Destinations Australia, NZ & South Pacific

Travel ads of the week: Beaches, wine country, and business meetings

@SamShankman

Feb 15, 2013 1:17 pm

Skift Take

Travel ads targeting business travelers want to appear as leisure-friendly as possible since it’s tough to inspire excitement with clips of board meetings and boxed lunches.

— Samantha Shankman

Free Report: The Changing Business of Extended-Stay Hotels

Bahamas  / Vimeo

Bahamas new tourism ad campaign features three celebrities with ties to the islands. Bahamas / Vimeo


This week’s roundup of travel ads looks at the difference between leisure and business travel. Leisure ads have an easier time appealing to the viewer with generally better visuals and video quality, whereas business ads try to come off as a mix of both business and leisure with marginal success.

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For all of our SkiftAds of the Week collection, check out our archives here.

Bahamas Tourism’s new Behold video ad is part of its multi-million dollar advertising push launched earlier this year. The ad features model Shakara Ledard and actor Rick Fox, both Nassau locals, as well as David Copperfield who owns a home in the Bahamas.

In addition to the celebrity sightings, the ad focuses on the islands’ scenery:

“Behold water so blue it seems to merge with the sky above, behold sands so soft every step is like a stroll amongst the clouds, behold natural beauty that soars above the sea and plunges far below.”

This two-minute video is part of Hunter Valley Tourism ‘s ‘Wine Country’ campaign for 2013, which promotes travel to wineries in the southeastern Australia region. The video reflects the branded experience that Hunter Valley is clearly attempting to cultivate through beautiful imagery and a images of various activities.

The 2013 TV spot for UK booking site LateRooms.com is a continuation of its 2012 ad that sees two solo travelers meet in a business hotel. The entertaining video chronicles how the couple’s hotel preferences change as the relationship evolves. The ad effectively sends its message while underplaying the site’s presence in the video.

Blackpool, UK, is best known as a beachside resort town for leisure travelers, but it looking to break out of that niche with its new tourism campaign aimed at business travelers. VisitBlackpool recently released a guide to conferences and meetings for potential visitors, which touts its many venues and leisure activities available to travelers for outside of the meeting.

This is a drawn-out ad for an airport hotel, but the Hilton Frankfurt Airport does do a convincing job of portraying a hotel separate from the bustle and noise of the terminal. Situated only a walk away from the airport and 15 minutes from downtown, location gives the airport its greatest edge of the stereotypes of similar accommodations.

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