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Travel brands are obviously going to send a positive message in their advertising, but this week’s campaigns toe the line between sharing an enthusiastic message and misrepresenting their actual products.
Airbnb is becoming more sophisticated with its advertising, transitioning from scrappy startup to recognized hospitality brand. Although it still makes a point to raise awareness of its platform’s functionality as evidenced by the first statement, “My friends thought I was crazy,” its focus quickly transitions to the breadth of its inventory and the potential for local connections.
In honor of the 35th anniversary of Air France’s partnership with the Cannes Film Festival, Air France produced a French version of common movie scenes. For example, a police chase swaps donuts for macarons and a diner scene compares cultural reactions to love affairs. Air France very closely aligns its service with the broader French culture, making this a soft branding exercise that ties into its greater message.
Ibis positions itself as a sexy and sophisticated lodging option in its latest ad campaign, however, the image is slightly out of touch with the reality of the product. Although a solid and consistent option, Ibis does not offer the luxury or service of the other Accor brands.
Lexington, Kentucky is well-known, and well-visited, because of its bourbon culture, however, Visit Lex is now hoping to take its alcohol-related reputation to draw in beer aficionados. Similar to the Bourbon Trail, Lexington is now pushing the Brewgrass Trail on which travelers can visit a number of local breweries. The Daniel Boone character has become a integral part of the destination’s branding.