Advertising bombards us every day – from commercials on television and radio, to advertising on buses and billboards, in magazines and on the Internet – and there is an increasing amount of advertising masquerading as something else – on television travel shows, in the latest blockbuster movie and on children’s toys and clothes. We live in a marketing and media-driven world and much of this advertising markets leisure, travel and tourism products and services. In fact, any organization involved in the leisure and tourism business – from local arts centres, museums, sports clubs and small hotels to the largest theme parks, airlines and cruise companies – will be interested in advertising in one form or another. Whilst for the most part in this book, we focus on the strategies of the larger players – the national tourism agencies, the airlines, the global hotel chains and the large tourism operators – many of the ideas and techniques discussed in this book.