What’s the Creative Medium Invigorating the Global Travel Industry?
It’s a sold-out summer as travel makes its post-pandemic comeback. How is your tourism business marketing a unique destination or travel experience? We share some of the stand-out examples of videos from travel companies to inspire your summer campaign.
This catchy and hilarious music video starring Australian singer and songwriter Kylie Minogue is targeted towards UK travelers. “Dear United Kingdom, your besties across the ocean are calling,” the video’s description reads. The three-minute ad is chock-full of cameos from Australian models to professional athletes, which surely helped it rack up over two million views on YouTube.
Storyhunter freelancer and DP Mark Tipple, who filmed the underwater scenes, told us that Kylie Minogue and the crew “traveled to some 17 different locations meeting with other Australian celebrities and locals showcasing what Australia has to offer to one of their most sought after travelers.”
While Tourism Australia’s goal was to re-establish Australia as the UK travelers top destination, it’s safe to say that this ad will have anyone booking their flight to Australia in an instant. And that’s the power of a video marketing campaign.
Tourism New Zealand
We’re already in this part of the world, so let’s explore. Tourism New Zealand, you guessed it, markets the island country in the southwestern Pacific Ocean as a must-see destination.
This video was part of their first-ever domestic tourism campaign. “The client’s goal was to market New Zealand to New Zealanders and get people out exploring their own country while we were locked away from the world due to COVID,” Auckland-based Storyhunter freelancer and director Charlotte Evans told us.
“This video is actually just a hype reel of individual ads we shot across the entire country,” Charlotte said. “The entire process took 8 months, and the footage we shot will be reused and re-edited for future campaigns over the coming years.”
Charlotte uses strong storytelling and visuals to craft “poetic and emotionally driven” films. This was the third ad campaign she has worked on for Tourism New Zealand.
TUGATA is an association of travel agents in Kampala, Uganda. The coronavirus pandemic brought a halt to their business and uncertainty to millions of travelers who, even when things started to ease, were staying cautious.
The association used video to reassure and establish trust with their customers. “You can trust that we will give you all the service and information you need to travel safely with a piece of mind, whether it’s going on a business trip to China or going on a holiday to Dubai, you can trust that your TUGATA-accredited travel agent will give you the best deals and guidance,” the video’s narrator states.
Perry Aman, who filmed the piece, said he wanted to deliver “a catchy but effective advert that brought wanderlust and a sense of security to TUGATA customers.”
The association used the video to communicate a clear message. “Welcome back to the world, welcome back to travel,” the narrator says. “We are ready when you are.”
By Shivan Sarna, Head of Stories