Visiting Oslo: enjoying the dry humor
Just launched last week, VisitOSLO’s new tongue-in-cheek campaign highlighting Oslo’s revitalization, “Is it really a city?”, is currently going viral, with over 1.5 million views on TikTok, 1.2 million on Instagram and over 6 million on X.
This ad takes the bold step of mocking itself and tourist traps in general. The ad humorously highlights the city’s less crowded tourist spots, promoting the lack of queues for food, the freedom to swim wherever you want, and the absence of stuffy museums. This clever use of dry humor not only entertains, but also effectively communicates Oslo’s unique selling points. It’s a breath of fresh air in tourism marketing, showing that authenticity and humor can go a long way in attracting travelers. The campaign cleverly promotes sustainable tourism by encouraging tourists to explore less crowded, more remote places, reducing the strain on popular tourist attractions.
According to VisitOSLO Marketing Manager Anne-Signe Fageleng, the strategy behind this original and unique approach was to stand out from the crowd: “We dared to use this honest sense of humour in our international campaign, of course to attract attention, and it’s working! This approach is always a risk, but fortunately we have received so much positive interest so far,” she said.
Iceland: “Icelandverse”
Another standout campaign is Iceland’s “Icelandverse,” a playful parody of Facebook’s metaverse. Released by Inspired by Iceland, the ad features Icelandic actor and comedian Jörundur Ragnarsson, who introduces viewers to the “Icelandverse,” a real-world immersive experience that lets you actually touch and feel nature. The campaign cleverly contrasts the digital virtual world with Iceland’s actual natural beauty, highlighting the country’s unique landscapes and outdoor activities. By encouraging direct interaction with nature, the ad advocates for sustainable tourism practices and highlights Iceland’s commitment to protecting its natural environment. The campaign is a great example of how humor and cultural pride can create memorable, engaging advertising while promoting sustainability.
New Zealand: Good Morning World
Tourism New Zealand’s Good Morning World campaign takes a heartwarming and personal approach. The ads feature New Zealanders saying a cheerful “Good morning!” to the world every day from beautiful locations across the country. The year-long campaign showcases New Zealand’s natural beauty and the warmth of its people, portraying the destination as inviting and authentic. The campaign’s simplicity and authenticity resonates deeply and stands in contrast to more commercialized tourism advertising. By focusing on local voices and everyday life, the campaign promotes community-based tourism and sustainable travel, encouraging visitors to connect with local culture and traditions.
Australia: Matheson
Australia’s “Matesong” campaign, launched by Tourism Australia, is another example of how to capture attention with creativity and music. Featuring pop star Kylie Minogue, the ad is a musical love letter to the UK, encouraging Brits to visit Australia. The catchy song, humorous lyrics and stunning footage of Australia’s iconic landscapes create an irresistible appeal. The campaign cleverly capitalizes on the cultural ties between the two countries, making it both accessible and fun. As well as being entertaining, the campaign also promotes sustainable tourism by showcasing Australia’s diverse natural landscapes and encouraging visitors to explore the lesser known parts of the country.
Japan: Where tradition meets the future
Japan’s tourism campaign, “Where Tradition Meets Future,” showcases Japan’s unique blend of ancient traditions and cutting-edge technology. The ad features striking contrasts between tranquil temples and bustling city streets, and traditional tea ceremonies and futuristic robots. This contrast highlights Japan’s diverse appeal that appeals to a wide range of interests. The campaign effectively captures the essence of Japan, making it an attractive destination for travelers seeking both cultural heritage and modern experiences. By promoting both historical and contemporary attractions, the campaign encourages sustainable tourism practices that embrace innovation while respecting and protecting cultural heritage.
Sustainable Storytelling in Tourism Marketing
Recent tourism advertising shows that creativity, humor and authenticity are the keys to standing out in a competitive market. With a unique approach and authentic storytelling, these campaigns have set a new standard in destination marketing. As travelers increasingly seek meaningful and memorable experiences, these innovative ads not only capture attention but also inspire a deeper connection with the destinations they promote.
Additionally, these campaigns highlight the growing trend towards sustainability in tourism marketing. By focusing on local culture, lesser known attractions and environmentally friendly practices, these ads promote responsible travel and encourage visitors to think about the impact of their tourism choices.
Connecting with conscious travelers
These ads have resonated with a new generation of conscious travellers who are looking for a deeper connection with a destination, rather than simply touring the popular tourist spots. This trend reflects a growing desire for sustainable, culturally enriching travel experiences. Today’s travellers are looking for authentic encounters that respect local traditions and contribute to the preservation of natural and cultural heritage.
As the tourism industry continues to evolve, these innovative campaigns demonstrate that the future of destination marketing lies in authenticity, creativity and sustainability. By setting new standards and pushing the boundaries of traditional advertising, these tourism boards are not only attracting visitors, but also promoting a more responsible and sustainable approach to travel. With more groundbreaking campaigns to look forward to, it’s clear that the tourism industry is on a path to creating meaningful, impactful travel experiences that benefit both travelers and local communities.
