This 2024, the world is travelling once again, with over 4.6 billion people expected to travel internationally. Another fact: McDonald’s has more than 38,000 stores in over 100 countries. People seek out familiar McDonald’s food when they go into their foreign adventures. So we created a campaign leveraging the style of travel photos, showcasing McDonald’s close proximity to many popular tourist spots all over the world. Helping tourists find comfort in the familiar , and reminding them that wherever they go, McDonald’s will just be a few steps away.

La Sagrada Familia, Barcelona. Arc de Triomphe, Paris. Checkpoint Charlie, Berlin. St. Paul’s Cathedral, London. Intramuros, Manila. Next to all these iconic landmarks around the world is another landmark. A McDonald’s.

Targeting travelers and speaking to their wanderlust, we created a tourism-inspired campaign showcasing famous landmarks that see millions of visitors every year, and how McDonald’s is a natural part of these destinations. Captured in a single shot, we turned these images into a series of postcard-inspired ads.

To kick off the campaign, ads and posters were put up in leading newspapers and in key McDonald’s stores all over Metro Manila, reaching hundreds of thousands of readers and customers. Other countries are looking into rolling out this campaign too with more famous landmarks. To remind everyone that alongside global iconic landmarks is another famously visited icon with the golden arches.