Welcome to the automated Brand Tracker diaries.
Advertising, Umbria Region bets on irony and lesser-known territories
Goal: Expand tourism narrative beyond well-known destinations
Media: Two 30-second spots, five 15-second spots, one minute-long film for cinema, and press communication
Summary: The Umbria Region's new tourism campaign, launching on October 18, continues with a comedic narrative featuring a chief's office and truffle hunting, aiming to highlight less-known local areas alongside popular destinations through various media formats.
Turku Archipelago is Looking for a Scent Expert with Lambert Wilson
Source: https://www.resume.se/marknadsforing/kampanj/abo-efterlyser-nasa-med-franska-filmstjarnan/
Goal: To find an official 'nose' to confirm the scent profile of the archipelago.
Claim: The archipelago is the best smelling place in the world.
Media: TikTok, Instagram
Summary: The Turku Archipelago is launching a unique campaign to find an official 'nose' to confirm its claim of being the best smelling place in the world, with French actor Lambert Wilson leading the effort. Candidates are asked to submit a video evaluating a scent, and the successful applicant will help create a scent guide for the region.
New: Founders and Netflix Invite You to Kiss a Fish and Watch Below
Source: https://www.adlatina.com/publicidad/nuevo-founders-y-netflix-invitan-a-besar-un-pez-y-ver-below
Goal: To promote the new series Below while inviting tourism to Newfoundland & Labrador
Claim: Visit Newfoundland & Labrador. All our fishermen look like this. Don't yours?
Media: Digital billboards
Summary: The campaign transforms a classic tourism promotion into an unexpected invitation to watch Netflix's new series Below. Featuring a digital billboard in Times Square with actor Josh Hartnett, it humorously connects the show with tourism by inviting people to experience Newfoundland & Labrador's local traditions, including a unique ritual of kissing a fish. The creative directors from Founders highlighted the success of the campaign in generating media buzz for the province.
Finland is looking for a professional nose: A tourism campaign offering 2,000 euros to explore scents
Goal: To attract a candidate to evaluate and describe the unique scents of the Turku Archipelago.
Claim: The place that smells the best in the world.
Media: Film, social media, other communication channels
Summary: Visit Turku Archipelago launched a unique campaign seeking an individual to explore and document the scents of the Finnish archipelago, offering 2,000 euros for the task. The campaign, 'Get a Nose Job in Saaristo,' is designed to promote the destination through sensory experience rather than visual displays. The selected candidate will evaluate various scents during a short visit in 2027, with their findings used in promotional materials across social media.
Calabria Region starts a €95 million tender for campaigns and territorial marketing
Goal: Strengthen the positioning of Calabria and reach new audiences
Claim: Calabria Straordinaria
Media: Digital marketing campaigns, offline actions
Summary: The Calabria Region has initiated a tender process for tourism promotion and marketing services amounting to €95 million, aimed at enhancing the brand 'Calabria Straordinaria'. The campaign consists of two lots: one targeting the Italian market, covering 12 regional territories, and the second focusing on European markets, including the UK, Germany, and Turkey. The aim is to bolster the region's cultural and natural heritage and promote year-round tourism.
Andalusia Tourism Closes Three Years of ‘Andalusian Crush’ Bringing Its Provinces to Video Games
Source: https://www.reasonwhy.es/actualidad/turismo-andalucia-cierra-andalusian-crush-provincias-videojuegos
Goal: To promote Andalusian provinces through video games
Media: Video games
Summary: Turismo de Andalucía concludes three years of its 'Andalusian Crush' campaign, which aimed to showcase its provinces within the gaming universe, demonstrating that advertising can shape the consumer experience of a brand.
Welcom’s First Campaign for Göteborg & Co Attracts International Visitors
Goal: Attract international participants to a customized program designed to alleviate Christmas stress
Summary: Welcom has launched its first campaign for Göteborg & Co, titled 'The Ultimate Gothenburg Julmys Experience', aiming to attract international visitors to a special program in Gothenburg. In just one week, over 3,600 applications from around the world have been received. The campaign includes unique festive activities designed to showcase the welcoming nature of Gothenburg and its residents.
Portugal in Transformation
Source: https://www.imagensdemarca.pt/artigo/portugal-em-transformacao/
Goal: To reinforce proximity, authenticity, and future vision
Media: Content filmed in Porto
Summary: The article discusses the evolution of the tourism sector in Portugal amidst current global changes, highlighting a debate at the VIII Portuguese Tourism Summit. It also features Cofidis' new global rebranding campaign, emphasizing its commitment to proximity and future vision, depicted through scenes in Porto involving brand employees. Additionally, it mentions other promotional activities by brands such as Sagres and Purina within the Portuguese market.
From Burek at Rimac’s to Malkovich’s Call: What Marked Saturday at Weekend.19
Goal: Promote tourism in Croatia
Summary: The campaign 'I Hear It’s Beautiful' for Croatian tourism featured a live interaction with actor John Malkovich during the Weekend.19 event, where Pete Radovich discussed its creative process and shared a video of the advertisement's creation. The event also explored broader conversations about media and audience engagement through various panel discussions.
Tourism of Value: From Strategy to Emotion
Goal: To equip professionals to create stronger, more sustainable tourism brands.
Summary: The 'Tourism of Value: From Strategy to Emotion' is an executive training program by Brands Community designed to empower tourism professionals to build stronger and more sustainable brands. The program emphasizes creating significant value and differentiation in a competitive market by merging strategic management with cultural authenticity over an 8-week immersive experience.
Loy Agency: The Matterhorn Now Has Its Song
Source: https://www.persoenlich.com/marketing/das-matterhorn-hat-jetzt-seinen-song
Goal: Promote the song 'Matterhorn' and connect it to the symbol of the Matterhorn mountain.
Media: Social media channels and short films documenting the creative process.
Summary: Linda Fäh, a Swiss singer and Miss Switzerland contestant, has dedicated a song to the Matterhorn, which she has climbed since not recognizing it in 2009. The campaign, developed by the Zurich agency Loy in collaboration with Zermatt Tourism, revolves around the personal connection between Fäh and the Matterhorn. It includes a teaser phase on social media and short films showcasing the creative process behind the song, which is part of her upcoming dialect album 'Heimat im Härz' set for release in January 2027.
Saudi Tourism Authority, SRMG hijack ‘Tourist Go Home’ protest in Europe with perfect response
Goal: Build awareness of Saudi Arabia as an emerging global tourism destination
Claim: Tourists Go Visit Saudi
Media: Organic social, digital seeding, content creator partnerships, traditional and trade PR outreach
Summary: The Saudi Tourism Authority launched a campaign that creatively reframes the 'Tourists Go Home' protest messages found throughout Europe into an invitation for tourists to visit Saudi Arabia. This street intervention, which includes graffiti changes in cities like Barcelona, Lisbon, and Rome, aims to highlight Saudi Arabia as a welcoming and emerging global tourism destination while leveraging ongoing conversations about overtourism in popular destinations.
Weekend.19 Between Pressures on Media, Future of Radio, and the Story of Tošo Proeski
Goal: Promote tourism in Croatia
Claim: I Hear It’s Beautiful
Media: Television, Digital
Summary: The article discusses the Weekend.19 program, which will address media pressures, the future of radio, and the campaign 'Croatia: I Hear It’s Beautiful' presented by Pete Radovich, highlighting the production challenges involving actor John Malkovich. The program also includes discussions on the evolution of radio technology and the impact of media on public trust. Additionally, there's a focus on the upcoming film about Tošo Proeski, featuring talks by various industry professionals.
Solo Carreras bets on tourism and business (launch ‘Companies in Races’ and project agenda 2027 in Colonia)
Goal: To create networking and business opportunities through sports events.
Claim: Cities turned into races
Media: InfoNegocios Uruguay
Summary: Solo Carreras launched the 'Empresas en Carreras' initiative aimed at transforming sports races into networking and business opportunities between companies from Argentina and Uruguay, alongside the announcement of the 2027 agenda for Colonia, which includes various race distances. The strategy focuses on attracting visitors to the city not just for running but also for tourism and business experiences.
Madrid Encourages High-Value Tourist Arrivals with the Major Campaign ‘Madrid Beats’ Created by Havas
Goal: Promote high-value tourist arrivals and establish Madrid as an attractive urban destination.
Claim: The invisible heart of Madrid.
Media: Television, digital platforms, print media, branded content
Summary: The 'Madrid Beats' campaign, developed by Havas Creative for Madrid Turismo, aims to attract high-value tourists from the US, Canada, Asia, the Middle East, and Latin America, showcasing the city's unique energy and spirit. The campaign features a main spot exploring the city's history through iconic figures and includes various media formats in multiple languages. It runs until December 2027 across 13 countries.
Madrid puts its invisible heartbeat on the map
Source: https://www.marketing-interactive.com/madrid-puts-its-invisible-heartbeat-on-the-map
Goal: Position Madrid as a premium destination for long-haul travellers
Claim: Madrid's invisible heartbeat
Media: Film, photography, various creative executions
Summary: Madrid is launching a global tourism campaign called 'Madrid Beats' to emphasize its cultural identity and attract long-haul travellers. The campaign introduces an 'invisible heart' symbolizing the city's energy and includes a two-minute film featuring historical figures discovering the city's rhythm. The campaign utilizes various media channels, aligns marketing efforts under one agency, and aims to create a lasting brand identity for Madrid.
Value Tourism: the executive training that transforms strategy into experiences that last in memory
Goal: To rethink value creation in the tourism sector.
Summary: The new executive training program named 'Turismo de Valor: da Estratégia à Emoção' by Brands Community aims to challenge business leaders, managers, and professionals in tourism to rethink how value is created in the sector. Over eight modules, participants will engage in premium immersive experiences and receive specialized knowledge to view tourism from different perspectives, emphasizing the importance of integrating sustainability and strategic vision into the business to create economic and emotional value.
North Karelia’s Summer was a Tourism Hit Compared to the Rest of Finland – Accommodation Sales Nearly Doubled from Last Year
Goal: Increase awareness of North Karelia both domestically and internationally
Summary: The tourism revenue from registered accommodation in North Karelia grew by about 88% in July compared to the previous year, significantly outpacing the national growth of 6%. The increase in international visitors, particularly from Germany, Sweden, Switzerland, and the USA, has been a key factor, with foreign overnight stays up by 47%. Major events in Joensuu, like Ilosaarirock and Gymnaestrada, contributed to this growth. VisitKarelia aims to enhance the region's reputation through the 'Spirit of Lake Finland' brand, emphasizing its uniqueness within the Lake Finland region.
The indescribable heartbeat that moves Madrid stars its new tourism promotion campaign
Source: https://www.reasonwhy.es/actualidad/madrid-beats-campana-promocion-turistica-capital-region
Goal: Promote tourism in Madrid
Claim: The indescribable heartbeat that moves Madrid
Summary: The article discusses a new tourism promotion campaign for Madrid, highlighting its unique vibrancy and culture.
A New Tourism Guide ‘JOURNAL JOURNEY’ Born from ‘Okuru Fukushima Minpo’ Starts
Source: https://www.advertimes.com/20260901/article556013/
Goal: Enhance the tourism image of Fukushima
Media: Newspaper
Summary: The Fukushima Minpo has launched a new tourism initiative called 'JOURNAL JOURNEY.' This project aims to strengthen the tourism image of Fukushima, particularly 15 years after the disaster, by utilizing local articles to highlight lesser-known attractions. The campaign debuted in the 'okuru Fukushima Minpo,' reinforcing the idea that stories from local papers can serve as tourism resources.
Cathay taps into creator territory to sell Hong Kong one square kilometre at a time
Goal: Encourage travelers to explore beyond familiar landmarks in Hong Kong
Claim: Hong Kong's density as a competitive tourism advantage
Media: TikTok, Instagram
Summary: Cathay Pacific is using creator marketing to promote tourism to Hong Kong, particularly targeting Australians and New Zealanders. The campaign, which invites creators to explore one square kilometre of the city, emphasizes its unique density as a tourism asset. Collaborations with various creators will be showcased on TikTok and Instagram, bridging social media content with travel itineraries and fares.
Cathay Pacific Restricts Travel to Show How Much Hong Kong Offers
Goal: To encourage tourists to explore Hong Kong's offerings within smaller areas.
Media: TikTok, Instagram
Summary: Cathay Pacific has launched a new phase of their campaign 'Hong Kong: The Most Fun Per km²', where content creators are given one square kilometer of Hong Kong to explore and showcase. This approach highlights the city's density as a tourist advantage, presenting hidden gems across various neighborhoods through social media. With a recent increase in international arrivals, the campaign aims to keep visitors engaged in the city.
Virgin Atlantic Holidays speaks for itself again after eight years
Goal: Build brand awareness and encourage bookings
Claim: If not now, when?
Media: Television, cinema, outdoor advertising, social media, premium content, interactive experiences, partnerships
Summary: Virgin Atlantic Holidays has launched its first major brand campaign in eight years, titled 'If not now, when?', developed by agency Lucky Generals. The campaign focuses on the decisions made while on holiday rather than typical destination promotions, and aims to capture the essence of opportunity in travel. The campaign features various scenes of travelers contemplating experiences and will unfold in three phases to build recognition, engage the audience, and drive bookings.
To discover Lisbon, one must get lost
Goal: Promote Lisbon as a diverse and sophisticated tourist destination.
Claim: To discover Lisbon, one must get lost
Media: Instagram, YouTube, Facebook
Summary: The Associação Turismo de Lisboa has launched an international campaign titled 'To discover Lisbon, one must get lost', aimed at promoting the capital in strategic markets like Brazil, the USA, Argentina, and China. The campaign invites tourists to explore beyond the well-known paths, highlighting Lisbon's historical and contemporary heritage, culture, and local traditions. The goal is not just to attract more visitors but to enhance the quality and value of tourism in the region.
Aqualand Moravia is focusing on watchtime. The spot from Croatia reached 1.8 million people
Goal: Increase brand awareness as a destination
Media: Meta, YouTube
Summary: Aqualand Moravia launched a campaign on July 10 that creatively flips the stereotype of Czech tourists heading to the sea, showcasing Croatians vacationing in Moravia instead. Within days, the campaign reached over 1.8 million users and garnered more than 7 million views across Meta and YouTube platforms. The ad, characterized by a strong narrative and humor, aims to engage the audience and maintain their attention, showcasing the brand as a desirable destination rather than a one-time visit.
Turismo de Navarra or How to Build a Destination Brand through Gastronomy
Source: https://www.reasonwhy.es/estrategia-publicidad-turismo-navarra-construir-marca-destino-gastronomia
Goal: Build a strong destination brand
Summary: The article discusses how Turismo de Navarra focuses on building its destination brand through the promotion of its gastronomy, despite some opinions suggesting a lack of investment in social media. The emphasis is on the unique aspects of the region that could appeal to visitors.
Finland criticizes Visit Sweden’s coolcation strategy – warns of unethical marketing
Goal: Promote tourism in Sweden as a cool alternative.
Claim: coolcation
Summary: Visit Sweden promotes Sweden to tourists with the 'coolcation' concept, while Helsinki Partners criticizes this strategy as unethical marketing. Visit Sweden defends its approach, stating it aims to meet new travel needs rather than exploit the climate crisis.
CFL promotes its tourist circuits Hike / Bike & Rail with the agency VOUS
Source: https://www.adada.lu/2023/04/cfl-promeut-ses-circuits-touristiques-hike-bike-rail-avec-lagence-vous/
Goal: Promote tourism circuits
Summary: CFL is promoting its tourist circuits for hiking, biking, and rail travel in collaboration with the agency VOUS.
Coo’ee signs the campaign for the 80th anniversary of ASAT
Goal: To celebrate the 80th anniversary of ASAT and enhance its identity in Trentino tourism.
Claim: Viva Ospitalità
Media: Annual convention, celebratory merchandising, social media communication, docufilm
Summary: Coo’ee has developed a communication project for the 80th anniversary of ASAT, the Association of Hoteliers and Tourism Businesses of the Province of Trento. The agency undertook a light rebranding of the association's logo, created a celebratory mark for the anniversary, and developed the creative concept 'Viva Ospitalità' to narrate ASAT’s role in Trentino tourism. The concept has been applied in the annual convention, celebratory merchandise, and social media communication. Additionally, a 12-minute docufilm documenting ASAT’s history and evolution, featuring testimonials and archival materials, is part of the project.
Rome Capital Closes Tender for New City Branding: Superhumans for Creativity, Pomilio Blumm for Media
Goal: Position Rome as a global, sustainable tourism destination and attract diverse audiences.
Claim: Rome, Experience Heritage Through Contemporary Beauty
Media: Media planning and strategic buying
Summary: Rome Capital has awarded the creative strategy and media planning for a new city branding initiative, with Superhumans winning the creative lot and Pomilio Blumm winning the media planning lot. The campaign aims to enhance Rome's international tourism brand identity, connecting its historical heritage with contemporary culture, while targeting international travelers and younger audiences.
Kazunari Ninomiya is also ‘Highly Anticipated’: Tottori Prefecture’s Serious ‘VIVANT Play’ Aims to Attract Tourists
Source: https://www.advertimes.com/20260723/article551398/
Goal: Attract tourists to Tottori based on the TV series VIVANT
Claim: Visit the sand dunes!
Media: Social Media
Summary: Tottori Prefecture is actively promoting tourism through a campaign inspired by the TV show VIVANT, which will have its Season 2 airing starting July 26. The campaign includes creating a VIVANT-themed photo spot at the Tottori Sand Dunes and encourages visitors to share pictures of local sites believed to be associated with the show on social media, with a chance to win local specialties. Actor Kazunari Ninomiya, who stars in the series, expressed his excitement about the new season, further boosting the campaign's popularity.
Andalucía Takes Its Tourism Proposal to Rome with a QR Code Made from Handcrafted Tiles
Source: https://www.reasonwhy.es/actualidad/turismo-andalucia-codigo-qr-azulejos-roma-andalusian-stargate
Goal: Promote tourism in Andalucía
Media: QR code
Summary: Andalucía is showcasing its tourism proposal in Rome using a unique QR code created from handcrafted tiles. The initiative aims to attract visitors by highlighting the cultural and artistic heritage of the region.
Beer is back in stock, Boston tells Scots to come back
Goal: Encourage Scottish tourists to return to Boston
Claim: Don’t worry, we restocked the beer, No Boston. No Party, Come back anytime, Scotland
Media: OOH screens
Summary: Meet Boston launched a campaign to welcome back Scottish fans after their visit for the FIFA World Cup 2026, reminding them of the fun they had in the city. The campaign included humorous messages displayed in Scotland about beer restocks and featured visuals related to Scottish fan culture. It also established a formal partnership between Boston and Glasgow focused on tourism, education, innovation, and sustainability.