Hot to Misuse an Awesome Travel Marketing Video
I just must be into video ads lately. Have you seen the latest ad from STATravelAU yet? Watch MOVE after the jump.
It's pretty simple--a man walking into the camera shot from dozens of places all over the world. But it's power is reminiscent of 2008's internet phenomenon 'Dancing'. With no words and a simple piano tune, MOVE inspires one to travel to far flung places. Which is the perfect ad because STATravelAU is an online travel agency.
As I covered in my article about Hipmunk a few days ago, silly, humorous advertisements that might have nothing to do with what you're selling work, because you get your brand out there and it is remembered. This sort of advertisement is inspiring. But does it make you remember the brand?
In this case, STA Travel Australia brand is hard to remember. Compared to Hipmunk (also an OTA), STA Travel Australia has no memorable logo or mascot, an awkward brand to say and write, and a branding scheme that consists of one jpeg of clouds behind a black UI. Their video marketing is amazing.
The lesson to be learned here is that when it comes to marketing, an iconic brand is just as important as funny or inspirational marketing materials.
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