Australia – Tour guides from Australia's Cook Islands are the unexpected stars in a new series of ads from Uber Eats.
Promoting the Tropical Whopper burger from fast food brand Hungry Jack's, the campaign tunes in to the travel experiences hampered by the pandemic – using the burger to give Australian consumers a taste of the travels they’re missing.
Created by Special Group Australia, the series of ads play on the traditional format of island tours, with the guides swapping paddle boarding and snorkelling to talk about the ingredients of the limited-edition burger. As a result, the campaign has two benefits: promoting the Tropical Whopper and inspiring future tourism. As David Griffiths, head of marketing ANZ at Uber Eats, explains: ‘We're proud to work with the Cook Islands tour guides and hope when flights open back up this inspires Aussies to go and see them in person.'
For travel and hospitality firms, this campaign demonstrates an opportunity to partner with brands from wider sectors, while repurposing staff and promoting experiences. For more, explore the ways travel brands are becoming pandemic-proof.