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6 ideas for travel and tourism advertising campaigns (with examples)

Want to create eye-catching travel ads like Expedia, Southwest Airlines, and KAYAK?

As travel starts to pick up again, it’s time to get serious about your advertising. Tour operators can hugely benefit from paid ads — but with so many forms of advertising available across different platforms, you may be wondering where to start.

In this post, we’re sharing actionable strategies to build better ad campaigns that appeal to your target audience, plus top-level examples from the brands who do it best.

Top factors to consider for travel advertising campaigns

Want to see more positive results from ads? Keep these strategies in mind when crafting your future marketing campaigns .

1. Define your target customer

Do you know who your customers are? Before you begin crafting an ad campaign, you need to know more about your guests.

Building a buyer persona is a strategic way for tour businesses to get to know their customers. A buyer persona is a visual representation of your ideal customer: Dig into their demographics, study their behaviors on your website, and send surveys to your email list to find out more.

The takeaway? You’ll find a much higher ROI with ad campaigns that specifically appeal to your target audience.

2. Understand the travel customer journey

It’s difficult to sell a tour to someone who hasn’t decided on a destination yet. Ideally, you want to show your ads to people when they’re most likely to book.

Understanding the travel customer journey can help you pinpoint when that is. Google defines the travel search process in four stages:

• Dreaming: Guests are looking for destination inspiration.
• Planning: Guests are researching potential travel dates, hotels, and activities.
• Booking: Guests are booking flights, hotels, etc.
• Experiencing: Guests have arrived and are searching for activities and attractions to experience.

Tour operators are likely to see more conversions in the “booking” and “experiencing” stages. For example, if you’re investing in Google Ads, it’s better to target narrow search terms like “best hiking tours in Colorado,” which is what someone in the booking or experiencing stage would search for.

People in the dreaming stage, on the other hand, would likely be searching overly broad terms like “best summer destinations.”

3. Choose the right platform

There are several different platforms to launch your advertising campaigns, and choosing the right one matters. Where is your audience most likely to see your ad? Where are they already hanging out?

Here are five popular travel advertising outlets:

• Google Ads: Show up at the top of Google search results for relevant keywords.
• Social media ads: Target specific demographics on Facebook and Instagram.
• Yelp ads: Appear to people searching for similar experiences on Yelp.
• Tripadvisor ads: Target people planning a trip to your destination.
• Email marketing: Offer discounts to your email list, one of the more cost-effective ways to advertise.

4. Pay attention to seasonality

Timing is one of the most important factors in travel advertising. Keep seasonality in mind when crafting your campaigns, and remember to edit previously launched campaigns as needed.

A skiing ad won’t make sense at the beginning of summer, so make sure to pause seasonally irrelevant campaigns.

5. Stay true to your brand

Your ad campaigns should reflect your brand identity. People who click on your advertisements are expecting to find the same tone of voice, visuals, and customer experience on your website.

6. Use geographic targeting 

Rather than making your ad visible everywhere on the planet, you can target specific locations your guests are likely to be in. For example, you can target other tourism websites in your state to lure in tourists who are already visiting.

By narrowing down your ad’s geographic reach, you can maximize your budget and focus on the areas that’ll bring you the most return.

7. Promote your sales and special offers

What better way to entice someone to click on your ad than to present them with an unbeatable offer? Advertisements are an effective way to promote your sales, especially seasonal offers. You can send out an ad offering a great discount during the low season to help replenish your bookings, for example.

Pro Tip: One of the simplest ways to do this is by creating coupon codes. Here is how easy it is to create a new coupon code in Xola.

8. Leverage user-generated content 

Sometimes you can generate an ad campaign with user-generated content alone. It’s another cost-effective way to bring more eyes to your tour company.

You can start by encouraging guests to use your brand’s hashtags, share their photos with their own followers, or even submit photos on your website. Apps, like Fotaflo , which integrates natively with Xola, make the process of curating UGC photos and videos easier. Tour operators can also offer incentives for anyone who posts on social media about your tours, such as hosting a giveaway for everyone who uses a hashtag related to your brand.

Tour operator Intrepid Travel asks guests to share their experiences on Instagram with the hashtag #BeIntrepid , for example, which has garnered over 50,000 posts.

Guests typically love seeing their content reposted on other accounts. Still, make sure to always credit the original owner. To avoid serious copyright issues, many brands ask followers to agree to a disclaimer about how and where the images will be used before re-posting them.

Reviews can also be considered user-generated content — but tour operators need to be very careful when it comes to encouraging guests to leave positive reviews. Tripadvisor prohibits brands from offering incentives in exchange for testimonials “because they can hinder the validity and accuracy of reviews.”

9. Use images and videos

Images and videos are the most powerful form of advertising in the travel industry. High-quality images of your destination and scenes from your tours can entice hundreds of clicks. An expertly crafted video can drive even more engagement.

Instagram and Facebook are great places to start experimenting with image and video ads; see a couple of great examples below.

6 examples of great travel advertising examples 

Ready to see these strategies in action? Here are six travel brands that have nailed their travel marketing — including examples of general ad campaigns, paid search ads, and social media ads.

Expedia’s campaign: “It matters who you travel with.” 

This Expedia campaign wants travelers to feel confident booking with the platform in a post-pandemic travel world. The tagline “It matters who you travel with” frames the company as a trusted travel partner rather than just a booking platform.

The company created a playful and very relatable video of a solo traveler who runs into several hiccups on her trip. That is until actress Rashida Jones steps in, embodying Expedia, and makes the trip more memorable.

The company chose a video to expertly convey its marketing message to travelers: Expedia promises a seamless trip and memorable experiences you can’t find on your own.

Southwest’s Transfarency campaign

Southwest Air Lines’ new campaign targets the controversial topic of ticket prices. The company has always billed itself as a transparent brand that cares about employees and customers alike. The new campaign called Trans fare ncy , a play on the words transparency and airfare, builds on that reputation.

The campaign promises customers no unexpected bag fees, change fees, or hidden fees. It’s a great advertisement because it fits perfectly within Southwest’s brand identity, and the airline delivers on the promise.

TourRadar’s travel and destination Facebook ads

Vienna-based TourRadar launched a Facebook campaign to increase bookings from people who had visited its website. The company used visually stunning travel ads to promote relevant tours to people who had browsed the same tours online.

The company also promoted relevant destination offers and tours to people who hadn’t visited their website yet but had shown interest in the destination. The campaign focused on the company’s core markets, including the U.S., the U.K., Australia, and New Zealand.

It was a success: TourRadar doubled its conversion rate over a year.

KAYAK’s video ads on Instagram

KAYAK ran video ads on Instagram to bring more people to its website, including one that shows how simple it is to filter flights by airline, price, number of stops, and destination.  

The company played around with ad placement in both Stories and the News Feed, and each ad had a “book now” or “learn more” call-to-action button that linked back to the KAYAK website.

The ads were shown to a lookalike audience based on the travel search engine’s existing audience, which increased the likelihood of clicks. As a result, KAYAK saw a 5x increase in incremental sales conversions.

Airbnb Experiences search ad

Airbnb is targeting people who search for outdoor activities in Colorado to promote its local-led tours. In this example specifically, Airbnb’s paid search ad for a hiking tour shows up under the search for “best hiking in Colorado.”

The title “Hiking in the Rockies – Year Round” quickly answers the questions of “where” and “when,” two details that directly impact the customer’s trip. The wording of the title narrows down the search for the searcher. The description focuses on Airbnb’s unique offerings — “hosted by expert locals,” “experiences vetted for quality,” and “small group sizes — further enticing readers to click.

It’s a great example of Airbnb using a feature other than its main accommodation services to bring people into its website.

Viator’s Brooklyn food tours search ad

Here’s another effective Google Ad example. Viator is promoting its food and wine tours in Brooklyn under the search term “Brooklyn food tours.” 

Unlike the other search ads that pop up, Viator specifically mentions the keywords that the customer will be skimming the page for and includes another enticing offer.

Viator includes “Book & Save Money” in its title, directly appealing to money-conscious travelers visiting a destination known for being very expensive. Therefore, this ad specifically speaks to budget or mid-range travelers who appreciate a good deal.

As you can tell from these examples, an effective ad campaign is crafted around your ideal audience. Top travel companies like Viator and Southwest use words, images, and videos to appeal to their target customers, and your campaigns should follow suit.

Now it’s time to implement these strategies into your own campaigns. Then sit back, relax, and watch those bookings soar.

Writer Carla Vianna

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Effective Travel Ads: Examples and Ideas

Looking for fresh ideas on how to create ads for your travel business? In this article, we'll explore tourism advertisement, focusing on what really resonates with the viewers. We’ll share a selection of creative ideas and insights for marketers looking to kickstart their travel campaigns. Stay with us and get inspired.

Features of Engaging Travel Ads

Creating ads that grab attention and get stuck in one’s head, making them hum the ad’s catchy tunes on the way to work, isn't easy—it takes a whole team of creative minds. But even with all that creativity, these ads often share some key elements and are built on the same basic principles.

The 5 Commandments of Good Travel Ads:

1. Emotional resonance. Ads that evoke feelings of excitement, peace, or adventure tend to connect more deeply with viewers, encouraging them to imagine themselves in the setting.

2. Visual storytelling. Can’t afford a team of outstanding screenwriters? Luckily, in the tourism industry it’s often enough just to show what a destination looks like. This is the case, when an image speaks a thousand words, and a video is worth a thousand pictures.

3. Compelling narratives. Storytelling and a simple, but strong message is what truly sets great ads apart. Always keep in mind that people don’t want to buy tickets and tours - they pay for emotions, memories and adventures with their loved ones. If you want to create a strong message, define for yourself what your company’s mission is, and how exactly you aim to make your clients’ lives happier and easier.

4. Personalization. Speaking to a broad audience is rarely sufficient. Spend extra time to understand who your clients are. What are their lifestyles, budget, values? At what stage of decision-making are they? Are they just window shopping? Are they thinking about where to spend their honeymoons? Or maybe, they already have a destination in mind, and now search for the best deals? Conduct a survey, use big data and hire a strategy team to learn everything about your target audience.

5. Call to action. A self-explanatory, but often overlooked point. A strong CTA that clearly guides viewers on how to explore more about the destination or offer ensures the ad doesn't just captivate but also converts interest into action.

6 Best Travel Advertisement Examples

Let’s take a look at some travel ad examples to see how the industry giants do it.

1. American Express Travel

Why does this Delta SkyMiles American Express Cards ad work? It’s short, its message is perfectly clear and simple, and it speaks to a very specific demographic. If you’ve ever been in a long-distance relationship, you know how expensive it is to keep seeing your significant other frequently. Amex doesn’t offer their clients to save some money on flights. Instead, it offers to remove the obstacle that stands between them and their desired love lives.

In this ad , Amex offers exclusive access to event presales, to dedicated venue entryways and Card Member lounges:

Here is what the Vice President of Global Brand Advertising at Amex, Jessica Ling, has to say about this ad:

“Sports have the power to connect communities around the world. We’re excited to launch these high-energy, contextually relevant ad spots that show a mother and daughter building their connection through a shared love of sports. We hope by watching these stories, viewers will get a taste of the energy and excitement that comes with experiencing sports with Amex.”

2. Booking.com

What does the following Booking ad sell?

Right, it sells the opportunity to try oneself in different roles people don’t get to play in their everyday lives. Whether you're an office worker or a stay-at-home dad, book a vacation and be an explorer, an artist, or a professional surfer. This ad is a pro example of when a strong message gets across even without precise targeting.

And here is a banner ad by Booking:

It has several noteworthy features:

• a great photo, which conveys emotions;
• a clear and straigh-forward CTA;
• seasonality (it is tied to New Year -  a time, when most people probably reevaluated their life decisions and promised themselves to experience life more);
• a limited special offer.

Most companies strive to be omnipresent and reach viewers through all the possible channels. Here is an ad that runs across META platforms. Nothing fancy, but the main elements of a good ad are still here. It features a short video of surfers, a clear CTA that invites to install the app, and a short message that highlights the company’s main proposition - the possibility to find and book a place fast and easy. 

The company makes sure to dominate the search result pages too. Just last month they ran around 2.1M Search ads on Google:

And even though their Paid Ads game is strong, the company visibly invests a lot of resources into Search Engine Optimization . This way booking.com appears on the search result pages of most of the travel-related queries, saving a lot on clicks:

Most of the tourism industry giants use pop-up ads on their websites:

It’s a great opportunity to inform about your current special offers, or get visitors on the email list in return for some bonuses. You have to be careful with pop up ads though - sometimes they can do more harm than good. 

Read more about how to make effective pop up ads here . 

Another effective strategy that many companies use is user-generated ads:

Such approach kills several birds with one stone:

• it costs basically nothing;
• it serves as a social proof and makes the company look trustworthy;
• you get exposure among the users’ following.

Agoda also runs ads on Meta. This ad in particular is 6 seconds long, but enough for the actor to say the buzzwords:  “cashbacks, coupons, discounts”. Most companies use short formats on social media ads, saving longer and more complex video ads for Youtube.

And here is a beautiful campaign run by Agoda during the pandemic:

It shows sympathy for everyone stuck at home, and shifts the focus from closed borders to discovering places in our own countries. It’s compassionate and doesn’t pressure us to purchase anything. It simply suggests that now might be the time to see more of our own countries, and Agoda is here to help with special offers. 

The recipe is the same:

Understanding the pain of the target audience + strong positive message + beautiful emotional storytelling + great visuals. 

Be like other successful companies and don’t forget about mobile marketing . Travel companies that have mobile apps actively invest in Paid User Acquisition and App Store Optimization. 

But, of course, mobile marketing isn’t limited inside the app stores. Here is a creative and slightly dark YouTube ad from Kayak marketers, who did a great job at understanding the struggles of their target audience:

One more proof that the Kayak marketing team just gets us:

No, we’re not telling you to use politics in your marketing messages. But it’s always worth it to keep up with the latest news and trends, in which people are emotionally invested. If done tastefully, such ads are likely to become viral and connect with big audiences. 

Take a look at this campaign that ran on YouTube and TikTok:

Just perfect targeting. If you can, always address different segments separately.

This is an Expedia Facebook ad. If you look closely, you'll notice it's structured similarly to the travel ad examples from other companies we've discussed. It targets parents with family-friendly packages and features a clear call to action (CTA).

Expedia has a very strong social media game. Apart from the most popular media, it also runs ads on Pinterest, which has less competition and still isn't widely-used for advertising.

This video ad from Expedia is another good example of appealing to emotions and using a strong slogan:

If you’d like to get more inspiring ideas and see ad examples, choose a brand you look up to and browse through their social media and YouTube account. Also, Google, Meta and TikTok have open ad libraries that show what kind of campaigns run on the platforms at the moment. 

Ideas for Crafting Effective Travel Ads

Now let’s sum up what we have seen. Based on successful campaigns from leading companies, here are some straightforward ideas for making ads that connect with viewers and inspire action.

🥰 Make an Emotional Connection

Try to create a strong emotional bond with your audience. Like Agoda's campaign during the pandemic, show you understand and care about your audience's current challenges. Showing support for your clients without pushing for sales can make your brand feel more relatable and trustworthy.

🌍 Keep Up with Trends and News

As suggested in the Kayak example, staying updated with the latest trends and news can make your ads more relevant and engaging. This approach can help your ad become popular and connect with more people.

🤳 Use Content from Your Customers

‍ Add content made by your customers, as it's cost-effective and acts as proof of trust. Ads with content from users can make your brand seem more credible and expand your reach to the users' followers, making your company seem more reliable.

✔️ Show Clear Benefits

Make sure your ad clearly shows the unique advantages your service offers, like the Amex Miles Cards ad that focuses on solving a specific problem for its target audience. Ads that clearly state their benefits tend to work better.

🗂️ Target Carefully

‍ Make your message specific for different groups of people, as shown by Airbnb's campaign. The more personalized your ad feels to its viewers, the more effective it will be.

💡 Use Eye-catching Visuals and Easy-to-Remember Slogans

‍ Use striking visuals and catchy slogans to make your ads memorable. Expedia's video ad is a good example of how using emotions with great visuals and a strong slogan can make a big impact.

💰 Promote Special Offers and Benefits

‍ Don't hesitate to highlight special access, discounts, or special deals, as Amex Travel does. These incentives can be a key factor for people thinking about making a purchase.

➡️ Have a Clear Call-to-Action (CTA)

‍ Your ad should have a straightforward CTA, telling viewers exactly what to do next. Whether it's booking a trip, looking at discounts, or signing up for an email list, make the next step clear.

🍁 Take Advantage of Seasonal Trends

‍ Use seasonal trends and holidays to make your ads feel more timely and relevant. Booking.com's banner ad related to New Year's resolutions is a great example of how to connect with people's mindsets during different seasons and holidays.

By applying these simpler ideas, drawn from the practices of top travel companies, you can create effective travel ads that grab attention, spark interest, and get viewers to engage with your brand.

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The Ultimate Playbook for Travel Advertising: Taboola’s Data-Backed Creative Strategies and Recommendations

The  global tourism industry grew by over 40%  in 2022 after steep drops in 2020 and 2021. And it’s expected to rise another 14% in 2023, reaching nearly $2.29 trillion.

Now, how can advertisers take advantage of this travel boom and increase revenue? By reaching consumers with optimized campaigns that speak to their needs and wanderlust.

That’s where the  Taboola Creative Playbook: Travel  comes in — built just for advertisers of booking sites, airlines, hotels, tourism boards, and travel products.

The Taboola Creative Shop  — a global team of experts and strategists — pulled readership trends, insights, and engagement data from our network of over 9,000 premium publisher properties and 5.6 billion travel pageviews. And they compiled it all into the ultimate creative guide for travel marketers.

Download Taboola's Travel Creative Playbook

Here’s just some of what they found:

• Convey ease and inspiration for travel.  Use your ads to share how your product or services can make the travel experience easier and more convenient, and share tips and offers for specific trips.
• Write first-person headlines.  Craft ad titles written from the perspective of a real traveler, often in the form of a review.
• Use Dynamic Keyword Insertion (DKI) to increase clicks.  DKI automatically customizes ad copy  to each user based on specifics like their location or device. For example, you can use DKI to personalize headlines like “People in [Los Angeles] Love These Weekend Travel Tips.”
• Include suggested calls to action (CTAs).  Taboola recommends travel advertisers use CTAs like “Book Now,” “Get Offer,” and “Read More” to drive ad clicks.
• Make it all-inclusive.  Put pricing and saving opportunities front-and-center by highlighting actual travel costs, savings opportunities, and added benefits. For example: “These Affordable All-Inclusives Are Under $400 Plus Bonus Perks.”
• Add visuals and social proof to your landing pages.  Improve on-page engagement with moving images, GIFs, and videos. Also, add testimonials and featured press snippets to build trust and credibility.

Ready to help your travel ad campaigns take flight with data-backed strategies for enhanced performance? Download the  Taboola Creative Playbook: Travel to learn more.

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10 best travel ads that will make you book your next vacation in seconds

May 10, 2024

As the world recovers from the pandemic, travelers are keener than ever to find their next vacation spot. And the companies’ and countries’ tourist offices are wasting no time trying to attract as many visitors as possible to their destinations. 

To show you some of the true gems in travel advertising, we’ve put together a list of the 10 best travel marketing campaigns that will make you want to book your next holiday ASAP. Plus, a little background on tourism marketing.

So let’s dig in!

What is tourism marketing?

Tourism marketing refers to strategically promoting travel destinations, attractions, and services to potential visitors. As part of tourism marketing, companies from the various aspects of the tourism industry develop targeted marketing campaigns on various channels to spread compelling messages to attract tourists.

Each tourism campaign aims to increase awareness, generate interest, and ultimately drive visits from local and international visitors.

10 best tourism marketing campaigns

Here are the ten best tourism campaigns and ads:

1. Switzerland – Yodel Ay Hee Hoo

Is there a better way to promote the countryside than by inviting various people from a train station to spontaneously take a day off from work and enjoy the beautiful and peaceful Alps?

That’s exactly what the Switzerland tourist office did in one of their endearing tourism campaigns and sent the important message of how often we forget to take a step back to relax from our busy daily schedules. 

The creators made the travel ad even more authentic by live streaming from the Alps, with an elderly man inviting everyone from the Zurich train station to come join him. 

Intending to inspire travelers, this innovative approach caught daily commuters off guard and made them question whether to take a free daily ticket to the Alps or to continue their regular trip to work. 

2. Travel Oregon – Only Slightly Exaggerated 

Whether you’re watching an ad for the latest toothpaste or a fantastic new trip destination, they all have one thing in common – they exaggerate how great they are. 

Travel Oregon used this common motive in their “Only Slightly Exaggerated” tourism campaign to paint Oregon as a unique, dreamy, cartoon-like destination. 

The ad shows that Oregon mountains are more magical than anywhere else, rivers hide secrets never seen, and the streets offer entertainment like nowhere else. Just like in your childhood dreams! 

3. Iceland – OutHorse Your Emails

Being able to disconnect from work when on vacation is something that many of us struggle with these days. Luckily, Iceland found a perfect solution for the problem – outsourcing your emails to Icelandic horses. All you have to do for that is come to Iceland, and the rest will be taken care of.

This quirky ad is an amazing example of how creative and funny countries can get in attracting new tourists. 

4. Sweden – Spellbound

Have you heard of Dark Tourism? If you’re a fan of horror stories and mystic movies, then you certainly did! And you’ll absolutely love what Visit Sweden released this year as an attempt to attract a specific target audience with their unique tourist marketing campaign.

Their Spellbound campaign invites mystique lovers to Sweden to explore beautiful nature while enjoying the unique experience of listening to a chilling audio story. The campaign was set up so that a Spotify playlist would only become available to visitors once they came to a specific location. 

This way, they had to visit the location to get the unforgettable and scary experience. Who would’ve thought that horror stories could be such a great way to advertise a country?

5. Tourism Ireland – What Fills Your Heart?

You can never go wrong with a heartwarming tourist marketing campaign that celebrates good spirits, brings nostalgia, and connects people to the nature and the culture of one place. Tourism Ireland managed to do all that in one of their recent campaigns titled “What Fills Your Heart?”

In a series of ads with famous Irish actresses in the main roles, including Derry Girls and Sharon Horgan , the Irish tourist board told the story of Irish history, culture, and customs. 

Source: youtube.com

6. Vienna – What Does A Belly Do In Vienna?

There is no better place for a hungry and heartbroken belly to indulge in life’s beauties than Vienna. That’s the story Vienna’s tourist board told in their highly creative and surrealistic short film. 

As the belly walks through the streets of Vienna, trying to forget his dear human who didn’t treat him well, we get a glimpse of what tourists can see and enjoy during their next visit to the city. 

The creator’s unique approach to promoting Austria’s capital wins the creativity award and is an excellent magnet for new tourists. 

7. Only in Scotland – Why Scotland Needs You

During the COVID-19 pandemic, many countries struggled to attract tourists. People were concerned about their safety and if the location could provide memorable experiences despite numerous restrictions. 

At that time, Scotland released a beautiful ad showing why Scotland needs people while showing tourists why they’re the ones who actually need a holiday in this astonishing place. The ad is in the spirit of hope, serenity, and relaxation – everything people needed during the pandemic. 

8. KLM – Live Hologram Bar

Imagine spending hours at the airport talking to almost anyone in the world. You could learn about different cultures, what to visit in your next destination, or chat to make the time go by faster. 

In their 2019 marketing campaign, KLM placed hologram bars in airports around the world and allowed travelers from different parts of the world to connect and exchange their stories. Not a bad way to spend your time waiting for your next plane. 

9. Croatia Full of Life – Ode To Joy

What is a summer vacation in Croatia other than your own yearly ode to joy? 

This famous symbolic motif is what Croatian Tourist Board chose for the promotional campaign in 2012, and earned a prestigious travel industry ‘Oscars’ award, ‘Das Goldene Stadttor,’ at the International Tourism Film Festival. 

Beethoven’s inspiring music narrative, led by cellist Ana Rucner carries the video highlighting the rich cultural, historical, and natural heritage of Croatia as well as many Croatian beauties. 

10. Chicago Not in Chicago

In 2022, Mayor Lori E. Lightfoot announced the launch of the “Chicago Not in Chicago” campaign to show how Chicago has inspired many other iconic cities worldwide. 

This creative campaign featured city tour buses across major US cities where people got a tour of Chicago instead of the city they were visiting. And by first confusing and then entertaining the visitors, the campaign sent a powerful message that every city has a story – a Chicago story. 

Final thoughts

When it comes to travel marketing campaigns, the sky’s the limit. Countries and companies can use many different sources of inspiration to tell unique stories about a location or a travel service. 

And these travel marketing campaigns are a great example of how creativity combined with emotional appeal is a recipe for success. The only question remains: “In which of these locations did you book your next vacation?”

Advertising

7 best Nike ads and marketing campaigns that get our approval

The greatest storyteller of all times? In my view it isn’t Roald Dahl, Stephen King, or Banksy.  It’s Nike. The company consistently manages to inspire the young, old, and everyone in between. Their ads are fun, engaging, and personal in a way that hits you right in the feels.

Klaas Hermans

10 best TikTok ads that are changing the world of advertising 

Whether we like it or not, TikTok is becoming a serious advertising channel for more and more brands. To help you get in the TikTok game, we bring you a selection of the 10 best TikTok ads, with a little background story about each successful campaign.

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The advancement of time paved way to more accessible travel anywhere in the world. Truly, it’s a small world after all. People can hop from country to country, exploring new ventures, and living life to the fullest. Tourists save up for their travel plans and itinerary whether the dream destination is located on the tropical beaches of the Bahamas or on the cold ski resorts of Switzerland. The tourists should be pleased with a wide array of choices. Show them what they deserve through travel ads that are convincing and commendable.

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After Trump’s Conviction, a Wary World Waits for the Fallout

Already braced for uncertainty about the U.S. election, countries in Europe and Asia are now even more unclear about the future of American diplomacy.

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By Hannah Beech and Paul Sonne

• May 31, 2024

The world does not vote in American presidential elections. Nor do its jurors play a part in the American judicial system. Nevertheless, the conviction of Donald J. Trump on all 34 felony counts in a hush-money trial in a New York court on Thursday has again made clear how consequential what happens in the United States is for the rest of the planet.

Many America-watchers are grappling with the same questions posed by people in the United States: Can Mr. Trump still run for president? (Yes.) And if so, will the guilty verdicts cut into the support from his political base? (Unclear.)

Foreign observers also began wondering if Mr. Trump, already a volatile force, would become even less likely to stay within the guardrails of normal politics and diplomacy if he won the presidency again in November.

Mr. Trump’s supporters in anti-immigrant, right-wing nationalist circles abroad quickly jumped to his defense. Viktor Orban, Hungary’s Kremlin-friendly prime minister, called Mr. Trump “a man of honor” in a post on X and said the American people should deliver their own verdict in November.

Matteo Salvini, Italy’s deputy prime minister and the leader of the hard-right League party, expressed “solidarity and full support,” and called Mr. Trump a “victim of judicial harassment.”

“This verdict is a disgrace,” Nigel Farage, the pro-Brexit campaigner and Trump supporter, who is honorary president of Reform UK, a small right-wing party in Britain, wrote on social media. “Trump will now win big.”

President Vladimir V. Putin of Russia did not immediately respond to the verdict but has seized on the situation more broadly to undermine American influence. Mr. Putin last year called the various proceedings against Mr. Trump political “ persecution ” and said they had revealed the “rottenness of the American political system, which cannot pretend to teach others about democracy.”

His spokesman, Dmitri S. Peskov, reiterated the point on Friday in response to the verdict, saying it was clear to the entire world that the U.S. authorities were trying to eliminate political rivals “by all possible legal and illegal means.”

The convictions by a Manhattan jury come as the question of American engagement has become central in several global crises.

In Ukraine, the war effort against Russia has been stymied after Republicans in Congress delayed American military aid for months.

In Europe, leaders reliant on the United States for their defense are jittery about a return to a more acrimonious relationship with Washington and a possible withdrawal of American support for hardening defenses against Russia.

In Asia, where the Biden administration perceives a growing Chinese threat and worries about a possible invasion of Taiwan, American allies are concerned about the sanctity of defense treaties that have long girded the regional security order.

On the campaign trail, Mr. Trump has said he would encourage Russia to attack any NATO member that doesn’t pay sufficiently for its defense and has questioned whether the United States should defend South Korea, a treaty ally that hosts a large American military presence. He is considering the Ohio senator J.D. Vance, one of Washington’s most vociferous opponents of military aid for Ukraine, as a possible running mate.

Foreign analysts worry that Mr. Trump’s favored currency, unpredictability, could again shake up the global order.

Concern about his possible return to the White House is particularly palpable in Germany, the object of Mr. Trump’s ire for much of his first term and the host of more than 35,000 U.S. troops.

Andrea Römmele, vice president of the Hertie School, a public policy-focused graduate school in Berlin, said many Germans watching the Trump verdict were relieved to see that even a former president was not above the law in the United States. But she said Germans remained very anxious about a Trump victory.

“I think everyone is much more prepared to think the unthinkable,” she said.

Prime Minister Donald Tusk of Poland, whose right-wing domestic opponents accuse him of using the judiciary to settle political scores, hailed the conviction of Mr. Trump in New York as “an American lesson” for Polish politicians.

“The law determines guilt and punishment, regardless of whether the perpetrator is a president or a minister,” Mr. Tusk said in a message posted on X. A veteran centrist, Mr. Tusk took office after an October election that ousted a nationalist government that cultivated close ties with Mr. Trump during and after his time in the White House.

Still, on Friday, most foreign governments, forced to surf every shift in the American political mood, reacted cautiously.

“I would like to refrain from commenting on matters related to judicial procedures in other countries,” Yoshimasa Hayashi, Japan’s chief cabinet secretary, said at a news conference in Tokyo on Friday.

In Britain, where a national election campaign is underway, Prime Minister Rishi Sunak refused to discuss the Trump case. His Labour Party opponent, Keir Starmer, a former top prosecutor, said he respected the court’s decision and called the situation unprecedented.

“Ultimately whether he is elected president will be a matter for the American people and obviously, if we’re privileged to come in to serve, we would work with whoever they choose as their president,” Mr. Starmer told BBC Radio Scotland.

Mao Ning, a spokeswoman for China’s foreign ministry, declined to comment on the verdict. She said she hoped whoever was elected president would “be committed to developing healthy and stable China-U. S. relations.”

The possibility of Mr. Trump’s return to the White House is a source of anxiety for U.S. allies in Asia that rely on Washington for their defense.

When Prime Minister Fumio Kishida of Japan made a state visit to Washington in April, President Biden called relations between the countries the most important bilateral alliance in the world. With American concern rising over China’s expanding military footprint, Mr. Biden has strengthened American defense partnerships with Japan, South Korea, the Philippines and others in Asia.

By contrast, while president, Mr. Trump called for Japan, which hosts more than 50,000 American troops on its soil, to pay $8 billion for the upkeep of American bases there. (It never happened.)

Still, the fundamental tension in regional geopolitics — the contest between the United States and China — will continue no matter who wins the American presidential election.

“Beijing has no illusion about Trump or Biden, given their anti-China solid stance,” said Lau Siu-kai, an adviser to the Chinese government on Hong Kong policy. “Beijing is all set for a more intense confrontation with the U.S. over technology, trade and Taiwan.”

Officials in China’s embassy in the United States and its consulates around the country are most likely scrambling to assess how the verdict could affect the election, said Willy Lam, an analyst of Chinese politics at the Jamestown Foundation in Washington.

“The majority of Xi Jinping’s advisers now think a Trump presidency might be worse for U.S.-China relations,” Mr. Lam said of China’s top leader. “If Trump were to win, given the now peculiar circumstances of his victory, he might gravitate towards unpredictable actions to assert his authority.”

There is a sense in Asia that the region is perennially overlooked and underappreciated by U.S. presidents, particularly as crises in Europe and the Middle East have monopolized Mr. Biden’s attention. That sentiment was also felt acutely during Mr. Trump’s presidency, and for American partners in Asia it was made worse by his affinity for regional strongmen.

In addition to occasional expressions of admiration for Mr. Putin and Kim Jong-un of North Korea, Mr. Trump invited to the White House a former army chief who led a coup in Thailand and installed himself as prime minister. Mr. Trump drew accolades from Rodrigo Duterte, formerly the president of the Philippines and now under investigation by the International Criminal Court over his deadly war on drugs.

The Philippines is now led by the son of the longtime dictator Ferdinand E. Marcos, who died in exile in Hawaii. He has reoriented the country away from China back toward the United States.

In at least one regard — the prosecution of former leaders — the rest of the world is far ahead of the United States. South Korea, where four former presidents have been convicted of corruption and abuse of power, has made something of a national sport of imprisoning disgraced leaders. The former French presidents Nicolas Sarkozy and Jacques Chirac were convicted of corruption.

Jacob Zuma, the former president of South Africa, has been charged with money laundering, among other crimes. And Luiz Inácio Lula da Silva was sentenced to years in prison for corruption after leading Brazil. His convictions were eventually annulled. He is again president of the country.

Reporting was contributed by Stephen Castle, Elisabetta Povoledo, Roger Cohen, Zixu Wang, Andrew Higgins, Camille Elemia , Choe Sang-Hun , Motoko Rich , Alexandra Stevenson , Sui-Lee Wee and Sameer Yasir .

An earlier version of this article misstated the length of Rodrigo Duterte’s term in office. It was six years, not eight years.

How we handle corrections

Hannah Beech is a Times reporter based in Bangkok who has been covering Asia for more than 25 years. She focuses on in-depth and investigative stories. More about Hannah Beech

Paul Sonne is an international correspondent, focusing on Russia and the varied impacts of President Vladimir V. Putin’s domestic and foreign policies, with a focus on the war against Ukraine. More about Paul Sonne

Our Coverage of the Trump Hush-Money Trial

Guilty Verdict : Donald Trump was convicted on all 34 counts  of falsifying records to cover up a sex scandal that threatened his bid for the White House in 2016, making him the first American president to be declared a felon .

What Happens Next: Trump’s sentencing hearing on July 11 will trigger a long and winding appeals process , though he has few ways to overturn the decision .

Reactions: Trump’s conviction reverberated quickly across the country  and around the world . Here’s what voters , New Yorkers , Republicans , Trump supporters  and President Biden  had to say.

The Presidential Race : The political fallout of Trump’s conviction is far from certain , but the verdict will test America’s traditions, legal institutions and ability to hold an election under historic partisan tension .

Making the Case: Over six weeks and the testimony of 20 witnesses, the Manhattan district attorney’s office wove a sprawling story  of election interference and falsified business records.

Legal Luck Runs Out: The four criminal cases that threatened Trump’s freedom had been stumbling along, pleasing his advisers. Then his good fortune expired .

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Stay on Target: Why Google Should Use AI to Stick to Their Plan to End Cookies in 2024

By Richard Howe, Chairman & CEO, Inuvo

With Google once again announcing a delay in the demise of cookies, now until 2025, it’s tempting to think the cookie-less future will never come.

The U.K.’s Competition and Markets Authority (CMA) impacted Google’s plans when they expressed concerns that the company’s Privacy Sandbox, its proprietary replacement for third-party cookies, would give Google Ads a competitive advantage.

But both assumptions are wrong.

There are already many viable alternatives that don’t involve cookies or Sandbox, thanks mostly to AI. Google can stay on track to transform tracking, and the internet will be better for it.

The advent of AI has boosted contextual tracking to the extent Google could legitimately point to it as being equal to Sandbox – and available to all, right now.

Here’s four ways AI has transformed contextual targeting into the most powerful cookie alternative.

AI puts the ‘context’ into contextual targeting

Contextual targeting doesn’t rely on personal information to make targeting decisions. The technology attempts to match the words a brand uses to describe and position itself with the words that represent any audience-focused media.

In the past, that’s made it a weaker performer than cookies – because of the limitations associated with understanding and modeling the contextual information itself.

Today we have the technological ability to read and understand the relationships between words, phrases, page URLs, TV programs, podcasts, radio and any other advertising media, by using the most exciting advancement in AI in a generation, large language models (LLM).

Thanks to an ability to process enormous amounts of data, LLM can make instant connections that would previously require human intervention.

AI can recontextualize contextual targeting

Using LLM can make the objective even simpler. Rather than analyzing who a consumer is, the system can be designed around analyzing, without knowing who someone is, why they are interested in things. Why they might be consuming internet content at any moment in time. This gives marketers the ability to recontextualize contextual targeting.

Audiences of anonymous people can be targetable across media types based on “contextually” based reasons why. This approach has the potential to outperform both the existing user based targeting, and conventional contextual targeting.

AI makes contextual targeting feel personal

People interpret and experience the world through language. Given this reality, it’s logical that the best technology for identifying and actioning audiences would be based on understanding language.

This understanding creates a new alignment, allowing for a more seamless online experience for consumers who have been halted by ads ill-aligned with the intent they had for consuming the media upon which the advertisement was placed.

Large language generative AI facilitates contextual ad-targeting in a manner that allows audiences to feel understood, because it targets the actual reasons behind why audiences are interested to begin with. AI makes contextual targeting feel personal, without compromising privacy.

AI can adapt to improve contextual targeting

Thousands of new words enter the dictionary every single year. These can be generational slang like “boujee,” or a new product like “Vision Pro.” With structured user based targeting, there is no method to adapt to these ongoing changes so brands can remain relevant with their audience selections and targeting.

This is again where the next evolution in contextual shines. These large language model technologies have the ability to bridge the colloquial old and the new and in so doing assure all audiences are approached correctly.

These LLMs can for example associate “boujee” with “luxury” and, depending on the context, can even determine whether the sentiment is positive or negative.

The bottom line: Whenever it happens, the internet is evolving. As cookies go away in 2025, new technologies will be required to keep marketing relevant. Luckily, semantic targeting techniques have advanced through AI into a sophisticated method of keeping ads relevant, and audiences happy – across every consumer generation.

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