Danish Tourism's New AI Campaign Gives Icons A New Life

VisitDenmark has launched a new activation campaign to promote the land of LEGO®, "hygge," and H.C. Andersen as a relaxing alternative to the usual holiday.

In a new series of movies produced by AI, famous landmarks are brought to life. Diverse artworks are advocating for a trip to Denmark, warning prospective tourists to stay away from tacky attractions. At a time when tourists are more interested in off-the-beaten-path adventures, Denmark shows that a trip there isn't about seeing all the well-known landmarks but rather about discovering the unexpected delights that await you in this little Scandinavian nation.

Mona Lisa, the Statue of Liberty, and other well-known icons have been brought to life via the use of cutting-edge computer animation in a series of entertaining movies with the straightforward message, "Don't come see me; visit Denmark instead." These videos combine historical and cultural artefacts with technological innovation.

From a promotional standpoint, the present tendencies only make Denmark more relevant as a holiday attraction, said Katherine Lind Gustavussen, VisitDenmark’s Senior PR & Press Manager.

“We are obviously always advocates for Denmark, but as a country that doesn’t have ‘one main attraction’ but rather an abundance of smaller, unique experiences in everything from nature to culture, Denmark fits the wish ‘the road less travelled’ perfectly and we welcome Explorists to the land of everyday wonder”, she added.

The campaign is groundbreaking since AI is responsible for both the texts and the images. There have been a number of ads in recent years that have employed new methods like deep-fake and motion synthesis to bring photos to life, but this is one of the first to integrate the two methods by having scripts created entirely by AI.

”The scripts are 100% generated by AI – we didn’t write a single word – we only removed parts and bits that were too long or simply not true. While it felt somewhat risky to put our entire messaging in the hands of artificial intelligence, we’re excited to be at the forefront of the tourism industry, using cutting-edge technology to bring our creative visions and messages to life,” Gustavussen concluded.

The project came to life as the allure of once-popular tourist destinations has diminished. Recent research in the United Kingdom, Germany, and Sweden found that 56% of respondents said that crowded tourist attractions and symbols were a cause for holiday dissatisfaction, and that 46% agreed that "feeling like a tourist" would ruin their trip. Those who travel nowadays are less interested in seeing well-known sites than they are in discovering unique experiences. The majority of those polled agreed that vacations are more enjoyable when they include travelling to new areas.

 

source: breakingtravelnews.com