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Ogilvy on Advertising — Chapter-10: How to advertise foreign travel
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10 HOW TO ADVERTISE FOREIGN TRAVEL I am supposed to be the Grand Panjandrum of travel advertising, because of my campaigns for ‘Come to Britain’, ‘Come to France’, ‘Come to the United States’, and ‘Come to Puerto Rico’. I have also done advertising for various carriers, including Cunard, P&O and KLM. And for American Express, who provide the financial oil that keeps international travel going. When you undertake to advertise a foreign country, you have to be prepared for a lot of political flak. Research told me that what American tourists most wanted to see in Britain was history and tradition – Westminster Abbey, the Tower of London, Changing the Guard at Buckingham Palace, Oxford, that kind of thing. So that is what I featured in the advertisements, only to be slaughtered in the British press for projecting an image of a country living in the past. Why did I not project a progressive industrial society? Why did I not feature the nuclear power stations which the British had just invented? Because our research had shown that American tourists had no desire to see such things, that’s why. When our campaign started, Britain was the fifth most visited European country among American tourists. Today it is first. Not long ago, a Labour Government decreed that the ‘Come to Britain’ advertisements should feature only those areas of Britain which were economically depressed, the idea being that foreign tourists would cure unemployment. I had to point out that Birmingham, Liverpool and Wigan could not compete with Venice, Paris and Amsterdam. When we started advertising the United States in Europe, we used research to find out what the Europeans would most like to see. The answer was Manhattan,
Grand Canyon, San Francisco, Niagara Falls and cowboys. So these were the attractions we featured in the advertisements – until the US Travel Service instructed us to feature scenes of South Dakota. One of the Senators from that State was on the Senate Committee which voted the advertising budget. When we took over the French Government’s tourism advertising in the United States, the French politician who was our client was not on speaking terms with the brilliant cabinet minister who was his boss, and we got caught in the middle. For 24 countries, foreign tourists represent one of the three biggest sources of foreign exchange, but the majority of foreign governments fail to give their departments of tourism enough money to advertise. This is true of Germany, Italy, Holland, Spain, Belgium, Scandinavia and scores of others. The exceptions are Canada, Britain, Greece, Ireland and some of the Caribbean islands. For a few years Congress voted an ungenerous appropriation for the US Travel Service, but before long even that dried up. Sometimes you will find it advisable to change the image of the country you advertise. My beloved Puerto Rico had the most unfortunate image of all. Research revealed that Americans who had never been there believed it to be dirty, ugly and squalid. When our advertisements showed it as it really is, beautiful and romantic, the tourists arrived in droves. While most advertising for countries should be designed to plant a long-term image in the reader’s mind, there are occasions when it can be used ad hoc, to solve temporary problems. In 1974 American newspapers were full of reports of shortages of electricity in Britain, enough to discourage Americans who did not relish spending their vacation in the dark. The end of the shortage was not reported in the press, but it was announced in our advertisements, and research showed a satisfactory decrease in anxiety among prospective visitors. At another period it was learned from research that Americans were concerned about high prices in Britain. This was met by advertising the actual prices of hotels and restaurants. Perhaps the most important factor in the success of tourism advertising is the subjects you choose to illustrate. My advice is to choose things that are unique to the country concerned. People don’t go half the way round the world to see things they can equally well see at home. If you want to persuade the Swiss to visit the United States, don’t advertise ski resorts. If you want Frenchmen, don’t advertise American food. Some countries are afraid that foreign tourists will mess up their cultural environment. Some years ago a prayer was read from the pulpit in every church in
Greece, asking the Almighty to spare the Greeks from the ‘scourge’ of foreign tourism. When I was in Crete not long ago, it was obvious that this prayer had not been answered. Bermuda, which might easily have been turned into another Miami Beach, has had the wisdom to aim its advertising at the kind of Americans they would like to have. Most people who travel abroad have had at least a smattering of college education and are unashamed culture-vultures – especially the wives. When they go to Europe, they collect museums, cathedrals, chateaux and so on. An exception was the Texan who told me: ‘The tour operator had us spend two days in Venice. What is there to see in Venice? When you’ve seen the glass factory, there isn’t anything else.’ A friend of mine was reluctantly persuaded by his family to visit cathedrals all over Europe. A few days after his return to Minneapolis, he felt it his duty to show me his own cathedral. ‘Yes.’ he said, ‘we have the damn things here too.’ People dream about visiting foreign countries. The job of your advertising is to convert their dreams into action. This can best be done by combining mouth- watering photographs with specific how-to-do-it information. You show a photograph of an ancient Oxford college, and tell the reader how much it costs to go and see it. When you are advertising little-known countries, it is particularly important to give people a lot of information. In a two-page newspaper advertisement for Singapore we told readers about what to wear, the weather they could expect, the language, the food, costs, every mortal thing. For most Americans, cost is the biggest obstacle, followed, I believe, by fear. Fear that they won’t be able to communicate. Fear that they will lose their money. Fear of the foreigners; research has found that Americans believe the British to be polite, honest and aloof; and the French to be rude, immoral and dirty. Fear of the food.* Do your best to allay these fears. Patterns of travel are peculiarly subject to fashion. The Virgin Islands may be all the rage one year, Hawaii the next. Try to put your country on the map, with headlines like ‘Suddenly everyone is going to Ruritania’. Tourism advertising works well in magazines, but it can work even better on television. Doyle Dane Bernbach’s commercials for France were enchanting. I particularly remember one which sought to persuade American tourists to visit the French provinces. When you’ve seen France, you will never go back to Paris.’ I believe that charm works well in tourism advertising. And differentiation. If you write your headlines in French, everybody will know you are advertising France.
When you advertise countries which are little known, it pays to give the reader a lot of specific information – as in this newspaper ad for Singapore.
One of a series for the Peruvian airline, Faucett. They pulled 20,000 requests for a brochure offered at the end of the copy.
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Britain is ablaze with lights again! ATURALLY AGER Hallelujah! The good times are back! Even more exciting news awaits people going to Britain. AnhufPacailyCicu Confotable,moderatelypricedLondonoeel. caken lut Sundayuening.Britain is agkow S2gaeudde Special8-dayyacation pricesextended breakfast for two throughAprilsaOaly$360! Pubs ar nuring, theattes arr μmmed and Transportation,hoecls: Business asusual. You can chousc from 98different8-and 14day stores are borsting British Ainwayw:Two daily74Tnonstopflighrs acation puckagrs Forerample,a seek in London Itiaperfesttime to visirBotain foronlySsGincludingroundpjtairfare,hoel. from New Ybrk to London plus dailyVC-io service 1.Nogasolincraioning,Gaiavailableand beeakfsts,ughseeingandevnheatteticke it's cheaper than anywhert on the Continent Yiu to Presrwick and Manchestee British Caledonian Ainways: The airlint Amerie Can rrat a car and drive anywhere you like England,ScorlandandWa ans lovr.Daily to London's convenient Garwick Factsaboutchcscvacationsartinourfrer 52. 2.BakomalThehdyork Aitport.Asktravelagentaboutwidetangeoftouns Ppigt color brochure,“Britain 74” ins over,Hotcl,festaurants andplacesof interest AvisReat-A-Can80statiom,5.000cninBritain ForafrecopgseeyourtravelagentOrmail and entertainment never were affected. allavalabiewith fullgastanksCallncarst Avis this coupon to the Bnitish Tourist Authority Bei- JayogetroundBusessubwayst reicrvation cfhce fot information taini Ntional Tourist Ofhce ansd ttains atr opetating normally BricishRaa,wiadrangrofdollarptikedBritRal 4.Wamandeoryrooms.Hotef rooms nevrt puaasfoe fat,consrnicntandcomfortabictra uere affetedbyheating andlighting (uts uround BritainTravel agentshve details 5. lour dollarwoeth more. The dollar is London Traaupot"Go As Yiu Pkcaxticket worth11S'morethunitwasLatsummer.Youcan (dysS7.5a,7ds,510.00)offercumprci tr el including sightesing ia Luondon BTA米 buymore,srmote,domore--forlds British Tnanspon Hotel Sunings up to S0 pr. BrisshTouritAuth 6.Low-costvacations extended.Special 8. dryycatonpclapestoBitainhubenestended throughout Englund and Scorlanl through April S0 OnlySe NewHork,NE10017 Surprisingly moderate prices. Grand Metropolitan Hotelu 22 haeels in Londa plus cight in EnglandandScotland.Calls00-621. 1OtS(toll-free)forresenvations Eayesially for Amcricank sinsethe dollarhusin Rank Hotels 12 horels in Britain, including the (tcordsomuch in value inthe Lat yeu Royal Ganden ouerlooking Hyde Park, and the Foreumpl.snug couatryinn with break Royal Lancaster,ose to Marble Arch fast indtoded, S10 a night. Pork-pie lunch in an culk beamed pub boside Trun Houses Forte Hoteb:Oer 200hetels inthe crackling fre, S1.30. Botih Ible, from London Grosvenar House to country inns and motor ladgs.
In 1974 American tourists were discouraged from visiting Britain by newspaper reports of an acute shortage of electricity. This ad announced the end of the shortage.
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525 Castles &Palaces.$15. Bed & Breakfast,$13. Changing the Guard,free. Ploughman's lunch,$195. 2 Magna Cartas, free. That's what makes Britain great. If you'retraelling through the coun. The low cost of getingaround tryside,youll findmany charming inns Travel Londonby tube (subway).Benbody YbullalsofindB&B.That'sBed&Breakfast. doeslt'squiet,conenient,comforabe Ybull seeiton signs outsidehomesand andeconomical.Soarethefamous double farmhouses all over Britain. It means that deckerbusesAS3 ticketbought insideyou cangeta comfortablebedand fromoneofLondonTransport's agoodbreakfastforabout$13aperson officeswill takceyouall over InScotlandorWalesyoucainrenta townFor$350 3-bedroomfumishedcoitageforonly$173 youcan a week for yourwholefamil:That's less takc a 20 than$25anight mile sight Eating inapensivcly seeing tour. Aatypical Londonpub,aploughman's British If youvebeensvingupforatrip lunchofbrcad,Cheddarcheeseandpick Rail has led onionswillrunyouabout s195,includ- to Britain,here'sgood news You canstop somegreat ing a half-pint of beerThe hot dish of the savingandstan packingBecauseyoucan deals on day might cost you atrifle more For dinner, vaication in Britainfor a lot lessthan you wheels with haveaheapingplateoffishandchipsfor might think Infac,manyof the major BritRauil Pass aboutsi artractions in Britain arenox just inexpen esOneplan Inthecountnyside sive,butfree allowsyouscvendaysofunlimitedecon InadditiontoitsmanyvaluesBritain the prices are omy classtravel in England, Scotlandand givesyou somethingthat moncycantbuy cenkower walesforjust$8sSeniorcitizenscantravel Back in 2000 yearsofhistory firclass forthesameprice London you Imagine spending the night in a Andif yourethinkingoftravelling S00-year-old inn (The New Inn,Pembridge, might want around, byall means buyanOpen-to Hereordshire,forexample).Orvisiting to scea play Vew ticketfrom yourtravelagent It Seats can be afortresscdatingbackto1097(theTouer opensthedoorsto morethan525cas- had for around ofLondon).Orstandingwherewilliam tiesstatelyhomesand historicsites all the Conqueror stood Orwhere Shake- $5Compare that to OverBritainForjus$15 Broaway spearewrote OrwhereThomas a Beckct Toleammore,sendforourfree Free sights that are worshipped brochuresThey're packedwithvalues Lowcost lodging priceless Changing the Guard Benin Britain adcls up to a trip that's memorable thisdryand the Houses of Parlia- and affordable ment,RoruobelloRoad and Feticoat Lane,the agesou Great Brtaln BritishMuseum (whichhas twDofthefour Great Vahue find decent existingMagna Cartasamong otherwon. accommo ders),WiestminsterAbbeythe National and dations in Bite Galleries HydePark.All free. London for Ofcourse,someattractionsdocost as little as money Admission tothe Royal Botanical $35 (double) GardensatKewis124 if you dont Shopping for values mind sharing Shetland pulloves are currently around abathroom $15AMarksandSpencerraincoatis$54 And that AndatLondon'sfamous outdoormar- price includes kets and flea markets all you need is a lintle Continental moncyandabitofsnvy Ybucanstrikea breakfast Send the coupon at the rightfor terrifiebargain with apeddleron amything from antiquesto zithersThebrochures we're a listof 32 hotels offering thesebudget BRITAIN米 accommodations offeringhave lots ofshoppinghints
When American tourists got worried about high prices in Britain, this newspaper ad published some actual prices.
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London's heart beats faster as the Life Guards clatter by This is a daily scene from London's CUDDENLY, sharp against the hum- genius for showmanship in the gran drumroaroftraffic,comesthe clean passing show. It's part of the ageless manner and great tradition. clip of hoofbeats. Your eye is caught by pageantry of Britain. Itcosts so little, nowadays, to visit th In spring, summer, fall and winter, the bobbing scarlet of the Life Guards, friendly country, You can fly round tr special red-and-gold days of pomp and or by sunlight blinking on the Horse from New York to London for on Guards'silver breastplates, circumstanceawaityou.Whetheryou're $453.60(toScotland for $27less); All heads turn as the cavalry troop here for Trooping the Colour in June- go both ways by ship for $400-with a sweepsby witha brave jingle,London's or in November for the Lord Mayor's extra sivingof s5obetween Septemb heart beats faster. Yours will, too. Show-you will be struck by the British and April. Call your travel agent toda
When you advertise a foreign country, illustrate things that are unique to that country, this marvelous copy was written by Bob Marshall.
Research revealed that American visitors to Britain wanted to see Westminster Abbey and other historical buildings more than anything else. This powerful
advertisement was written by my former partner, Clifford Field.
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“We sailed to a lovely little Bermuda cove where we were the only couple’ ScottandKaren AustinCarlson talk about their second visit to Bermuda. “It's a different world,quaint andi “I can't think of Weloveit anything you might wanttodothat isn't here.” Couldn'tyouusealittle Bermudarightnow? SoeyourTravelAgentorwriteBermuda,Dept.O431.630FifthAve.NewYork. Chicago.lil.60610orSuite2008.235PeachtreeSt.N.E.Atianta,Ga.30303 oolSt.Bo
Bermuda advertises scenes designed to appeal to the kind of visitors it wants. The biggest obstacle to tourism in Puerto Rico was its image. Research showed that people believed it to be the dirtiest, poorest, most squalid island in the Caribbean. Nothing could have been further from the truth, and this I demonstrated in advertisements. Tourism increased by leaps and bounds.
The best photograph in the history of travel advertising evokes rural France in masterly fashion. Taken by Elliott Erwitt under the inspiration of Bill Bernbach.
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JAMAICA JAMAICI
To attract tourists to Jamaica, Doyle Dane Bernbach created a campaign which is a classic of travel advertising.
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Tie Garde B/ysAlea aled dFeuice om BeimileDay Le14 juillet On jualy Hea commemorez laprise dela Bastille aveclesParisiens- ceebmteBastileDnjreithwiePanras defilesfeuxdartificeetbalsdanslesrues. parades.fineterrkddancig inleatrets and jun.About $5.50 each, incjuding EETmESstartat9o'clockisthe gesuine wamath and kindheurtednes” lunchcot Imorning,when the President of Paris is miore expersive thas the rest Fifth,tako her to the Louvre and France is escorted dowm the Chumps. of France. But the French Govermment Elyses hy the liepablican Guard. show her the Mora Lisa and the Verns has gien yuea hruak by louering dhe de Milo, Lass xhausting, and absnlutely They end at dawn the nedt moning. dollar-franc rate of exchange by 121 glorious, is the litle Musee du Jen de when the spontaneous dancing ems im perecnt Itslkegttingoneduy freefoi the Place de la Hepubtiqun and the Paume, where thie world's finest collee. every week you pend in Fnance tion ot Imptssiomists Is hung Currefour Montpamasse. Ite figuie that three days in Paris Sathstaggrataleinasidowak Plan tospendatleasta wockin Paris, need not cost you mute than soo cch cafeand watch the world go by. You have your choice of S62 art galiwrries tinless you go og-wld. 25 museums, umteen sightclubs uad When the sun gocs down ard the Free booklets ,700 restaurats, It his heen sid, with stars vome qut, dine-magnificentiy. Then wanderaronnd the strertsandgare Mail the coopon, and you wil receive only slight etaggiriton, that yuu curit goggleard at the foodit architrecture some very helpful information, After buy a bad meal in any of them. Df the Place Vendome,Notre-Dame, squ've trad it, tuik to sour travel agent “Paris is a woman's town” Place de la Conoorde, the Louvre, the about plane or ship recrvations,hotels. Are de Triorphe. Paris has been tas/ied. Here arc somne thimngs your bride witl and tours to F'ranor. partieularly enjoy, Ceturirt of grime have bosn renoved, und the tity which you remember as To: The French Goverument sombet gray has been testored to its Tottist Ofipe, Dept. bedroom Croisants-and the best jata G10FitthAse.New York.N.Y10020 you ever had. otigirial colorgolden honey Sccond,takehetr shoppitg_pofun Plesse sesal in Eifnvalaton abont va Do the French welcome gloves,lingerie, untiques. Bargains icitaomk in Frasioc, American tourists? galure. Third, take lher to a fashion show at ArocentCaliopFoll reports that French. one of the gresat haste outure houses men now regard the United Statesss their “best frtiend -far above anv othet Nobody rxcept your wife will ask yon to buyanything country. SanTempleFiclding in hista-hold Fourth,takehernasightseeingtotr in a bateau mouache on the Seine River harred Trave Cuide to Earope The The tour takes two hourt--edicational French ategoinigoutof theirwaytoshow
By writing this headline in French – with a translation underneath – I got high readership, and differentiated France from other tourist destinations. Note
- Two Frenchmen were driving through the Cotswolds in England. One said to the other, ‘You must admit this is a very beautiful country.’ ‘Yes,’ replied his friend, ‘it is beautiful. Thank God they can’t cook it.’