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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

[youtube https://www.youtube.com/watch?v=KckMCjMZxzA]

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.

Air France

[youtube https://www.youtube.com/watch?v=AknG7tD9LAk]

[youtube https://www.youtube.com/watch?v=cytEaRplugg]

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

[youtube https://www.youtube.com/watch?v=O2boiduXa5U]

[youtube https://www.youtube.com/watch?v=ZWYIRB06KSA]

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

[youtube https://www.youtube.com/watch?v=GtPyKZyfU1k]

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.

Photo Credit: Airbnb's new ad raises awareness of the platform's global inventory and potential for local connections. Airbnb / YouTube