Dutch financial company ING Group has launched a new brand positioning, World, Here I Come, in Amsterdam Airport Schiphol. As part of the campaign, ING created a series of Cities In A Click posters which offers travellers useful information to key travel destinations before they board a flight.
Ten local artists from each of the ten cities created an illustration that reflects their city. ING also worked with Lonely Planet to ensure each one provides insightful suggestions and tips. The featured locations are Hong Kong, Shanghai, Tokyo, Istanbul, Frankfurt, London, Madrid, Milan, Paris, and New York.
Love the idea. No spots from Africa, Oceania, or South America though. Perhaps those regions are not “key” destinations from ING’s perspective, but these multinational corporates need to show more sensitivity when making a global marketing campaign. Click picture for larger size.
My favourite one is Tokyo because of its vibrant colour. Not sure what’s the instructions but other works are more monochromatic, so Tokyo is a bit cheeky in this sense. Set aside the Japanese capital city, the one that caught my eye at first glance is Madrid; I prefer simple and direct presentation.
The artists
Hong Kong by Kristopher Ho – Shanghai by Zhang Jiaying – Tokyo by Philip Giordano – Istanbul by Kadir Özdemir – Frankfurt by Rutger Paulusse – London by Charlie Davies – Madrid by Andres Lozano Martin – Milan by Matteo Riva – Paris by Alexandre Godreau – New York by Jun Cen
