Innovative destination videos that will inspire you

Much of the tourism promotion we see is as it should be: Beautiful images. Great sights. Happy people. Nice food. Romantic sunsets. Fascinating cultures. And so on. But somehow, we have seen it all before. The truth is that much of the things we see in tourism publications and videos could be used interchangeably. “Honey, say again, in which country was that beautiful beach located in? You know, the one in the brochure…”

However, occasionally we see examples of truly inspiring promotional materials that go beyond the ordinary and give us a distinct sense of place and authenticity. Three examples:

Holland – The Original Cool

The “Holland – The Original Cool” campaign plays intelligently with all the things we know and love about the Netherlands – think Amsterdam canals, Dutch cheese, bicycles, windmills and tulips – while wrapping up these icons in a new and fresh package, giving everything a face of cool, hip, creative and innovative. It shows that destination marketing is truly about perception because the Netherlands, of course, are still the same good old Netherlands, with all that has been on offer for many years. But the video below, one of a series, is done in such a sympathetic, daring, self-confident way, revealing glimpses of the Dutch character as it goes on, that at the end you just want pack your stuff, grab a seat on one of those blue-colored planes and go there to join the fun. Congratulations Pim de Koel, a job well done!

Holland.com: The Original Cool – Episode 1: Can Cool be Taught?

Soulfood Serbia

In 2012, up-and-coming Serbia chose “Soulfood Serbia” as its yearly marketing theme, presenting the diversity of the country through the lens of authentic food available in each region. This perspective allowed to highlight local characteristics, for example in terms of farming practices, preparation of foods, regional customs and traditions as well as festivals, among these of course those with a strong gastronomic tradition, such as the Pumpkin Days in Kikinda, a small town in Vojvodina province, or the Grape and Wine Festival in Oplenac, celebrating the local wine harvest. With limited funds and lots of creativity, Serbia created a marketing campaign that was widely recognized and won a number of international awards, while positioning the gastronomy of the country for the first time; a smart move indeed since this aspect would continue to be useful as a complementary element in future marketing campaigns with a different focus. One of the most remarkable aspects of the video is that it comes across as very authentic – the way tourism promotion should be. And tourism itself, of course.

NTOS: Soulfood Serbia

Inspired by Iceland

Following the eruption of Eyjafjallajökull volcano in 2010, Iceland quickly reacted and implemented the “Inspired by Iceland” promotional campaign, initially focusing on some short-term results. Among other elements, out of a collective effort involving the government and different tourism stakeholders came a funny video vibrating with spontaneity and a zest for life that will make you laugh and want you to throw away your clothes to jump right into one of those thermal pools. Again, we don’t really learn anything new about the destination here – there are the Reykjavik sights, landscapes, volcanoes, geysers and geothermal spas that one would expect – yet it is another excellent example of how creativity makes all the difference in the world – especially when it comes to destination marketing.

Inspired by Iceland: Video “Jungle Drum”

What do you think? Are you aware of other examples that you think are very original? Share your comments below.

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