Humor me for a minute. I seldom use the Brand Insight Blog to critique ads. It’s just too easy to just snipe about details like an idiotic headline or the lazy use of stock photography. But I recently ran across an ad for Wales that’s simply too bad to pass up.
It’s a perfect example of what’s missing from most brand messages and a relevant case study of what NOT to do in travel industry advertising.
First, a little background on golfers and golf travel. Golfers spend a lot of money supporting their habit. We buy $400 drivers and travel great distances to play exceptional golf courses. But we’re not stupid. We shop around just like anyone else and make darn sure we’re getting the best experience possible when booking a trip.