Top Ten Memorable Tourism Campaigns (2018 edition)

It’s that time of year again! My Royal Roads University MA in Tourism Management students are sharing their most memorable tourism campaigns.

Here’s what’s top of mind for 2018:

  1. Imagine Your Korea. The MA student who shared this campaign had a personal connection to the destination, but said this captures the fun and vibrancy of the destination. Check out their YouTube channel at https://www.youtube.com/user/ibuzzkorea
  1. WestJet’s Christmas Miracle campaigns, which combine corporate giving with strong public and media relations. Too numerous to mention them all, a recent WestJet effort in the Dominican Republic offers a good example. Click here to watch it.
  1. “Red Sucks”, the video from a small mountain in the Kootenays. This campaign was a tongue-in-cheek look at 24-hours in a guest’s life at the local resort. Watch the video here.
RedSucks
The landing page for Red Sucks. It’s cheeky!
  1. The transcendent nature of the “Super, Natural British Columbia” brand that has persisted through several organizational structures to touch the hearts and minds of hundreds of visitors. Students this year referenced the Wild Within video (here) as being particularly memorable.
  1. Tourism Calgary, the Calgary Stampede and other stakeholders’ “Come Hell or High Water” statements, and “Calgary, We’re Open” a 2013 collective effort to invite visitors to the destination despite excessive flooding. See the official tourism video here.

5. UNILAD Adventures’ look at Zimbabwe, as posted on Facebook.

  1. “Pure Michigan” radio campaign, particularly in the Windsor-Quebec corridor. Apparently to those who live there, these spots are a near-constant presence.
AustraliaCampaign
This campaign has staying power.
  1. Tourism Australia’s “Best Job in the World” campaigns. Starting with a 2009 contest for the NSW region, this grew into a national youth-focused initiative drawing global attention.
  1. Canada shared by Canadians – Keep Exploring. This sweet video combines thousands of hours of submissions from across the country along with a chouette chanson in English et en francais. You can watch the video here.
1. And the “winner” is? Incredible India. I promoted this to the top spot because my BCIT undergrad students also voted this the top brand in our destination development course. Click here for a 2013 commercial from the campaign.
To view the list we created in 2017, click here. And let me know what campaign springs to your mind (from any era) in the comments below!

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