News & Views

Creative Genius Meets Strategic Partnership with These Four Destination Marketing Campaigns

It’s that time of year. Travel public relations and destination marketing professionals and their agencies are brainstorming about the promotions and activations they will launch in 2018 to break through the marketing clutter and capture consumer attention.

Innovating the next big idea is no easy feat. That’s why we love to showcase each year the innovations we see in the market that capture the attention of DCI’s own destination PR and travel marketing professionals.

Creativity Takes Flight: PromPeru and Custom Luggage

Want to engage consumers when they’re focused on travel? Instead of paying for ad space, PromPeru tackled the issue by taking their message directly to consumers on custom luggage that flew around the world with its well-traveled citizens — artists, athletes and chefs. The custom suitcases sported images of Peru’s famed landscapes and tourism experiences, and reached thousands of travelers at baggage carousels worldwide. As the campaign built in popularity, the suitcases were made available to consumers through Peru’s brand Facebook page.

PromPeru, Suitcases of Peru Campaign

When Art and Adventure Collide: South Africa Tourism and CitiBike

Want to reach active, eco-conscious and affluent New Yorkers? South African Tourism rode the popularity of CitiBike, a bicycle ride-sharing program in New York City, with this marketing partnership. A New York-based African-American artist created a street mural at the Citi Bike station in Tribeca in the style of South African artist Esther Mahlangu, who has made world famous the style of her Ndebele people in South Africa. South African Airways Vacations then created a special vacation package to honor the unveiling of the mural.

South African Tourism, CitiBike Partnership

Making Irish Explorations Fashionable: Tourism Ireland and Saks Fifth Avenue

Ireland also sought to reach America’s urbanites — those with sophisticated taste and a passion for culture. The country launched a partnership with Saks Fifth Avenue that allowed it to be featured in the window displays of the retail giant’s New York and Beverly Hills flagship stores and in a double-page spread in the company’s fall fashion book, which reaches customers in stores, through direct mail and via

Tourism Ireland, Saks Fifth Avenue Installation

Engaging Consumers in the Island Lifestyle: Tahiti Tourisme and Du Complexe Desjardins

Tahiti Tourisme propelled retail activation one step further by partnering with Du Complexe Desjardins, the popular fashion mall in Montreal where the Tahitian lifestyle was brought to life in Tahiti à Montréal. Social media engagement and broadcast interviews drove consumer awareness, with more than 3,000 consumers venturing to the re-created Tahitian experience during a weekend in September. Tour operator and special travel agent partners not only garnered leads, but also closed bookings on-site!

Tahiti Tourisme, Tahiti à Montréal Event


Have you seen other great destination marketing or travel PR campaigns? Tweet us a picture @aboutdci.

Written By

Karyl Leigh Barnes

Karyl Leigh Barnes is President of DCI’s Tourism Practice. Since joining the firm in 1998, Karyl Leigh has led destination strategy and created marketing communication programs for destinations on every continent except Antarctica.

More Articles by Karyl Leigh Barnes

Interested in how DCI collaborates with our clients to increase visitors and business inquiries?

Get In Touch
We have updated our Privacy Policy to include GDPR. If you continue we will assume that you agree to our privacy policy.