Travel & Tourism

Marketing travel and holiday brands

Articles and cases by category:

European Association of Communications Agencies, Gold, Euro Effies, 2014

This case study explains how Expedia, the online travel agent, used one emotional campaign strategy to tackle two different challenges in the UK and France.

Low Lai Chow, Case Studies on Warc, July 2014

This case study looks at how British Airways tapped into business-related social media to attract its target audience with carefully selected content.

Martijn van Keulen and Hans Zijlstra, ESOMAR, Congress, Nice, September 2014

This paper describes a research project undertaken by Air France KLM that aimed to make the airline more customer centric.

Low Lai Chow, Event Reports, Adobe Digital Marketing Symposium, July 2014

This event report looks at how a CIO worked closely with his CMO colleague to develop Tourism Australia's digital marketing, effectively repositioning IT as an enabler for marketing.

Maria Domoslawska, Heather Dougherty and Mark Canada, ESOMAR, Congress, Nice, September 2014

This paper provides practical advice for market researchers who feel overwhelmed by the amount of  data generated by new technologies and want to incorporate traditional research methods into this new 'paradigm'.

Hristos Varouhas, The Communications Council, Silver, Australian Effie Awards, 2014

This case study describes a campaign by Tourism New Zealand, the government organisation, which encouraged Australians to holiday there by reframing its closeness.

Andrea Sophocleous, Event Reports, Mumbrella360, June 2014

This event report explores the relationship between IT and marketing at Tourism Australia, the government organisation, and how this is enabling it to move to an earned and owned media strategy.

Stephen Whiteside, Event Reports, ARF Audience Measurement, June 2014

This event report explains how Choice Hotels, the global hotel company, has used digital ad data to improve its digital ROI and increase revenue.

Cannes Creative Lions, Winner, Creative Effectiveness Lions, 2014

This case study describes how Expedia, a travel bookings website, repositioned its brand to focus on experience rather than price in the UK and France to meet two different challenges.



Travel & Tourism

Warc's pick of the most effective travel case studies


The way we travel

How global travel behaviour has changed after the recession


Newfoundland & Labrador Tourism: Find yourself

CASSIES winner targeted at sophisticated travellers


Travel & Tourism

Data and analysis on the sector's major companies


Promote Iceland: Inspired by Iceland

Euro Effies winner breaks new ground in nation branding