Travel + Brands = Experience
In the ever-evolving world of marketing, brands are increasingly taking their campaigns beyond borders—both literal and figurative. Travel, once the backdrop for glossy ads and campaign shoots, has become the centerpiece of experiential marketing. From influencer retreats in remote deserts to pop-up brand stores in mountain villages, brands are creating destination-driven activations that captivate audiences and reinforce their global identities.
This shift is more than a trend; it’s a reflection of modern consumers’ love for exploration and their desire for meaningful, immersive experiences. By incorporating travel into their campaigns, brands are tapping into the aspirational allure of wanderlust, creating memories that translate into lasting loyalty.
The Power of Travel in Marketing
Travel offers a unique way for brands to communicate their ethos. A well-chosen location can amplify a campaign’s message, creating a sense of exclusivity, adventure, and cultural depth. Exotic or unexpected settings provide the perfect backdrop for engaging visuals, fostering viral moments that resonate across social media.
These travel-focused campaigns also serve as storytelling platforms, allowing brands to align themselves with a sense of discovery, luxury, or sustainability, depending on the narrative they wish to convey.
Nine Brands Taking Marketing Abroad
Here are nine brands that have mastered the art of destination marketing, using travel as a tool to inspire and connect with their audiences:
1. Dior’s Marrakech Fashion Show
Dior hosted its Cruise 2020 fashion show in the heart of Marrakech, Morocco, transforming the city’s historic El Badi Palace into a runway. The collection paid homage to African craftsmanship, and the location underscored the brand’s global perspective and deep appreciation for cultural artistry.
2. Chanel’s Dubai Cruise Collection
Chanel brought its Cruise 2015 collection to Dubai, staging the show on an exclusive, purpose-built island. Guests arrived via private yacht, experiencing the pinnacle of luxury and exclusivity that the brand embodies. The desert skyline served as a striking contrast to the collection’s rich fabrics and intricate designs.
3. Jacquemus in the South of France
Simon Porte Jacquemus is known for making location a key part of his brand identity. For his Spring/Summer 2020 collection, he staged a runway in a lavender field in Provence, creating an ethereal setting that perfectly complemented the collection’s romantic tones.
4. Gucci in the Capitoline Museums, Rome
Gucci held a dazzling fashion show for its Cruise 2020 collection at the historic Capitoline Museums in Rome, blending the grandeur of ancient Roman art with the bold designs of Alessandro Michele. The iconic location emphasized the timelessness of Gucci’s creativity while celebrating its Italian heritage.
5. Fendi’s Great Wall of China Fashion Show
Fendi made history by staging a runway show on the Great Wall of China. The event celebrated the brand’s global reach and bold vision, while the architectural wonder provided an awe-inspiring backdrop for its collection, cementing the campaign as an unforgettable moment in fashion history.
6. Net-a-Porter’s Alpine Influencer Trip
Luxury fashion retailer Net-a-Porter invited influencers to a bespoke retreat in the Swiss Alps, where they experienced curated skiing adventures, après-ski fashion showcases, and private dining events. The trip aligned the brand with luxury travel and the winter wardrobe essentials featured in their campaign.
7. Prada’s Runway in the New York Skyline
Prada took over New York City for its Resort 2019 collection, transforming an industrial venue into a minimalist masterpiece. The cityscape acted as a backdrop for the show, mirroring the collection’s modern and urban aesthetic while creating buzz in the fashion capital.
8. Yves Saint Laurent’s Desert Pop-Up in Morocco
Yves Saint Laurent hosted an exclusive desert pop-up near Ouarzazate, Morocco, blending the brand’s heritage with the country that inspired much of Saint Laurent’s early work. The temporary space included curated collections, immersive art installations, and intimate performances under the stars.
9. Louis Vuitton’s Sahara Shoot
Louis Vuitton took their campaign to the dramatic dunes of the Sahara Desert, combining the stark beauty of the landscape with the sleek elegance of their collection. The juxtaposition highlighted the brand’s adventurous spirit while producing breathtaking visuals that captivated audiences worldwide.
Why Travel Works as a Marketing Strategy
- Emotional Connection: Travel evokes strong emotions and a sense of wonder, making campaigns more memorable.
- Exclusivity: Destination activations often feel like once-in-a-lifetime experiences, creating aspirational appeal.
- Content Creation: Unique locales provide endless opportunities for stunning visuals, fueling social media buzz.
- Storytelling: Locations add depth and context to campaigns, allowing brands to craft richer narratives.
A New Era of Experiential Marketing
By incorporating travel into their campaigns, brands are not only selling products but also inviting audiences to join them on a journey—whether literal or symbolic. These activations appeal to consumers’ desire for adventure, offering a piece of the aspirational lifestyle many seek.
As the world opens up again, expect to see more brands embracing travel as a way to break through the noise, connect with audiences, and create moments that inspire, engage, and endure.
After all, what’s more unforgettable than a couture dress against the lavender fields of Provence, a runway on the Great Wall, or a pop-up store in the heart of the desert? This is marketing without borders—and the world is watching.
