Marketing is an essential part of every tourism organization. How you market your destination will leave a lasting impression on the public – that’s the goal at least! There have been a number of tourism marketing campaigns that have certainly left an impression on us. Some that have coined token phrases and have paved the way for other tourism organizations. Here are some of the most memorable tourism marketing campaigns of all time….well, according to Barberstock that is.
Virginia – ‘Virginia is for Lovers’
In 2012, Advertising Age called it one of the most iconic ad campaigns in the past 50 years, and in 2009 it was inducted into the Madison Avenue Advertising Walk of Fame. Originally dating back to 1969, the state still uses this slogan today. And why wouldn’t they? The first year the campaign was released, Virginia saw a huge increase in visitors and sparked a world-wide interest in the Old Dominion. Other states even took a shot at replicating the campaign resulting in the ‘I Love New York’ logo and the cheeky yet comical ‘Maryland is for Crabs’ slogan.
Australia – ‘Come and Say G’day’
This legendary campaign starring Paul Hogan was launched back in 1984 and still strongly influences present-day culture. The line “I’ll slip an extra shrimp on the barbie for you” wasn’t the main tagline or theme of the campaign, but it profoundly struck a chord with its audience. Today, ‘shrimp on the barbie’ remains a popular reference to Australian culture. This campaign is the perfect example of the longevity and impact a single line can have.
Jamaica – ‘Once You Go, You Know’
Containing all of the elements of a catchy slogan – it’s short, it’s to the point, it rhymes, and it truly symbolizes the destination it represents. Launched in 2004 to highlight the family appeal of Jamaica, the island recently changed their slogan to ‘Get All Right’. Doesn’t quite roll off the tongue in the same way…
Australia – ‘Best Jobs in the World’
Labelled as one of the most successful and viral tourism marketing campaigns of all time, it set the bar for many more social campaigns to follow. The 2009 campaign gave people world-wide a chance to apply for ‘The Best Job in the World’, the caretaker of the Great Barrier Reef islands. The job appealed to the masses offering an attractive salary, free accommodation, and a surrounding nothing short of paradise. The interested candidates applied by submitting a web video available for public viewing. After only two days, the submission website crashed from the influx of traffic and over 35,000 applications were received from over 200 countries around the world.
Las Vegas – ‘What Happens Here, Stays Here’
Everybody knows this saying all too well. But not everybody knows that this phrase all started with Las Vegas’s 2003 marketing campaign. A slogan that invited people to escape their everyday lives and visit a place without judgement or guilt. The campaign transformed the Las Vegas strip, attracting a younger crowd who was ready to take the city on by storm. Revitalizing the Vegas party scene, it was a campaign people perhaps took a little too seriously…