These ads by the Tourist Association Portorose of Slovenia use sleepwalking to show you can have a "vacation you are dreaming of."
The ads show a perfect vacation scene with one of the models sleepwalking on his/her partner’s shoulders.
The ads were photographed by Tomo Brejc for Saatchi & Saatchi Slovenia with creative director/ copywriter Matej Kodric, and art director Vladan Srdić.
Implications - Escapism is a lasting area of fascination for consumers, especially in today's fast-paced society. Thus, companies that aren't even in the travel industry are looking to capitalize on the consumer urge for escape and vacation. Instilling a sense of exoticism into products or campaigns is a subtle way to do the same.
Sleepwalking Fantasies
Dream Vacation Ads Show You Can Have It for Real
Trend Themes
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Dream Vacation Ads — Opportunities for travel industry companies to use sleepwalking or other creative techniques to promote exotic vacations and capitalize on consumers' desire for escape.
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Escapism Marketing — Due to continued consumer interest, opportunities for various industries to utilize exotic imagery and other escapist marketing techniques.
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Subliminal Advertising — Potential for companies to influence consumers' desires through subtle imagery and messaging, as seen in the sleepwalking ads promoting the 'vacation of your dreams.'
Industry Implications
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Travel — Using creative and unique messaging and imagery to promote vacation destinations and experiences, as done in the sleepwalking ads promoting Slovenia's Portorose area.
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Consumer Goods — Incorporating exotic imagery and language into product packaging, advertising, or branding to tap into the consumer desire for escapism and unique experiences.
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Entertainment — Creating engaging and immersive experiences that transport consumers to exotic locations or offer a sense of escapism through virtual reality or other technology.