Destination Spotlight

Shining the spotlight on tourism organizations, and luxury hotel brands around the world — Feat. TV commercials, social media buzz, promotional video campaigns, photos & more.

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Tourism Australia unveils new look YouTube Channel

Tourism Australia has unveiled a ‘new look’ version of its popular YouTube channel (youtube.com/Australia) to improve the way travellers use video to plan their Australian holiday.   In a world-first, the site provides customised content in nine languages for 16 key markets (including Australia) to enhance the trip-planning experience for potential visitors. Rich video content is now linked to an interactive Google map for users to see where the footage was filmed and in turn build their itinerary around the destinations they are considering in Australia.    Tourism Australia Managing Director Andrew McEvoy said the upgraded Australia YouTube Channel follows the launch of Tourism Australia’s biggest ever digital campaign push in June, with the roll-out of the latest phase of it There’s nothing like Australia.   “YouTube is a key channel for consumers globally, with over three billion videos viewed daily on the site, and 800 million unique visitors per month, to view content which is localised in 25 countries and across 43 languages,” Mr McEvoy said.   “Tourism Australia’s YouTube channel, which was first launched in 2010, looks to tap in to this global audience through rich video content including our latest broadcast ad and clips featuring well known identities telling the world why there’s nothing like Australia for a holiday.   “We now have 450 live videos on our dedicated YouTube site, with more than 5,000 subscribers and a track record of 6.5 million views and we will be looking to grow this further with a better and more enriching experience for users,” Mr McEvoy said.   Another new feature of the updated Tourism Australia YouTube Channel is that videos can also be filtered by state and city, type of experience, popularity or via Tourism Australia selected videos so users can generate their own bespoke gallery of Australian tourism experiences.   Integration with popular social media sites has also been enhanced to provide users with a deeper, more personal experience. For example, a “Facebook connect” function matches users’ Facebook friend check-ins with the destinations on their playlist so they can see which of their friends have visited the locations shown in the videos. The Australia Channel has also been set-up so users can easily share their customised playlist with friends and family with Facebook.   Tourism Australia’s Instagram images, which match the destinations and experiences in the videos, also feature in the playlist.    Holler Sydney, a digital creative agency, worked with Tourism Australia on the development of the customised channel.

Source: Tourism Australia

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Embracing social media isn’t just a bit of fun, it is a vital way to communicate, keep your ear to the ground and improve your business.

Richard Branson, Founder at Virgin Group

Related Article

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The Bermuda Department of Tourism (BDOT) Unveils New Branding Campaign

A new $4.8 million, multi-media campaign unveiled on August 17 was developed by the Bermuda Department of Tourism in conjunction with Boston-based advertising agency Fuseideas.

Highlighted by a new logo featuring the slogan “Bermuda – So Much More”, the new campaign is the culmination of months of research and, according to Minister of Business Development and Tourism Wayne Furbert is a reflection of the direction laid out by the recently introduced National Tourism Master Plan.

The multi-media campaign will promote Bermuda’s key tourism segments: Leisure & Entertainment, Beach, Eco & Nature, Cultural, Sports & Golf, Nautical, Cruise, Business Travel, Meetings and Incentive groups.

The campaign also aims to encourage visitation to all of the island, including the destination “hubs” identified in the National Tourism Master Plan:

St. George’s World Heritage Site

St. David’s Island

The City of Hamilton

South Shore Area

Royal Navy Dockyard and Offshore.

According to Cindy Hale, President and Chief Creative Officer at Fuseideas, one of the most crucial groups in developing the campaign was the Bermudian people themselves.

              “The idea behind ‘So Much More’ ultimately came from the citizens of Bermuda,” said Hale. “Speaking to those involved on the front lines of the tourism industry – taxi drivers, hotel clerks, waiters and others, and conducting formal and non-formal interviews led us to understand there was a strong desire among Bermudians to tell a greater story about their home.”

The “Bermuda – So Much More” campaign will utilize a diverse media mix, with an emphasis on television, print, online, radio and out-of-home advertising in the U.S., Canada and Europe plus full integration on all social media channels.

To learn more about Bermuda, visit www.gotobermuda.com

Source: fuseideas.blogspot.com

View more ad spots via Bernews.com on YouTube; Tourism Marketing Ads [Photos]

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Discover Ireland's new advertisement "Escape the Madness" features one Londoner escaping the madness in London this summer while the other is embracing it. They race each other to see if it’s faster to get to work in Central London or to reach a village in Ireland. Whose side are you on?

Visit Discover Ireland online; Connect in real-time on Twitter

Related Article:

Tourism Ireland video goes viral (Irish Times)

Video courtesy of Discover Ireland on YouTube

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New York's New Summer Tourism Campaign Reinvents “I Love NY” Logo With Sketches from Public

Governor Andrew M. Cuomo today launched a new tourism advertising 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.

 “Tourism is vital to the economy of our state, supporting nearly 500,000 jobs and generating tens of billions of dollars in revenues for the state and businesses,” Governor Cuomo said. “This campaign reinvents one of our state’s great assets - the ‘I Love NY’ icon - which is known the world over as one of the most successful advertising symbols ever. This campaign brings that icon to life in order to highlight all of the things people love about New York.”

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. Submissions can be sent to http://www.iloveny.com/ or [email protected]. Submissions will be displayed in an online gallery.

This 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.

“The campaign will be supported with a strong public relations and digital program to drive trade and consumer awareness. Digital elements include “I Love NY” Facebook, Twitter and YouTube pages.

Visit http://www.iloveny.com/ to explore the new campaign and watch the ads.

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Connecticut Tourism: New Branding

Campaign Unveiled

On Monday, May 14, 2012, the state of Connecticut unveiled its new branding campaign, entitled ‘Still Revolutionary’. The campaign, part of a two-year, $27 million dollar initiative to bolster tourism, will include TV, radio, print, and digital advertising. The new logo will also appear on the state’s social media channels.

“While neighboring states have engaged in vigorous campaigns to attract tourism dollars, Connecticut has languished, and as a result, we were literally taken off the tourism map. Starting today, we begin to change that,” said Governor Malloy. “Still Revolutionary speaks to Connecticut’s deep roots in the founding of this country and reminds us that we still have that independent, revolutionary spirit. For centuries we have been the home of literary greats, innovators and natural wonders — an incredibly diverse array of products and talent, all right here in Connecticut. We are a beautiful state, and we are very proud of our history, even as we look toward our future. It’s time we did a better job of telling that story.”

Throughout the lead-up to the launch of this new campaign, the Connecticut team engaged more than 1,500 residents, soliciting advice and feedback. DECD’s “What’s Your Connecticut Story?” project, which invites residents and visitors to share what they love most about living, working, and visiting Connecticut, also helped inform the state’s strategic direction for the campaign.

“We conducted extensive research, set a strategic vision, reviewed and tested each potential creative direction and gave our most important consumers – our residents – a chance to weigh in,” said DECD Commissioner Catherine Smith. “While it’s clear that Connecticut has a revolutionary past, this campaign reminds all of us of the revolutionary things that are still happening here, every single day.”

Connecticut tourism generates about $11.5 billion in spending, $1.15 billion in state and local tax revenue and employs nearly 111,000 workers, according to 2011 statistics. The new ads feature stunning visuals with unique story lines that highlight distinctive and extraordinary destinations around the state – from the Mystic coastline to the Essex Steam Train, the iconic Gillette Castle and Goodspeed Opera House. “Through our brand exploration, research and stakeholder discussions, we discovered that the unique experience Connecticut provides both residents and visitors alike is one of inspiration,” said DECD Deputy Commissioner Kip Bergstrom. “Inspiration became the campaign strategy and our guiding principle – Still Revolutionary gives us a powerful rallying cry that captures the spirit of Connecticut.”

For more information on Connecticut’s revolutionary past and present visit www.CTvisit.com. For information on Connecticut events, trip ideas and exclusive deals, become a fan of the Visit Connecticut Facebook page and follow on Twitter @CTvisit. View "Revolutionary Moments" on the newly created Pinterest boards at http://pinterest.com/visitct

A free download of the song, "Better With You," featured in the television commercials is available on Connecticut’s Facebook page. The song was commissioned exclusively for the campaign, performed by the Hartford Symphony Orchestra and sung by UCONN student, Dinelle Glaze.

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Ireland's Causeway of Giants

Brought to you by discoverireland.com:

'Causeway' is the winning entry from the Jump into Ireland video competition. Winner Ben Joyner paints a dreamy picture of County Antrim's Giant's Causeway with music by Songs of Water.

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Land of Dreams

Take a look at the first ever television commercial for Discover America. Feat. songwriter Rosanne Cash, daughter of American music legend Johnny Cash, and musicians from around the world.

For more on the global tourism campaign, visit www.discoveramerica.com

Video courtesy of Discover America on YouTube

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Idaho's New Tourism Marketing

Campaign Lets Visitors Star in Their

Own Idaho Adventure Videos

The Idaho Division of Tourism has announced the launch of its 2012 prime season marketing campaign, My ID. Designed to showcase the state’s scenic beauty, affordable family-friendly destinations and abundant outdoor recreational opportunities, My ID encourages visitors to interact with personalized content featured on the official Idaho travel website, http://www.visitidaho.org.

Read more about the campaign here.

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Rhode Island Trip Tip of the Week

(3/30)

Every Friday, you can tune in to the Rhode Island Tourism YouTube channel for the Trip Tip of the Week with Tourism Director, Mark Brodeur.

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Architecture, TV Ad,

Newfoundland and Labrador Tourism

Beautiful clip!

See also: Design on the edge: the artist studios on Fogo Island, Newfoundland and Labrador

From Newfoundland & Labrador Tourism on YouTube

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Aruba - One Happy Island

A new video from Aruba Tourism Authority on YouTube

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South Dakota Launches "Your American Journey" Campaign - Takes Dramatically Different Approach in 2012

The next time you see a commercial on television promoting a vacation in South Dakota, it will look and sound unlike anything the state has previously aired. High-definition aerial video and a different music score showcase a new marketing campaign entitled “Your American Journey.”

  “The previous campaign served us well for many years, and became very memorable. People at travel shows would approach our booth singing or humming the ‘Great Faces. Great Places.’ song,” said Jim Hagen, Secretary of the Department of Tourism in South Dakota. “However, success sometimes leads to complacency. The Department decided it was time for a fresh perspective; time for something that would reach visitors on an emotional level.”

  The new campaign taps into Americans’ love of traveling as well as our desire to journey to places of historic significance, unimagined beauty and patriotic inspiration.

  “It’s the centerpiece of our American dream. Where you’ll find true freedom. Where the mountains will move you,” says the narrator in the new ads. “Come find your place among the dreamers, the doers and the great faces and great places of South Dakota. Your American Journey begins here.”

Check out the new television commercials along with examples of the print ads at www.TravelSD.com/AmericanJourney.

Source: South Dakota Tourism

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Photo: Portugal - The beauty of simplicity by Turismo de Portugal

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The Pure Michigan national cable TV advertising campaign for spring/summer 2012 hits the airwaves across the country beginning Monday, March 19 and runs through June.  This year, four private sector partners – Ann Arbor, Mackinac Island, The Henry Ford and Traverse City – are contributing a combined $2 million toward the national advertising campaign.

The total budget for the 2012 national advertising campaign is $12 million– the largest budget ever dedicated to promoting Michigan as a tourism destination nationally.

Pure Michigan television commercials will air nationally more than 5,000 times combined on these cable networks:  A&E, ABC Family, Animal Planet, Bravo, CMT, CNN, the Cooking Channel, E!, Food Network, Fox News, the Golf Channel, HGTV, Lifetime, Lifetime Movie Network, MSNBC, Nick at Nite, OWN, the Outdoor Channel, Oxygen, Style, The Learning Channel (TLC), the Travel Channel, USA, WE and the Weather Channel.

Featured ads in the rotation can be viewed at michigan.org and include 14 Clubs , A Simple Sunrise , Dancing in the Streets, Gone Fishing, Lost & Found , Perfect Spot , Perfect Summer , Tee Times, The Potential of Water , Treasure , and Up in the Air .   National partner ads will be added to the rotation beginning in mid-April.

Ann Arbor  is a new national partner for 2012, and will focus on showcasing a sense of place that includes both tourism and economic development components.  This will be the second year for the Mackinac Island , The Henry Ford  and Traverse City  partnerships.

“We have seen dramatic increases in the number of out-of-state visitors coming to Michigan on vacation in recent years,” Zimmermann said.  “We anticipate 2012 will be another big year for tourism in Michigan, and this national campaign is major factor in driving that momentum.”

The Birmingham, Michigan, office of McCann Erickson developed the strategy and creative for the Pure Michigan campaign in 2006. 

The campaign expanded from a regional campaign in 2006-2008 to a national campaign in 2009.

Website: http://www.michigan.org

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Beauty in Greece

Video Credit: Visit Greece on YouTube

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Spain's Gastronomy

A cool timelapse video!

Video Credit: Spain Tourism on YouTube