Tourism ads - how not to to do it

On the weekend I came across a Youtube video of a young, pretty Danish girl with a baby in her hands who was looking for the father of her child. Wasn't quite sure what to think of it, but now it turns out it was all a hoax by the Danish Tourism Board. Don't think this kind of publicity will attract more visitors to Denmark, unless they're looking for one night stands maybe .

I much rather prefered the Australian Tourist Board's advertisement for the best job in the world and I believe it turned out to be a huge success for tourism in Queensland.

What's your opinion on such marketing?

[ Edit: Edited on 15-Sep-2009, at 07:56 by steff ]

Did the Danish Tourism Board spend a month camping out in an Amsterdam coffeehouse and just call it a holiday?
Whoever came up with that idea for a tourism campaign is either on or in need of some serious drugs. I envision this mass exodus of male visitors - all scrambling for transportation out of the country. While it falls into the "bad taste" category, now envision a group of people sitting around a table while someone pitches it and everyone saying, "Great idea!"

I found the ATB's best job campaign entertaining even though they played it a bit like an episode of "Survivor". (Which was the intent.) I don't have a problem with Air New Zealand's body paint campaign either. (I've only seen it on youtube and clips people have sent via e-mail.) At least both, again, entertained. I'll even say the "What Happens In Vegas, Stays In Vegas" ads - silly as some may be - will draw tourism. (Sorry Mike, some are silly.) The Danish ad - not happening.

The ad campaign "What happens in Vegas stays in Vegas" was a huge success. Las Vegas wanted to spice up the imagine of the city after the failed attempt in the 90s to market the city as a family destination. When successful, an ad campaign can really boost tourist numbers. Until a recession hits, then we all go into the dumper together!

VisitDenmark apparently considers it a success I read... but I think that's more based on the number of media that picked up on that video clip and wrote about it (hey, it even made it to Travellerspoint! ). Personally I think it's rather tasteless. I mean, what does it really do for the country in terms of improving their image as a holiday destination?

They're bound to attract a few extra stag parties though... maybe that's the goal

The Philippines once had short but very cool ads, "more than usual" It was really good, short and sticky.

But it ends with this campaign, "TOURISM MEANS JOBS", yeah we know, but do they need to put it in every billboard, or ads with the face of the SECRETARY of the department, which preditably runs for the Senate, after spending millions for the ads.
Tourism means jobs, teach a naturally hospitable people seem OPPORTUNISTIC parasites ready to suck on the tourism cash cows. and its embarassing to have the visitors read it everywhere, Tourism means jobs.

Unfortunetly ''sex sells'' and it is not our( advertising copywriters) fault.

wow that video was horribly depressing. I was expecting something really absurd at the end that was going to make me burst into laughter but, nothing....

what does that have to do with Denmark or traveling or tourism or anything?

Quoting eroltoksoy

Unfortunetly ''sex sells'' and it is not our( advertising copywriters) fault.

I've never worked on travel ads, but I hear you--sometimes a client wants something à la "the first time I did it was on the bus" (which could mean anything from trying a new burger to texting a friend). All you can do is sigh!

That sounds scary! How in the world will abandoned mothers convince me to go there? I gotta look up that video (aha, well they hooked me that far, huh?)

The Queensland promo was awesome and I really wanted to apply.

Now Im going to apply for The Ultimate Thailand Explorers competition.

Thailand is an awesome place to visit and they seem to be cursed by bad publicity. Hopefully this event works to help people realize that all the fun things about Thailand outweigh the occasional scandal.

Quoting tway

Quoting eroltoksoy

Unfortunetly ''sex sells'' and it is not our( advertising copywriters) fault.

I've never worked on travel ads, but I hear you--sometimes a client wants something à la "the first time I did it was on the bus" (which could mean anything from trying a new burger to texting a friend). All you can do is sigh!

Don't you just hate clients who use a copywriter just to facilite their own 'copywriting longings'!