Skift Take

Smart marketing means thinking out of the box, which several of this week’s ads achieve.

Clever comparison can be a very effective way to send a well-worn message.

In this week’s travel ad roundup, two of our travel brands make references to pedestrian occurrences: a dinner bill and a rugby game. The common points of reference clarify the companies’ ultimate message, and make the video stand out from the usual travel ads.

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

This ingenious ad is part of Cathay Pacific’s new campaign as Title Sponsor and Official Airline of Cathay Pacific/HSBC Hong Kong Sevens 2013, an international rugby competition which starts today.

The ad shows a Cathay Pacific flight attendant, exuding the attitude of a rugby player, make her way to the airport. There is fun and engaging imagery with the woman clutching her bag like a rugby ball backed up by a great soundtrack to boost the video’s sentiment.

South Africa Tourism’s new spot, “South Africa is Different,” seeks to show the country as a transformative destination where travelers’ eyes are truly opened to a different world. There is a heavy emphasis on locals, and friendly faces break up the usual landscape images.

The strong voiceover is effective in that it informs visitors what they will do and how they will feel in a way that makes the listener nod their head in agreement. It finishes on a very powerful note with a series of quickly rotating and stimulating visual images.

Consumers often have few points of reference for airfares when they only fly a few times a year, although almost all know the average price for dinner. That’s the concept that VivaAerobus uses with in its newest spot, which compares the cost of guacamole and ribeye tacos to a domestic flight. The ad is a great example of how airlines can creatively and concisely promote low fares in a fun way.

Visit Mexico‘s 5-minute ad called Mexico…el país que creías conocer, or the Mexico… the place you want to know, might be the equivalent of travel porn for aficionados, but it drags for the average viewer. For those with patience to watch the whole way through, the ad does a beautiful job of diversifying its content to highlight activities involving couples, the outdoors, and the cuisine. It also finds a balance between focusing on locals and tourists.

Starwood Hotels and Resorts describes itself as “forward-looking, forward-thinking, forward-moving” in its new Anthem video. Starwood uses the video as a platform to portray and explain why it’s the best-positioned global hotel brand to adopt to the changes in today’s travel trends including smart design, personalization, and growth in Asia.
“Starwood offers more than a place to stay, we offer a better way to experience the world,” the ad says.

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Tags: cathay pacific, mexico, skiftadsweek, south africa, starwood

Photo credit: Cathay Pacific's new campaign in honor of the international rugby competition, Sevens, is a winner. Cathay Pacific / YouTube

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