Posted by: Cody Sanger in: Tourism & Hospitality -
From Audis to interactive photo walls, tourism marketing has seen an influx of travel agencies collaborating with interesting and unexpected brand partnerships. It makes sense; work with a juxtaposed brand to engage consumers and deliver a memorable travel experience. However, the beauty of these types of partnerships is that they sometimes produce groundbreaking and innovative campaigns like we’ve never seen before:
This September during the 68th Annual Emmy Awards, Audi announced a partnership with Airbnb that gave consumers the chance to book a bucket-list-worthy travel and driving experience. The promotion kicked off with the debut of Audi’s television commercial Desolation, which featured stunning imagery of a Death Valley house on Airbnb and a family driving an Audi R8 through the desert to the house. Audi then invited consumers to live out the driving fantasy by offering the opportunity to book the home along with an Audi R8 Coupe for three days.
In an interview with AdFreak, Audi of America’s vice president of marketing, Loren Angelo, claimed the campaign’s goal was to grab the attention of Gen X-ers and millennials, as those audiences are more likely to book an adventurous, one-of-a-kind travel experience like this.
The Greater Fort Lauderdale Convention and Visitors Bureau leveraged the Urban League’s National Convention in Fort Lauderdale to capture the imagination of out-of-town-attendees. The convention drew over 10,000 attendees; including celebrities, national political figures and corporate heavy weights. So the bureau collaborated with Cool Creative to design the brand activation initiative: HELLO SUNNY!
From streaming video to interactive photo walls, and branded event materials to disruptive defrost your swimsuit ice block campaigns —the activation included immersive spaces throughout the event to encourage attendees to connect with the bureau’s digital channels at every turn. As a result, social media engagement rates increased to over 400%, impressions were in the millions and HELLO SUNNY! was engraved in the hearts and minds of guests.
Premium Tasmanian beer James Boag via Infinity Squared, launched its latest brand campaign in partnership with Tourism Tasmania and collaborating partners Land Rover, Canon and MJ Bale to communicate its brand positioning of “harnessing rugged Tasmania for people to savor.”
The premium beer brand is championing its Tasmanian roots through a series of initiatives to inspire adventure and discovery of Australia’s most southerly state. To launch the activity, James Boag sent citybased, influential photographers on an expedition to Tasmania to document their experiences in the Tasmanian wilderness. One photographer’s journey, Perth-based Jarred Seng, has been documented in a cinematic film entitled Return To Rugged. The film will be promoted via James Boag and the partners’ social and digital channels as well as featured in Qantas lounges.
Other photographers, including Jason Charles Hill, Ben Leo Davis, Gabe Hutcheon, David Sark, Benjamin Lee and Vinh Pham, have documented their experience via social channels and campaign hashtag #ReturnToRugged.
The activity is supported by a series of bespoke rugged/lux wilderness travel itineraries, created in partnership with Tourism Tasmania, so James Boag drinkers can plan and book their own rugged adventures.
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