In this guest post, managing director of Seven Communications and travel expert, Heather Mollins (pictured below) reveals her all-time favourite travel marketing campaigns…
It’s hard not to be passionate about travel, right? At Seven Communications we love new adventures but we also love working in the industry and representing some of Australia’s leading travel brands.
Whilst the subject matter of the sector is easy to get excited about, it’s also big business. Travel and tourism’s direct contribution to global GDP is valued at $2.3 trillion and employs more people than mining and financial services globally.
It is then with little doubt so many travel brands invest in clever marketing. Here I roundup our favourite travel marketing campaigns of all time.
KLM Surprise Surprise
KLM has produced some memorable social media and PR campaigns – none less so than their Surprise campaign. After listening to social media conversations where people had mentioned they were taking a KLM flight, they used the information from personal profiles to purchase thoughtful gifts that were then presented to passengers.
One woman, who was going hiking in Rome, was given a watch that tracks distances and walking speed; a man traveling to Mexico to build houses for the homeless was given a care package of muscle ointment and adhesive bandages; an elderly woman traveling alone was upgraded to first class seating.
The reaction from just 40 gifts drew over 1 million views to the KLM Twitter feed and content was widely viewed on YouTube and through media coverage.
Tourism Queensland Best Jobs in the World
You can’t round up the best travel campaigns of all time, and not mention Tourism Queensland’s BestJobs in the World campaign.
When the campaign launched in January 2009, I was living through a particularly cold London winter and will never forget the picture perfect image of the Great Barrier Reef on the front page of free commuter newspaper The Metro. Nothing made me want to visit Australia more!
The campaign received 35,000 applications from over 200 countries and generated more than $430 million in PR value.
British Airways #lookup
This is one of the best uses of data and outdoor advertising I have seen – generating 1.6 million views on YouTube and taking home a Grand Prix at Cannes.
The campaign helped British Airways highlight the breadth of its destinations by engaging passers to look up and spot BA planes flying overhead timed perfectly with adorable children pointing to the skies. A seemingly simple idea with a sophisticated back end of data and technology.
Air New Zealand inflight safety videos
Air New Zealand’s cheeky and irreverent inflight safety videos not only grab the attention of passengers on-board, but generate considerable media coverage and marketing hype following each release.
From staff wearing nothing but body paint to a disco themed safety message led by fitness guru Richard Simmons, the videos continue to get people talking and laughing.
Carnival Cruise Lines’ support of Red Nose Day
Possibly a biased addition (as I led this campaign whilst at Ogilvy PR) but regardless it remains one of my favourite examples of building brand reputation whilst supporting a worthy organisation, SIDS and Kids.
The partnership saw Carnival Spirit sail into Sydney’s iconic Harbour donning a giant seven metre illuminated red nose – in turn creating the perfect vision opportunity for media. Guests on-board that cruise participated in a range of fundraising activities whilst anyone could ‘red nose’ themselves on a dedicated interactive website to win a cruise.
The story hit all commercial TV news programs and 65 pieces of coverage were achieved in Australia and internationally. The TODAY Show aired a live weather cross from the ship and over $10,000 was raised on-board for SIDS and Kids.
Independent brand and digital agency, Archibald Williams (AW) has been appointed to lead the NBA account across the APAC region. The NBA is one of the most prestigious sporting leagues in the world and basketball is one of the fastest-growing sports in Australia. Effective immediately, AW said it was “excited” to work across all digital, […]
B&T's shining a light on industry folk prior to adland. Preference given to anyone purporting actual UFO abduction.
Leading digital outdoor company QMS has announced it is the first-ever inaugural partner for Most Contagious APAC, the landmark London event by creative and strategic intelligence company Contagious, which will be showcased in Australia on Tuesday, 12 December in Sydney and Wednesday, 13 December in Melbourne. Most Contagious is an event that delivers key advertising […]
Omnicom’s data and analytics division Annalect has partnered with Meta, giving it access to Advanced Analytics (AA) – one of Meta’s privacy-focused measurement solutions – to provide Omnicom’s clients with future-proof, next-level measurement. Omnicom is the first holding company to have access to AA. AA allows advertisers to combine their first-party data with Meta’s ads […]
WPP’s AKQA has launched Fixmas.gift, an environmentally conscious AI-powered DIY assistant, affectionately known as Fixie, for a one-stop solution for all things repair. Fixmas.gift hosts an array of guides and inspiration to empower people to prolong the lives of their belongings or purchase pre-owned items that need a little love and care. Fixie can: Help […]
Marc Collister (pictured) of P2 Content Creators spills the beans on his 2024 predictions drawing from two decades of experience in the advertising, film and television industry. I’m certain it will come as no surprise that in 2024, we can expect our industry to move at breakneck speed again. With even more rapid shifts in […]
Zeno Australia has announced expanded creative design capabilities and the appointment of Jim Michell (lead image) to its senior leadership team. The new moves support strong growth in the region. Zeno Australia’s clients, including Abano Healthcare, Motorola and Yorkshire Tea, can now tap into a suite of creative design services to augment the agency’s work […]
Assembled Media, is drawing upon the creative power of TikTok Creator Marketplace to help generate unique, impactful content for iconic stationery brand, BIC. The social activation campaign titled ‘A Pen for Every Side of You’ promotes the flexibility of BIC’s 4 Colours pen and is active nationwide on the BIC Stationery TikTok account. The campaign […]
Pinterest reckons jellyfish & moody cowboys will be big in 2024. Refused to be drawn on the return of shoulder pads.
IAB Australia has launched ‘Evolution in Market Mix Modelling’, the fourth module in its Marketing Measurement Innovation Series, which has been developed by IAB Australia’s Ad Effectiveness Council. The module explores what is driving the increased use of MMM and how the technique is evolving with advances in computing power and machine learning to provide […]
Scope3, the collaborative sustainability platform leading the decarbonisation of media and advertising, announced the addition of digital out-of-home (DOOH) to its emissions measurement. With DOOH ad spending predicted to grow from $17B in 2023 to nearly $24B by 2028, measuring this channel brings us one step closer to understanding the total impact of digital advertising […]
NRF 2024: Retail’s Big Show Asia Pacific, is now open for online registrations for the main conference. Jointly organized by the National Retail Federation and Comexposium, Retail’s Big Show Asia Pacific will take place from 11 – 13 June, 2024 at the Sands Expo and Convention Centre in Singapore and is expected to draw thousands […]