Kim Boerman —  11.26.2020

The 5 Best Tourism Efforts of 2019

It is our favorite time of year here at Break the Ice Media — some time once we reach reflect upon the jobs we’ve worked , celebrate the successes we have seen, and also draw inspiration from various other creatives and campaigns at the tourism market. There are so many cool techniques DMOs, attractions, and bureaus are reaching and engaging with visitors.

Thus, near or far, we thought that it would only be fitting to round out the year by counting down our high tourism attempts of 2019 — these organizations that are breaking barriers and capturing our focus on their imaginative strategy.


OUIGO is a French train system which offers cheap fares to other regions of the nation, with about 40% of its passengers representing a younger viewers. To help promote new avenues opening up in 2019 and continue to appeal to their own millennial and Gen. Z foundation, they published a humorous and all too thoughtful ode to those browsing their 20s.

Set to a slower tune trilling about life in your 20s, the video follows many young students as they go about their daily lives navigating cleaning, cooking, and daily chores as only one does at that age. You view their humorous mishaps and make-dos as they attempt to breed spaghetti through a tennis racket, melt cheese onto a clothes iron, take sharpie for their skin in a bid to conceal the holes in their stockings or turn off the bedroom lighting via nerf gun. The message resonates with all the youthful and brings some nostalgia to those just from the stage in life — it makes you really feel as OUIGO understands the struggles of the age and the financing. The video ends with a easy call-to-action — create the most of your 20s, experience, explore, do things your way, and think about OUIGO the response — affordable for the ordinary young-pro, pupil, or those just starting out.


Outside of the advertisement featuring the awesome Sandra Oh (truth, not opinion) that I really like this unique place from Air Canada that embraces every stereotype the nation — and its people — are well famous for. In a one-and-a-half-minute movie, guests can follow Sandra through the airport onto an Air Canada flight because she gives you tips and tricks to”traveling like a Canadian.” This includes saying sorry to everyone, yanking poutine from her handbag to repay some rowdy kids, also accepting the civilizations of all people — finish with skater secret handshake.

But beyond the conventional, Air Canada does a nice job of sharing a number of the country’s unique worth while also subtly noting the airline flies more than just nationally — it is a part of a developing community of airports and flights throughout multiple continents. The spot hits all the perfect notes, with a nice balance of humor, new storytelling and messaging stitched throughout.


This effort technically launched in December of 2018 however has continued to get traction and determine success during the 2019 year. Ireland is a place of experience and Discover Ireland wanted to show visitors how the experiences found there would connect to travelers to get a deeper level. They connected a heart rate monitor to your married couple and set them free to research, capturing the moments that were exciting, flirty, and special.

The effort carries out of a movie over to the www.ireland.com website, inviting visitors to explore all seasons of Ireland, learn more about the nation and book their trip. Their message about”heart-warming moments” takes over to the website too — drawing a natural inclination for people to discover experiences that perform on their feelings and make lasting memories.

2. Mount Pearl: The Mount Pearl Anthem

This is a terrific example of a smaller destination actually playing up its own assets, unique selling things — and fantastic sense of comedy. In a three-minute”anthem” to Mount Pearl (found around the Avalon Peninsula in Newfoundland, Canada) this audio movie turned tourism advertising occupies the region’s local museum, free parking, dog-friendly appeals, friendly localsand library, breweries, trails and much more.

It is jam-packed with interesting facts about the city and turns intrigue towards small attractions by weaving in quirky moments and sudden twists. The tourism material isn’t buried here — its sung loud and thrilled from the residents who call Mount Pearl house. This really is a excellent illustration of the way in which every destination has got something to talk with visitors — large or small.


Overtourism has been an increasing concern from the traveling world for a long while today. In 2019, the Faroe Islands chose to enlist the support of travelers to induce awareness of the issue and request their help in producing it appropriate.

In a simple video appeal, the Faroe Islands announces that during one weekend in April, it might be closing all tourism attractions, such as museums, trails and parks”for maintenance.” It requires on visitors to volunteer their time and also help the island preserve its natural assets available for free board and meals during their stay.

The video strikes a careful balance — not turning visitors away, but rather calling for them to be part of the alternative and inviting them to participate in a much more authentic and local experience. And by selecting only one weekend to focus their efforts on preservation, then ensure that the market won’t endure too much of an effect from the decreased visitation.

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