As the demand for authenticity in travel and tourism content continues to grow, the lines between traditional advertising, PR stunts, and interactive video content are blurring, almost beyond recognition. The result is a new breed of content that takes the consumer on a journey – visually and emotionally – to the point that the screen separating them from the destination nearly disappears.

Here are 4 of the most creative travel and tourism marketing campaigns of 2015 that helped take viewers on a journey to far away destinations, or right in their own backyards:

Mexico: After a snowstorm blanketed the city of Chicago in April, visitmexico.com partnered with a talented street artist named NosE la NariZ to make the most out of the excess snow. To remind Chicago city dwellers that it was indeed time for a vacation, la NariZ decorated building walls and rooftops with some truly impressive snow graffiti. With messages like, “Come Melt Under the Sun,” and “Beaches with Sand This White,” visitmexico.com executed one of the most creative campaigns of the year.

https://www.youtube.com/watch?v=oZPeeYRiCRU

Ireland: The vast landscapes depicted in the hit HBO series Game of Thrones do in fact exist, and many of them can be found throughout Northern Ireland. Films like Lord of the Rings and Disney’s Frozen have inspired many a traveler, and Tourism Ireland is hoping to join in the fray. From clever displays in airports to weathered signs pointing the way to Winterfell and Pyke, the campaign promises an immersive experience for any GoT super fan.

Source: Business Insider via Tourism Ireland

Denmark: Interactive videos have evolved in tourism marketing to produce some very cool results, including this build-your-own-adventure campaign from Expedia and Visit Denmark. First-person camera footage takes you on a bike ride through Copenhagen, prompting you at each stop to choose one of two options. Stroll through a local outdoor market or hit up a chic cafe. Go bargain hunting or browse upscale Danish designers. Once your virtual day is complete, you can share the video with friends and build your travel itinerary. Click the image below to visit the site.

Graubünden: Commuters passing through a Zurich train station got a curious surprise when a live-streaming yodeler beckoned them to come for a visit. Now. The kiosk dispensed one-way train tickets to the sleepy village of Vrin, located in the rural Graubünden region of Switzerland. Whether or not the stunt was real (this Adweek article claims to have received proof), it made for a delightful and fun experience celebrating the spontaneity of travel.

Any campaigns you thought we missed? Here’s to staying creative in 2016!