Heineken's Latest 'Cities of the World' Ad Encourages Tourists to See More
Laura McQuarrie — June 13, 2015 — World
References: openyourcity.heineken & youtube
'The Insider' is the latest instalment of Heineken's Cities of the World campaign, where people around the world are challenged to share the best spots in their city with others globally.
On YouTube, the Insider film features a group of tourists being saved from the banality of touring the city with the average guided group. Instead, the group is taken on a much more interactive and immersive tour of the city, featuring vintage scooter rides, exclusive parties and dance shows.
With help from Heineken, the tourists were able to experience the city as if they were locals who knew all the hotspots to find things to see and activities to do. Since its launch in 2014, Heineken has celebrated 55 of the world's top cities through Cities of the World.
On YouTube, the Insider film features a group of tourists being saved from the banality of touring the city with the average guided group. Instead, the group is taken on a much more interactive and immersive tour of the city, featuring vintage scooter rides, exclusive parties and dance shows.
With help from Heineken, the tourists were able to experience the city as if they were locals who knew all the hotspots to find things to see and activities to do. Since its launch in 2014, Heineken has celebrated 55 of the world's top cities through Cities of the World.
Trend Themes
1. Experiential Tourism - Disruptive innovation opportunity: Creating immersive and interactive tour experiences that allow tourists to explore cities like locals.
2. User-generated Content - Disruptive innovation opportunity: Encouraging travelers to share their favorite spots and activities in cities, transforming tourism marketing through authentic recommendations.
3. Branded Tourism Campaigns - Disruptive innovation opportunity: Collaborating with popular brands to create unique tourism campaigns that highlight local experiences, ultimately attracting more visitors.
Industry Implications
1. Tourism - Disruptive innovation opportunity: Leveraging technology and unique partnerships to enhance tourist experiences and create memorable trips.
2. Marketing and Advertising - Disruptive innovation opportunity: Integrating user-generated content into marketing strategies to engage consumers and build authentic connections with the target audience.
3. Beverage and Alcohol - Disruptive innovation opportunity: Collaborating with tourism campaigns to promote local experiences and create memorable moments for consumers.
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