It is common for people put off their dream adventures based on high prices and bad timing, so this Petas Italy campaign aims to shock aspirant tourists with the images of disintegrating destinations. Essentially stating that the iconic sights will not stand forever, this pair of prints makes planning a vacation a much more urgent priority.
The way that the Leo Burnett advertising agency of Athens succeeds in fostering this confronting idea is through the depiction of the Leaning Tower of Pisa and the impressive Venetian skyline as scenes forever changed. The first ad portrays the famous slanted edifice having toppled over totally, and in the second picture the canals have risen to completely submerge the city. This Petas Italy campaign invites Greek globetrotters to book their flights and boat rides at once, before it's too late.
Disintegrating City Advertising
This Petas Italy Campaign Urges Immediate Travel Bookings
Trend Themes
1. Urgency Marketing - Campaigns that create a sense of urgency to prompt immediate action, such as booking vacations before iconic sights disintegrate.
2. Depictive Advertising - Creative ad campaigns that use visual imagery to show the potential consequences of neglecting certain actions, such as travel bookings.
3. Fear Appeal Advertising - Advertisements that appeal to the audience's sense of fear or loss, like the possibility of iconic sights vanishing, to motivate purchase decisions.
Industry Implications
1. Travel and Tourism - The travel and tourism industry can leverage campaigns that create a sense of urgency to motivate potential customers to book their travel quickly.
2. Advertising - Advertising agencies can utilize the creative format of depictive advertising to create compelling campaigns for clients.
3. Marketing - Marketers can use fear appeal advertising strategies to tap into audiences' emotions and encourage them to take desired actions, such as booking trips.