# Iceberg Landmass Ads The Tui Travel Campaign Shows Landmarks are Just the Tip of World Wonders By Meghan Young | Published 2012-06-27 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/tui-travel-campaign References: [ibelieveinadv](http://www.ibelieveinadv.com/2012/06/tui-travel-china-egypt-australia-germany/) & [grey](http://www.grey.com) The Tui Travel campaign cleverly shows that certain landmarks such as Sydney's [Opera House](https://www.trendhunter.com/trends/off-grid-hospitality) and [China's](https://www.trendhunter.com/trends/silk-road-week) Temple of Heaven are just the tip of the iceberg. They do so by making the silhouettes of these tourist attractions the actual top of an iceberg, the rest of which lies underwater, resembling the shape of the country's landmass. With slogans such as "The [Cologne Cathedral](https://www.trendhunter.com/trends/fragrance-activation-in-fortnite) is not Germany," the ad campaign helps potential visitors to step out of the box when traveling to another country. It encourages them to "Travel more, see more." Conceived and executed by the Grey ad agency based in Beijing, China, the Tui Travel campaign was art directed by Li Ning and Chee Guan Yue with creative direction by Chee Guan Yue and illustrations by Song Shanshan. ## Trend Insights (Trend Hunter) - Score: 2.1/10 - Popularity: 26% | Activity: 28% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### What's Driving This Trend - **Landmark Representation:** The Tui Travel campaign demonstrates the trend of representing well-known landmarks in unconventional ways. - **Underwater Imagery:** The Tui Travel campaign showcases the trend of incorporating underwater imagery to convey hidden depths and layers. - **Travel Exploration:** The Tui Travel campaign highlights the trend of encouraging travelers to explore beyond iconic landmarks and seek out unique experiences. ### Who This Affects Most - **Advertising:** The Tui Travel campaign presents disruptive innovation opportunities for advertising agencies to create visually captivating and thought-provoking campaigns. - **Tourism and Travel:** The Tui Travel campaign reveals opportunities for the tourism industry to promote lesser-known destinations and attractions, sparking interest among travelers. - **Graphic Design:** The Tui Travel campaign opens up possibilities for graphic designers to experiment with creative representations of landmarks and incorporate symbolism into their designs. ## Related on Trend Hunter - [Traveling Fine Art Campaigns](https://www.trendhunter.com/trends/get-out-there.md) - [Reimagined Artwork-Based Travel Campaigns](https://www.trendhunter.com/trends/the-art-of-travel.md) - [Ice Cream Popsicle Campaigns](https://www.trendhunter.com/trends/devoured-campaign.md) - [Playful Creative Design Billboards](https://www.trendhunter.com/trends/3d-billboards.md) - [Travel Lifestyle Brand Ads](https://www.trendhunter.com/trends/travel-changed-me.md) - [World-Class Billboard Ads](https://www.trendhunter.com/trends/corona-sun-activated-billboard.md) - [Conscientious Tourism Campaigns](https://www.trendhunter.com/trends/against-overtourism.md) - [Sensorial Beer Campaigns](https://www.trendhunter.com/trends/feel-the-alps.md) - [AI Travel Campaigns](https://www.trendhunter.com/trends/extraordinary-is-out-there.md)