When discussing creative campaigns, we cannot forget tourism DMOs and agencies' travel content. You might be surprised that not all campaigns involve drone shots, beautiful views, and happy families. Even though professional shots show off the city's beauty, some content is outdated and does not have the same effect on viewers. Here are 4 examples of highly effective tourism campaigns that went viral.
Right after the name change in 2021 from Facebook to Meta by Mark Zuckerberg, Visit Iceland quickly released a promo video mimicking the virtual reality Metaverse.
In the video, a virtual narrator describes the view you can see, from mountains and rivers to realistic horse rides. In regards to the controversial reactions to Metaverse, Icelandverse portrays the confusion of viewers and shows what it is like to "visit" a destination virtually. The campaign is brilliant for its mocking tone towards the virtual environment and how we should not forget about the experience we can get from travelling in real life.
One takeaway from this campaign is that effective marketing needs to be relevant. In order to go viral, marketers need to stay up to date with "viral" events happening worldwide.
Visit Scotland "Yours to Enjoy. Responsibly" highlights the spectacular landscapes and friendly travel experience while reiterating the responsibility towards the wildlife. Scotland hosts valuable natural resources and a rich ecosystem and wants to retain its country's treasures. The video strikes a balance of welcome and requests to travel responsibly.
Viewers are attracted to the storyline and messages. A video campaign is more successful when there is something the viewers can learn from. Not only do they want to see the fantastic views but also the amount that the country values its natural assets.
Malama Hawaii became popular for teaching visitors about their traditions.
With Honolulu, Oahu and, Kahalui, Maui being America's most touristic destinations, it is essential for them to also educate the visitors of their traditions and culture. In Hawaiian, "mālama" means to "take care." Occupy by the Indigenous ethnic group of Polynesian people, there is a lot to learn and respect. Acknowledging that many tourists do not know much about Polynesian traditions and beliefs, Māllama Hawaii talks about the living things that inhabit Hawaii and the human on the island.
As a marketer, it is vital to teaching viewers about the culture and tradition to mitigate destructive and disrespectful behaviours. Meaningful vacations are not possible without respectful manners.
The Children's Museum of Manhattan did a great job attracting local visitors to its display. Every day in July, the museum invites families to come and make tie-dye products. This fun activity became viral and was a lovely weekend outing for many families.
Simple and small events can also attract consumers. There is always room for creativity to shine while spending minimal advertising. Events like tie-dye July are feasible for many destinations while building a great brand image.
Watch a 3-minute introduction to SnapSea - the user-generated content platform for destinations.
Empowering destination marketers all around the world.
Built with ❤ from London.
