Travel Ads That Actually Work: How Communities Are Rewriting the Rules
May 20, 2025
Traditional Travel Ads aren’t enough to Influence
Let’s be honest—most traditional travel ads are built to interrupt, not connect. Flashy footage. Generic taglines. A fleeting “Book Now!” CTA that disappears faster than your TikTok attention span.
And yet, every year, communities throw down budget on campaigns they know won’t be remembered a week later.
Here’s a wild idea: what if your community stopped advertising like a product and started behaving like a cultural brand?
That means ditching the rented attention economy. Instead, build something that lasts—media ecosystems that earn attention by telling real stories, spotlighting real people, and making locals the stars of the show.
That’s the heart of what we do: helping communities shift from pushing ads to telling stories—think Netflix meets your neighborhood café. Local voices. Real moments. Content people actually want to spend time with.
We’re talking:
- Podcasts that inspire
- Video series that stick
- Community-powered content that lives beyond a campaign
Let’s get into how you make this happen.
Owning the Conversation vs. Buying a Slot In It
Paid ads are still a pivotal part of destination marketing, but they can’t carry the whole weight of your strategy. What moves people is connection—a glimpse into what makes a place tick.
Big brands already know this:
- Red Bull hasn’t been about just energy drinks for years.
- Nike isn’t pushing only sneakers.
- Duolingo isn’t selling an just app.
They’re building identities. Stories. Cultures. They don’t advertise; they influence.
Now here’s the million-dollar-question: what’s stopping communities from doing the same?
Our CEO, Dan Janes, said it best, “Communities are more than visitor stats—they’re sources of identity. Our job is to turn that identity into content people love, not travel ads they ignore.”
The Community-Led Content Model
Non-traditional media is where culture is shaped now. DMOs are perfectly built for this because they already sit on a goldmine of narrative fuel, from chefs dropping wisdom on local podcasts, to behind-the-scenes reels of muralists in action:
What you have:
- Local voices, not stock footage
- Culture, not campaigns
- Passionate people, not passive consumers
When you lean into storytelling formats—like docuseries, podcasts, interviews, and behind-the-scenes newsletters—you stop interrupting, and start inviting travelers into your world.
Here’s How Communities Actually Influence Traveler Behavior
It’s time to stop thinking seasonally and start thinking long-term.
It’s not about tossing out your paid media plan or ghosting Google. Those are still valuable tools in your toolkit. But if we want to influence traveler behavior in meaningful, lasting ways, we have to build beyond the seasonal campaign cycle.
Modern tourism marketing is shifting gears—from broadcasting messages at audiences to inviting people into the conversation. And the best part? The people already living in the communities you’re promoting are some of your most powerful storytellers and co-creators.
- Make binge-worthy content: Not travel ads. Actual shows. Podcasts. Video series. The kind that sticks in people’s heads before they even consider taking a trip.
- Show up where people already spend time: YouTube. Spotify. Instagram. Newsletters. And don’t just show up—belong there. That’s what makes people trust you.
- Build community, not traffic: Ask yourself: would you rather have a million views or a thousand true fans that come back every month, tell their friends, and show up in person?
Travel Ads Examples that Build Movements
Check out some examples of travel ads that transcend selling, and ignite emotion.
Visit Jacksonville
When Visit Jacksonville wanted to make waves overseas, they didn’t just “run an ad.” They turned London’s Waterloo Station into a love letter to Jax’s sandy shores. Full station takeover. Live activations. Partnerships with West Ham United. Oh-and a National Geographic feature, because why not?
This was about showing up in a way that made people stop, smile, and start Googling “How far is Jacksonville from Heathrow?” This wasn’t an ad campaign. It was a cultural moment.
visit idaho
Idaho didn’t just make a splash—it launched a full-on current of curiosity. The new “3100: Whitewater Adventures” series doesn’t just show off the rapids. It immerses you in the soul of the state, one wave at a time.
Through storytelling, film, and a deep respect for nature, we invited travelers to:
- Ride with purpose
- Connect with Idaho’s wilder side
- Flow where the river takes them
Adventure is just the beginning—this is a tribute to the land, the water, and the people who live in rhythm with them.
st. louis
This wasn’t your average influencer campaign. No filters, no forced narratives. Just real creators discovering real moments across St. Louis.
We tapped into the authenticity of travel storytellers and gave them the keys to the city—letting their curiosity chart the course. Then we watched the magic unfold across reels, posts, and personal takes that invited audiences to:
- See the city through new lenses
- Find unexpected stories around every corner
- Rediscover what makes St. Louis unforgettable
We didn’t ask creators to sell a place—they were invited to feel it. To walk its streets, taste its flavors, hear its music. To find their own St. Louis, and share it—not as a highlight reel, but as a memory in motion.
Because the best stories aren’t manufactured. They’re discovered.
Why This Strategy Works
Let’s talk numbers:
- 78% of consumers prefer learning via video
- 90M+ people listen to podcasts weekly
- 83% of adults are on YouTube
- Attention spans aren’t dead—they’re selective. People will watch 20+ minutes if it’s good.
And yes, 65% of marketers are already moving spend toward longer-form video content in 2025.
People binge. They subscribe. They share.
Think about it this way: when was the last time someone sent you a link to a display ad and said, “You have to see this”?
Key Moves to Start This Shift
- Start with story. Don’t brainstorm campaigns—brainstorm characters. Angles. Series. Voices.
- Find your people. Local creators. Hosts. Musicians. Chefs. Dreamers.
- Distribute with intent. Think syndication, less spray-and-pray.
- Use ads to amplify stories, not replace them.
And here’s the real kicker: when you invest in identity-driven storytelling, you don’t just get awareness. You get affinity. The kind that makes someone choose your community—even when they weren’t planning to.
Your community already has everything it needs to be unforgettable. It’s time to stop renting attention—and start owning the narrative. If you’re ready to stop playing by outdated ad rules and build a content engine that never shuts off 👉 give us a shout.
