Tourism

Most awarded travel ads from the past year

Hannah Edensor

For those of us submerged in our own travel industry world, the advertising world recently had its own ‘Oscars’ of the industry, celebrating the best ad campaigns from around the globe.

International creative types flocked to the south of France for the Cannes Lions International Festival of Creativity, the most coveted creative awards in the industry.

And Tourism Australia Global Manager of Social & Content, Jesse Desjardins – a previous speaker at our very own Travel Daze conference – was on the ground to capture some of the best advertising tricks and treasures in the travel industry.

He shared his insights with US travel publication, Skift, so we’ve pinched the best travel ads and the explanations of why they worked to share with you all here.

Check them out to see which companies are kicking arse in the travel marketing sphere:

‘The Swedish Number’ | Swedish Tourist Association

The Swedish Number was highlighted last year in Skift’s report on the 5 Big Travel Winners at Cannes, and it was back again this year, winning a Gold and Silver Lion in the Creative Effectiveness division.

Anyone, anywhere in the world, could call a random Swede and ask about anything, from a Swedish person’s perspective.

‘The DNA Journey’ | Momondo

Per Skift and Desjardins, Momondo interviewed 67 people about their prejudices toward others, then offered each participant a DNA test so they could explore their own personal heritage.

Sixteen of them were then filmed exploring the results of their own personal genetic heritage, with many finding surprising results, and even that some of their ancestors came from the very places and people they claim to dislike.

‘Out of Office Travelogue’ | Qantas

Many studies have shown that people are most likely to travel based on tips from friends and family, Skift writes, so this campaign swapped the usual boring out of office message on your emails to a cool way to check out where your friends/colleagues/bosses were travelling.

Travellers logged in with their email, entered the dates they would be out of town and hashtagged any photo they wanted to use with #qantasoutofoffice.

‘Google Sheep View’ | Visit Faroe Islands & Atlantic Airways

The Faroe Islands is one of the smallest and least well-known countries in the world. How poorly known is it? Well it’s not even listed on Google Street View. So some locals made their own ‘sheep view’ to show people what the destination has to offer.

‘Until We All Belong’ | Airbnb

With Australia lagging behind the rest of the world in legalising same-sex marriage, Airbnb launched a major campaign to push for change.

Airbnb and creative agency Clemenger BBDO created the Acceptance Ring, designed by Marc Newson. It’s a ring with a gap in it to symbolize the gap between opposite-sex and same-sex marriage rights.

‘Brad is Single’ | Norwegian Air

One-way flights offered from London to LA after Brad Pitt split from Angelina Jolie. Because Norwegian Air is hoping you won’t need a return flight.

‘Quest to Legoland’ | Legoland Florida Resort

Legoland and their agency VML used GPS data to create interactive adventures on mobile phones for families on a road trip to the theme park, writes Skift.

Once a user enters their starting location, the app plans a route to Legoland featuring 60 points of interest, each of which has an activity. These points of interest are drawn from over 5,000 across the United States.

‘TRUMP’ | Royal Jordanian Airlines

When Trump’s approach to banning Muslims from entering the US started gathering momentum prior to him being voted President of the United States, Royal Jordanian decided to get their citizens visiting the US before they no longer were allowed.


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