Zanzibar has launched its first-ever Visit Zanzibar campaign in London, using the city’s iconic red buses to introduce the destination to a global audience. The campaign places the island's tourism message directly into daily commuter life, creating visibility across some of the busiest streets in the capital.
For tourism boards looking to build awareness in the UK, this campaign shows how London bus advertising delivers scale, repetition and cultural relevance in one format.
Why London buses were chosen for the launch
London remains one of the most influential travel markets in Europe. It is home to international residents, frequent travellers and visitors planning their next trip. Buses move through this audience every day.
By choosing buses, Zanzibar secured a format that offers consistent exposure rather than one off impressions.
Key reasons behind the choice include
- Daily reach across central and high footfall areas
- Strong visibility in real-world settings
- Repeated exposure over multiple weeks
- High dwell time in everyday street environments
This approach allows a destination message to sit naturally within the rhythm of the city.
A destination campaign built for movement
Tourism marketing benefits from motion. A moving canvas allows imagery and messaging to appear across different neighbourhoods and travel patterns.
Zanzibar’s campaign used bold visuals and clear destination cues to spark curiosity. Each bus acted as a travelling advert, reinforcing the Visit Zanzibar message wherever it went.
This format works especially well for travel brands because
- The visuals are large and hard to miss
- Messaging stays in view for longer periods
- Routes can be planned around key districts
- Campaigns feel part of the city rather than imposed on it
For global destinations, this creates familiarity before a traveller even begins planning.
What this campaign shows about London bus advertising
Zanzibar’s launch highlights why advertising on London buses remains a trusted channel for international brands.
The city’s buses deliver reach without fragmentation. Unlike digital placements that rely on targeting layers, buses place the message directly in front of mixed audiences throughout the day.
The campaign demonstrates how buses support
- Brand awareness at scale
- Repetition without fatigue
- Visual storytelling through strong imagery
- Long term recall through daily exposure
This makes buses a strong foundation for tourism and destination marketing.
Reaching travellers before the booking stage
Travel decisions rarely happen in one moment. People notice destinations long before they search or book.
London buses help brands reach audiences at an early stage. A commuter might see the same destination several times a week, building recognition and interest over time.
This type of exposure is valuable because
- It supports top of funnel awareness
- It keeps destinations front of mind
- It reaches people outside digital environments
- It complements online and social campaigns
Zanzibar’s campaign sits well within this planning mindset.
Learning from tourism campaigns already on London's buses
Zanzibar joins a growing list of tourism boards using London buses to reach global audiences. Destinations understand the value of being seen in a city that influences travel trends worldwide.
Previous tourism campaigns on buses have shown that
- Consistency matters more than complexity
- Clear visuals outperform dense messaging
- Route choice shapes who sees the advert
- Longer campaign durations improve recall
These lessons are visible in how the Visit Zanzibar campaign has been executed.
Formats that suit destination campaigns
Tourism boards have several options when planning a London bus campaign. Each format supports different objectives depending on budget and coverage goals.
Common choices include
- Bus sides for wide street-level visibility
- Bus rears for strong impact in traffic
- Bus wraps for immersive destination storytelling
- Bus interiors for longer viewing times
How London Bus Advertising supports global brands
At London Bus Advertising, we work with tourism boards and international brands to plan campaigns that fit their goals and timelines.
We help with
- Route planning based on audience movement
- Format selection to match campaign aims
- Artwork guidance for outdoor visibility
- Campaign scheduling and delivery
If you are planning to advertise on London buses for a destination or travel brand, our team can guide the process from start to finish.
To discuss your campaign, contact us today.
FAQs
Why did Zanzibar choose London for its first Visit Zanzibar campaign?
London offers access to a global travel audience and remains a key influence on international tourism decisions.
Why is London bus advertising effective for tourism brands?
Buses provide repeated exposure across busy areas, helping destinations build awareness before people begin planning trips.
Which bus formats work best for destination marketing?
Bus sides, rears and full wraps are commonly used due to their strong visual impact and consistent street presence.
Can other tourism boards run similar campaigns in London?
Yes. London bus advertising is accessible to global and regional tourism brands with flexible formats and routes.