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Best travel ads this week: Holland argues it’s cooler than Brooklyn

@SamShankman

May 17, 2013 11:00 am

Screenshot  / YouTube

Netherlands Board of Tourism and Conventions calls its small shops the "original boutiques" in its new ad. Screenshot / YouTube


Trave ads seek to inspire and excite viewers into booking a trip. The methods used to elicit such sentiments include fast-paced music, flashy images, and emotional voiceovers; and ultimately they aim to convince viewers that a better time is just a plane ride away.

This week Holland defends its traditional way of life as the ‘original cool,’ while Thomson revamps its brand with a free running routine. Portland takes its time to convince viewers that it never settles for boring and an Italian tour company pushes food and wine instead of its services.

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Holland appeals to Americans’ inner hipster with a new multi-year campaign. The ad scoffs at Brooklyn, stating that it doesn’t consider its meals as artisanal or its small shops as boutiques because that’s the way they’ve always been in Amsterdam.  The ad quickly became one of the most watched videos on YouTube this week and one of the top videos on Reddit video after its debut on Tuesday.

Holland, The Original Cool was created by New York-based Mustache with sponsorship from the Netherlands Board of Tourism and Conventions, Amsterdam Schipol Airport, KLM, and Amsterdam Marketing.

Thomson Holidays uses the freerunning trend to take viewers through one of its cruise ships at high speed. Freerunning team 3RUN stars in the campaign that’s meant to rebrand Thomson Cruises with a more contemporary, youthful image. The ship shown is the Thomson Dream, which just went underwent a multi-million pound makeover.

Travel Portland‘s new tourism campaign is too heavy on the text and too light on images that show what truly makes Portland unique. Images of Portland’s serene shoreline, biggest brands including Colombia and Nike, and famous Voodoo Doughnut shop are mixed in with generic shots of wine glasses and restaurants. At two minutes long, the video could afford to cut some length for a more direct and powerful campaign.

This new ad for Roman tour company Carrani does as much to draw tourists to Italy as it does to convince them to choose the established brand’s services. The video seamlessly connects the brand with the city’s finest food, people, and architecture. Italian videographer Gabriele Rivoli created the video.

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