SingapoRediscovers’ campaign videos use the concept of storytelling to inspire viewers to explore Singapore from new perspectives. SINGAPORE – The International Tourism Boards have spent the past year working on the most difficult project of their life – putting the world in a closed position to the traveler. With the help of technology and human imagination, tourism actors have turned to the internet to keep their travel destinations center stage amid border closings and volatile air bubbles. Organizations like Tourism Australia and the Hong Kong Tourism Board (HKTB) have created self-directed longitudinal sensory responses (ASMR) that incorporate immersive listening experiences into their landscape videos. Others showed the charm of their country in sitcoms, short films, songs and dances. KTO’s Feel The Rhythm Of Korea campaign, which brings together traditional Korean music and contemporary shows, has received nearly 300 million views on YouTube since July last year. The two-minute sections focus on the attractions of six South Korean cities, including the port city of Busan and the capital, Seoul. “We want to use a variety of travel lenses to remind people of what Korea has to offer – food, Korean beauty, adventure, and more – so the public can communicate on their preferences, and we look forward to traveling to Korea,” said Lee Jee – eun, director of the KTO Singapore office. Inside, the Singapore Tourism Board (STB) has also posted videos to inspire local and global audiences to see Singapore from new perspectives. “As it will take some time to resume large-scale international travel, it is important for Singapore to keep an eye on the concerns of our key markets and global audiences while stimulating domestic demand,” said STB Brand Manager Choo Huei Miin. This is the opinion shared by travel companies and tourism associations around the world as it also features fun clips and new clips to help keep you relevant. Here are seven destination trailers to remind travel enthusiasts what to expect when leisure trips return.
1. South Korea
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Portions of the Feel the Rhythm of Korea campaign video were filmed on a beach in the coastal city of Busan, South Korea. Photo: Korea Tourism Organization
Feel The Rhythm Of Korea’s vivid videos become a soundtrack of bansuri – a traditional Korean music genre – mixed with the modern rhythms of alternative pop group Leenalchi, choreographed by Ambiguous Dance Company.
Visitors are invited to hidden attractions in six cities, such as the dancing sea fountain in the coastal town of Mokpo and the Jumonjin fish market in the coastal town of Gangneung.
The campaign later featured K-pop girl group Itzy in a video series that highlighted various aspects of South Korea such as food, beauty and nature.
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2. Hongkong
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Sports activities such as snorkeling and kayaking are available on the Sai Kung Peninsula. Photo: Hong Kong Tourism Board
As part of a global campaign called 360 Hong Kong Moments, the Hong Kong Tourism Board curated a YouTube playlist that captures the acoustic essence of the city, complete with aesthetic views from above.
Hear the rustle of leaves in the wind at Shing Mun Reservoir, the chatter of shopkeepers on Stanley Main Street, and the waves crashing on Sha Ha Beach in a three-minute video of nature in Hong Kong.
For an even more immersive experience, check out this YouTube VR video playlist (str.sg/33Vq), which takes viewers on unique adventures in Hong Kong, such as the ride on the Ding Ding Tram, named after the double ringing of bells is.
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3. Singapore
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SingaporeRediscovers’ campaign videos use the concept of storytelling to inspire viewers to explore Singapore from new perspectives. Photo: Singapore Tourism Board
STB’s SingapoRediscovers campaign videos recreate Singapore’s experiences through storytelling and show local attractions, hotels and tours through the eyes of a young girl.
For a change of perspective, a vintage Vespa side tour through the ethnic enclave of Kampong Glam is shown as a magical flight on a magic carpet. The colorful shops in Chinatown are represented as giant dollhouses. And Pulau Ubin is not only an island, but also “a place full of secrets and kind beings”.
“Our videos aim to inspire local and international audiences alike to discover and see Singapore from a different perspective: a destination full of possibilities with re-imagined hygiene practices and reinvented experiences,” says Choo Huei Miin, STB Brand Manager.
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4. Australia
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The Great Barrier Reef is located in the Coral Sea off the coast of Queensland, Australia. Photo: Tourism in Australia
Tourism Australia’s trailers immerse viewers in Australian sights and sounds using an immersive audio concept on YouTube’s 8D Escapes series.
8D sound creates the illusion that the ambient acoustics are projected from different parts of the room, creating an ambient sound effect with headphones.
Relax to the echo of whale calls from the coastal town of Hervey Bay in Queensland and the chirping of penguins on Phillip Island in Victoria and other sounds of nature.
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5. Norway
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The Norwegian destination trailer features native wildlife such as foxes, walruses and deer. Photo: Visiting Norway
The Tourism Association Visit Norway features talking animals such as deer, walruses and ducks in a comic video of its latest campaign The Law of Nature. Creatures offer wise words about traversing the great outdoors.
In the Scandinavian country full of beautiful mountains and jewel-colored fjords, the “all man’s rescue” or the right to roam is promoted – as long as travelers explore responsibly and safely.
Nature lovers can brush up on their knowledge of the house rules of northern wildlife – voiced by Norwegian actors Marie Morstad and Turgus Tveten.
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6. Switzerland
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A look behind the scenes of Swiss tennis champion Roger Federer while shooting the short film “No Drama” for the Swiss tourism campaign. Photo: Tourism in Switzerland
In the 90-second film “No Drama” by the Swiss Tourism Association, the American actor Robert De Niro is not convinced that the Swiss tennis champion Roger Federer is showing a film in Switzerland.
“There is no drama in this beautiful mountain country in Central Europe,” says De Niro.
The ad has received more than 52 million views on YouTube since it first appeared on May 4.
If the breathtaking view of the Swiss Alps doesn’t really sell Switzerland as the travel destination of choice, Federer has some personal travel tips on mysw Switzerland.com that could seal the deal.
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7. Island
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Inspired by Iceland, a project for the country’s tourism association, Visit Island, aims to transform protective sweatpants into shoes for spectators on their next trip to the North Island. Photo: Visit Iceland
Iceland is attracting travelers with a new offer – free designer shoes from sweatpants into your pandemic wardrobe.
Sweatpant Boots, played by the Filipino-Icelandic rapper Ragna Kjartansdottir, sympathizes with travel fans who are stuck at home amid the pandemic.
Go from “crying in the shower to feeling the power of nature” with this music video, which has been viewed more than two million times since it was uploaded on June 24th.
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