How To Advertise Travel Ad By David Ogilvy

by david ogilvy

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Headline

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How to advertise travel

Sub-headline

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Ogilvy & Mather of New York has created over $130-million worth of travel advertising. Here, with the dogmatism of brevity, are some things we’ve learned about selling travel.

Opening Hook

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EVERY travel product at Ogilvy & Mather is carefully “positioned” before the creative work begins. This is a vital first step.

Body Copy

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In positioning a travel product for television, we have found that research is essential. A capsule case history: research for KLM revealed that travelers who hadn’t been to Amsterdam, KLM’s gateway city, thought only of whacking in “things to do.” So we positioned Amsterdam as a lively, surprising destination for U.S. travelers. Our “Surprising Amsterdam” campaign featured the vast number of attractions in KLM’s home town (television advertisements at night). Within two years, Amsterdam became the fourth most popular tourist city in Europe after London, Paris and Rome, with five years, U.S. air traffic to the Netherlands was up 100 percent. Correct positioning is half the battle. The rest is proper technique. Here are 22 proven techniques for advertising and selling travel.

Call to Action

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What do you want them to do next?

Urgency/Scarcity

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Limited time, limited supply, deadline...

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