Destinations

Bournemouth’s spoof California ad to boost tourism, nevermind the weather

Excerpt from ITV

Feb 09, 2013 3:01 am

Skift Take

Bit feeble for a parody, especially for an almost four year old ad. Good concept, though could have been stretched further.

— Rafat Ali

Evolving Strategies in Travel Ad Tech and Bookings

UK’s coastal resort town of Bournemouth’s tourism board has attempted to revamp the town’s reputation as a resting place for the elderly by releasing a parody ad of a star-studded California commercial.

While the US ad features cameos from A-listers including Arnold Schwarznegger, Kim Kardashian and Rob Lowe, Bournemouth’s version has football manger Harry Redknapp.

But the advert’s creators hope their tongue-in-cheek clip will challenge stereotypes about the city and bring in new visitors.

Bournemouth’s ad:

California’s 2009 tourism ad:

 

ITV’s report on the new ad campaign:

Bournemouth launches California parody ad from ITV News on Vimeo.

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