Gone are the days of solely using images of picturesque scenery and bustling to convince you of your next holiday destination. At least when you look at the newest activation campaign from VisitDenmark. It has swapped the classic approach for a humorous series of videos that use iconic tourist attractions and artificial intelligence to highlight Denmark – the land of everyday wonder.
Iconic Art Meets Trending Technology
Other than the slightly teasing approach, the campaign is unique in that both the scripts and the visuals are created by artificial intelligence. While new techniques like deep fake and motion synthesis have been used to bring images to life in the last couple of years, the addition of scripts generated completely by AI makes it one of the first campaigns to combine the two technologies.
Flemming Bruhn, Director of VisitDenmark explains, ‘The scripts are 100% generated by AI. We did not write a single word; only removed parts & bits that were too long or simply not true. While it felt somewhat risky to put our entire messaging in the hands of AI, we are excited to be at the forefront of tourism industry, using cutting-edge technology to bring our creative visions to life.’
‘We aren’t trying to tell people to completely skip the tourist attractions in other countries – rather presenting Denmark as an alternative; a country that does not have one main attraction, but an abundance of unique experiences. Denmark fits the wish for ‘the road less travelled’ perfectly and we welcome Explorists to the land of everyday wonder.’
Executing on the brand campaign ‘Don’t be a Tourist – be an Explorist’, VisitDenmark wishes to position the country of LEGO®, ‘hygge’ and H.C. Andersen on the map as the antidote to bucket list tourism. Historical and cultural icons meet ground-breaking technology as the Mona Lisa, the Statue of Liberty, and other iconic tourist attractions come to life in humorous videos, carrying a very simple message: Don’t come to see me – visit Denmark instead.
For decades, people have wondered about Mona Lisa’s mysterious smile – but have you ever wondered what she would say if given the chance to speak? Now she, along with a few other iconic attractions, have come to life in a series of videos created by artificial intelligence. The different artworks are speaking out, advising potential visitors to travel to Denmark. As travellers seek more authentic experiences, Denmark highlights that a visit to the country isn’t about ticking off the most famous sights, but rather stumbling across the many wonders that hide around every corner of the small Scandinavian country.
Tourist Attractions Aren’t so Attractive Anymore
In a recent study in the UK, Germany, and Sweden, 56% responded that overcrowded tourist sites and landmarks were a reason for holiday disappointment, while 46% nodded in agreement when asked if ‘feeling like a tourist’ would spoil their holiday. Today’s travellers are looking to find hidden gems and seek off-the-beaten-path experiences rather than ticking off a long list of mainstream attractions. 57% of the surveyed group also answered that getting out and exploring new places made for a great holiday.
Article Source: VisitDenmark’s New Activation Campaign using AI
