Expedia and Visit Britain won an award for their campaign that encouraged travel beyond London.
Skift Take: The big lesson here is that digital first is the future.
— Jason Clampet
Editor’s Note: This past week creatives from around the world descended on the south of France for the Cannes Lions International Festival of Creativity, the most coveted creative awards in the industry.
Jesse Desjardins, global manager of social content for Tourism Australia was on hand during the event and he shared his insights below on the most-awarded campaigns in travel. Skift has covered Desjardins work at Tourism Australia in the past, most notably the destination marketing organization’s Instagram efforts.
Here are the travel campaigns that received accolades:
Campaign: Doors of Thrones, Tourism Ireland
Agency: Publicis London
This winner of the Grand Prix and Silver Lion award in the Effectiveness category was also featured in last year’s review, and is also a tourism campaign with a local spin. While the renowned Art Institute of Chicago (AIC) is beloved and frequently visited by tourists to Chicago, it’s been largely ignored by locals who consider it intimidating; only 25% of paid visitors were locals. The AIC needed to show that they were a welcoming place — and how better to show people they’re welcome than invite people to stay over?
As part of their exhibition on Van Gogh’s work, the AIC recreated the artist’s bedroom as part of the exhibit and then put the room up on Airbnb. It was the most successful exhibition the museum had in 15 years — but most importantly, that success was generated by local attendance, which was up 97% and provided the majority of the visits. It was the first time in a decade that the majority of visits had come from locals. The ROMI of the campaign, developed by Leo Burnett Chicago, was $4.07:1.