Skift Take

Travel marketing treads a thin line between entertaining viewers and activating them to take turn 30 seconds of motivation into an actual trip.

This week’s travel ads seek to delight viewers with surprises, comedy, affection and action. They not only describe great experiences available to visitors in person, but try to relay that emotion to someone who’s not yet considered a trip.


Kimpton Hotels‘ new rewards program Kimpton Karma Rewards surprises guests with custom welcome packages and we only that they are as outrageous as the gifts shown above. It is the personalization in each package that makes the difference, but the ad is great for branding even for guests without rewards status.

Holiday Inn Express builds on its Stay Smart campaign with a series of videos showing painfully uncomfortable situations that could be solved with a little common sense. If the ads are meant to be funny then they fall short, but they are consistent with each video ending with “Did anyone stay at a Holiday Inn Express last night?”

The shorter version of Visit Denmark‘s adorable new video promoting its historic castles shows off Danish couple reveling in the cultural behemoths as well as one another.

For it’s latest video content, Virgin Holidays has employed a Neil Patrick Harris look-a-like to poorly describe the attractions of Mexico and Jamaica. Although the ads are terrible ads for actually encouraging travel, they are a disaster that’s too fun to look away.

Pure New Zealand continues to brand itself as an outdoor destination with its latest videon ad, which describes the tourism board’s effort to tape tourists by drone. The intiative is a great idea in that it improves visitors’ experiences while encouraging grassroots marketing via social media.

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Tags: marketing, skiftadsweek

Photo credit: Kimpton's new reward program surprises guests with custom welcome packages. Kimpton Hotels and Restaurants / YouTube

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