Skift Travel News Blog

JW Marriott has launched a new Asia-Pacific campaign, taking inspiration from the K-drama genre and starring South Korean actor, Lee Min-ho. 

The three-minute video titled ‘Stay in the Moment’, tells the story of a headstrong son and his family, who face their issues and overcome barriers by embracing the life moments provided through the shared experiences of travel.

You can view the video below:

The campaign has been created to ‘underscore the beauty of human connections’, by emphasizing the strong familial bonds that are forged in unforgettable moments, said JW Marriot in a press release. 

“The ‘Stay in the Moment’ campaign focuses on the discerning luxury traveler who seeks well-being, mindfulness and profound connections－all the elements that speak to the spirit of the JW Marriott brand,” said John Toomey, chief sales & marketing officer Asia Pacific, Marriott International. 

“Lee Min-ho’s starring performance in the campaign video beautifully captures the JW Marriott experience, embodying the holistic and inspirational moments that shape our journeys and enrich our lives.”

Ras Al Khaimah Tourism Development Authority has launched a new cat-inspired campaign designed to highlight the ‘#PurrrfectVacation’.

The ‘All About You’ campaign was created by FABLEfx, and stars Leo the cat as he journeys across Ras Al Khaimah to discover all that the Emirate has to offer whilst maintaining his ‘laid-back demeanor’.  

According to a release, the feline character was inspired by a real rescue-cat named Leo, who found a home in Ras Al Khaimah and became a social media icon in the process. 

In addition to the creative elements of the campaign, there is also a gamification element where players have the opportunity to win a trip to Ras Al Khaimah and discount vouchers.

“Ras Al Khaimah’s wealth of experiences comes to life in a whimsical way in our new campaign. The decision to choose a cat character for the Ras Al Khaimah’s latest marketing campaign is a strategic one that is based on consumer insights, brand alignment and research that shows ad campaigns featuring mascots are 37% better positioned for greater market share,” said Raki Phillips, CEO of Ras Al Khaimah Tourism and Development Authority.

“This was reinforced with a YouGov survey that validated that the presence of the cat in our campaign resonates with our target audience and adds to its likeability with scores of up to 90% among tested campaigns in all markets. This creative campaign will help put the Emirate on the map for new tourists, with the help of a fascinating and memorable character, who was once a real-life and beloved icon in the Emirate”, said Raki Phillips, CEO of Ras Al Khaimah Tourism and Development Authority.”

The Tourism Authority of Thailand unveiled a new marketing campaign “Meaningful Relationship” at the World Travel Market event in London on Monday.

The heart of the campaign is to encourage tourists to create more than just travel memories, it’s about fostering connections with the people, communities, nature and Thailand itself.

In tune with evolving travel trends, Thailand recognizes the modern traveler’s inclination towards prioritizing experiences over ticking off bucket-list destinations.

The “Meaningful Relationship” campaign seeks to tap into this shift, inspiring travelers to form connections that transcend the ordinary and ultimately foster a bond with oneself.

The Film

The advertising film features tourists from Korea, France, and Portugal, showcasing the attractions of Kanchanaburi, Chumphon, Nakhon Phanom, and the vibrant metropolis of Bangkok.

Thapanee Kiatphaibool, Governor of the Tourism Authority of Thailand, shared the campaign’s vision, stating, “The new ‘Meaningful Relationship’ marketing communication concept is designed to encourage travelers to engage in a meaningful connection, whether it is with themselves, the local people, the community, nature, or even with Thailand. When travelers form a relationship with the people they meet and the place they visit, they will have an opportunity to create lifelong friends, cherished recollections, and enjoyable moments.”

Moreover, December will also witness the launch of the “Thailand Always Cares” campaign, emphasizing Thailand’s commitment to ensuring a memorable experience for tourists.

Latest Tourism Figures from Thailand

Thailand’s ambitious goal is to attract 25-30 million tourists and generate THB 1.5 trillion ($43 billion) in revenue by the end of this year.

According to the latest available data, in the first 10 months of 2023 (January 1-October 31), Thailand recorded over 21.6 million arrivals and generated over THB 927 billion ($26 billion) in tourism revenue. The top five source markets being Malaysia, China, South Korea, India and Russia. 

The 2024 target is set at total revenue of THB 3 trillion ($84 billion) with THB 1.92 trillion ($54 billion) coming from the international market.

After granting visa free entry to Chinese tourists from September onwards, Thailand announced last week that it would grant visa-free entry to citizens from India and Taiwan from November 10 till May 2024.

Andalusia Tourism launched a campaign on Wednesday warning tourists they’ll fall in love with Spain’s Andalusia region.

Called “Andalusian Crush,” the campaign features a video montage of Andalusia’s decorative architecture, culture, history and art with Games of Thrones actor Peter Dinklage as its narrator.

Dinklage warns viewers the region will break you “in a thousand pieces” and to be “careful of the Andalusian crush.”

Visit North Carolina has launched ‘For Real Fall Colours’, a new new campaign in partnership with its creative agency Luquire. 

The campaign cleverly utilizes the manmade ‘fall colors’ of New York, and transforms them using transparent leaf-shaped magnets and stickers to highlight the organic colours North Carolina has to offer during the fall season.

The magnets and stickers can be found across the city everywhere that portrays a pop of fall color – including brick buildings, taxi cabs, sidewalks and street signs.

You can view the 60-second spot below:

“Being new to North Carolina, I can tell you the fall color here is absolutely worth a trip,” said Glen Hilzinger, chief creative officer at Luquire.

“As part of our overarching ‘For Real, Visit NC’ campaign, we decided to literally reframe the manufactured colors New Yorkers are used to seeing in order to inspire them to see the real colors of North Carolina.”

The out of home element of the campaign will be supported by user generated content that will be shared across Visit NC’s social media platforms in the coming weeks.

British Airways is has debuted a new seasonal advertisement to celebrate the Hindu festival, Diwali. 

According to a release, the film has been created to celebrate those who may be missing out on the family celebrations, as well as recognizing those heading home for the festivities. 

The campaign, which features a cast made up of British Airways team members – including Akash, Shilpa, Amanda-Rose, and Ruchika – sees them fulfilling their duties at work as voicemail messages from their real family and friends play in the background.

“Each year, millions of people around the world gather to celebrate Diwali, the festival of lights, and we know that making that journey home to be with loved ones is so important. Our people are at the very heart of this campaign, as we wanted to thank them for helping families and friends reconnect during the festival. Happy Diwali to all our customers and colleagues,” said Hamish McVey, director of marketing at British Airways. 

The adverts will run from October 20 to November 11.

Los Angeles Tourism & Convention Board (LA Tourism) has launched its largest ever consumer advertising campaign in the United Kingdom and Ireland.

The ‘Now Playing’ campaign – which features advertising in Ireland and Manchester for the first time – will run through October and November, and will return in early 2024.

The campaign includes advertisements on television, which are supported by a range of out of home placements on buses, trams and billboards, along with a full social media campaign. The creative elements have been produced alongside creative agency, Imaginary Forces.

“This is LA Tourism’s biggest ever consumer advertising investment in the UK and Ireland, showing our continued support for these key markets. We are excited to bring our consumer advertising to Ireland and the Manchester area for the first time to target travelers in these important regions, complementing our long-standing trade and PR efforts. We expect the new creative will entice travelers to choose LA for studios and attractions, food, outdoors and wellness, sports, shopping, and arts and culture,” said Francine Sheridan, regional vice president, Europe and ME, LA Tourism.

The new Eurostar – which has been created following the merger of Eurostar and Thalys – has launched with a new brand identity, all underpinned by its new motto, ‘Together We Go Further’.

The launch, which includes a new website, mobile app and loyalty program, has kicked off with a new 60-second advertisement created by adam&eveDDB and DDB Paris, which will launch across the rail operators European destinations from 16 October 2023.

In addition to the TV spot, the campaign also features a number of out of home and digital elements, for which ten artists were commissioned from the cities served by Eurostar, with the aim of ‘bringing each destination to life’. 

“Travel inspires us and renews our sense of creativity, which we wanted to bring to life in our new campaign. We wanted to create the feeling of excitement customers feel when they are about to embark on a journey to discover Europe. We have packed the commercial and OOH ads with hidden details for the public to enjoy and discover the more they revisit, in the same way we explore our destinations,” said François Le Doze, chief commercial officer at Eurostar.

A Swedish advertising firm has created a ‘skin-friendly travel agency’ to combat the rising number of skin cancer cases in Sweden. 

The ‘Shadecation’ campaign, created by Wenderfalck on behalf of Sweden’s largest pharmacy, Apotek Hjärtat, aims to inspire Swedes to adopt healthier sun habits and challenge the way they approach their time in the sun. 

Originally featured on Ads of the World, the campaign video highlights that cases of skin cancer are up 100% over the last 20 years in Sweden – making the country the third most affected globally – which prompted the team to ‘inspire Swedes to spend their summer holiday in the shade and out of the sun.’

The cornerstone of the campaign is the ‘world’s most skin-friendly travel agency’, which showcases Sweden’s shadiest destinations. The campaign also features a number of experiential activations, including transforming Apotek Hjärtat pharmacies into travel agencies and an outdoor media campaign. 

You can take a look at the campaign website here (with a little help from Google Translate) and view the original campaign video on Ads of the World here.