Learn from Ogilvy & Mather how to advertise for tourist destinations.

Confessions of an Advertiser and Ogilvy & Mather on Advertising are both bibles in the advertising field, and some chapters overlap, such as the writing and creativity of a single type of advertisement. This article is about how to advertise for tourist destinations.

Ogilvy's experience in advertising for British Tourism and Holiday Association, Puerto Rico and American travel agencies can be summarized as follows:

Tourism advertisements will definitely affect the image of the countries concerned. Politically, it is very important whether your advertisement can establish a positive image. If your advertisements for your country are inferior, then you will make people feel that your country is not so good.

Tourists don't come all the way to Wan Li to see what they can see at their doorstep. For example, you can't persuade the Swiss to run 5000 miles to America to see the Colorado Mountains. Promote the most attractive places for tourists in your country.

The brewing time from seeing the advertisement to deciding to buy a plane ticket is probably very long.

The medium you advertise is for people who can travel long distances. These people are well educated. Do not underestimate their intelligence. Write advertisements in mature language-instead of the usual travel advertising rhetoric.

The biggest obstacle to international travel is cost. Your advertisement should emphasize the characteristics of culture and personal identity, so that readers can feel that his travel expenses are reasonable. Eliminate the worries of tourists, such as fear of communication, fear of losing money, fear of eating badly and so on.

Tourist routes are easily affected by tides. Advertisements should describe your country as a popular tourist attraction in the world. Trend has the magic power to guide tourism consumption.

People dream of distant places. Advertising should turn their dreams into actions-turning potential into real power. Providing readers with a "travel guide" can best achieve this change. It is best to use attractive photos and targeted information in travel advertisements in Britain, the United States and Puerto Rico.

Some topics are easy for China people to understand, but foreign tourists with different cultural backgrounds-customers-can't appreciate their charm.

My advertisement "Please Visit Britain" was surprisingly successful, but it was also severely criticized by British public opinion. Their reason is that my advertisement has set up the image of an old empire for Britain-huts and huts, old-fashioned lifestyles and so on abound, which has hurt the dignity of Britain. They accused me of depicting Britain as a small country full of pastoral flavor and living in the afterglow of the past, and asked me why I didn't show the "real" Britain: an important welfare industrial country that produces penicillin and jet engines for the world, cultivates henry moore and builds atomic power stations, and won't let tourists come from afar.

Confessions of an Advertiser: Chapter 9

Ogilvy Advertising: Chapter 10