Skift Take

The fall and winter travel budgets are beginning to get spent, at least in tourism sector.

Continuing with our weekly look at new ads and ad campaigns in the travel sector with SkiftsAds of the Week, this week we’re beginning to see the fall and winter travel ad budgets being used for the first time this year.

The Philippines, continuing with its new national slogan “It’s More Fun in the Philippines“, has come out with more ads in the series, and has largely been successful from a positioning point of view. The two below are more laser focused, and make sense as part of a series, rather than on their own.

Singapore, trying to market itself to Australian visitors, has a new campaign. As they describe it: “A 30 second TVC from the Singapore Tourism Board’s ‘Get Lost and Find the Real Singapore‘ campaign, which challenges Australian perceptions of Singapore known mostly for Singapore Slings, Chilli Crab and the air-conditioned shopping malls of Orchard Road and instead, seeks to show Aussies what the real Singapore is all about.”

Arkansas and Alabama, traditional rivals in every other sphere of life, are now duking it out with different ad campaigns. Arkansas is for the fall road-trip and heritage kinds, while Alabama is promoting its road trips via its coastline and beaches (who knew?!)



New Orleans, meanwhile, is planning an early campaign targeting Christmas holidayers, featuring Bryan Batt and promoting “Christmas, New Orleans Style – a month-long celebration of the season and the senses.”

This ad, from Transport Workers Union in Australia, is a public lobbying effort to help save jobs at its national carrier Qantas, under threat from what TWU says is “countless bad decisions of existing Qantas management and from foreign competitors who don’t play by Australian rules.” Simple, impactful and effective.

SCNF, the French national state-owned railway company, did an ad campaign to promote its new Lyon-Brussels direct route and this video ad is really a compilation of its offline effort. Clever because it is so literal.

Tyrol, the mountain state in Austria, has a series of tourism ads running, focused on its biking paths and opportunities to bike. Eye/bike level video shots, lingering over the gorgeous landscape is what makes it arresting.


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Tags: marketing, skiftadsweek

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