Warc index
 

This paper reveals how the California Travel & Tourism Commission, in conjunction with Black Diamond and Feather Brooksbank, increased the visitation to California by UK residents as the economy b ...

Despite the fact the Great Barrier Reef was a world-heritage listed Natural Wonder of the World, the 'islands' of the region were relatively unknown. This campaign aimed to drive international interes

JetBlue, the low-cost US airline, had been hit by a spate of bad publicity in 2007. Following a re-positioning, the company saw an opportunity to chime with popular criticism of business executives tr ...

The successful slogan of the seventies, I Love New York (ILNY), was revitalised in a new campaign (2007-8) with objectives: make ILNY a New York State, not just City brand; get a larger share of the

a 2008 campaign for Continental Airlines, to increase business travel online ticket sales. Research, run over several campaigns, suggested the best approach to online media planning which would increa

When JetBlue first launched, the airline challenged industry conventions. JetBlue brought humanity back to air travel, offering a great experience for low fare and created many fans. Seven years later ...

Unique and ownable travel promotions are rare. To break through the clutter, Orbitz needed to find a way to hold true to its positioning of innovation while generating consumer engagement and buzz. So ...

The three-hour drive between Seattle and Portland is awful. As bad as it is, most people would still rather drive than fly. To convince business travelers to give the Horizon Shuttle a shot, the drive ...

When Missouri shut down a large portion of Interstate 64, St. Louis commuters faced major congestion and headaches. Metro, the operator of the public transportation system, saw an opportunity to posit ...

Travel advertising is dominated by promises of certainty. It was determined what made Ireland special were those moments in a holiday that were least expected. A promise of certainty can only be measu ...

Royal Caribbean was a challenger brand that became the leader and looked for a new advertising campaign to reflect the position. In order to grow, it was decided that a new brand idea was needed. This ...

Eurostar wanted to raise awareness that its main London terminal had moved to St Pancras, which had been backed by a £1.2bn investment. While ths brief provided a lot of "new news", and ...

STA Travel had a good reputation, but also suffered from the mistaken perception that it could only be used by people under the age of 26. This word of mouth campaign thus aimed to spread engaging con ...

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 ...

Eurostar's objective was to create awareness about its new travel time. The 1H51 travel time was dramatised by bringing the London experience literally to the doorstep of the Belgian public. A theme l

The article discusses a campaign to create awareness of the Casinò di Venezia among tourists visiting Venezia, Italy. The campaign used three media types: billboard; ambient; and promo initiative. The

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 resistan ...

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 ...

National Car Rental was a brand near the brink of collapse after bankruptcy proceedings in 2003. Dwarfed by competitors with big budgets and the emergence of online travel agencies, the challenge was

Over the last half century, the Las Vegas Convention & Visitors Authority (LVCVA) established Las Vegas as a tourist destination and a brand representing adult freedom exemplified by its 'What Happens

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 ...