Celebrity Ads: Do Stars Really Pull Us In?

The idea that a famous face can turn a trip into a must‑do is popular. Companies pour money into celebrity ads, hoping the star’s fame will make a destination stand out. A recent study set out to test this belief. Researchers compared ads that featured well‑known personalities with those starring ordinary people who have no fan base. Using brain‑scanning tools, the team watched how viewers’ minds and feelings reacted while looking at the commercials. They looked for clues that might explain whether a celebrity’s presence makes people want to travel more. Surprisingly, the results were mixed. People often saw the celebrity as a single package – the star’s image and personality, not just one appealing trait. Because of this, the ads did not capture more attention than those with unknown influencers.When it came to how much excitement or motivation the ads sparked, there was little difference between star‑led spots and those with regular folks. Viewers’ emotional responses were almost the same. From a brain‑processing point of view, having a celebrity did not usually add extra mental work for the audience. In some cases, it made people think a touch harder, but this did not translate into stronger interest. The takeaway is clear: using a celebrity can help an ad get noticed, but it should not dominate the message. Brands need to focus on what makes their destination special rather than relying solely on star power.