most famous tourist places in Peru.
Suitcases were given as a gift to those who fly more often than others: athletes, top managers, artists, scientists, and other travelers. Unusual luggage appeared on baggage belts in various parts of the world. Now you can order this suitcase on the country’s official Facebook page. Peru’s ads scattered around the world.
- Moments of joy: how Holiday Inn hotels reviews have become an advertising campaign
Holiday Inn China launched a campaign based solely on the real experiences of its guests and staff. As part of the “Moments of Joy” campaign, Chinese travelers and Holiday Inn employees shared their brand experiences from China and abroad.
The campaign Ogilvy Shanghai begins with a short film about Holiday Inn’s longtime customer, Kong Jia, who has been a member of IHG Rewards for 23 years. The campaign also includes an out-of-box activation, which consists of a 3D Smile Sofa installation at Shanghai Pudong Airport. Besides, this brand refresh allows travelers, guests, and employees of Holiday Inn to experience their life moments of joy for themselves.
- Expedia vintage travel posters of endangered animals
During the World Animal Protection Day, which is held every year on October 4, the Expedia agency has presented a series of advertising posters for travelers from Expedia – Unknown Tourism (“Unknown Tourism”). The vintage posters depict amazing wildlife creations that we have lost forever or risk losing soon.
- Costa Rica: Orange Toad. It is often called the “Golden Toad”, but, despite the name, this amphibian had a different color – from red and yellow to green and white. The orange toad lived on a completely small mountainous section of the island of Costa Rica, no more than 30 km in diameter, but the last time it was seen in the late 1980s. Nowadays, unfortunately, it is considered an extinct species.
- The Mauritian Dodo is a distant relative of a common pigeon, a flightless bird that lived only on the island of Mauritius. The absence of natural enemies and the abundance of food caused the large size of the dodo. The endangerment of a rare bird occurred within a century after a “friendly acquaintance”.
A series of posters “Unknown Tourism” is stylized as tourist travel posters of the 1930s to remind of the past. Most importantly, it is designed to draw attention to such important issues as deforestation, climate change, the negative impact of people on wildlife, and the gradual extinction of many species of animals.
- Marriott inspirational ad campaign and the golden rule of morality
Marriott International, along with McGarryBowen, launched a new Golden Rule advertising campaign promoting the brand’s Courtyard, Fairfield, SpringHill Suites, and Four Points.
The campaign is based on the golden rule of morality: “Treat others the way you want to be treated.” A series of four videos show basic human kindness, mutual respect, generosity, and friendliness, along with the extraordinary hospitality of the aforementioned Marriott brands.
“Golden Rule” debuted on the air with the 60-second inspirational video “Human”. The video begins with the line “It would be great if all people knew how to be people, and all of humanity would consist of good women and good men.” We see black and white frames where people help strangers push the car, raise the stroller, cross the road, and show other attention and care. Then the video smoothly switches the viewer’s attention to hotel brands, showing how attentive friendly staff greets guests and readily comes to the rescue to solve any problems that have arisen.
- What is the Goal of Tourism Marketing?
This is a management system that helps organize the activities of tour companies. Thus, the development of the most effective ideas for the implementation of services in the field of tourism and excursions is carried out. Consequently, it will positively affect not only the income but also the quality of the tourist product.
The main marketer in tourism is the television and the Internet. Almost all travel companies use the worldwide network as a marketing tool, create their sites, and develop activities by promoting travel services.
Travel companies are actively using advertising on social networks to attract customers. Making online content for a big audience is a responsible part of the business. Therefore, companies often get blog posts from quality sites with real traffic to reach the success point as soon as possible and make their marketing campaigns known worldwide.