New Marketing Campaigns for NY, Australia & Ireland

The Reinvention of  "I Love NY" logo with Crowd Sketches

New York just launched a new tourism campaign featuring a reinvention of the iconic "I Love NY" logo.

For the first time ever, the State has asked New Yorkers and visitors to help remake the "I Love NY" logo by submitting personal sketches depicting what they love about New York State (The "I Love NY" logo has not been used in television ads in over three years).

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People can replace the heart in the iconic "I [HEART] NY" logo with their own drawing of what they most love about the state and submit it online where they will be displayed in an online gallery. It is the first time in nearly 40 years, since the logo’s inception, that New York State has officially asked the public for their interpretations of the "I Love NY" and for the reasons they love New York.

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Select drawings may be used to replace the heart in "I Love NY" in new ads focused on New York’s many different experiences in future campaigns.

The new "I Love NY" ads are part of a $5 million tourism marketing campaign within the larger “New York Open for Business,” a $50 million statewide business initiative. The "I Love NY" ad campaign is expected to expand to feature other tourism seasons in the future.

Source: www.iloveny.com

Tourism Ireland to Londoners: "Escape the Madness"

While this summer’s Olympics promises to be a very exciting time in London, the event will inevitably draw huge crowds which will undoubtedly make commuting – and day-to-day life in general – more hectic for Londoners. Tourism Ireland will seize this opportunity – targeting hassled and weary Londoners – and present Northern Ireland and the island of Ireland as the ideal “escape” destination during this busy time.

Over 8 million people living in London will see Tourism Ireland’s “escape the madness” ad campaign this month, featuring an image of a wonderfully peaceful Carrick-a-rede Rope Bridge. From next week, ads will run on the London underground, highlighting the open spaces and lack of congestion there; over 200 large ads will appear at different tube stations across the city, targeting frustrated commuters during morning and evening rush hours. Ads will also appear in the Evening Standard, the popular free daily newspaper which is read by millions of commuters each day, again with a message urging people to “escape” to the beautiful landscape and open spaces of Northern Ireland.

Social media will also help create awareness; a campaign on Facebook (Tourism Ireland has almost 120,000 fans across GB) and Twitter (over 2,300 followers) saw Tourism Ireland post status updates on the Olympic Torch Relay around Northern Ireland this week and messages will be posted regularly before and during the games. The hashtag #Escapethemadness will be used to create plenty of lively conversations about the island of Ireland on the social networks in GB.

A specially-created web page on discoverireland.com is also promoting the torch relay, as well as the key sporting events and festivals. A series of itineraries for the thousands of accredited and non-accredited media visiting London from across the globe has been developed while Tourism Ireland is also working closely with key tour operators in all overseas markets.

Source: www.tourismireland.com

There’s nothing like Australia, Phase 2

The latest phase of Tourism Australia’s global marketing campaign, There’s nothing like Australia, has just launched  in China – Australia’s fastest growing and most valuable overseas tourism market.

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With a clear digital focus, Tourism Australia will spend approximately A$180 million over the next three years rolling out the evolving campaign in its key international markets and in Australia. It expects to achieve a total investment of A$250 million by securing up to A$70 million in additional funding from industry partners to support joint marketing activities, aimed at promoting Australia with a clear and consistent voice.

In addition to a new broadcast ad and print executions the campaign boasts a strong digital and social media focus, and will leverage the advocacy of Tourism Australia’s three million Facebook fans. Other elements include a new, interactive tablet app and hub on www.australia.com. Tourism Australia has created an interactive tablet application which is unique in both concept and content. With inspiring multimedia content and intuitive functionality, to take customers further into the stories played out in the ad and provide more information on the locations.

Tourism Australia is seeking the involvement of the Australian industry in the campaign through partnership opportunities and by sharing campaign tools and resources.

The soundtrack for the ad, “It’s Like Love”, is the result of a unique musical collaboration last year between the two musicians who wrote the composition as part of Tourism Australia’s multi-award winning Making Tracks campaign.

Source: www.tourism.australia.com