Travel PR campaigns can sometimes go awry, leading to backlash and negative publicity.
Here are some notable examples of travel PR campaigns that went wrong:
1) United Airlines’ “United Breaks Guitars” Incident
In 2008, United Airlines faced a PR nightmare when a musician, Dave Carroll, had his guitar damaged by the airline and was dissatisfied with their customer service response. His video, “United Breaks Guitars,” went viral, leading to widespread criticism of the airline’s handling of customer complaints and their poor customer service.
2) H&M’s “Coolest Monkey in the Jungle” Controversy
In 2018, H&M faced backlash for an ad featuring a Black child wearing a sweatshirt with the slogan “Coolest Monkey in the Jungle.” Although not a travel campaign per se, the incident had travel industry repercussions as it affected their brand’s global image, illustrating how culturally insensitive marketing can have widespread negative effects.
3) Singapore Airlines’ “The World’s Best” Campaign
In 2017, Singapore Airlines launched a campaign boasting about being “The World’s Best Airline.” The campaign was criticized for being overly self-promotional and not addressing real issues such as customer service complaints and in-flight experience problems. The disconnect between the ad’s claims and customer experiences led to skepticism and negative feedback.
4) Tourism Australia’s “Come and Say G’Day” Campaign
In 2014, Tourism Australia’s “Come and Say G’Day” campaign faced criticism for its portrayal of Australia as a stereotypical, laid-back destination. The campaign, which featured phrases like “G’Day” and stereotypical Australian imagery, was seen as lacking depth and failing to accurately represent the diverse experiences Australia has to offer.
5) Airbnb’s “We Accept” Campaign
In 2017, Airbnb launched the “We Accept” campaign in response to political turmoil and travel bans. While intended to show support for inclusivity, the campaign was criticized for being seen as a superficial gesture rather than a genuine commitment to action. Many felt it was more of a PR move rather than a substantive effort to address the issues at hand.
6) Thailand’s “Amazing Thailand” Campaign
In 2018, Thailand’s tourism board released a campaign featuring a controversial slogan and imagery that were criticized for being overly sexualized and not representative of the country’s diverse culture. The backlash highlighted the risks of relying on clichés and stereotypes in marketing.
7) Celebrity Endorsement Gone Wrong
In 2016, the Fiji Tourism Board faced issues when a celebrity endorsed the destination but was later involved in a scandal. The association with the celebrity led to negative publicity for the destination, showing how external factors and associations can impact a travel campaign.
8) Woolworths’ “African Baby” Ad
Woolworths, a South African retailer, released an ad featuring a young African child holding a product, which was criticized for being exploitative and perpetuating stereotypes. This controversy highlighted the dangers of using imagery without sensitivity to cultural and racial implications.
9) Travel Ban Fallout
In 2017, several destinations, including the U.S., faced negative travel PR due to controversial travel bans. PR campaigns that failed to address or acknowledge the controversy faced significant backlash from potential travelers concerned about safety and inclusivity.
10) Hurricane Dorian “Travel Guide” Incident
In 2019, as Hurricane Dorian hit the Bahamas, some travel companies continued to promote tourism to unaffected areas in a way that appeared tone-deaf. This led to criticism for appearing to capitalize on a natural disaster while failing to address the immediate humanitarian concerns.
These examples illustrate how crucial it is for travel PR campaigns to be sensitive, authentic, and well-aligned with both the audience’s expectations and the current global context. Failing to do so can result in significant backlash and damage to a brand’s reputation.
