script for tourism commercial

Travel and Tourism Voiceover Commercials

So, you know those travel and tourism voiceover commercials that make you want to pack your bags and head out on an adventure? Yeah, the magic behind those is all in the voice acting. It's not just about selling you a trip; it's about taking you on a journey before you've even left your couch. These ads have a way of stirring up that itch for exploration and adventure, thanks to some seriously talented voice actors.

When it comes to commercials, voice actors are a big deal. They're the bridge between the brand and us, the listeners, especially in travel and tourism ads. These aren't your average commercials; they're like invitations to embark on an epic journey. The voice actors who work in this space? They're top-notch. They've got this incredible ability to sound like they're sharing personal stories, making you feel all the excitement and anticipation of travel without feeling like you're being sold to. It's a fine line, and they walk it like pros.

The Commercial Conversational Read

The heart of these commercials lies in what's known as the "conversational read." It's all about making the listener feel like they're getting the inside scoop from a friend. This style is key because, let's face it, nobody likes to feel like they're just being sold another holiday package. The best voice actors make every word drip with genuine enthusiasm and a love for travel that's downright infectious.

Travel and tourism commercials are in a league of their own. They're all about the good vibes—showcasing the thrill of discovery, the beauty of new cultures, and the joy of breaking away from the daily grind. The trick for voice actors in this niche is to pump up the excitement without stepping on the listeners' dreams. It's a delicate balance, but when done right, it can make you see yourself in the ad, setting off on your own adventure.

Travel and Tourism the Emotional Connection

In these ads, the voice actor does more than just talk; they connect with us on a deep emotional level. They're our guide through dreamy landscapes, sun-soaked beaches, and vibrant cities, all without showing us a single image. This emotional bond is what turns our daydreams into bookings. It's not just about the destination; it's about the journey and the promise of unforgettable experiences. For voice actors, getting into the heads (and hearts) of their audience is crucial. It's about making the ad feel like a one-on-one conversation, where you can almost feel the sunshine or the buzz of a new city. This level of empathy and personal connection is what elevates a good travel ad to a great one, transforming it from something you hear to something you feel.

Wrapped! Travel and Tourism Commercials

At the end of the day, these voice actors are the unsung heroes of travel commercials. With their blend of vocal finesse, storytelling prowess, and emotional intelligence, they invite us to explore the world in ways we've only ever dreamed of. It's not just about showcasing a destination; it's about inspiring us to create memories, embark on adventures, and satisfy that ever-present wanderlust. And that, folks, is the true art behind the voice of travel and tourism commercials.

Travel and Tourism Voiceover Commercials by Alan Shires

• Acting Skills
• General Education
• Home Voice Over Studio
• Terminology
• Vocal Health
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• Video Games
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• Corporate Narration

Oslo’s sarcastic tourism ad breaks every marketing rule (and it’s perfect)

"I wouldn't come here, to be honest”.

Visit Oslo has created a delightfully sarcastic new ad to promote tourism to Norway's capital. "Is it even a city?" challenges all the overdone nonchalant beats of travel ads, subtly highlighting Oslo's charming appeal with a hilariously ironic tone. 

The best adverts break the mould of generic marketing, creating memorable moments by standing out from the crowd. In a sea of sunny, overenthusiastic, cheery soundtracked tourism ads, Visit Oslo 's understated campaign is an instant classic, proving that sometimes a dose of humour and a less is more approach is the key to success. 

The playful ad begins with the protagonist and Oslo resident Danself admitting "I wouldn't come here, to be honest." While it seems like the ad breaks every possible sin of tourism advertising, we learn through Danself's deadpan narration that Oslo is, in fact, an idyllic place to be. Subtly showcasing its stunning architecture, art and culture, the cosy walkable city shines through the sarcastic narration, unexpectedly showcasing Oslo's easygoing openness and personality. 

Naturally, it was a hit with viewers, with one YouTube commenter saying "I think this is the best tourism commercial I’ve ever seen." Another chimed in "Please give a promotion to the person who wrote the script" while others shared similar praise, calling it "superb", "genius" and a "marketing lesson from Norway." 

Visit Oslo 🇳🇴 ? pic.twitter.com/9ecsIAeTzd June 26, 2024

This type of creativity is rare in tourism ads these days, most of which blend into each other. This is different, a typical understated Norse sense of dry humor. From @VisitOSLO. Well done, more needed in this series. pic.twitter.com/Zc7RcsHdNi June 24, 2024

For more advertising news, check out the dystopian Apple iPad Pro ad that appalled creatives (and even resulted in an apology from Apple ). If you're looking for some ad inspiration, take a look at Samsung's mocking response to the controversy. 

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Natalie is Creative Bloq's staff writer. With an eye for trending topics and a passion for internet culture, she brings you the latest in art and design news. A recent English Literature graduate, Natalie enjoys covering the lighter side of the news and brings a fresh and fun take to her articles. Outside of work (if she’s not glued to her phone), she loves all things music and enjoys singing sweet folky tunes.

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Proven Tactics for Travel Ad Success

Travel is one of the favorite activities of millions worldwide, all of whom want to discover new corners of the world. And the question plaguing these travelers: where should I go next? This is where travel ads come in, as they can directly influence users’ decision making. With every place competing to become the next go-to destination, the level of creativity in travel ads just keeps getting higher.

The competition is tough, and it’s onlygoing to get harder going forward. In this article, we’ll teach you everything you need to know to consistently make powerful travel ads that will captivate your audience and make a huge impact on the decision making of travelers.

6 Key Steps to Creating a Successful Travel Advertising Campaign

If you’re serving different markets in the digital marketing space, you’ll find that advertising has the same foundations across practically every industry. Travel agency ads are no exception. In-depth research will still be foundational for you to move further in the campaign. Whenever possible, we are going to make our insights specific to travel ads; however, the information you’ll find here will also be applicable to other industries that use digital marketing.

Step #1: Establish Why You Want to Create Travel Ads

Understanding why you want to create a travel campaign makes it easier for you to set campaign goals. Unless you want your campaign to be directionless, you can’t skip this step! The decisions and actions that you will take moving forward should be aligned with your goals for making travel ads. To give you an idea, here are a few things that you may want to achieve with your campaign:

• Increasing brand visibility;
• Improving user engagement with digital assets;
• Getting new customers to book;
• Having existing customers book again;
• Introducing a new offer.

Please note, travel ads can be useful for many things, but if you want to accomplish multiple goals, you may have to run multiple campaigns.

Step #2: Understand the Intended Audience for Your Travel Advertisements

After you have established the goals of the campaign, you should then answer the question: who do you want to reach? How you communicate will largely depend on who you’re communicating with. So, if you want your travel ads to be received well by your audience, first identify who your audience is. This ensures that you can meet them at a point of understanding.

Step #2.1: Identify Target Demographics and Psychographics

Demographics refer to data like age, education level, location and gender. It is usually objective data used to segment the audience for your travel ads (more on this later). Meanwhile, psychographics are subjective data that focuses on users’ thoughts, preferences and even lifestyles. When you create travel ads, you’ll want to know about your audience’s views on tourism as well as travel-related preferences, such as activities, weather, mode of traveling and other experiences. And how do you get that information? Interviews, surveys and polls can give you a lot of insights!

Step #2.2: Create Market Segments Based on Certain Traits

Normally, demographics are used to create market segments, which are highly beneficial for travel ads. For example, the priorities of younger and older travelers may be different. Financial status is also a popular basis for segmentation. After all, there’s no sense in showing someone travel ads for a five-star hotel if they’ve already decided that they want to keep costs as low as possible. Feel free to experiment with the data that you have. There are no rules for how to approach segmentation. Just make sure that your decisions are logical in the context of the travel industry.

Step #2.3: Make and Utilize Customer Personas

Now that you have the segments, it’s time to create the personas! To ensure that each persona is useful for your travel ads, really make it come to life. Having a lot of specifics and insights will help here, so review the information you have obtained from data gathering in Step 2.1. Then, use it to mold an imaginary person. As you go through the next steps in creating travel ads, you can refer to the personas, rather than all of the obtained data, and use them as the basis for your personalized campaigns.

Step #3: Choose the Right Platform for Your Travel Ads

The right platform will depend on where the personas you created hang out online. The examples below are just a few platforms that you can use.

• Google ads: Google travel ads are great for high-intent searches, where the keywords are very specific, as this indicates that the viewers are ready to book. An example of this would be “family hotels in Bali.”
• Social media ads: Instagram travel ads and other types of social media ads are great for reaching a wider audience and driving awareness for your offer.
• Email marketing: Unless you’re sending cold emails, email marketing already assumes a higher level of trust. So, this can be used for travel ads, but more specifically for running discount promotions and providing updates.
• MGID ads: MGID offers native advertising placement services through top-tier, verifiable publishers with highly engaged traffic. A variety of advertising widget formats allows you to choose the best option for any business story. In addition, MGID offers a rich and modern toolkit for creating advertising that stands out: its AI image generation feature helps you create unique creatives for your travel campaign.

Step #4: Leverage Compelling Visuals and Storytelling to Create the Most Effective Travel and Tourism Ads

“Living the dream!” That’s what you want your potential customers to experience even before they book. So, give them a glimpse of their future experience through captivating imagery and videos. To decide what to include in your travel ads, consider answering these questions:

• What do existing customers love most about the destination?
• Is there anything that the place is already known for?
• What do you want to show your target audience?

Again, most travel ads work best when used to transport the audience to the destination. So, try to incorporate authentic local experiences as well.

Step #5: Use Geographic Targeting so Your Ads Travel to the Right Places

Travel will always have a geographic element to it as people will have to get from Point A to Point B. So, it’s necessary to consider locations when you create travel ads. And how exactly do you do this?

• Geotargeting and location-based advertising: Google ads for travel agency businesses can be made more effective if they’re targeting location-based keywords.
• Tailoring campaigns to local cultures and languages: If you’re advertising in France, travel ads must be in French!
• Cultural sensitivities and relevance in ads: Make sure that you’re respectful of any customs or religions in the area you’re targeting so as not to turn off potential clients.

Step #6: Take Advantage of User-Generated Content (UGC) for the Best Travel Ad Examples

Are you up for some free advertising? Encouraging your existing customers to talk about their experiences is a good way to get it. User-Generated Content (UGC) is a great way to create a pool of valuable content that you can then curate for your travel ads. But how do you decide which pieces you will feature in your ads? Here are a few tips that you can use for curating and using UGC:

• Organize the content into categories;
• Promote content that fits your brand and the objectives of the campaign;
• Edit the content to fit the platform where you plan to publish.

But, before you publish, remember to get the consent of the original creator.

Travel Advertisement and Influencers: How to Maximize the Power of Influencer Marketing

Influencers are defined loosely as people who have gained a following online, usually through social media platforms. Incorporating influencers into your travel campaign presents a great opportunity for those who want the best travel agency ads. After all, according to Expedia’s Travel Value Index 2023 , social media is one of the main sources for travel inspiration. Creating partnerships with those who already have a stronghold on a platform will help you improve the returns on your travel ads. Our suggestion? Strongly consider tapping relevant travel influencers to help you get bookings.

Best Practices for Selecting and Collaborating with Travel Influencers

When done right, influencers can be a great medium for your travel ads. So, keep in mind these best practices for your collaborations:

• Consider micro influencers because their audience tends to be more engaged and more loyal;
• Make sure that their content is aligned with the brand so the travel ads won’t look inauthentic;
• Be clear about and document the responsibilities of both parties;
• Create ways by which you can measure the effectiveness of the travel ads;
• Check the similarity between your target audience and those of the influencers that you’re targeting.

The work ethic of the influencer is important as well. So, if you encounter issues with the publishing of your travel ads with them, seek alternatives.

Analyzing ROI of Influencer Partnerships in Travel Advertising: Which Metrics Should You Look at?

The financial effectiveness of placing travel ads on an influencer’s page is not always a primary concern! However, if your goal with the partnership is to get new customers and drive sales, you should look at the following metrics.

• Cost per acquisition: The average cost to get a customer through influencer-published travel ads.
• New customers generated: This can be tracked using a code that users can use to get a small perk.
• Reach and impressions: Even though these don’t necessarily translate into money, they still widen your market of potential clients.

The effectiveness of travel ads should also be measured against industry standards. This helps set expectations for the results that influencers can deliver.

Successful Travel Ads and Companies That Used Influencers: What Made Them Work?

By working together, influencers and companies in the travel industry have been able to generate impressive results! Here are some of our favorite examples.

1. Live There by Airbnb

The Live There campaign was designed around a townhouse that people could visit to experience the local scene. Then, influencers helped spread the message and made it into a massive success!

2. Travel the World with Viajaway

Viajaway tapped major influencers and engaged followers to travel around the world with them. This allowed them to grow their Instagram account to 100k followers.

3. Snap’Eyes by Ibis

Ibis Hotels tapped Alex Vizeo to visit spots in European cities based on what subscribers chose. The level of interaction made this a huge success!

All About the Creative: Most Creative Travel Ads Examples

It goes without saying that influencer marketing isn’t the only way to market a travel package. As you have learned earlier in the article, there are many platforms where you can publish travel ads. But, you’re probably still wondering: what do successful travel ads look like? Let us answer this once and for all with a few examples. Here, you’ll find that creativity is a lot more than just making something that looks good. Regardless of their format or platform, these companies used true creativity in their travel ads to generate some amazing campaign outcomes.

Google Search PPC Ad from TUI Holidays

Typically, search ads are text advertisements; however, TUI Holidays went beyond that by including a captivating image. Mind you, this isn’t the only thing that makes the ad stand out from other travel ads. We love how TUI was able to introduce several of their offers using various extensions. The copy in the meta description also added new information and presented a strong and simple message that encouraged viewers to take action. Then, you have the headline summarizing what the offer is in just one glimpse.

Dynamic Ads for Travel from Marriott International

Creativity doesn’t have to be loud and elaborate. Sometimes, simplicity is what makes something amazing. That’s why we chose this as one of our favorite travel ads! A dynamic travel ad helps those in the industry retarget users who have started but not completed the booking process. It is meant to be a gentle reminder of the great offer that users can get. For this ad, Marriott International went with a very straightforward approach, showing attractive properties in Austin as well as the nightly pricing. Travel ads tend to show more. However, since the buyer is assumed to be at the bottom of the funnel already, not a lot of convincing is required.

Banner Ad from Cheapflights

If you think banner travel ads are too dry, think again! The Drag, Drop and Go ad from Cheapflights was a huge hit! This banner ad was placed in multiple articles about music, sports and art events. Then, users just had to drag and drop the image on the page to the banner ad to get the cheapest flight to that event from their location. Cheapflights have surely beaten a lot of travel company ads in terms of effectiveness! The clickthrough rate for this campaign was a whopping 92% , which is practically unheard of.

MGID Travel Ads

When it comes to travel advertising, MGID stands out for a multitude of reasons. Beyond providing prime advertising placement services, we offer comprehensive campaign creation from the ground up. Our team of creative specialists dives deep into your brand's essence, crafting captivating visuals and compelling headline appeals tailored to your unique audience.

But that's just the beginning. With MGID, advertisers benefit from:

• Targeted reach: Reach highly engaged travel enthusiasts with precision targeting options tailored to your campaign objectives.
• Optimized campaigns: Leverage our expertise in travel advertising to optimize campaigns for maximum impact and ROI.
• Engaging content: From stunning visuals to enticing headlines, our creative solutions ensure your travel ads stand out and resonate with audiences.
• Performance insights: Gain valuable insights into campaign performance with comprehensive analytics and reporting tools, empowering you to make data-driven decisions.

Below, we've curated examples of travel-themed advertising creatives to inspire your next campaign. Experience the MGID difference and elevate your travel advertising efforts today.

FAQs on Travel Ads

What are the key elements of a successful travel ad campaign?

Running a successful travel ad campaign is, in many ways, the same as making one in any industry. You should have:

• The right platform for travel ads;
• Sufficient audience research;
• Measuring and monitoring tools;
• At least two versions of the ads for split testing;
• A unique value proposition.

How can I effectively target my audience for travel ads?

Depending on where you’re operating, there may be regulations on where you can provide your services. So, the first thing you want to do is limit your target audience to those who live in these places. Beyond location-based targeting for travel ads, you should also consider these two tips:

• Create market segments to better communicate based on local cultures and languages;
• Ensure that the ad itself resonates with the local market based on current events and other factors.

Remember, targeting isn’t just about creating travel ads for people in a specific location. How you communicate is also very important.

What role do visuals play in capturing attention for travel advertisements?

Travel ads largely captivate through visuals. This gives the target audience a picture of the experience that they can get by going to a certain destination.

How important is storytelling in travel ads, and how can I incorporate it into my campaigns?

Storytelling of any kind transports people to a different place, which is exactly what you want to accomplish when you create travel ads. Here are a few ways that you can incorporate storytelling into your travel ads.

• If you’re selling a travel package, include an itinerary as part of the text description for your travel ads.
• Demonstrate how the amenities elevate the experience.
• Create a video of someone walking around scenic places.

What platforms and formats work best for travel advertising, and why?

Many platforms and formats can work for travel ads for a variety of reasons.

• In-feed and reel formats for photos and videos on social media platforms: This combination of format and platform makes it easy for your audience to engage with the ad and even share it with their friends and family.
• Dynamic travel banner ads on websites: This type of ad can be effective because it introduces a level of engagement, which means the viewer will truly pay attention to the offer.
• Native posts on publishing platforms: Travel ads can also look like your average articles where the author talks about their travel experience. A call-to-action or some links may be added as part of the article.

Are there specific trends or strategies that are currently shaping the landscape for travel ads?

Technology has created so many potential directions where the online travel marketing industry can grow. Among these options, we believe that these three have the biggest influence on travel ads.

• Augmented reality and virtual reality: Agencies are always trying to win their audience’s business. One of the strategies that they may use for their travel ads is to incorporate AR/VR to bring the experience closer to them.
• User-generated content: Social proof is still going to be an important ingredient to the success of any brand. So, the best travel ads may involve more pictures from travelers and narrations of experiences.
• Influencer marketing: Nowadays, users who are interested in traveling are part of various travel groups where they share tips, experiences and other travel-related insights. Micro influencers who post creative travel ads in such groups are expected to help generate a lot of inquiries, bookings and engagement.

How can I measure the success of my travel ad campaigns and optimize for better results?

Travel ads are still a lot like your average online ad. Therefore, you can use the same metrics, like clickthrough rates, customer lifetime value and impressions, to measure success. Make sure that the metrics you choose for assessing travel ads are aligned with the goals that you have set for the campaign. To make optimization easier, we suggest creating two versions of each ad, enabling you to identify the elements that work.

Are travel ads different from ads in other industries?

They are not fundamentally different. Ads for the travel industry benefit from having captivating visuals, which can be said for practically any advertisement nowadays. Giving the audience a taste of the experience is also an advantage regardless of industry because people always want to limit their risk exposure when purchasing a product or service.

Show the Beauty of Every Destination to Create the Top Travel Ads

No matter what ad format or platform you want to use, the visual impact will always be important for your travel ad. This same principle is true even for travel agent ads, which incorporate the effectiveness and trustworthiness of an agency. Set clear goals, do your research and make people’s travel goals possible!

Do you want to run successful travel native ads in 2024? Register on the MGID platform . By signing up, you get access to sophisticated tools, an expert manager and a department of creative specialists who can help you create the best travel creative ads. Simplify success in advertising today!

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How to Write Travel Advertising in 2021 (Or Any Other Year)

Even in the midst of a pandemic, it's possible to write good travel copy. Here are seven evergreen pointers to guide your writing in an industry facing notable challenges.

To say that the travel (let alone travel advertising) were hit hard by the pandemic may be the understatement of the year.

With lockdown still very much in effect, tight travel restrictions in place, and millions of people apprehensive about just leaving the house, it’s no wonder international arrivals are estimated to have dropped upwards of 80% in 2020.

That said, with vaccines being rolled out slowly but surely, the travel and tourism sectors may begin making a comeback sooner rather than later—and the savviest players will be well-positioned to capitalize on pent-up demand.

The signs of this resurgence are starting to appear in the media. The other day I came across this advertisement for Regent cruises: 

For travel marketers looking for ways to use persuasive copywriting to entice people out of the house, this ad provides some clues as to how it can be done:

1. Stop your reader in their tracks. 

If you fail at this step, nothing that comes after matters. It’s why David Ogilvy said you should spend 80 cents in your dollar writing headlines. In today’s scrolling culture, there’s more noise than ever—and your words need to cut through. This ad uses just four, paired with a perfect image, that force the reader to pause:

Do you feel it? 

This line works for multiple reasons. The question creates instant engagement. The reader can’t help but be involved. It? What is it ? You’ve got to read on to find out. Teasing your reader—creating curiosity and then delaying the payoff—is crucial to tugging them into the copy. Importantly, the line employs the most irresistible word to the human ear (or is it ego): “You.

2. Meet them where they are. 

You’ve momentarily arrested your reader’s attention—well done. But you won’t have it for long unless you can establish some rapport; something that says “I get you.” This writer does it by speaking to the current reality of the reader—someone who’s been in lockdown for a year, and perhaps longing for an escape, either consciously or subconsciously. It doesn’t take much: 

The world. It’s still out there.

“Ah yes,” nods the reader, “I’d almost forgotten.” No talk of new normals or uncertainty or any of the tired phrases that have become ubiquitous in the media. Instead, this travel advertising reaches beyond cliché, appealing to the reader’s imaginative side. In doing so, they unite writer and reader in a place of shared understanding— somewhere only we know , as a band once put it.

3. Speak to their aspirations

Having established some common ground, we can now make the crucial leap from what is to what could be . Creating this contrast is key to stirring desire. In her popular TED Talk , Nancy Duarte brilliantly illustrates how Martin Luther King Jr. employs this see-sawing back and forth between reality and possibility to great effect in his “I Have a Dream” speech. Here, the application is far more subtle, but no less effective: 

The city you’ve longed to explore.

The beach you can feel as you close your eyes and breathe it in. 

This is where we long to escape to, isn’t it? Notice how the writer touches on the yin and the yang of vacation—urban excitement and rural tranquillity—in two tidy examples, city and beach. A lovely economy; whichever you’re pining for, this ad has you covered.

4. Use sensory language. 

Close your eyes and breathe it in.

Who can read these words and not have a visceral reaction? If you’ve read this far, you’re interested. And this sensory bit brings you even further into the picture.

The natural wonder dancing in your soul, pulling you toward the door.

A bit lofty, yeah? But somehow they get away with it. Perhaps because, as a luxury cruise company, Regent knows they’re appealing to a more affluent audience. The people they’re addressing are likely economically unscathed by the pandemic and generally live their lives trying to satisfy the upper reaches of Maslow’s Hierarchy . So this ad can get away with a little puffery—as long as it sings like poetry.

5. Introduce yourself. 

At this point, the reader is officially in the mood for exploration. It’s now time to bring the story full circle—and make yourself known:

The world. It’s waiting for you.

We feel it too.

With a deft turn, Regents introduces itself into the picture. Suddenly we’re all in this quest for a new experience together. (And there’s that all-important “you” again).

6. Invite them into an experience. 

From here, it’s a matter of describing how Regent’s offering delivers on the promise—in this case, to whisk the reader off to the world they’ve been missing:

Come sale the most luxurious fleet in the world and rediscover the comfort and security found aboard our smaller ships, with never a crowd and with every luxury included. 

The copy evokes opulence and adventure, with a subtle nod to safety—just to reassure that, yes, Regents is using its travel advertising, in other words, to put health first.

MarketSmiths Case Study

Picturing a luxury holiday in the Caribbean is easy . Writing about it is far harder. That’s exactly the challenge Nick and Nicky Parker, owners of the Silver Moon catamaran fleet, faced before tapping MarketSmiths. Just as well they did: we soon brought their website to vivid life, helping readers touch and taste the treasures of Barbados all while sitting at their computers. By the time we were done, Nick and Nicky were thrilled with our work—and excited to welcome hundreds more holidaymakers to their corner of paradise. 

> Read the full case study here

7. Deliver a call to action.

Finally, of course, is the call to action—the part where you tell your reader what to do next:

Begin your journey with Regent.

The word “journey,” keeps this message right on theme, and brings the whole piece to an artful close—leaving the right reader excited to hop on board. 

Well-crafted travel advertising copy gets readers excited to go where you want to take them. If you’d like help creating that language, get in touch with MarketSmiths today. 

Paul Rosevear

What do you get when you combine the soul of a musician with the mind of a writer? Copy that sings. And for the last decade, that’s precisely what Paul has delivered for global brands, bootstrap startups, and everything in between. When he’s not hard at work crafting top-notch communications, you can find Paul hanging with his wife and two young daughters, singing and playing guitar for The Vice Rags, or roaming the streets in search of the nearest slice of pizza.

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How you can incorporate AI when upselling tours

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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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5 Simple Examples – 30 Second Commercial Copy Scripts

Here are  5  simple 30 second commercial scripts your human voice actor or AI voice avatar can model to generate businesses fast. It can be spoken words or it can just be a video.

Are You Mostly Looking For…

6 Secrets To Make a 30 Second Commercial Script Feel Memorable

Making a memorable commercial is an art, and there isn't set rules to follow. To craft something good, please take these following into consideration.

note: A simple 30 second long script doesn't have to be 30 second worth of word content. The format typically follows

Problem > Solution > Benefit > Call to action ( Problem Agitate Solution Framework )

( Try Jasper AI's PAS template now )

Brevity : Because the ad is only 30 seconds long, it forces the copywriter to be concise and to the point, which can make the ad more impactful and memorable. Sometimes let the video do all the taking. 

Use The Right Voice: Not everyone has the voice for ad. Picking the right voice has an huge impact

Use of music and good visuals:  The right sound effects and footage can help make an ad more memorable by creating an emotional connection with the listener.

Use of slogans or catchphrases:  A memorable phrase or slogan can stick in the listener's mind and make the ad more memorable.

Use of humor or storytelling :  Humor and storytelling can create a more engaging ad that listeners will remember.

Targeting specific audience:  Advertisers use demographics to target specific audience, this way they can create ads that are more relatable and memorable to the people they want to reach.

"Are you tired of constantly having to buy new razors? Introducing the new and improved laser hair removal system. Say goodbye to the hassle of shaving and waxing and hello to silky smooth skin. Try it now and see the difference for yourself.

Copywriting elements include:

• Addressing the pain point of constantly having to buy new razors
• Presenting a new solution
• Benefit of the product 
• Call to action

"Need a boost of energy to get through the day? Try our new line of all-natural energy drinks. Made with only the best ingredients, our drinks will give you the energy you need to tackle any task. Try it now and taste the difference.

• Stating the problem (Feeling tired?)
• Presenting a new solution (Introducing all natural energy drink)
• Benefit of the product (Gives you energy to tackle any task)
• Call to action to try it now

"Do you want to improve your home security? Try our new line of smart security cameras. With remote access and real-time notifications, you'll always know what's happening at your home. Order now and feel safe and secure in your own home.

• Stating the problem (Home doesn't feel secure?)
• Presenting a new solution (Try remote access with real time notification)
• Benefit of the product (Users know exactly what's going on at home)
• Call to action to buy the product

"Are you tired of dealing with aches and pains? Our new line of CBD products can help. From tinctures to topicals, our products are made with the highest quality CBD and can help relieve pain, reduce anxiety and improve overall well-being. Try it now and feel the difference.

• Stating the problem (Tired dealing with aches?)
• Presenting a new product (Try CBD to relive pain)
• Benefit of the product (Relieve pain and anxiety)
• Call to action to buy

"Want to make your home more energy efficient? Try our new line of smart thermostats. With the ability to control your home's temperature from your phone and learn your schedule, you'll save money on your energy bill and live in a more comfortable home. Order now and start saving today."

• Presenting the problem (Lacks home energy efficiency)
• Presenting a new product (Control temperature with a phone app)
• Benefit of the product (Save money on energy bill)
• Call to action to install 

Read related content: Creating tourism ad script

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Commercial Script: Guide to Write a Killer Sales Generating Script in 2024 [+Examples]

Many businesses pour money into radio and TV advertising but don’t generate their target profit. The problem often lies in the commercial script writing. With an audience-centric script, a skilled marketer can leverage the full revenue potential of TV and radio commercials!

Investing in TV ads can increase your revenue effectiveness by 40%.  And radio advertisers secure an  average ROI of 7.7%,  making radio the second-best media platform for advertising behind TV! 

While digital marketing channels like YouTube and social media remain the best for brand awareness, sales, and customer engagement, buyers still spend a lot of time watching TV. MarketingCharts confirms that people spend about five and a half hours  per day watching TV.

But here’s the problem – without a strategic and well-written commercial script you’ll lose out on TV and radio advertising’s benefits.

So, how do you write a killer commercial script for TV and radio ads?

And what should your script cover?

We’ll put you in the right direction with a complete guide on TV and radio commercial script writing and the best format to use. Plus, we have real-life examples of fantastic commercial scripts!

Ready to learn how to write revenue-driven scripts for commercial ads?

Let’s get started!

Skip to What You Need

Radio Commercial vs. TV Commercial Script Writing

The main differences between radio and TV commercial script writing include your use of visuals, voice, and audio, the script length, and the time and money required to write these scripts. Let me explain:

• Use of Visuals

The first difference between radio and TV commercial scripts is your use of visuals. Because TV commercials attract targeted buyers with ads they look at, you’ll need a lot of visual appeal. The images or video you use must grab the viewer’s attention to watch your entire ad.

55% of TV advertising time isn’t paid attention to, so you must perfect your visual cues. You’ll use visual cues to highlight your product’s benefits and prove to buyers how they can add value to their lives.

Radio commercials rely on engaging targeted buyers through audio content. You won’t use visuals because of this. Businesses must focus on optimizing sound, with no visuals at all.

Use of Voice and Audio

The voice and audio you use for TV, and radio commercial script writing must reflect your brand’s identity and speak your target buyers’ language. For example, if your target audience is teen girls, you’ll use a feminine voice with a tone and style to match these buyers.

While your use of voice matters for radio and TV commercial scripts, radio advertising relies much more on vocals and audio. Think back to when you heard a radio ad that gripped your attention. You’ll most likely recall a bubbly and exciting voice that kept you listening to the entire commercial. There may have also been audio playing in the background to enhance the commercial. 

You’ll also need to optimize your vocal and audio for TV commercials. Sometimes targeted buyers have their TVs playing while doing another activity like cooking dinner or answering texts. Using a brand-centric, bubbly voice will increase your chances of these buyers looking up at your ad or waiting to hear what brand this ad is promoting.

Source: Markting 360

• Script Length

Radio commercial scripts must be longer than TV scripts because radio ads can run at a longer length. Most radio commercials target adults driving home from work. Your ad can run longer because these buyers listen while focusing on another activity. And the only way to skip your ad is to change radio stations, which not all listeners may want to do. Instead, they’d listen to your ad to occupy their commute.

TV commercial scripts are shorter because viewers can skip your ads, do another activity while waiting for their program to continue, or switch channels. These buyers aren’t as preoccupied as radio audiences, meaning you don’t have the luxury of playing a lengthy ad without the risk of viewers not watching your ad.

• Time and Cost

How much money and time you need for radio vs. TV commercial script writing differs. TV commercial scripts require more work, and you must consider production and design. You can’t write a TV commercial script in a hurry because the content must match the visuals playing every second.

If a section of your script lists the benefits of your products, the visuals playing at this time must be relevant to your content. Because TV script writing takes more time and work, TV ads are expensive. For commercials on local TV, this can cost around $5 to $10 per 1000 views . But for national TV ads, the cost shoots up to about $115,000 . 

Radio commercial script writing doesn’t require as much time and effort. While you have to nail down the perfect script, it doesn’t have to be as calculated as TV ads.

You only have to focus on the script and how it aligns with any audio and vocal elements you use. Consequently, radio commercial script writing is cheaper than TV scripts. Radio ads roughly cost between $200 and $5000 . 

Summary: Radio Commercial vs. TV Commercial Script Writing

• Use of Voice

5 Steps For Writing a Killer Radio Commercial Script

1. start with your cta.

For radio commercial script writing, work backward and start with your CTA. Determine the purpose of your radio ad and what action you want listeners to take once hearing your ad. Do you want them to visit your online store? Know about your brand? Or buy tickets to an event or webinar?

You’ll still keep your CTA at the end of your script, but you’ll consider this step first to create a direction for your ad. Ensure your CTA is clear and easy for listeners to understand. Remember, they can’t see your CTA. Be clear about your CTA so listeners remember enough of it to find your brand. 

2. Focus on the Buyer’s Pain Points

Adults driving between locations are the prime listeners of radio ads. Make an extra effort to draw their attention to your ad because they’re not 100% invested. Their complete focus isn’t on the radio, so you need to relate to them from the get-go. The most effective way to accomplish this is to start your script focusing on your buyer’s pain points.

Ask open-ended questions or state a problem your targeted listeners can relate to. Be specific and maintain your brand voice and identity to personalize your radio script.

3. Convey Empathy

This step works hand-in-hand with the previous step. When you convey empathy through your radio commercial script, buyers are more likely to listen to your ad because they feel you understand them. Use this step to really understand your audience and create organic content that speaks to them. If listeners know you’ve had similar experiences or challenges, they’re more likely to trust your advice.

4. Use Attention-Grabbing Audio

As I mentioned, radio commercial script writing relies on audio and vocals. Businesses must be strategic in using audio for their ads. Consider what sound would most engage and attract targeted buyers without boring them or coming off as a generic ad. You need audio that will stick in your targeted customers’ minds and have them recall your brand when they hear a similar sound or voice.

5. Provide a Guarantee with Evidence

Because radio audiences aren’t 100% focused on your ad, you really gotta persuade them and do as much as possible to engage them. Toward the end of your radio commercial script and before your CTA, make a promise or guarantee that you can fulfill. Perhaps unbeatable flight rates or a free consultation?

After stating your promise, throw in some social proof to validate your claims. You can mention testimonials from past clients, awards, certifications, or any similar elements to establish trust and prove the authenticity of your promise.

Summary: 5 Steps For Writing a Killer Radio Commercial Script

• Start with Your CTA
• Focus on the Buyer’s Pain Points
• Convey Empathy
• Use Attention-Grabbing Audio
• Provide a Guarantee with Evidence

5 Steps For Writing a Killer TV Commercial Script

1. build your story.

As TV commercial scripts must consider design and production elements, you need a gripping story. Your commercial will carry viewers through this story, starting with who your brand is, your value proposition, and the best features of your product and how this relates to viewers. A set story for your TV commercial script will secure a natural flow between making viewers aware of your brand and persuading them to take your CTA.

2. Define Your Target Audience

Consider your target buyer for successful TV commercial scripts. Doing this will help you write audience-centric content and include elements ti appeal to your ideal viewer. You’ll also know the best times to run your TV commercial and what story best relates to your target audience. Be specific about your target audience because all your ads can’t target every buyer in your customer base. You’ll target audience segments for each TV commercial script.

3. Determine Your Theme

Well-written TV commercial scripts always follow a theme. Do you want to motivate or inspire viewers? Must your script evoke emotion from your viewers? Or do you want to pump them up and get excited about your offering? Building your story first will help you narrow down your theme. For consistency, ensure all aspects of your TV ad script relates to your theme and story. While you may have loads of ideas on epic TV ad scripts, the more specific you are, the more likely you’ll engage your target viewers.

4. Leverage Social Proof

Like radio commercial scripts, TV scripts require social proof. You can make a whole lot of claims about your product. But without social proof viewers will find it hard to trust your brand. Or perhaps they do trust your brand but aren’t convinced enough to act on your CTA. Fortunately, social proof like industry experts or influencer features and stamps of approval can give your targeted viewers a push in the right direction.

5. Perfect Your CTA

CTA’s in radio commercial scripts hold the same weight as TV ads. A personalized and direct CTA increases the chances of pushing buyers through your sales funnel. You also have much more flexibility with CTA’s for TV commercial scripts for radio. Because you’re focusing on visual appeal, ensure your CTA appears at the same time persuasive visuals would. End your script on a powerful note to compel viewers to take action. 

Summary: 5 Steps For Writing a Killer TV Commercial Script

• Build Your Story
• Define Your Target Audience
• Determine Your Theme
• Leverage Social Proof
• Perfect Your CTA

TV Commercial Script Formatting

Your overview.

The first information you have to add to your TV commercial script is a short overview of the ad. You’re going to include factors like:

• Your script’s title
• The media buying platform’s name
• The production location
• The actor/actress
• The director

You may not have to include all these factors in this section, depending on what information you’re required to add.

Take a look at this example:

The script writer included information about the production itself, focusing on the talent involved and the chosen location.

But if you look at this one, it’s different:

Here, the writer focuses on more formal information like the agency and client’s name, business address, and date.

Both examples are correct. Consider what information is crucial to you and the TV station you’re working with, and use that as your overview.

Your Video Column

TV commercial scripts are divided into two columns – one for video and one for audio. Your video column details your visual scenes and how you align these visuals with the relevant audio. Detail what your audience will see on screen and how this correlates with the audio they will hear.

Here’s an example of what I mean:

Be specific and mention whether you need a close or wide shot for each scene. The more visual clues you iron out and list, the smoother your TV commercial production will go. You can also mention specific locations of each scene if it’s relevant to your TV commercial. And most importantly, the content in your video column must relate to your target buyers and what they would want to see.

Your Audio Column

Your audio column details your actors’ dialogue and any audio you choose to add for each scene. For example, if one of your scenes has an actor dropping a plate, you’ll add an audio cue of a plate shattering at that point.

Refer to the image above, showing both visual and audio columns. Notice how these two columns are in sync to describe the exact actions and dialogue for every scene and flow into an organic story.

Another aspect to consider for your audio column is how actors’ must express what they say. Should the talent use a sleepy or angry voice? Must they shout in delight or shock? Include run times for each actor’s dialogue to keep your script within the allocated runtime. By detailing all this information, it’s easier to see how the final commercial should play out. 

5 Great Examples of Commercial Scripts

1. mash-up blenders inc..

Mash-Up is a brand specializing in smart blenders. They ran a TV commercial using a 30-second script. Have a look at this script: 

At first glance, this script is lengthy and doesn’t follow the exact TV commercial script format we discussed. There are loads of reasons for this, and perhaps for this specific project, the writers preferred this format.

The key takeaways:

• Adding a note before the script begins is a great way to add some extra (but crucial) information about the scene. Keep these details short and sweet.
• Adding the first paragraph in brackets is a fantastic way to set the stage for your commercial and create a visual idea of what you want.
• Adding the pieces of content in brackets describes what the scene is and what the actors are doing. 

2. Mock Coca-Cola Script

This script is fantastic inspiration to learn from for your TV commercial script writing. 

The format of this script is exactly like the one we discussed. This script intends to raise awareness and connect Coca-Cola’s Cherry Coke to young adult audiences. The scene is set on graduation day and follows a light-hearted, comedic style.

• Be specific about your TV commercial’s theme and how you plan to write for this theme.
• Detail as much as possible from every sound, gesture, reaction, and interaction for a complete idea of your script. Doing this also helps optimize your time.
• Use a customer-centric approach to relate to your target viewers. Based on this script’s content, it’s clear the ad targets young adults.

3. TV Commercial Script by CyberCollege

This TV commercial script doesn’t have loads of information in the overview. However, it doesn’t mean it’s not well-written. But you’re better off including all the vital specifics of your script and commercial. 

While this TV commercial script is basic, there’s a lot to learn from the writing. The purpose of this ad is to promote lipstick, and the creators chose to use a seductive angle to hook targeted viewers.

• Using a female as the talent is relevant to the target audience this script is trying to reach (women). 
• Detail how the camera angles must transition during the script and what audio relates to these transitions.
• Make your offering and its benefits clear. Don’t skimp out on promoting your product and explaining why buyers need it. 

4. Auto Dealership Radio Commercial Script

Let’s look at this short, punchy radio commercial script targeted at automobile buyers. Because this is a radio script, the format isn’t too specific. Instead, the writer created one paragraph detailing the commercial. 

While the content in this commercial script example is fantastic. We’d suggest being more specific about what times each line should be said and what audio must align with this.

• Start with a question to relate to your target buyers’ needs and grab their attention. Without much thought, listeners know this is an auto dealer’s ad.
• Right after creating interest in your first line, state who you are, why this matters to your audience, and what solution you have for them.
• Mentioning aspects like in-house financing and warranties is a fantastic way to show your value and convenience and give targeted buyers information they’d find valuable.

5. Travel TV Commercial Script by Voices

Here’s a 30-second TV commercial script promoting a travel agency. While this script doesn’t follow the ideal formatting we’ve explored, it still has a few valuable content points to learn from.

• Starting the first line with a question was an excellent idea. This approach does two things; 1) You hook targeted buyers in (travel enthusiasts), and 2) you state your theme and offering (travel).
• Use content that relates to the buyer and emerges them into your commercial. For instance, the scriptwriter mentioned having strained legs and seeing other hikers.
• Ending the script with another question was fantastic because the CTA is clear. The commercial confirms the viewer hasn’t had this experience (making them question why they haven’t) and ends with the brand’s slogan. 

Commercial script writing is different for radio and TV advertising. The main differences between commercial scripts for radio vs. TV include the cost and time, the use of visuals, vocals, and audio, and the script length. Follow these top steps to write a commercial script for radio and TV and the best examples for killer commercials in 2022.

Frequently Asked Questions

What is the difference between tv vs. radio commercial script writing.

The main differences between TV vs. radio commercial script writing includes the time and cost, the script length and the use of visuals, audio and voice. Read this article to for the best steps on writing radio and TV commercial scripts and the best examples to learn from in 2024.

How do you write a TV commercial script?

To write a TV commercial script start by building a story, defining your target audience, determining your theme, leveraging social proof and perfecting your CTA. Read this article for the ultimate steps on writing TV commercial scripts, the best format to use and the top examples to learn from.

How do you write a radio commercial script?

To write a radio commercial script start by nailing down your CTA and focusing on your buyer's pain points. Brands must convey empathy, use attention-grabbing audio and provide a guarantee with evidence. Our article covers the best steps for writing radio commercial scripts an the top examples in 2024.

MarketingCharts: Who’s Spending Time Watching Traditional TV – And How Does It Compare with Other Platforms?

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Oregon’s Animated Tourism Ad Is An Antidote for the Pandemic Fatigued

Lebawit Lily Girma , Skift

October 22nd, 2021 at 11:10 AM EDT

Some of it may be aspirational, but Travel Oregon's ad is hitting the right notes at a time when we're all looking to feel the magic of travel again.

Lebawit Lily Girma

Travel Oregon might rank among the last U.S. tourism boards to promote out of state since the pandemic, but its new campaign is poised to outdo the competition.

Its “ Oregon, (Still) Only Slightly Exaggerated ” ad takes a stunning animated and cinematic approach to showcase the state’s outdoors, cultural activities and its diverse communities in a way that stands out from tourism recovery campaigns that have emerged this year. 

It’s not the first time Travel Oregon resorted to animation — the campaign is the third installment in a series that launched in Spring 2018. Ad agency Wieden+Kennedy, in partnership with animation studio Psyop and Sun Creature Studio, as well as Emmy Award-winning composer Jim Dooley, produced the series.

What’s different now is that Travel Oregon crafted this message by reaching out to multiple diverse and community-based focus groups for feedback on the script to make sure it is authentic and inclusive. The destination marketing organization worked closely with members of the Confederated Tribes of the Umatilla, who are depicted in the video.

“The campaign celebrates the spirit and diversity of Oregon’s people and shares the magical feeling of being in Oregon through the wonder and beauty of our state,” said Todd Davidson, CEO of Travel Oregon in a press release.  

From cameo appearances by famous Oregonians — George Fletcher, an African American rodeo legend on a bucking horse at the Pendleton Round-Up, and Cheryl Strayed having s’mores with families around a campfire — to masked residents buying hand-stretched Chinese noodles at Portland’s farmer’s market and the Umatilla Tribe members riding across vast public lands, the detailed animation evokes Oregon’s Wild West feel while appealing to travelers of all backgrounds.

“Our agency is always like what’s next and well, we’ve got something that’s working, we don’t need to throw it away,” said Kevin Wright, vice president of global marketing at Travel Oregon. “The first two were very based in outdoor recreation and showing off our outdoor assets. The shift was, let’s focus on the people of Oregon, and let’s showcase the diversity that we do have here in the state.” 

The ad has rolled out in Oregon’s traditional market, which includes destinations in the triangle that stretches from Los Angeles to Boise, Idaho and Vancouver, British Columbia.

This campaign could in fact serve as a solid before and after case study for the evolving world of tourism marketing, one in which the pandemic and ensuing racial reckoning have pushed destination marketing organizations to place host communities at the heart of the narrative, as consumers increasingly seek inclusivity and visit places where they see themselves reflected in ads.

Anime’s Childlike Optimism Speaks to Stressed Americans

The first time the concept came to life in 2018, the idea revolved around the fact that Americans were stressed and their happiness index was shrinking, Wright said. Anime helped to bring out Oregon’s scenic beauty in a more creative way while evoking a childlike, innocent feeling better than any camera could, Wright added. 

“People are stressed from their text messages and meetings and all of that, and we’re going to position ourselves as the antidote to that,” said Wright, in describing the motivation behind the original installment of this ad series. 

“Since then, we’ve had a global pandemic, a social reckoning, we’ve had catastrophic wildfires in the West Coast — so that idea that people are stressed out is even more, so I think that’s why this creative is still very relevant and I think it really speaks to people.”

The first animated ad in the “Only Slightly Exaggerated” series in 2018 drew 10.5 million views during the campaign and resulted in $1.5 million in hotel revenue through 6,375 hotel bookings. Data from Arrivalist also showed that visitors who had seen the ad were 1.7 times more likely to travel to Oregon than those who hadn’t.

The second in the series, launched in 2019, drew $4.5 million views and $3.6 million in hotel revenue from 17,806 hotel bookings.

A Community-Centered Approach to Marketing

Perhaps the most stand out feature of Travel Oregon’s animated campaign is the diversity of the showcased local characters, all of whom are shown participating in cultural and outdoor activities. They include a Black solo female hiker and a senior citizen in a wheelchair enjoying a glass of wine at a vineyard with sweeping views of the Willamette Valley. 

And of course, none of these depictions were accidental. 

“Historically we haven’t done a lot of focus groups with our work,” said Travel Oregon’s Wright. “In this case, we shared scripts with agency employees and we just had conversations around them, and then we did larger focus groups to capture even more feedback, and so we did eight community based or diversity based focus groups and we just pulled all of that in, and we adjusted the original scripts from the learnings that we pulled out of there.”

Wright said for the Native American scene, Travel Oregon had 10 to 15 meetings with the Umatilla Tribes .

“That was our approach — let’s showcase the people, and it can’t be the four of us sitting with our agency doing it and we brought in a pretty wide group of folks to help us build it, and we learned a ton along the way.”

Wright said that Travel Oregon brought in diverse perspectives for the first time in 2018 with a focus group, albeit it was a much smaller one. 

“In the subsequent years it’s gotten bigger and bigger, and now we’re talking about the future, what does that look like?”

Less Big Anthem Spots, More Year-Round Messaging  

Wright said that Travel Oregon doesn’t have expectations of major returns from the campaign, simply because it isn’t its first iteration. “I don’t expect to see 10 million views out of this, but if we get half of that, if we get half of the exposure and that sentiment stays positive, we’re happy.”

Oregon’s tourism industry being primarily made up of small businesses, which were hit hard by the pandemic, the campaign aims to boost visitor traffic with the aim of driving recovery primarily to those stakeholders and their communities. That meant, for Travel Oregon, spending on media in the Fall even though Spring is when the returns are traditionally the highest. 

“We flipped it. It might be less about big anthem spots that take a lot of energy to create and more of an always on type strategy and more smaller campaigns, so during this time we can speak to this community’s needs and basically you know, marketing is getting more and more fragmented.”

Different regions need advertising at different times, and tourism boards are now increasingly attuned to that rather than just focusing on the return.  “We’re OK with that because we know that’s what businesses needed the most.”

Travel Oregon is currently in the midst of working on a new strategic plan, in which it will continue focusing on working with diverse communities, Wright said.

“I think we’ll be working more with our residents, you know, like these focus groups I was talking about. We haven’t really engaged with the residents in this work so I can see us working more in that vein.”

Aside from its diversity push, Travel Oregon’s newest “Only Slightly Exaggerated” ad joins a growing number of destinations looking to non traditional creative forms, including cinema and pop culture, to stand out in the sea of competition post pandemic.

The early positive response it’s receiving confirms that more than ever, travelers are seeking places that whisk them away from the mundane as free movement resumes. Not least, however, is the depiction of an America that many people wish to feel again, beyond the epic scenery — welcoming to all and brimming with optimism.

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Tags: diversity , DMO , marketing , tourism campaigns , travel oregon

Photo credit: Animated vineyard scene from Travel Oregon's new Only Slightly Exaggerated ad Courtesy of Travel Oregon

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Who's doing what in the world of commercial creativity.

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Los Angeles Tourism: The commercial with an ever-changing script

Los Angeles Tourism plays up the city’s connection to the movie industry in an offbeat way in its new campaign, Now Playing . The 30-second spot centres on a writer at work on an ever-changing screenplay that follows a group of friends as they crisscross the city, visiting L.A. highlights such as the Hollywood Walk of Fame, The Los Angeles County Museum of Art, The Music Center and Venice Beach.

The commercial was shot on location at several famous L.A. sites and combines live-action film, music, animation and voiceover to attract and hold attention.

“ Now Playing instantly evokes what’s unique about Los Angeles,” stated Don Skeoch, chief marketing officer for the Los Angeles Tourism & Convention Board. “With this campaign, we’ve combined the vocabulary of the screenwriter and the visual language of cinema to creatively capture what makes L.A. an unparalleled visitor destination.” 

True to Los Angeles’ identity, the ad also features top talent that give the campaign an added touch of Hollywood magic. Both ads are narrated by stage, screen and TV veteran, Jenifer Lewis, who recently starred as the comedic matriarch on ABC’s hit television show, black-ish . 

“I walk in my joy because I live in one of the most beautiful cities in the world,” Lewis stated. “I love nature, the ocean, the sunrise and sunset, Los Angeles has got it all from A to Z… we live in paradise.” 

Steve Aoki, Southern Californian DJ, record producer, executive and heir to the Benihana restaurant franchise also lends his creative talents with a colourful performance in the spot.

Now Playing will run in traditional and digital marketing channels, both domestically and in international markets including Australia, Canada, Mexico and the United Kingdom. In celebration of Los Angeles’ long-standing connection to Mexico, the advertising campaign is a co-production between Plus Plus and Panamericana, bridging the cultural gap between two sister cities of Los Angeles and Mexico City. In honour of this connection, awarded director, Pablo Delgado Sánchez of Mexico City, was selected to direct the spot.

“Coming as a tourist is very different from coming as a filmmaker,” Delgado Sánchez noted. “It’s a totally different way to appreciate the city, appreciate the people, and appreciate the neighbourhoods.”

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Oslo could become a top travel destination after an unconventional but hilarious tourism ad goes viral

• A tourism ad for Oslo, Norway has taken the internet by storm.
• VisitOSLO's marketing manager worried the ad's "self-irony" wouldn't translate to global audiences.
• Richie Karaburun, a hospitality and tourism professor, said the ad's authenticity is key to its success. 

Don't visit Oslo. That's what the city's new tongue-in-cheek marketing campaign declares.

VisitOSLO, the official marketing agency for Norway's capitol, debuted the ad last week. The video follows a 31-year-old resident named Halfdan, played by Bendik Aunan, who doesn't understand why anyone would want to visit Oslo.

"I mean, is it even a city?" he asks.

Halfdan takes audiences on a tour of Oslo while remaining thoroughly unimpressed by the city's walkability, quality of service, accessibility, and gorgeous landscapes.

Despite Halfdan's lukewarm feelings about his hometown, the ad has quickly amassed millions of views and sent Oslo to the top of travelers' bucket lists. Some people have praised the ad's dry and somewhat self-deprecating humor on social media.

Anne-Signe Fagereng, the agency's marketing manager, said in a press release that they knew using "typical Norwegian self-irony" would be risky, especially in a global market.

"Oslo has in recent years emerged as a truly exciting destination but is probably still a well-kept secret for many," she said.

She added: "The inspiration for the ad is Oslo's position as an underdog as far as city break destinations go – both in Europe and in the Nordics. However, Oslo has been through an incredibly positive transformation over the last few decades, so it's time our confidence in our capital catches up with reality."

VisitOslo's risk is exactly why it's resonating with audiences

Richie Karaburun , a clinical associate professor at NYU's Center of Hospitality and Tourism , said the ad's success lies in its authenticity and storytelling.

Unlike other tourism ads that show sun-kissed beaches and flashy attractions, VisitOslo's video prioritized the city's understated local charms with witty humor. Instead of unnamed glossy models, audiences meet Halfdan and his reluctant attitude.

"You need to create an emotional connection between your visitors and your destination. That resonates," he said.

Karaburun, who visited Oslo with his family last summer, added that travelers are craving that emotional connection when they book vacations. Some travelers have begun shunning traditional tourist traps for smaller, less crowded destinations that offer a glimpse into local communities.

Oslo could thrive with this type of traveler. The ad suggested so when Halfdan compares Oslo to Paris, Istanbul, and New York City.

"I think it is going to have a huge impact on Oslo's branding," Karaburun said of the ad. "Hopefully, it will impact the numbers because, at the end, it's all about the increased visitation numbers."

Karaburun said that if Oslo continues to attract travelers with unique ads, the city could emerge as a coveted destination.

"If they keep on doing these very creative destination marketing ads, I think they're on the right path to being well known like Istanbul, Paris, and New York."

If you enjoyed this story, be sure to follow Business Insider on Microsoft Start.

How SpaceShipOne's historic launch 20 years ago paved the way for a new space tourism era

"It should get a party every 10 years. And it certainly should get a big party on the 50th and the 100th anniversary."

It was a one-of-a-kind moment for a throng of well-wishers, including this reporter, all in nose-up, sky-squinting position at California's Mojave Airport on June 21, 2004.

Let loose from its White Knight mothership, the rocket engine propelling the experimental suborbital SpaceShipOne vehicle roared to life, skillfully controlled by test pilot Mike Melvill. 

That pioneering first spaceflight lasted 24 minutes, gliding back to Mojave and sliding straight and true into the history books.

Now, two decades later, Burt Rutan , chief designer of the craft at the company Scaled Composites, reflects on that epic day in an exclusive interview with Space.com.

Start spreading the news

Following the flight, Rutan saw a sign being held in the crowd. It read: "SpaceShipOne, Government Zero."

"I thought, 'That's cool. Let me see if I could display it with the spaceship,'" Rutan said. "It wasn't ours. I found out later it was put together by libertarians."

Those words speak volumes. They also underscore a truism that spread its wings that memorable day.

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"We were covert for two years of a three-and-a-half-year program. Nobody knew what we were up to," Rutan said. "We not only didn't have government help or government equipment; the government had no idea that we were doing a manned space program," he added.

SpaceShipOne — and the intentions of Rutan and his tiny team of like-minded visionaries — were publicly revealed in April 2003, with the rollout of the vehicle. "It was essentially ready to fly," Rutan said, "and we let the world know that we are actually going to try and send our test pilots to space."

Related: Facts about SpaceShipOne, the 1st private spacecraft

Gulp factor

On that big reveal day, the White Knight carrier plane performed an in-flight aerobatic display, adding to the ambience and sky-high excitement of what was to come, taking a private vehicle where none had gone before.

"In general, our program was very much like the proof-of-concept research airplanes that we had done before," said Rutan. But, admittedly, there was a sizable gulp factor when SpaceShipOne first flew.

Before the maiden spaceflight, Rutan remembered an aerodynamics expert eyeing SpaceShipOne and its novel hinged "feathering" system . That unique feature had the rear half of the wing and its twin tail booms fold upward for atmospheric reentry, a position designed to increase drag, but keep the vehicle stable on descent.

"That expert told me it will spin like a top; it wouldn't be controllable if it's in feather," Rutan said. "You know, I didn't have a good answer for him."

Rutan said he was riding on wispy information. 

"I had no wind tunnel data in the feathered configuration. I had limited computational fluid dynamics data … no analysis of the dynamics. I couldn't tell whether or not he was right."

Concern resolved

When SpaceShipOne was dropped from the White Knight carrier plane at 40,000 feet (12,000 meters), pilot Mike Melvill didn't say a thing, according to Rutan. 

"That will get your ass puckered up if nothing else will," Rutan said. "And I'm thinking, 'For God's sake, tell us how it flies.' And I'll never forget when he said, 'It flies like a dream.' Right then and there one of the biggest concerns that I had was resolved."

SpaceShipOne sped from transonic to supersonic velocity, running its rocket motor for 15 seconds, and ascending to just above 62 miles (100 kilometers) over Earth. It therefore cleared the Kármán line , a widely recognized definition of the boundary of outer space. 

"I figured if we had bad flying qualities we are accelerating so fast," Rutan said, "you are going to quickly poke right through it."

When the rocket engine shut off, SpaceShipOne slipped into low speed and the feather system was engaged. The vehicle was successfully maneuvered down to tarmac heaven.

Above the fold

"I did recognize that it was historic, to achieve a non-government manned spaceflight," Rutan said. The flight achievement got "above the fold" newspaper attention around the world.

"It was the number two story for all of 2004. If they hadn't pulled Saddam Hussein out of his spider hole that year," Rutan said, "this would have been the number one story!"

Later that year, SpaceShipOne made two back-to-back suborbital flights well above 100 kilometers in altitude, solo piloted first by Melvill and then Brian Binnie, to snag the $10 million Ansari X Prize purse .

For Rutan, the voyage of SpaceShipOne that day was a huge milestone. "It should get a party every 10 years. And it certainly should get a big party on the 50th and the 100th anniversary."

Aspirational inspiration

"I'm guessing only the true space diehards are cognizant that the first SpaceShipOne suborbital spaceflight, piloted by Mike Melvill, occurred 20 years ago this week," said Alan Ladwig, author of  "See You In Orbit? Our Dream Of Spaceflight" (To Orbit Productions, 2019). "It was an important milestone for space tourism ."

As the first time a privately built, privately funded spaceship made it to the final frontier, Melvill's critical test flight did attract media and public attention at the time, as Rutan noted. "The event was heralded as a new era when 'ordinary' people, private citizens, would have the opportunity to fly to experience weightlessness ," Ladwig said.

When the X-Prize was announced in 1996, later to be renamed the Ansari X Prize, Ladwig recalled that it was predicted that a winner would be crowned in three to five years, with commercial tickets available one or two years after that. 

"Like so many space achievements, these predictions proved to be aspirational," Ladwig said. 

Related: Space tourism, 20 years in the making, is finally ready for launch

Industrial-strength space tourism 

Following the successful first spaceflight of SpaceShipOne, Ladwig remembers that Rutan promised that suborbital flights would "inspire and open up a new industry." 

"This prediction has been achieved. Both Virgin Galactic and Jeff Bezos' Blue Origin now conduct passenger service, but the high ticket price is a deterrent for many to achieve their dream of spaceflight," said Ladwig. (Virgin Galactic currently charges $450,000 per seat for a suborbital trip; Blue Origin hasn't disclosed its ticket prices.)

And the connection between Virgin Galactic and SpaceShipOne is quite strong; Virgin has flown seven commercial suborbital flights to date, all with the recently retired VSS Unity space plane. Unity is a SpaceShipTwo vehicle, which, as its name suggests, is an evolved version of the pioneering SpaceShipOne. 

In highlighting the challenge to provide commercial service to and from suborbital space, Ladwig said it's worth remembering that the Ansari X Prize attracted 26 teams from seven countries, "but only two companies have the capability to help you achieve a space experience."

Over the past 50 years, experts have made bold predictions for a thriving space tourism industry, Ladwig relates.

For example, one space tourism sage predicted that. by 2030, some five million passengers could be taking trips to a necklace of hotels in low Earth orbit .

"It will take an extreme acceleration of flights to achieve such numbers," Ladwig suggests. "But Melvill's historic flight did give hope to all those who dream of seeing Earth from an orbital perspective."

—  How SpaceShipOne and the X Prize launched commercial spaceflight

—  Photos: The first space tourists

— SpaceShipOne pilot's M&Ms, other mementos go on museum display

Spark of innovation

"The prizewinning second flight of SpaceShipOne on its X Prize quest in 2004 seemed, at the time, to herald an imminent new era for commercial spaceflight," said Margaret Weitekamp, chair of the Space History department at the Smithsonian's National Air and Space Museum in Washington, D.C.

"The reality took much longer to develop than its promoters hoped," Weitekamp told Space.com. "But the Ansari X Prize competition did spark innovations that brought renewed interest to suborbital human spaceflights."

Weitekamp added that the flown SpaceShipOne will return to public display in the National Air and Space Museum's building on the National Mall when the Boeing Milestones of Flight Hall reopens.

For more information on Burt Rutan's remarkable contributions to aerospace, you can go to the informative and comprehensive BRAB (Burt Rutan AutoBio) website , a work-in-progress collection that he started in 2020.

Join our Space Forums to keep talking space on the latest missions, night sky and more! And if you have a news tip, correction or comment, let us know at: [email protected].

Leonard David is an award-winning space journalist who has been reporting on space activities for more than 50 years. Currently writing as Space.com's Space Insider Columnist among his other projects, Leonard has authored numerous books on space exploration, Mars missions and more, with his latest being "Moon Rush: The New Space Race" published in 2019 by National Geographic. He also wrote "Mars: Our Future on the Red Planet" released in 2016 by National Geographic. Leonard  has served as a correspondent for SpaceNews, Scientific American and Aerospace America for the AIAA. He has received many awards, including the first Ordway Award for Sustained Excellence in Spaceflight History in 2015 at the AAS Wernher von Braun Memorial Symposium. You can find out Leonard's latest project at his website and on Twitter.

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How to Watch the Biden-Trump Presidential Debate

The debate will be hosted by CNN from its Atlanta studios starting at 9 p.m. Eastern time on Thursday.

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By Neil Vigdor

• Published June 25, 2024 Updated June 27, 2024

The moment has been four years in the making: President Biden and former President Donald J. Trump on a debate stage, another flashpoint in their long-running hostilities.

The debate, hosted by CNN at its Atlanta studios starting at 9 p.m. Eastern time on Thursday, will occur without an in-person audience and before Mr. Trump and Mr. Biden formally accept their parties’ nominations this summer, in a dramatic departure from the past.

Where can I watch it?

The New York Times will stream the debate alongside real-time commentary and analysis from reporters.

CNN will broadcast or stream the debate on all its platforms, including its flagship cable channel, as well as CNN International, CNN en Español and CNN Max. The network also plans to stream the debate on CNN.com.

CNN is also sharing its feed with other broadcast and cable news networks so that they could simulcast the debate. That means you can also watch it on Fox News, ABC News, NBC News and probably elsewhere.

Will Robert F. Kennedy Jr. be onstage?

No. He failed to meet CNN’s requirements, which means Ross Perot remains the last independent candidate to have qualified for a general election presidential debate — and that was in 1992. For this debate, participants had to receive at least 15 percent support in four approved national polls and qualify for the ballot in enough states to have the chance to earn the 270 electoral votes needed to win the presidency.

Who is moderating the debate?

The moderators will be Jake Tapper and Dana Bash, who are fixtures on the anchor desk at CNN and the hosts of the network’s Sunday political talk show, “ State of the Union .” Mr. Tapper is CNN’s chief Washington correspondent, and Ms. Bash is the network’s chief political correspondent.

Neil Vigdor covers politics for The Times, focusing on voting rights issues and election disinformation. More about Neil Vigdor

Keep Up With the 2024 Election

The presidential election is 127 days away . Here’s our guide to the run-up to Election Day.

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