A selection which we find representative of the current global tourism and travel market trends.
UK focuses on GREAT “Holidays at Home”
Wallace and Gromit, the Nick Park-created animation duo, are to star in a £4m UK tourism campaign, appearing in a TV advert designed to inspire Britons to take holidays in their own country.
The pair, who will also feature in cinemas, will be seen on their travels, discovering what tourist chiefs describe as “the best of the UK”.
The campaign forms part of “Holidays at Home are GREAT“, a pan-UK Government-funded strategy which launched last year.
Designed to boost domestic tourism, the campaign aims to raise £80 million in additional tourism spend and more than a million overnight stays.
The £4m integrated campaign, led by VisitEngland, and supported by the home nation tourist boards of Scotland, Wales and Northern Ireland will see Wallace and Gromit take to the road exploring the country and discovering the best of the UK (including some top spots for elite cheese tasting). The Government funded campaign, ‘Great Adventure’, aims to inspire Britons to book a holiday through their local travel agent.
VisitEngland is working with a number of high street travel agents and operators across the country who will be putting together exciting British holiday packages for Wallace and Gromit and the rest of their customers.
New York Launches its Largest Tourism Campaign ever
At the conclusion of the first New York State Tourism Summit, where hundreds of tourism experts gathered in Albany to discuss ideas and new ways to bring tourists to every corner of the state, New York Governor Andrew Cuomo announced the launch of the states largest tourism campaign ever.
After discussions with tourism experts and hearing the concerns and ideas of local and international tourism officials, the governor announced a series of initiatives designed to make New York the tourism capital of the world:
Highest Level of Tourism Funding in Decades: Cuomo announced the state would invest nearly $60 million in tourism funding – the highest level of tourism funding in decades.
New I Love NY Marketing Campaign with Port Authority and MTA to Promote Upstate NY Tourism Destinations: Under the partnership announced, The MTA and Port Authority will provide $2 million worth of advertising space on subways, bus and commuter rail systems and at airport arrival points and kiosks to promote Upstate tourism.
- The MTA/I Love NY Partnership will result in more 7,000 advertising spaces throughout the MTA subway, bus and commuter rail systems. In addition, the MTA and I Love NY will co-brand railroad destination and getaway packages to Long Island and Hudson Valley beaches, wineries, parks and attractions.
- The Port Authority/I Love NY Partnership will result in advertising at the Port Authority’s most important travel hubs and services and more than 20 indoor and outdoor print/digital advertising resources at the Port Authority bus terminal, including high-visibility column wraps.
- Additional Airline and Airport Partnerships: As the first entry point for many travelers and tourists, the governor announced new initiatives to welcome visitors to the Empire State and inform them about the state’s many assets and attractions. This will include on-site greeters and welcome centers at New York’s airports. The governor also announced the state’s airports will feature Taste NY. Additionally, Delta Airlines will start featuring I Love NY advertisements in its in-flight magazine starting this month.
NYS Sports and Special Events Commission: The state will create a sports and special events commission. The commission will be charged with recruiting sporting and other special events to venues across the state – and competing for part of the $600 billion global sports tourism industry.
New Welcome Centers at Border and Interstate Crossings: The centers will serve as hubs of information about the state’s tourism assets and attractions. New signs showcasing local attractions will also be strategically placed at these border and interstate crossings.
New Taste NY Marketing Efforts: As announced, Taste NY products will be sold at strategically located rest stops across the state.
International Tourism Campaign: From Asia to South America: The governor announced an international tourism campaign – I Love NY Asia / I Love NY South America – that will invite people overseas to the Empire State and have a presence in emerging markets such as China and Brazil.
New Tourism Information for Decision-Makers: Empire State Development will be a clearinghouse for tourism metrics, offering New York’s businesses a place to go for information on how to best market to visitors and attract tourists.
I Love NY in Times Square: The Times Square Alliance has agreed to give the state space at the Visitors Center to help market state attractions to the millions of tourists who pass through Times Square every year.
I Love NY LGBT: The governor announced an I Love NY LGBT niche tourism initiative to market New York to the lesbian, gay, bisexual, transgender community, which accounts for approximately $70 billion in tourism spending in the U.S. every year.
Chile’s New International Campaign
A new campaign for the international tourism promotion of Chile was launched by the Subsecretaría de Turismo and Turismo Chile, the institution responsible for the promotion of Chile in international markets, as part of the events at World Travel Market (WTM) in Latin America.
Geographical, climatic and cultural contrasts play a fundamental role in this campaign, which promotes the diversity of activities in which to take part in Chile, such as trekking in the Parque Nacional Torres del Paine national park, one of the best nature destinations in the world, rafting down rivers surrounded by ancient forests and towering volcanoes, skiing the best slopes in the continent with the Andes as a backdrop, or experiencing the ancient culture of Rapa Nui on the remote Easter Island.
The images within the new promotional materials seek for a way of communication that is more focused on the traveler’s experience of the landscape and use, in addition, messages with humor and irony in order to engage a more diverse audience, conveying the essence of the local culture. Furthermore, it is based on the framework of the plan to promote Chile abroad, which has six experiences: Natural Inspiration, Adventure and Sport, Culture and Heritage, Flavors and Wine, Health and Wellbeing, and Urban Life.
The new images will start to be exhibited in all the markets that have been established as priorities: Argentina, Brazil, Peru, Colombia, Germany, France, Spain, England, the USA, Mexico and Australia.