Welcome to the automated Brand Tracker diaries.
Ardmore Group brings Visit Pennsylvania Campaign to NFL London Game
Goal: Encourage fans to consider Pennsylvania as a holiday destination
Media: out-of-home advertising, paid social media, experiential activations
Summary: Ardmore Group launched the Visit Pennsylvania campaign during the NFL London Game, utilizing out-of-home advertising, social media, and experiential activities to promote Pennsylvania as a holiday destination to American football fans. This campaign included trivia quizzes, an AI photo booth, and giveaways, while also integrating promotional efforts around significant sporting events.
Tre Launches New Campaign for Surfing Abroad
Source: https://www.resume.se/marknadsforing/kampanj/tre-vill-locka-resenarer-vaxlar-upp-infor-hostlovet/
Goal: Promote internet access for travelers
Summary: Telecom company Tre has launched a new campaign in collaboration with SAS to highlight the benefits of internet access while flying abroad. The campaign continues the story from a previous ad featuring a boy whose mother was 'in heaven,' actually on a plane. The new campaign, developed with Garbergs and director Torbjörn Martin from B-Reel Films, emphasizes the brand's identity and is set to run from October 12 until the end of the year, coinciding with the travel season for many Swedes.
Luxembourg & Beyond: Mediahuis Luxembourg and brain&more Launch a New Festival Dedicated to Travel and Discovery
Goal: To promote travel and discovery
Summary: Mediahuis Luxembourg and brain&more have launched a new festival dedicated to travel and discovery, aimed at enhancing the experience of exploring different places and cultures.
Travel Agency for Introverts in Visit Sweden’s New Campaign
Source: https://www.resume.se/marknadsforing/kampanj/visit-sweden-lanserar-resebyra-for-introverta/
Goal: To promote Sweden as a travel destination for introverts seeking peace and solitude.
Claim: A paradise for introverts.
Media: Digital platform, pop-up travel agencies in Berlin, Paris, and London.
Summary: Visit Sweden has launched a new global campaign called 'The Introvert Travel Agency,' aiming to attract introverted travelers by highlighting Sweden’s spacious landscapes and culture that respects personal space. The campaign plays on the stereotype of reserved Swedes, presenting Sweden as an ideal destination for those seeking tranquility and fewer crowds. It includes a digital platform and real pop-up travel agencies in major cities and will run throughout the year focusing on several international markets.
Gloom for Home Sharing, Light for Car Camping: Zero Complaints from Parking Lot Rentals as Hotel Prices Soar
Source: https://www.advertimes.com/20260924/article558248/
Goal: To establish comfortable car camping locations within convenience store parking lots.
Claim: A place where you can comfortably and safely camp in your vehicle.
Summary: Lawson has launched a pilot project for 'Convenience Store RV Parks' in partnership with the Japan RV Association and Glory to utilize their store parking lots for car camping. This initiative addresses the rising accommodation costs in hotels and the increasing demand for camping due to travel style changes, establishing a setting with required amenities like restrooms and electricity for car campers.
TUI Creates Thailand in Stockholm with Outdoor Campaign
Source: https://www.resume.se/marknadsforing/kampanj/resebyran-gor-thailandtown-i-centrala-stockholm/
Goal: To create an immersive experience that engages the senses and promotes travel to Thailand.
Media: Outdoor advertising, social media
Summary: TUI has launched an outdoor campaign titled 'Experience Thailand with TUI' in Stockholm, transforming the area around Stureplan and Engelbrektsplan into a miniature Thailand with facade projections, palm trees, music, and food. The activation aims to create a memorable relationship between the destination and the brand, encouraging engagement through both physical and digital channels.
Klook moves beyond bookings to shape Vietnam’s next travel hotspots
Goal: To shape destination demand and promote lesser-known travel spots in Vietnam.
Claim: Helping travelers uncover what’s next in Vietnam.
Media: Offline activations, on-ground events, content creator familiarisation trips, social content.
Summary: Klook is expanding its role beyond selling travel experiences to actively shape travel demand in Vietnam, particularly for lesser-known destinations. With a significant increase in Singaporean travelers seeking unique experiences in Vietnam, Klook has partnered with local operators to enhance marketing activities and develop new experiences. This initiative supports increased awareness of destinations beyond traditional hotspots, aiming to broaden traveler engagement.
Interrail presents the new brand platform with the story entrusted to 30 creators
Goal: Highlight the transformative power of travel
Claim: Travel changes your perspective on the world
Media: Social media, video content
Summary: Interrail has unified its brands Eurail and Interrail under a global brand platform called 'The Interrail Effect', which showcases the transformative impact of train travel through the experiences of 30 diverse content creators. Collaborating with agencies We Are Pi and Butterfly Effect, the campaign features a series of unfiltered travel diary shorts to promote train travel's unique advantages. A survey found that 70% of Interrail customers felt that traveling has changed their outlook on the world significantly.
Saudia expands Almosafer partnership to deliver richer, AI-discoverable content
Goal: Enhance digital distribution capabilities
Claim: Richer, more personalized content
Media: Almosafer booking channels, AI-powered tools
Summary: Saudia has expanded its partnership with Almosafer Travel & Tourism Co. by implementing New Distribution Capability (NDC) connectivity, which improves digital distribution and allows for more personalized content across Almosafer's platforms. The agreement was signed at WTM Spotlight Riyadh 2026.
The Interrail Effect Puts Travel Ahead of Destination
Goal: To shift focus from destinations to the impact of traveling itself
Claim: Travel changes the way we see the world
Media: Short films and social media content
Summary: Interrail B.V. has unified its brand identity by transitioning from Eurail to Interrail, focusing on the essence of the travel experience rather than just destinations. The campaign 'The Interrail Effect' emphasizes the transformative power of journeys, showcasing travelers’ personal stories and interactions through content created by diverse creators during a summer train journey across Europe. This is a strategic shift towards valuing experiences over lists of sights, positioning the brand for future campaigns and community initiatives.
Preview: Hello showcases the benefits Fiesta Rewards offers to its members
Goal: To enhance loyalty program engagement and build long-term relationships with guests
Claim: Every stay adds value beyond the immediate journey
Media: TV spots
Summary: The new campaign 'Karla and Memo' by the agency Hello for Posadas' loyalty program, Fiesta Rewards, features actor Diego Klein and emphasizes how work trips can initiate personal travel experiences. It aims to strengthen relationships with guests by showing how business trips can accumulate points for future leisure travels. The campaign, filmed in Mexico City, connects present commitments with upcoming destinations.
Westin turns a good night’s sleep into a power move
Source: https://www.marketing-interactive.com/westin-turns-a-good-nights-sleep-into-a-power-move
Goal: Encourage restorative sleep as a source of energy and preparation.
Claim: Sleep is power.
Media: anthem film, digital, out-of-home (OOH), print executions
Summary: Westin Hotels & Resorts has launched a campaign titled 'Own Your Mornings', created by BBH Singapore, which aims to reframe sleep as a powerful tool for preparing for the day ahead. The campaign highlights the importance of restorative sleep and features Westin's 'Heavenly bed' and other sleep-focused products. It includes a 30-second hero film and shorter clips across various digital and OOH channels, as well as print ads in Japan and India.
A Portuguese brand, thousands of steps: Pedemeia partners with TAP
Goal: To enhance the travel experience for TAP passengers with comfortable socks
Claim: Every step counts
Summary: Pedemeia, a Portuguese sock brand, has partnered with TAP Air Portugal to provide socks in the airline's new travel kits. Designed for comfort during flights and for everyday wear, this partnership marks a significant milestone as Pedemeia celebrates 60 years in business. With decades of experience, the brand aims to extend its reach internationally, ensuring that its products accompany travelers beyond their journey.
Skip the drama: Flibco’s new promise with at-thetable
Source: https://www.adada.lu/2024/05/skip-the-drama-la-nouvelle-promesse-de-flibco-avec-at-thetable/
Goal: Promote a stress-free travel experience
Claim: Skip the drama
Summary: Flibco, in collaboration with the agency at-thetable, launches a campaign titled 'Skip the drama' aimed at offering travelers a smoother and more enjoyable experience in their journeys.
New: Ácido creates a campaign for Mastercard Galicia Éminent to connect with travelers
Goal: To alleviate the cost of extra luggage when traveling abroad
Claim: You enjoy the trip, we take care of the extra suitcase
Media: Digital and outdoor media
Summary: The campaign 'Abrigadísimos' by Ácido for Mastercard Galicia Éminent features actor Darío Barassi and addresses the common problem of paying for extra luggage when traveling. The bank offered a refund equivalent to the cost of an extra suitcase for customers spending above a certain amount while using the card abroad during July. The 360 campaign used various content formats and achieved over 16 million views in two days, focusing on a benefit relevant to travelers during peak vacation times.
Two Portuguese Beaches Among the 10 Best Hidden Beaches in Europe. Find Out Which
Goal: Highlight less known beach destinations
Claim: Discover beautiful, quieter alternatives to crowded tourist areas
Media: Newsletter, Online Platform
Summary: DiscoverCars.com has selected Praia da Mata and Praia do Garajau as two of the ten best hidden beaches in Europe. The selection aims to promote lesser-known, tranquil beaches that offer alternatives to usual crowded tourist spots, providing insights on accessibility, amenities, and rental car costs. The two Portuguese beaches are praised for their beauty, tranquility, and suitability for various activities such as sunbathing and snorkeling.
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.
Non-stop to Punta Cana (Arajet lands in UY with a direct route from Montevideo and changes the Caribbean game)
Goal: To improve connectivity and provide a direct travel option for Uruguayans.
Claim: More connectivity means more possibilities for sector development.
Summary: Starting March 3, 2027, the Dominican airline Arajet will offer direct flights from Montevideo to Punta Cana three times a week, filling a travel gap for Uruguayans aiming to visit the Caribbean. This new route, announced during an event at Carrasco International Airport, will feature promotional pricing starting at $580 and a special discount code for the initial weeks. The flights, operated by Boeing 737 MAX 8, aim to simplify travel by eliminating layovers typically required at other hubs.
Tourist trap
Source: https://www.campaignlive.co.uk/article/airalo-tourist-trap-dude-london/1966718
Goal: Warn travellers of tourist traps
Summary: eSim provider Airalo warns travellers of tourist traps with an installation at Potter’s Field in central London.
Pangstart for Flesvig and Niva
Source: https://www.kampanje.com/premium/pangstart-for-flesvig-og-niva/1017562
Goal: To entertain audiences with travel experiences across Europe
Claim: A hilarious blend of humor and global insights
Media: NRK TV
Summary: The second season of 'Oppdrag Europa', featuring comedians Herman Flesvig and Mikkel Niva, premiered on July 16 on NRK. The show has already garnered impressive viewership, with episodes showcasing travel in various countries including Turkey and Italy. The format is a mix of humor and cultural insights, appealing broadly to audiences.
Air Arabia celebrates new Rome route with UAE’s largest tiramisu
Source: https://campaignme.com/air-arabia-celebrates-new-rome-route-with-the-uaes-largest-tiramisu/
Goal: Create a memorable and disruptive activation to build brand recall
Media: Air Arabia’s social media channels, influencer partnerships, media collaborations including Lovin Dubai, Radio – Channel 4
Summary: Air Arabia celebrated the launch of its new Sharjah–Rome service by creating the UAE’s largest tiramisu in collaboration with Eataly. This engaging activation, measuring 5.2 meters long, served as a centerpiece to draw crowds and generate memories associated with Rome. The event, hosted at Dubai Mall, was coupled with extensive media and influencer partnerships to amplify its reach and engage a wide audience of leisure travelers.
Lufthansa, Adidas, and the German National Team create a tracksuit for first class passengers
Source: https://www.reasonwhy.es/actualidad/lufthansa-adidas-seleccion-alemana-futbol-chandal-primera-clase
Goal: Create a tracksuit for first class passengers
Summary: Lufthansa, Adidas, and the German National Team have collaborated to create a special tracksuit designed for first class passengers. The collaboration aims to enhance the travel experience with stylish and functional attire.
GetYourGuide is looking for people who turn group chats into travel
Goal: To recognize and celebrate the group organizer during travel planning.
Claim: Everyone needs a Holiday Hero.
Media: digital and audio channels, including podcasts and radio
Summary: GetYourGuide's new campaign, 'Holiday Hero or Zero', launched in late July, targets British travelers struggling with group trip organization. The campaign highlights the importance of a travel organizer, featuring real-life scenarios from British podcasters Jamie Laing and Sophie Habboo. Britons can nominate their own 'Holiday Hero' for a chance to win travel experiences and themed prizes.
KAYAK Places Indecisive Friends on Personalized Billboards
Goal: To address group travel planning frustrations and show how the platform can help groups turn plans into booked trips
Media: digital billboards, online video, social media, outdoor advertising, media relations, nomination page
Summary: KAYAK launched the 'Bookboards' campaign in collaboration with agency Rethink to tackle the challenge of indecisive friends in group travel planning. Users can nominate friends who delay confirming travel plans, and selected nominations will be featured on digital billboards in major cities like New York, Chicago, and Los Angeles. The campaign aims to push group members to finalize their travel arrangements through KAYAK, using personalized and humorous messages. Accompanying the billboards, a film featuring actress Grace Reiter highlights the urgency of booking trips and the campaign's insights show that 84% of travelers have faced similar planning frustrations.
Changi Airport bets on two Aussie mates to uncover SEA’s hidden gems
Goal: Encourage travelers to explore lesser-known destinations in Southeast Asia.
Claim: Changi Airport as the gateway to Southeast Asia.
Media: Social content, creator partnerships, destination-led storytelling
Summary: Changi Airport launched the 'A Taste of Asia' campaign featuring Australian creators Tom Smallwood and Lachy Mac to inspire travelers to explore lesser-known destinations in Southeast Asia through food and culture. The campaign aims to position Changi Airport as a key entry point to the region while promoting a deeper exploration of its diverse offerings. Trip.com is the booking partner for this initiative.
DiscoverIreland.ie Signs Up as Sponsor of The Traitors Ireland
Source: https://www.adworld.ie/2026/07/17/discoverireland-ie-signs-up-as-sponsor-of-the-traitors-ireland/
Goal: To connect with audiences and inspire travel experiences in Ireland.
Claim: DiscoverIreland.ie connects with an engaged audience through one of the country’s biggest television events.
Media: Television, audio, social media, RTÉ Player, RTÉ Radio 1
Summary: DiscoverIreland.ie, owned by Failte Ireland, has signed up as the new sponsor for the second series of The Traitors Ireland, featuring 240 credited stings in episodes and across various media platforms, aiming to inspire audience engagement and travel experiences in Ireland.