New Marketing Campaigns for NY, Australia & Ireland

The Reinvention of  “I Love NY” logo with Crowd Sketches

New York just launched a new tourism campaign featuring a reinvention of the iconic “I Love NY” logo.

For the first time ever, the State has asked New Yorkers and visitors to help remake the “I Love NY” logo by submitting personal sketches depicting what they love about New York State (The “I Love NY” logo has not been used in television ads in over three years).

People can replace the heart in the iconic “I [HEART] NY” logo with their own drawing of what they most love about the state and submit it online where they will be displayed in an online gallery. It is the first time in nearly 40 years, since the logo’s inception, that New York State has officially asked the public for their interpretations of the “I Love NY” and for the reasons they love New York.

Select drawings may be used to replace the heart in “I Love NY” in new ads focused on New York’s many different experiences in future campaigns.

The new “I Love NY” ads are part of a $5 million tourism marketing campaign within the larger “New York Open for Business,” a $50 million statewide business initiative. The “I Love NY” ad campaign is expected to expand to feature other tourism seasons in the future.

Tourism Ireland to Londoners: “Escape the Madness”

While this summer’s Olympics promises to be a very exciting time in London, the event will inevitably draw huge crowds which will undoubtedly make commuting – and day-to-day life in general – more hectic for Londoners. Tourism Ireland will seize this opportunity – targeting hassled and weary Londoners – and present Northern Ireland and the island of Ireland as the ideal “escape” destination during this busy time.

Over 8 million people living in London will see Tourism Ireland’s “escape the madness” ad campaign this month, featuring an image of a wonderfully peaceful Carrick-a-rede Rope Bridge. From next week, ads will run on the London underground, highlighting the open spaces and lack of congestion there; over 200 large ads will appear at different tube stations across the city, targeting frustrated commuters during morning and evening rush hours. Ads will also appear in the Evening Standard, the popular free daily newspaper which is read by millions of commuters each day, again with a message urging people to “escape” to the beautiful landscape and open spaces of Northern Ireland.

Social media will also help create awareness; a campaign on Facebook (Tourism Ireland has almost 120,000 fans across GB) and Twitter (over 2,300 followers) saw Tourism Ireland post status updates on the Olympic Torch Relay around Northern Ireland this week and messages will be posted regularly before and during the games. The hashtag #Escapethemadness will be used to create plenty of lively conversations about the island of Ireland on the social networks in GB.

A specially-created web page on is also promoting the torch relay, as well as the key sporting events and festivals. A series of itineraries for the thousands of accredited and non-accredited media visiting London from across the globe has been developed while Tourism Ireland is also working closely with key tour operators in all overseas markets.


There’s nothing like Australia, Phase 2

The latest phase of Tourism Australia’s global marketing campaign, There’s nothing like Australia, has just launched  in China – Australia’s fastest growing and most valuable overseas tourism market.

With a clear digital focusTourism Australia will spend approximately A$180 million over the next three years rolling out the evolving campaign in its key international markets and in Australia. It expects to achieve a total investment of A$250 million by securing up to A$70 million in additional funding from industry partners to support joint marketing activities, aimed at promoting Australia with a clear and consistent voice.

In addition to a new broadcast ad and print executions the campaign boasts a strong digital and social media focus, and will leverage the advocacy of Tourism Australia’s three million Facebook fans. Other elements include a new, interactive tablet app and hub on Tourism Australia has created an interactive tablet application which is unique in both concept and content. With inspiring multimedia content and intuitive functionality, to take customers further into the stories played out in the ad and provide more information on the locations.

Tourism Australia is seeking the involvement of the Australian industry in the campaign through partnership opportunities and by sharing campaign tools and resources.

The soundtrack for the ad, “It’s Like Love”, is the result of a unique musical collaboration last year between the two musicians who wrote the composition as part of Tourism Australia’s multi-award winning Making Tracks campaign.

New Tourism Campaigns & Social Media for Every Season

“Love Every Second of Sydney” User Generated Content Winter Campaign

Aiming to build its winter numbers and reach 2020 overnight visitor targets, Destination NSW has just launched a new campaign telling Aussies and Kiwis they’ll ‘Love every second of Sydney’.

The campaign was designed to emit a romantic factor behind Sydney while showcasing the wide range of events running throughout the city during the colder season.

Utilising ‘first time’ initiatives, the campaign includes digital and social media promotion including a first ever eight page fold out in the New Zealand Herald as well as tram wraps in Melbourne, bus sign in Auckland and light projections in Brisbane and Auckland.

Destination NSW Chief Executive Officer, Sandra Chipchase, said the campaign theme captures what research has shown people want in short breaks and weekends away: exciting, vibrant experiences packed into every second. She said the Group was also making an increased effort in combining its events with tourism promoting relevant shows.

This campaign will be the first time consumer generated content will be uploaded onto some of the key outdoor sites in Melbourne, Brisbane and Auckland. Social media will play a key role in the campaign with travellers urged to “Capture the Perfect Sydney Second” and share their favourite Sydney memories online, where their photos are displayed in a second by second timeline as well as play a type of ‘pass the parcel’ game on Facebook that will see fans win prizes every now and then.


Visit Florida New Summer Social Media Campaign

Visit Florida which recently announced an increased number of visitors and visitor spending for the first quarter of this year, launched its newest social media-based campaign to increase destination awareness as a summer vacation destination.

The campaign features “Florida’s Three for Free Giveaway” sweepstakes, where participants from the U.S can enter to win a grand prize of three personally selected Florida vacation packages. The five-week campaign, which is expected to garner more than 425 million impressions, kicks off with targeted Facebook and Twitter ad buys. Visit Florida worked closely with the two social media giants to develop a highly-defined target audience that includes families and couples throughout the North and Southeast who are interested in summer drive travel. As a way to continue the campaign’s momentum, house ads on and a dedicated email blast to e-newsletter subscribers will begin in early June.

In the summer of 2011, Visit Florida conducted a highly-successful Facebook-driven campaign that became the subject of white papers from Facebook and Wildfire – the Facebook marketing software provider that produced the applications used in the sweepstakes. A Nielsen study on the “Sunshine Moments” campaign showed a 10-point increase in intent to visit Florida and a significantly improved opinion among the state’s key demographic of 25-34 year olds.

Destinations Tell the World They Are Open for Business!

This time of year, especially with the opportunity of large exhibitions such as the WTM in London last week, we see the launch of new marketing campaigns by destinations announcing to the world that they are “Open for Business”. Let’s see what’s new for several destinations around the world.

New Marketing Campaign for Egypt

At the World Travel Market 2011 (WTM) Egypt soft-launched its new touristic campaign “We’re Egypt” addressing to potential tourists the following message: “we are friendly, we are open-minded, we are proud of our country, we are Egypt, see you soon in Egypt”, a warm invitation to come and share the outstanding experiences Egypt has to offer.

In his opening allocution, the Egyptian Minister of Tourism Mounir Fakhry Abdel Nour emphasized on the stability and security in Egypt and announced the upcoming efforts of his Ministry aiming to develop and diversify the touristic offer in Egypt for it to include more efficiently eco-tourism, desert safari along with cultural and seaside tourism. The aim of the campaign is to show Egyptians enjoying their own country, give a clear positioning of the experiences in different parts of the destination, and clearly target families, older people, couples, youths and honeymooners.

M. Abdel Nour also pointed out that tourism indicators show the beginning of a recovery in the tourism sector. He moreover welcomed the fact that the decrease in the number of tourists to Egypt during the year 2011 compared to 2010 is only 25% in spite of political turmoil.

Speaking at the opening of travel trade exhibition World Travel Market (WTM), WTM chairman Fiona Jeffery said the speed at which the marketing campaigns have been launched “demonstrates the importance the new democracies in Egypt and Tunisia have put on inbound tourism for their long-term economic future”.

“Tourism can help build up these countries’ new democracies and has the potential to do so across all the Arab Spring countries.”


Thailand’s Offline Marketing Initiative

Thailand is stressing it is still open for tourism with a bus advertising campaign launched in London last week which will run for the next three months.

Two London buses will carry a fully-wrapped design with an iconic beach scene on one side and image of an elephant appearing to spray water over top deck passengers on the other. They will supported by buses with smaller panel ads. A similar campaign will start in Dublin in January.

Speaking at World Travel Market, Tourism Authority of Thailand UK consumer marketing and PR manager Jo Cooke says there had been no question of pushing the campaign back despite flooding in the country. The Foreign and Commonwealth Office is currently advising against non-essential travel to Bangkok and other areas affected by flooding but passengers can still connect to other parts of Thailand through its international airport Suvarnabhumi.

The capital’s domestic airport is flooded but Cooke says this has had minimal impact with the two low-cost carriers that use it having moved to Suvarnabhumi. Beyond Bangkok the flooding has mainly affected rural areas. All the popular resorts are fully open.

Cooke says tour operators and agents are still reporting healthy bookings: “Premier Holidays tells us Thailand is still selling well and we are still in Trailfinders’ top three destinations.” She adds: “The floods have already cost Thailand about two billion Euros or more. Tourism accounts for 10% of GDP. We need tourists.”


Cape Town Tourism Launches New Global Marketing Campaign

Cape Town Tourism has unveiled its new global marketing campaign, with the tag line “You don’t need a holiday, you need Cape Town”. The new campaign aims to encapsulate everything Cape Town has to offer, including tourism, design, business, studies, nature, and the rich diversity of its people, to capture a bigger share of the international and local travel market. The inclusive marketing campaign was launched internationally at the World Travel Market in London.

According to Cape Town Tourism CEO Mariëtte du Toit-Hembold, Cape Town needs to retain its existing successful initiatives and overlay them with a “compelling global marketing and communications campaign…that takes Cape Town to the world in a bold and comprehensive manner”. “The marketing campaign is about more than just attracting tourists. It’s about incorporating business and investment, the creative and innovation sectors and academia into one vision and direction: economic growth, job creation and inclusion to the benefit of all citizens,” Du Toit-Hembold said.

“Whilst we acknowledge that Cape Town is still plagued with serious social issues, we must illustrate the determination to resolve these issues via tourism, education, service delivery, city planning and design,” she said. Tourism contributes an estimated R14 billion to the city’s economy every year, employing just under 300 000 people. She pointed out that the tourism market has become more difficult, especially due to the global financial crisis, and Cape Town must be differentiated from other cities, with the message incorporating not just natural beauty but personal stories that inspire and resonate with both locals and visitors.

“The marketing campaign offers inspirational Cape Town as the antidote to an uncertain and changing world – an urban elixir, if you will … take a good dose of the tonic and although we can’t promise what you will find, we can promise that you will find your better self. The tagline is ‘You don’t need a holiday, you need Cape Town!'” Cape Town Tourism aims to generate demand locally and domestically (and try shed the image of an expensive destination); ensure optimal visitor dispersal and spend; and improve the tourism industry’s capability to convert prospective business into revenue. It will work with airlines and tourism operators to offer better travel packages, and will also launch a series of Discovery Channel and National Geographic television programmes in 2012.


Bulgaria Launches Enhanced Advertising Campaign 

As it prepares to position itself as one of the key international tourism destinations for UK tourists, Bulgaria’s Deputy Minister of Economy, Energy and Tourism, Mr Ivo Marinov and Mrs Anelia Genova, Director of Marketing for Tourism were in London to announce Bulgaria’s tourism strategy for the next decade, including the launch of an enhanced advertising campaign titled ‘Bulgaria: Magic Lives Here’.

Known primarily as a beach and skiing destination, Bulgaria is keen to showcase its other attractions including a rich history and culture, a diverse nature and delicious food and wine. Bulgaria also wants to turn the spotlight on some of its fast-expanding tourism products including city breaks, spas and eco-tourism.

Having just  November 2011, the campaign will reveal little-known aspects of Bulgaria such as a heritage steeped in rich history and culture, a diverse and beautiful landscape and its natural mineral springs. The campaign’s underlying message is that Bulgaria is both ‘unexpected’ and value for money.

The media campaign consists of advertising in print and electronic media in the UK, the internet and outdoor advertising. Advertisements, advertorials and articles about Bulgaria will be published in specialised travel media as well as in more general media. The television campaign includes four new promotional videos of Bulgaria – “Image”, “Nature”, “Culture” and “Spa & Wellness”. The other components of the campaign are outdoor advertising with more than 200 locations in England and Scotland, as well as internet campaign encompassing 7 web-sites.


Spain: New Tourism Campaigns for Madrid & Valencia

Real Madrid’s players as Spanish Brand Ambassadors

Legendary football club Real Madrid had signed a deal to promote Spain and Madrid as tourist destinations in April.

The new marketing campaign “Visit Spain, Visit Madrid”  is now ready and shows all of Real Madrid’s star players, like Cristiano Ronaldo act as “brand ambassadors” for both the Spanish capital and the country as a whole.

Tourism authorities expect the three-year agreement will reach a potential audience of over 300 million people because of Real Madrid’s worldwide fan base.

Spanish Tourist Office spokeswoman had commented after the agreement was secured: “This is a groundbreaking agreement in which both Madrid and Spain will be promoted internationally through one of the most renowned clubs worldwide promoting both tourism brands to all corners of the globe.

“The agreement, valid for three years, will allow the public institutions to use the main players of the club as ‘Spain and Madrid brand ambassadors’ in various international advertising campaigns. The agreement also provides for the utilisation of advertising space in each of the official matches in the league and the Cup to be held in Santiago Bernabeu Stadium organised by Real Madrid.”


Valencia launches new global marketing campaign

The Valencia Region Tourist Board has launched a new five million euro (£4.4 million) global marketing campaign to promote the destination – including the Benidorm, Valencia Terra i Mar, Costa Blanca and Castellon brands – both nationally in Spain and internationally in key markets including the UK.

Using the strapline “Intense experiences must be shared”, the two-year multi-media campaign is centred around the traveller as generator of content and key influencer through the use of social media.  It combines innovative online, social media and street marketing with traditional media advertising and PR.

Regional Tourism Minister , Belen Juste, explains: “Travellers nowadays like sharing their holiday experiences with others on Facebook, Twitter, YouTube or Flickr; they read other people’s comments or travel blogs before planning their holiday; and use their mobiles to stay informed and connected before, during and after their trip.  Our new campaign reflects all this, building on some of the initiatives that we have already introduced, such as blogger fam trips, mobile apps and advergames.”

The campaign aims to promote the region’s diverse tourism offering which includes beaches, city breaks, interior tourism, major events, rich gastronomy, and plenty of opportunities to enjoy golf, hiking, diving and water sports.

The new global campaign kick-started this week in Spain with a major promotion at Madrid’s Atocha train station, departure point for the new AV E high-speed train to Valencia, and a series of TV and radio ads that invite consumers to live intense experiences in the Valencia Region.  This will also be the theme of a special roadshow which will visit 11 European cities including Liverpool and Birmingham.  Other activities planned include the creation of themed microsites on, YouTube branded channels, more advergames and new mobile phone applications to help visitors make the most of their trip to the Valencia Region.


Staycations to the rescue – Your destination needs you!

“Jordan is Beautiful” for Jordanians as well

Jordanians planning to spend their vacations in the country can avail of discounted offers at tourism sites across the Kingdom under the “Jordan is Beautiful” campaign that was launched in April.

Organised by the Ministry of Tourism and Antiquities in cooperation with the Federation of Tourism Associations, the campaign will provide offers all year-round, according to Minister of Tourism and Antiquities Haifa Abu Ghazaleh.

The campaign provides 26 programmes with the aim of promoting domestic tourism and encouraging Jordanians to spend their holidays in the Kingdom. Abu Ghazaleh noted that information about these programmes can be viewed on the ministry’s new website

Ministry of Tourism Secretary General Issa Gammoh noted that the programmes will be reviewed every two months and a new list of programmes will be announced. He added that the ministry is currently working on a project to develop services in tourist sites. “We want to establish an administration to run tourism sites through conducting surveys to define the required services at each site to be implemented through investors,” he said.

Gammoh explained that investments will be open to interested local, Arab and foreign investors. Meanwhile, Shafiq Hayek, head of the Tourist Transportation Association, said the association is committed to providing sufficient means of transport for the campaign. He noted that in case of any shortage due to outbound tourism, the association will rent vehicles from other companies.


British Columbia’s “Don’t miss a moment” campaign

The BC’s ‘Don’t Miss a Moment’ new tourism marketing campaign encourages North Americans to visit B.C. this spring and summer. It focuses on the key markets of B.C., Washington State, Alberta, Ontario and California and runs until the end of September.

The campaign uses online and print advertising and search engine marketing to guide people to special offers, trip ideas and itineraries on It also uses social media, travel media relations and partnerships with online travel agencies like Expedia and Travelocity.

The campaign features ‘B.C.’s Great Vacation Giveaway,’ a contest that offers people a chance to win a personalized B.C. vacation worth $20,000. A 30-second television spot will also air across the province, showcasing B.C.’s wide variety of vacation experiences. The spot is designed to encourage British Columbians to travel within the province and enjoy provincial parks this summer during BC Parks’ 100th anniversary celebrations.

B.C. residents make up the single largest group of travellers in the province and represented roughly 52 per cent of all travellers within B.C. in 2009.

Pat Bell, Minister of Jobs, Tourism and Innovation: “We are committed to supporting a strong tourism industry in our province, which means jobs for British Columbians – and that’s good for B.C. families. This campaign builds on the increased attention B.C. received as a result of the 2010 Olympic Games and promotes all the regions of the province. This year we are putting an increased focus on special offers and trip ideas for travellers, which will promote B.C. as an affordable destination and motivate people to visit.”

Fraser Coast launches Staycation scheme

Fraser Coast Regional Council has announced a partnership with media supporters the Fraser Coast Chronicle and Channel Seven to promote the highly successful Fraser Coast Staycations scheme.

During a 25-week period, starting May 2011, the region’s two largest media outlets will support Council’s marketing initiatives by implementing a $100,000 multi-media campaign to boost the Fraser Coast economy.  The Fraser Coast Chronicle and Channel 7 are jointly providing the campaign free of charge to the Fraser Coast.

Supporting editorial, multi-media coverage and an extensive advertisement series will help raise consumer awareness of Fraser Coast Staycations and increase resident sign up and business take up of the scheme.

Staycations rewards residents for spending locally by offering discounts and deals from regional businesses and attractions. It offers residents generous incentives to holiday, shop and dine locally and encourages visiting friends and relatives to lengthen their stay and spend more while in the region.

Fraser Coast Mayor Mick Kruger says the Fraser Coast Regional Council initiative is becoming a major economic driver for this region.“Staycations provides all regional businesses – not only the tourism industry – an opportunity to leverage off a proven formula that provides benefits for all,” Cr Kruger said. “It helps stimulate regional business by encouraging residents to explore and spend in their backyard.” “Staycations is a win-win for both Fraser Coast businesses and residents as it allows local businesses to promote their products and services through great deals that encourage residents to holiday and shop locally.”

Council’s revamped Staycations “locals” campaign has had an extremely successful start. In just a few short weeks of the campaign there have been over 4,470 new registrations bringing the membership to more than 10,000 active cardholders. In addition, over 10,000 visitors to the campaign website have accessed 61,000 pages of information on regional businesses and their special Staycations offers.

Related link: Check out what we wrote a year ago:

Destination BrandWatch: Airlines Teaming Up with Destinations

Tourism Australia and Singapore Airlines launch marketing campaign

An £800,000 advertising campaign to help boost tourism from the UK to Australia in the wake of flooding in Queensland and wildfires in Perth has started.

The joint Tourism Australia Singapore Airlines national ad push runs for a month on TV and online.

Each advert directs consumers to find out more at or from their travel agent.

The TV ad is a 40 second spot expected to reach 21 million of the target audience. This is supported by online spots on travel portals and social media channels.

Tourism Australia UK and Northern Europe regional general manager Rodney Harrex said: “2010 was a tough year for the travel industry yet our visitor figures out of the UK market were stable compared to 2009.

“This shows the ongoing support for Australia from British holidaymakers, who are attracted by the range of diverse experiences. This campaign will help to ensure that the demand for Australia continues through 2011 in the UK.”


Find out more:


JetBlue Airways’ “I Heart Blue York” aircraft livery for New York City

New York-based JetBlue Airways (Nasdaq: JBLU), in partnership with Empire State Development (ESD),  immortalized its hometown status with the unveiling of an Airbus A320 aircraft, aptly named “I HeartBlue York,” featuring the airline’s co-branded trademark with New York State’s iconic I LOVE NEW YORK tourism campaign and logo. The newly branded aircraft was revealed to hundreds of crewmembers at JetBlue Airways’ home base at New York’s John F. Kennedy International Airport by CEO Dave Barger.

Designed in collaboration with the logo’s original creator, Milton Glaser, the co-branded trademark features a deliberate intersecting of the popular I LOVE NEW YORK phrase with the famous red heart and the JetBlue logo. The logo is placed on both sides of the aircraft’s tailfin. When viewing the aircraft from its left side, the JetBlue logo appears prominently with the red heart. On the right side of the aircraft, the logo is rotated, showcasing the I LOVE NEW YORK logo more prominently.

In addition, short films to promote tourism for New York State will be shown on JetBlue’s in-flight seatback program this month. In partnership with ProMotion Pictures, New York State’s iconic tourism campaign worked with teams of students at New York University’s Tisch School of the Arts Graduate School of Film to create the films. To find out more and to view the films visit

Created in 1975, the I LOVE NEW YORK logo is an icon recognized around the world. While it has often been imitated, this is the first time the powerful logo has been adapted and co-branded for joint use with another entity.

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Etihad Airways launches Essential Abu Dhabi Airbus A330-300

Etihad Airways has taken its recently launched ‘Essential Abu Dhabi’ marketing campaign to new heights, with the unveiling of special ‘Visit Abu Dhabi in 2011’ livery on an Airbus A330-300 aircraft, which is set to take the message to Etihad’s destinations around the world.

Key partners of the initiative, which aims to enhance the emirate’s position as a leading tourism and MICE (meetings, incentive travel, conferences and exhibitions) destination, including the Abu Dhabi Tourism Authority, and Abu Dhabi media representatives, were also on board.

The unveiling of the three-class A330-300 aircraft, which features the airline’s new Diamond First Class cabin and which will fly to London, Geneva, Frankfurt, Paris and Mumbai as part of the Essential Abu Dhabi campaign, is just the start of a number of high profile promotional activities planned in the coming months.

Peter Baumgartner said: “The unveiling of this new aircraft livery with our message to the world to come and Visit Abu Dhabi further underlines our commitment to the growth and awareness of Abu Dhabi, not only as a tourist destination but as a place to do business in a dynamic and friendly environment.

“Since we launched the Essential Abu Dhabi marketing campaign with our partners, we have seen a tremendous amount of excitement and interest from people right across the globe, as well as with local audiences.”

The initiative, which for the first time brings together all of Abu Dhabi’s major tourism operators, is designed to promote the very best the UAE’s capital has to offer through a wide range of deals in its hotels, dining outlets, shops, adventure parks, cultural attractions and sports facilities.

The website provides dedicated pages for hotels, restaurants, Yas Island, entertainment, shopping, arts and culture, adventures and golf, while an ‘Essential Abu Dhabi’ on-board brochure is available for passengers to pick and choose from.

“We wanted to provide a convenient ‘one stop shop’ that will serve as both a directory for the city whilst providing exclusive offers on a range of products and services for our visitors.”

Destination BrandWatch: Digital Campaigns from Tourism Australia, Canada & VisitBritain

Tourism Australia teams up with YouTube to promote Australia

Tourism Australia has teamed up with Google and YouTube in an innovative new digital marketing campaign, which will showcase many of Australia’s most iconic visitor attractions to an international online audience of millions.

Making Tracks will see four international musicians from the US (two), the UK and Taiwan, who have recently been selected to take part in YouTube Symphony Orchestra 2011, flown to Australia where they will each team up with one of Australia’s most promising musicians and take part in their very own journey Down Under.

The journeys, and the musical compilations which come out of them, will be filmed and later broadcast on YouTube and via Tourism Australia’s digital and social media channels.  Between them, the musical pairings will travel to every State and Territory and participate in a range of Australian experiences, including surfing at Bondi beach, a scenic flight over Uluru, an ocean walk on Kangaroo Island, a helicopter flight over the Twelve Apostles, journeying across the Western Wilderness in Tasmania, hot air ballooning over Canberra and a visit to the Sunshine Coast.

The campaign is the latest push in Tourism Australia’s highly successful digital strategy, highlights of which include a YouTube-branded channel and the recent There’s nothing like Australia marketing campaign, which has encouraged thousands of people around the world to share their favourite Australian experience.

Tourism Australia Managing Director Andrew McEvoy believes that the creative collaboration with YouTube will enable Tourism Australia to reach new markets by focusing on music and the arts.

“Making Tracks is Australia’s own magical musical mystery tour and will open up some of Australia’s most iconic destinations and experiences to a huge, global online audience. I’m sure the experience will prove inspiring to all the musicians taking part. What better way to showcase Australia’s music, arts and culture than through these unique and highly personalised musical road trips through our great country.”



Canada Tourist Board uses QR barcodes for Facebook campaign

The Canadian Tourism Commission is adding QR barcodes to their current advertising to promote a Facebook social media campaign.

The barcodes will give smartphone users a convenient link from CTC ads direct to the board’s website. QR barcodes allow people to use their camera and an app to read the code and the programme takes them to the CTC homepage.

This is not the first advertisement to use QR barcodes, it has already been adopted by brands like Calvin Klein. The Canadian Tourism Commission will be using the QR codes to help promote a social media competition on their Facebook page.

“We are excited about the opportunity to spread the Canada message wider than ever before since our re-organisation, and we certainly hope that all of us who have a vested interest in Canada’s tourism growth will benefit from this investment,” said Rupert Peters, managing director of Canadian Tourism Commission, London office.


VisitBritain Develop Inspirational TV Channel in Time for Royal Wedding and 2012 Olympic Games

VisitBritain, the national tourism agency has formed an innovative partnership with Geocast TV to develop, host and manage its new media site: VisitBritain TV.

Geocast TV is a specialist production company working with a range of digital media including film. Its brief is to develop a video and streaming media website which promotes British people and events, enabling the millions of overseas tourists who come to Britain to get the most out of their visit.

Justin Reid, Head of Digital and Social Media at VisitBritain said, “The Royal Wedding this year and the London Olympic and Paralympic Games in 2012 will provide unprecedented media exposure all around the world. We want to ensure we cater for the information needs and interests of both new visitors who are inspired to come to Britain for the first time and people who know us well and want to get under our skin more.

“As millions of people research ideas for holidays and days out online, we’ll be bringing them an enhanced media experience featuring news from around the country, live events, travel reports and feature programmes.”

Richard Day, Director, Geocast TV said, “We are delighted to be working with VisitBritain at this extremely exciting time. VisitBritain TV showcases Britain at its best, featuring events and programmes that will inspire people to explore more of the country. Our experienced production team will be delivering high quality programming for the site every week, enabling people to anticipate and plan their leisure itineraries.” Have a look at VisitBritainTV yourself now-


Destination BrandWatch: N.Zealand Brand Evolution & New Marketing Campaigns from S.Africa, Abu Dhabi & Korea

Continuous Brand Evolution from Tourism New Zealand unveiling ‘New Zealand 100% Pure You’

The campaign launched in Australia on 9 January with three television commercials and digital content carrying a ‘New Zealand 100% Pure You’ tagline.

Tourism New Zealand CEO Kevin Bowler said the campaign was an evolution of ‘100% Pure New Zealand’. It was a strategic response to research conducted in 2010 that found that personalising New Zealand’s marketing message and placing a greater emphasis on experiences would help increase visitor numbers.

The move has been well received by many in the industry, including the Tourism Industry Association (TIA), Tourism Holdings Limited and Destination Queenstown.

TIA Chief Executive Tim Cossar said the New Zealand 100% Pure You campaign positioned New Zealand as a modern destination with activities to suit a variety of visitor types. It recognised that New Zealand had more to offer than scenery and adventure activities, he said.

“The 100% Pure campaign has continued to evolve since it was introduced over a decade ago. The industry still feels strongly that the 100% branding remains a big asset and this new activity will take it in a new and interesting direction.

“Nothing stays the same and the last few years have illustrated that clearly to our industry. As a country our campaign activity must remain fresh and relevant while ensuring that the unique attributes and culture of New Zealand are well positioned in international customers’ minds.This new activity well help that happen and extend the reach of the 100% Pure New Zealand campaign.”

“As always, the industry will be looking at how the new activity delivers customers into their businesses. This is always the most important signal of success.”   Source:

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