Forget about advertising a traditional product or service!
Adweek explains how Auckland, New Zealand and New York City are advertising the foreign city to their locals as a vacation destination. With NYC's tourism in 2018 being slower than ever, NYC & Company decided to reach out to some of its best customers in the tourism industry of NYC: Auckland residents.
Not only does this positively impact the travel industry, but also the economy of the cities themselves. With millennials taking up to three international trips a year, advertising a destination is definitely a route to success for any bustling city. Traveling is something that many millennials value. So, the problem and desire already exists within the market - people want to travel, now they just need to be told where to go.
However, advertising a destination is quite different from advertising a product or service because unlike most products and services, various people could have very diverse experiences in a destination. The promise to one person may be extremely different than the promise to another person.
When it comes to advertising a destination, focus more on the icons associated with the city. NYC does this through using the Statue of Liberty in their images and repeating "New York City" and its slogan "Welcomes You Always." The message is simple, but with repetition the viewers are able to come to their own conclusions as to what NYC can offer them.
https://www.adweek.com/brand-marketing/with-new-zealand-ad-deal-nyc-tourism-extends-partnerships-to-all-regions-of-the-globe/
https://www.cnbc.com/2019/08/30/millennials-making-travel-a-priority-more-than-previous-generations.htmlthree
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