By target group: Product use: Travellers, tourists

 

In the highly competitive tourism market, Yorkshire faced very obvious opposition from what were perceived as more 'glamorous' foreign destinations for consumers to take a break. Research revealed tha ...

Digital media has revolutionised the travel industry, both in terms of how providers and consumer operate. This paper discusses how Thomas Cook aimed to use an integrated, consumer-centric campaign to ...

This paper shows Virgin Atlantic has developed into one of the major players in the airline industry. In 1993, Virgin had a network 20 times smaller than British Airways. One of the main elements of i ...

Thomas Cook is the third largest vertically integrated travel group in the UK and Ireland, with its own travel sales channels, tour operations and airline. In August 2003, it became Main Sponsor of Ma ...

This paper details the 2003-06 campaigns for P&O Cruises. Advertising enabled P&O to help grow the market and maintain its share, in three different ways: 1) the erosion of conceptual resistance to cr ...

This paper details the 2005-06 campaign for P&O Ferries, which turned business around dramatically after a period of decline, and in spite of heavy competition. The objective was to gain more passenge ...

This paper details a campaign run by the National Trust in Northern Ireland. The main communications objective was to increase the number of paying visitors to National Trust properties, as well as im ...

This case study details the 2005-06 tactical email marketing campaign for Hastings Hotels (Northern Ireland), aimed at increasing turnover at a time of heightening competition, and when most of the bu ...

This paper details the 2004 campaign to increase hotel occupancy and tourism in Glasgow by repositioning the city as a vibrant, stylish capital of style. It targeted a 'pyramid' of opinion leader audi ...

This Bronze-Award winning paper discusses Historic Scotland's campaigns to get people to attend major one-off events at its properties. Press, radio, outdoor and TV were all used, as was a free weeken ...

Ireland was facing declining visits while EU tourism was growing. Although Ireland historically had managed to attract more than its fair share of US tourists, the magic was fading. Ireland’s booming ...

As JetBlue continues to grow aggressively their key challenge is to get bigger without becoming “JetBig”.The campaign needed to restore JetBlue’s sense of momentum and leadership (internally and exter ...

For years, Flip the dolphin (one of the talking animals on Frontier’s plane tails) was sent to frigid Chicago. But all that changed when Flip publicly declared: I either go to Mexico, or I quit! The e ...

Air New Zealand prides itself on having a strong culture of innovation, and in June 2006 the company decided it wanted to use this to appeal to the New Zealand domestic traveller. A significant issue ...

WestJet was founded in 1996, and a decade later was the most profitable airline in North America. As a brand, it focuses on business efficiency, employee satisfaction, and providing a superior custome ...

With a large number of well-known, well-funded competing tourism destinations, and confronted by real and perceptual barriers of distance, time and cost, the region of Newfoundland and Labrador faced ...

The premium travel rewards credit card category is extremely competitive, with relevant offerings from all the major banks in Canada. Many schemes are linked to major airline programmes, but are also ...

Dutch airline KLM wanted to grow its online business, while also reinforcing its image as a friendly and sympathetic global airline. To increase the scale of its online reach, it aimed to use a viral ...

Eurostar wanted to convince die-hard business flyers from Brussels to London to take the train. It based its campaign on the fact that this group often attach a certain status to flying, and aimed to ...

After a successful year in 2006, during which its punctuality rate reached 94% and its high-speed London to Manchester train service began to run every half hour, Virgin Trains was keen to take on its ...

Paris and London had lost some of their appeal as short-break destinations given the accessibility of other cities served by low-cost airlines. To counter this trend, Eurostar wanted to increase the r ...

Helmed by the British entrepreneur Sir Richard Branson, Virgin Atlantic Airways Limited hoped to attract the posh jet-setters abandoned by Concorde, a line of supersonic jets owned by British Airways. ...

The September 11, 2001, terrorist attacks crippled the airline industry in general and UAL Corporation's United Airlines in particular, forcing the company to file for bankruptcy in 2002. Thoug ...

In 2002 UAL Corp.'s United Airlines was forced into bankruptcy by years of dwindling profits compounded by the terrorist attacks of September 11, 2001, which left the airline industry in disa ...

"Fly the Friendly Skies" had been a stalwart slogan for United Airlines since 1966, but as legions of business travelers could attest, the skies became increasingly unfriendly in the 1 ...

The pioneering online travel-booking company known as Travelocity had enjoyed a leadership position since its launch in 1996, but it eventually lost significant market share to Expedia.com, its most a ...

Southwest Airlines Company began as a carrier connecting the Texas cities of Dallas, Houston, and San Antonio and remained a regional airline for nearly two decades before taking its short-haul, small ...

In the late 1990s Miami-based Royal Caribbean Cruises Ltd. began repositioning its namesake brand, Royal Caribbean International. After campaigns meant to market the brand as an alternative to resort ...

In 1996 entrepreneur Jay Walker came upon a startling statistic: every day airlines flew with an average of 500,000 empty seats. The revelation spurred Walker to create priceline.com, a website that e ...

With the "E-Ticket" advertising campaign Northwest Airlines, Inc., the largest subsidiary of Northwest Airlines Corporation, encouraged consumers to try its electronic ticketing system o ...