Tourism campaigns are dream briefs, what’s not to love!? You’re selling adventure, excitement or even the chance to tick somewhere off the bucket list. It’s a golden opportunity to get creative and flex your imagination. But, it’s also a cluttered world – how is the thinking genuinely memorable beyond the generic holiday experience?
Some travel campaigns make you want to pack a suitcase immediately, while others stick around long after your wanderlust fades. Here are some standout examples that I can’t help but keep revisiting.
This campaign offered the chance to switch off in every way. Finnish Tourism invited travel influencers to a stunning island escape but asked them to leave their phones behind. It’s a headline grabbing move in an age where we’re glued to our screens, but it taps into the desire we all have for a digital detox.
The idea of a truly disconnected escape conversely got ferry-loads of PR coverage and what they would call ‘digital noise’, earning millions in free media.
Tourism Australia: “Son of Crocodile Dundee”
This oldie but goldie from Tourism Australia is what happens when you lean all the way into the Hollywood movie trailer parody. Launched during the Superbowl, it posed as a reboot of Crocodile Dundee films, starring Chris Hemsworth and Danny McBride, one that was convincing enough to make people wonder if it was real. Sadly (for some, including me), it wasn’t.
The campaign is a great example of big budget TV working in sync with online and social, as most fans watching the Superbowl did so with a second screen. The spike in search traffic was huge and the overall results were as big as Mick Dundee’s knife – $85 million in earned media and a 30% increase in U.S. tourism inquiries.
Inspired by Iceland: “Let It Out”
Spoiler alert, Covid ruined the travel industry for a while. But Iceland was the best at tapping into tourists lockdown habits and dusting off their suitcases. The “Let It Out” campaign encouraged travellers to scream their frustrations into Iceland’s empty landscapes. It was cathartic, weirdly hilarious, and yet relatable.
The campaign captured the essence of travel post-pandemic: escaping, healing and letting go. Iceland doesn’t just sell you stunning views or mountains (although they have plenty); they sell their personality, and it works.
Honourable mention: “Looks Like You Need an Adventure”. Iceland also turned lockdown sweatpants into actual explorer boots. This activation urged people to swap their loungewear for adventure gear and get back outdoors. They’ve mastered the art of standing out in a sea of generic tourism. This launch video is also absolute genius.
Airbnb: “Don’t go there, live there.”
This campaign brilliantly flipped the idea of travel on its head to show the power of local knowledge. Instead of following the usual tourist trail, it told us to ditch the guidebooks and travel like we belong.
The scripts are delightfully observational —playful, insightful, and totally genuine. Gems like, “Pretend you do this all the time,” acknowledge the anxiety we can have around holidays, yet show the joy of being out of our comfort zones and off well-trodden paths. It’s a love letter to authentic travel therefore right at home for Airbnb.
Helsinki Airport: “Life in HEL”
One man. One mission. Live in Helsinki Airport for 30 days. That’s the premise of “Life in HEL”, a campaign that turned the airport into a star.
The concept is simple but brilliant and has endless content opportunities for fun ways to show off everything the airport has to offer. It was funny and relatable for anyone who’s ever spent too much time waiting for a flight. Beyond the laughs, it positioned Helsinki Airport as a destination in its own right, elevating it from just another stopover to somewhere you might actually want to visit.
British Airways: “A British Original”
This campaign is a masterclass in leveraging brand equity while also building on it. From its minimalist visuals to simple joyful observations, it elevated world class heritage with travel anticipation.
The campaign also aligned with research, showing that 67% of travellers prefer airlines and travel companies that convey a strong sense of culture and identity. By emphasising both the familiar and the aspirational, British Airways reminded audiences why it remains a trusted icon in travel. Great to see big brands doing such big brand work too.
Final Call
So, what do these campaigns have in common? They’re not just about destinations or flights – they’re about feelings. They tap into the things we crave – authenticity, humour, escape and adventure.
And they work – something that’s mandatory for everything we do at Ponderosa. Finland’s Offline Island sparked conversations about mindfulness. Iceland’s post-pandemic campaigns consistently go viral, keeping the country top of mind for travellers. Tourism Australia’s Dundee ad generated millions in media coverage. These aren’t just ads; they’re moments that connect with us long before we book holidays and try to remember where we put the passports.
