Milano Holiday Campaign – It Changes More Than Just Your Look | Clapboard

A Brand New You - Visit Dubai | Clapboard Ad Archive

A Brand New You for Visit Dubai is a film campaign that repositions the city as a transformative destination, inviting a sophisticated UK audience to rediscover themselves through an immersive journey across Dubai’s iconic landscapes and attractions. Created by Mother for Dubai Tourism and anchored in the travel and leisure market, the work places Hollywood stars Zac Efron and Jessica Alba front and centre, leveraging their global recognition not just as attention hooks but as catalysts for vicarious personal reinvention. The campaign signals a strategic departure from transactional tourism messaging, presenting Dubai as a canvas for renewal rather than simply a checklist of luxury experiences, and pivots to a narrative steeped in self-exploration, adventure, and cultural richness. By threading celebrity-driven storytelling with high-gloss cinematic visuals and relatable moments of introspection, it successfully elevates the brand’s emotional resonance for viewers attuned to lifestyle aspiration and meaningful, memory-making journeys. Mother’s creative direction grounds the aspirational storyline in tangible attractions such as Skydive Dubai, Al Seef, and Pierchic, reinforcing Dubai's duality as both an adventure hotspot and a modern cultural hub. The campaign sustains relevance and recall through a digital-first strategy—spanning YouTube, Instagram, Facebook, Twitter, and TikTok—ensuring broad reach beyond the traditional boundaries of travel advertising and catalysing user engagement through interactive content and direct calls to explore. Viewership comfortably surpasses the million-mark, underlining the efficacy of a format that privileges ongoing characters or celebrities, an approach that sits squarely in Clapboard’s FORMAT#8—Ongoing Characters or Celebrities taxonomy. By embedding Efron and Alba as recurring emissaries of the Dubai brand, Visit Dubai cultivates lasting recall and emotional engagement, while sidestepping reliance on conventional travelogue narration or overt promotional tropes. The campaign earns a score of 74/100 in Clapboard’s global creative archive. As the hospitality and tourism sector increasingly seeks to differentiate itself through narrative depth and personalisation, A Brand New You demonstrates how strategically deployed celebrity experiences can transform destination marketing from informational outreach to imaginative invitation.

MO MUSEUM: Story of the World - MO Museum | Clapboard Ad Archive — archive collection thumbnail

MO MUSEUM: Story of the World - MO Museum | Clapboard Ad Archive

MO Museum’s 2018 film campaign Story of the World redefined how Lithuanian modern art is presented to the public by embedding over 60 artworks from its collection into a compelling visual narrative that traces the origins of the world itself, an approach that sits squarely in Clapboard’s FORMAT#9—Symbolize the Benefit—category. This strategic choice circumvented the traditional art museum pitfall of elitism by adopting an inclusive, warm tone that invites audiences of all backgrounds to find universal human experiences reflected in local art, thereby addressing the challenge that Lithuanian art lacked instantly recognizable masterpieces and broad public appeal. Founded by Viktoras and Danguolė Butkai who invested personal resources into commissioning the iconic Studio Libeskind-designed building, MO Museum faced the commercial imperative of self-sustainability from launch, making the campaign’s emphasis on accessibility and emotional resonance critical to driving visitation and engagement. The film premiered online and at MO Museum’s launch event in Vilnius, generating significant media coverage and social traction that successfully repositioned the museum as a vibrant cultural hub with offerings extending beyond its 5,000-piece collection to include a library, cinema, theatre, conference hall, and bistro, thereby broadening its market category relevance within travel and leisure. The campaign’s symbolic storytelling translated abstract artistic forms into relatable metaphors for shared human narratives, effectively demystifying modern art and fostering a deeper connection between the museum and its audience. Clapboard rates this campaign 66/100. This campaign matters because it demonstrates how cultural institutions can leverage symbolic storytelling to expand their audience beyond traditional art circles while meeting commercial sustainability goals in the competitive travel and leisure sector.

The Arrivals - SAS | Clapboard Ad Archive — archive collection thumbnail

The Arrivals - SAS | Clapboard Ad Archive

The Arrivals, created for SAS by agency & Co., is a 2018 Danish campaign that distills the emotional essence of travel by focusing exclusively on the intimate moments of reunion in airport arrival halls. This film campaign eschews traditional narrative structures and product demonstrations in favor of a quietly observant perspective, captured through spyglasses mounted in bespoke towers overlooking arrivals areas over four days. By doing so, it reveals the unvarnished humanity of travelers reconnecting with loved ones, underscoring SAS’s positioning as a brand that transcends mere transportation to become a facilitator of personal transformation and global connection. The campaign’s creative approach aligns with what Clapboard’s taxonomy classifies as FORMAT#10 ASSOCIATED USER IMAGERY, effectively inviting viewers to see themselves in these authentic, aspirational travel experiences and fostering a sense of shared identity among a community of explorers. The visual focus on arrivals—the often overlooked culmination of a journey—shifts the cultural conversation around travel from departure and logistics to the meaningful emotional impact of coming home and the self-discovery enabled by crossing borders. Since its launch, The Arrivals has resonated deeply with audiences, amassing over 40 million views on Facebook and earning three Effie Awards for its ability to emotionally connect and reinforce SAS’s brand values in the travel and leisure market. The campaign’s use of hashtags #flysas and #wearetravelers further extends its reach by cultivating a participatory global network of travelers who identify with the brand’s narrative of exploration and growth. This strategic emphasis on genuine human moments rather than overt selling highlights SAS’s role as a catalyst for new ideas and cultural empathy, elevating the transport sector’s advertising landscape beyond functional messaging. Clapboard rates this campaign 78/100. The Arrivals matters to the industry because it demonstrates how focusing on universal human experiences within a service category traditionally dominated by transactional communication can redefine brand relevance and deepen emotional engagement.

Santa says "This year, you'll come to me." - Virgin Hotels | Clapboard Ad Archive — archive collection thumbnail

Santa says "This year, you'll come to me." - Virgin Hotels | Clapboard Ad Archive

Virgin Hotels’ 2021 holiday campaign, crafted by JOAN Creative, boldly recasts the familiar festive iconography of Santa Claus to position the brand as a sophisticated, contemporary destination that challenges traditional seasonal expectations. In this campaign titled Santa says This year, you’ll come to me, Santa emerges as a boozy, gossipy, and debonair gentleman who, after 1,700 years of conventional holiday rituals, chooses to spend Christmas luxuriating at Virgin Hotels, inviting guests to join him rather than the other way around. This clever inversion of the classic holiday narrative not only injects humor and freshness into the hospitality category but also aligns Virgin Hotels with a lifestyle of indulgence, comfort, and youthful rejuvenation during the festive season. The campaign builds on the success of Virgin Hotels and JOAN Creative’s 2020 holiday effort by continuing to develop this recurring Santa character, a strategy that fits neatly within Clapboard’s FORMAT#8—Ongoing Characters or Celebrities, leveraging brand recall through a distinctive, playful personality that embodies the brand’s irreverent yet premium identity. By portraying Santa as a suave hotel enthusiast who enjoys the upscale amenities and convivial atmosphere of Virgin Hotels, the campaign appeals directly to a modern, adult demographic seeking an alternative to the usual holiday routines—one that promises a stylish, experiential escape rather than mere accommodation. This narrative resonates strongly within the travel, leisure, and hospitality sectors, where consumers increasingly demand curated experiences that blend luxury with personality. The campaign’s use of humor and nostalgia taps into widely shared cultural touchstones while inviting viewers to reconsider how and where they celebrate the holidays, repositioning Virgin Hotels as a vibrant hub for festive gatherings and relaxation. The film assets showcase this concept with sharp writing and a confident tone that underscores Virgin Hotels’ position as a boutique alternative to traditional hotel giants, contrasting with competitors like Marriott, Hyatt, Hilton, Kimpton, and The Standard by emphasizing a youthful, playful spirit rather than corporate uniformity or purely lifestyle-driven experiences. Clapboard rates this campaign 63/100. This campaign matters to the hospitality industry because it demonstrates how leveraging a distinctive recurring character can refresh seasonal marketing and establish an experiential brand personality that challenges entrenched category conventions.

Christmas by train - ScotRail | Clapboard Ad Archive — archive collection thumbnail

Christmas by train - ScotRail | Clapboard Ad Archive

ScotRail’s Christmas by train campaign for Year: 2023 positions the brand at the emotional epicentre of UK festive travel, leveraging the holiday season’s heightened sense of connection to drive relevance within the travel, leisure, and tourism market categories. Unfolding through evocative film creative and orchestrated by the in-house agency, the work invites viewers to see train travel as more than a means to an end, asserting the railway’s role as a facilitator of meaningful experiences — from impulsive magic-filled days out to those time-honoured reunions with loved ones that so clearly define the season. The messaging eschews overt hard-sell tactics or transactional offers in favour of associating ScotRail with the most universal and aspirational festive moments, reflecting a deliberate approach that Clapboard’s 12-format taxonomy would classify as FORMAT#10—Associated User Imagery: everyday people, unscripted moments, and relatable journeys in place of characters, celebrities, or artificial narrative constructs. By foregrounding inclusive language such as get to the heart of it this Christmas, by train and your ticket goes further than you think, the campaign subtly asserts ScotRail’s ownership of the customer journey, reinforcing a sense of local belonging and agency that is particularly resonant against the sector’s competitive backdrop, including rivals like Virgin Trains, Avanti West Coast, and London North Eastern Railway, who often pivot to messages of speed or quality over emotional territory. Here, emotional resonance is the mechanism for brand differentiation, as the work cleaves to a truth understood by any consumer weighing transport options in December — that the journey itself is an essential part of the experience, suffused with promise, anticipation, and the unique warmth of the festive season. This audience-first approach finds validation in the campaign’s reach, connecting with hundreds of thousands across ScotRail’s core UK market, while its strategy aligns with broader tourism and leisure aims, encouraging viewers to reframe train travel as a gateway to discovery as much as a route home. The campaign earns 59/100 in Clapboard’s global creative archive. Christmas by train stands out for reminding the industry that category leadership in seasonal campaigns is most enduringly achieved by rooting product benefit in the everyday stories of the people using the service, even in a landscape defined by speed, frequency, and digital convenience.

Why Wait to Go? - Klarna, Expedia | Clapboard Ad Archive — archive collection thumbnail

Why Wait to Go? - Klarna, Expedia | Clapboard Ad Archive

Why Wait to Go? is a 2019 campaign from Expedia and Klarna, conceived by Saatchi & Saatchi London, that tackles the entrenched consumer obstacle of upfront travel costs by spotlighting Klarna’s three-month installment payment option as the definitive solution to financial hesitation. Positioned squarely within the travel and leisure sector, this film campaign leverages the insight that many prospective travelers, particularly budget-conscious UK audiences, postpone or forgo trips due to the burden of lump-sum payments, a friction point Expedia and Klarna address through their partnership. By enabling customers to spread the cost of their vacations over manageable payments, the campaign reframes travel as an accessible, immediate possibility rather than a deferred luxury, prompting an emotional shift from waiting to action with the succinct prompt Why wait to go. The campaign’s narrative structure aligns with Clapboard’s FORMAT#2—Show the Problem, Show the Solution—presenting the relatable financial barrier upfront and seamlessly introducing Klarna’s payment flexibility as the enabler of travel dreams without delay. This approach directly connects consumer aspiration with tangible product benefits, reducing purchase friction and enhancing conversion potential while reinforcing Expedia’s market position as a comprehensive travel provider and Klarna’s role as an innovative financial partner. The creative execution taps into the universal bucket list impulse, making the message both aspirational and pragmatic, with the film medium delivering vivid storytelling that dramatizes the tension between desire and affordability. Although the campaign’s engagement metrics fall below Clapboard’s threshold for inclusion, the conceptual clarity and strategic alignment underscore its relevance, earning a Clapboard Campaign Score of 57 out of 100. Why Wait to Go? matters because it exemplifies how travel brands can integrate flexible payment solutions into their marketing to dismantle financial barriers, demonstrating that consumer empowerment through accessible financing is increasingly critical to unlocking demand in the competitive travel industry.

Campaign Proposition

The campaign “Milano. It Changes More Than Just Your Look” by Milano&Partners leverages the city of Milan’s dual identity as a global fashion capital and a vibrant cultural destination to reposition it as an immersive holiday experience beyond aesthetic transformation. The brand proposition centers on Milan offering transformative experiences that extend well beyond fashion, encouraging visitors to engage with the city’s rich art, nightlife, and traditions, thereby promising a multifaceted visit that enriches one’s lifestyle and personal narrative. Strategically, the campaign harnesses the familiar figure of Santa Claus navigating Milan’s fashionable and cultural landscape during the festive season, aligning with consumer desires for meaningful, memorable holiday travel that blends style, culture, and exclusivity. This creative approach taps into the insight that tourists increasingly seek destinations offering authentic, diverse experiences rather than purely superficial attractions. By portraying Santa’s progressive immersion—from a shopping spree to art exploration, socializing, and attending iconic events like La Scala’s premiere—the campaign broadens appeal to culturally curious travelers who value personalization and local engagement. The festive timing and use of a playful, narrative-driven film further capitalize on holiday travel impulses, positioning Milan as a timely, aspirational destination for leisure seekers looking to fuse fashion with culture over the Christmas period. Overall, the campaign aligns Milano&Partners’ promotional objectives with nuanced audience motivations through storytelling that connects Milan’s fashion reputation with deeper experiential benefits.

Creative Device

FORMAT#8 ONGOING CHARACTERS OR CELEBRITIES — Uses a recurring personality or celebrity for brand recall. This campaign centers around Santa Claus—a globally recognized celebrity and ongoing character—experiencing Milan in unexpected, delightful ways. By placing Santa (an iconic figure representing joy, wonder, and festivity) at the heart of the city, the campaign leverages his symbolic persona to showcase Milan’s fashion, culture, and festivities. The plot is not so much about a story arc with Milan solving Santa’s problem, but rather about associating Santa’s personality and charisma with the city, using his distinctive presence to drive recall and add a playful twist to holiday travel promotion. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

Competitive Planks

Visit Rome – Market Positioning Visit Rome positions itself as the premier gateway to Italy’s rich history and culture, blending ancient heritage with modern urban experiences. It focuses on iconic landmarks like the Colosseum and Vatican, appealing to travelers seeking immersive historical and artistic journeys. Its strategic angle emphasizes authenticity and timelessness, promoting Rome as a city offering unparalleled cultural depth alongside vibrant leisure and culinary scenes.

Venezia Marketing & Events – Market Positioning Venezia Marketing & Events highlights Venice’s unique romantic ambiance and artistic heritage, leveraging its waterways, architecture, and festivals like the Biennale. The organization markets Venice as a luxury destination that combines exclusivity with artistic innovation, targeting affluent tourists looking for unique cultural experiences within an extraordinary and picturesque setting.

Florence Convention & Visitors Bureau – Market Positioning Florence Convention & Visitors Bureau frames Florence as the cradle of the Renaissance, prioritizing art, craftsmanship, and historical allure. It differentiates itself by focusing on intimate cultural experiences, supporting local artisans, and offering access to world-renowned museums and historical sites, positioning Florence as an inspiring destination for both leisure travelers and cultural connoisseurs.

Turismo Torino e Provincia – Market Positioning Turismo Torino e Provincia emphasizes Torino’s blend of industrial history, baroque architecture, and emerging contemporary culture. It strategically markets the city as a dynamic yet accessible destination with growing appeal in gastronomy, cinema, and design industries, attracting travelers interested in a sophisticated, less traditional Italian experience.

Visit Naples – Market Positioning Visit Naples capitalizes on the city’s vibrant street life, rich culinary traditions, and proximity to iconic sites like Pompeii and the Amalfi Coast. It positions Naples as an authentic, passionate, and energetic city offering deep-rooted cultural experiences alongside natural beauty, appealing to adventurous travelers seeking genuine local flavor and historical exploration.