Top 5 BEST tourism slogans in the world
Depending on the positioning and attraction that the destination aims for, each slogan focuses on particular aspect, which can straightforwardly highlight each tourism' uniqueness. Those slogans are not just an attached saying or quote, but are the "brand promises" that those destination make. Let's see if you can recognize all of the slogans on this list.
1. It's more fun in the Philippines
Campaign case study
Based on a simple concept of being "fun", this small South-East Asian country got the world's attention on its tourism advertising campaign. Not everyone knows that this is a highly effective campaign done by BBDO Guerrero, who was able to come up with an impactful tourism campaign within very limited budget (under 10 million USD)
Just within 1 year of the campaign, the number of travellers to Philippines grew by 5% and the campaign became a global social sensation. The slogan "It's more fun in the Philippines" has a meaning scope that is not too niche, but is also wide enough for many potentially-executed angles. I don't think any traditional marketers or brand owners would accept this slogan, which can be understood as not being specific enough or too normal. The new era of marketing has come, and old branding theories are showing many deficits. What brands now should focus is the emotion behind that brand, whether it can create enough impactful emotion that catches their attention and interest. Being distinctive, not different, as argued by Byron Sharp in his "How Brand grow" book.
2. What happens in Vegas, stays in Vegas
A very straightforward but powerful statement of the tourism destination. Known as the "sin" city, Vegas does not need to hide away this fact. Rather than that, they takes advantage of it, admitting and even be the accomplice with travellers there.
The idea was first developed in 2003 by R&R Partners in Las Vegas tourism department. At the time, they understand their strength as gambling, but the big guys don't want their image to be so straightforward and boring like that. Thus, they went a little further and discovered the emotional benefit behind those factual curtains. That emotional benefit was FREEDOM. It is a powerful insight that inside each of us, we all crave for that ultimate freedom when we can do anything without other people judging and without ruining our entire life.
The funny video above highlights very clearly the desire of freedom of any men: to lie as much as he can without fearing of being discovered. Those lies in Vegas will stay in Vegas, so why care of holding them back?!
3. No artificial ingredients
To highlight their nature's beautiful natural resources and scenery, Costa Rica launches a campaign, which somehow mocks those skyscrapers buildings. This is effective as their main target is their big neighbour, the US, where people in the urban areas are tired of hearing and living with "artificial ingredients" in their entire life.
In reality, Costa Rica is a heaven to nature enthusiasts, who would gape their mouth seeing remarkable scenery of this special American country. The Costa Rica's slogan makes people feel curious and interesting, touching everyone's travel mood.
4. 100% Pure New Zealand
The functional benefits that only New Zealand can provide are the natural purity, the wilderness and the originality of a land that still can keep its purity. The "100% Pure New Zealand" achieved great success, because it appealed to people at the right time.
Following this long-term campaign, New Zealand can easily refresh its tourism image by re-newing the "100% purity" idea. 100% pure landscape, 100% pure adrenaline, or 100% pure relaxing, New Zealand is the land that will provide you with unique and pure experience you have never had.
5. I Love NY
I ❤ NY is both a logo and a song that has been used since 1977. Though being very simple, that logo has become a NY trademark, which is now printed almost on every NY souvenirs, from cup to T-shirt. This campaign was communicated mainly via television. Now, it has moved online, hoping to be able to push people to visit New York in the summer.
"I love NY" is not a creative idea that will make you wow, but taken category communication into consideration, the slogan is a smart claim. Peole don't want to go to New York because of any specific logical reasons. They go because they love New York. Everyone loves this vibrant and colorful city.
So, which slogan do you like most?