Who’s doing what in tourism advertising? What’s working and what isn’t? From waterfalls to screams, Mona Lisa to gifs, check out some of the ads making waves in the travel industry.

Wake Up in Vanuatu – Vanuatu Tourism Office

Vanuatu Tourism Office’s (VTO’s) Australian representatives have rolled out the second phase of their ‘Wake Up in Vanuatu’ consumer-facing marketing campaign designed to inspire Australian travellers to use their annual leave and book a holiday to Vanuatu.

As part of the campaign, VTO is giving away more than 20 holidays for two to Vanuatu, including flights, accommodation, breakfast and transfers.

In a bid to win a holiday to Vanuatu, people will then be encouraged to share their images, videos and stories on their social platforms of the daft things they’ve done because they’re in desperate need of a trip away, including the hashtag #WakeUpInVanuatu.

VTO’s Australian representative, Georgia Gregerson, said the campaign is a bit of fun designed to give people a chuckle and encourage them to think about whether it’s time they took a holiday.

“So many Australians are letting their annual leave build up rather than booking a holiday, and we hope this campaign will help them discover that Vanuatu is a beautiful, fun destination,” she said.

“Just over three hours from Sydney and two and half from Brisbane, Vanuatu is ideal for a couple’s getaway.

“We’ve engaged entertaining radio hosts to communicate our message and the GIFs being used online are light, humorous and very shareable, with the aim to invite Sydney-siders and Brisbane-ites to book a holiday to Vanuatu.”

Stories Told From The Inside Out – Tourism Tasmania 

Exposing the secret treasures that Tasmania has on offer as a destination state, Goodoil Films director Justin McMillan and Heckler editor Andrew Holmes have teamed up to create a sumptuous and earthy brand film for Tourism Tasmania via agency Jim Jam.

Celebrating Tasmania’s gifted locals, artisan culture and sweeping, untouched landscapes, Stories Told From The Inside Out saw both McMillan and Holmes go behind the scenes to bring to screens the widely untold spirit of Tasmanian life.

Blending together eight local craftsmen’s stories, including a cheese maker, beekeeper, whisky distillery owner and oyster harvester, the brand film ties the separate Tassie tales together to offer audiences a rich and rhythmic narrative that encapsulates the state and its unique yet connected regions.

“What initially attracted me to the campaign was its culinary focus and my sneaking suspicion that Tasmania hasn’t quite yet been exposed for all it has to offer,” McMillan said.

“This film scratches below the surface to take you on a journey, ranging from the east coast to regional Tasmania, Hobart and Launceston, and when it came to filming these destinations, food was a really suitable conduit to take us on that voyage.”

McMillan admitted that the people and their stories were another strong drawcard, stating that their honest confidence, Tasmanian pride, and humble attitude towards being globally-awarded provedores was telling of the love and passion they collectively shared for their produce and craft.

“I’ve never seen Tasmania promoted in this way – here in Australia or overseas – so it was an honour to be a part of such a landmark piece of film.”

#VacayFail – Visit Olso

Have you ever tried and failed to see the Mona Lisa? The tine A4-sized portrait barely visible through the hordes of tourists and smartphones?

Oslo tourism gets it, they know how you feel and they’re here to offer something different, a beaten-off-track itinerary of sorts; Norway.

In Visit Oslo’s latest tourism campaign, we’re introduced to New Zealanders Sam and Marela who, having spent some time trying to get a glimpse of the da Vinci masterpiece, are given a surprising offer; head north.

The couple are given the option to take an all-expenses-paid trip to Norway, to spend the rest of their trip in the clutter-free, tourist-free streets of Oslo.

The video has that’s been viewed more than 1 million times across the city’s social channels, according to Norwegian advertising magazine Kampanje.

The idea was borne out of an Instagram post where Marela was complaining about “self-absorded” tourists, which was then spotted by Oslo Brand Alliance.

Her post seemed the perfect fit for an idea the tourism officials had already set in motion—to find and “rescue” tourists from overcrowding at a spot like the Louvre.

“We have The  Scream by Edvard Munch, which is the world’s other famous painting, and we have a lot of space,” Visit Oslo communications manager Katrine Mosfjeld told Kampanje.

“Over-tourism isn’t a problem in Oslo. We decided to save the couple from Paris.”

Visit Oslo also gave the couple a whirlwind experience of exploration that covered everything from bohemian cafes to paddleboarding.

And yes, the couple got to see Munch’s The Scream, with no need to elbow through a crowd.