Gemma Jones, ESOMAR, Latin America, Buenos Aires, April 2014
This paper explores the development of a mobile research application for commercial semiotics and shows how Virgin Atlantic, the airline, utilised it. It focuses on the commercial applications for immersive, live responses from a global community of 'cultural catalysts' as well as the specific implications and possibilities for market research in Latin America.
Low Lai Chow, Event Reports, eTail Asia, March 2014
This event report shows how three travel brands are using mobile to reach consumers in Asia. Expedia, best-known as a bookings platform, is seeking to expand its remit by tailoring its website for different devices and providing an app that offers various services beyond simply securing tickets and hotel reservations.
Frederick Tong, Warc Prize for Social Strategy, Entrant, 2014
This case study describes how a social media competition was used to promote Australia as a tourist destination to people in Singapore. Australia had experienced a decline in visitors from Singapore, and wanted to reverse this.
Will Nichols, Hristos Varouhas and Candice Juniper, Warc Prize for Social Strategy, Entrant, 2014
This case study describes a campaign by Tourism New Zealand, the government funded organisation, to encourage gay Australians to consider the country as a wedding destination. The campaign started on the day New Zealand legalised same-sex marriage with the posting of a new logo on the organisation's Facebook page.
Michelle Kitchen and Natalie Godfrey, Warc Prize for Social Strategy, Entrant, 2014
This case study explains how the Canadian Tourism Commission (CTC) crowdsourced video material in order to create a social film that invited people around the world to explore Canada. Domestic travel within Canada was on the decline.
Griff Leader, Warc Prize for Social Strategy, Entrant, 2014
This case study explains how the Canadian Tourism Commission (CTC) harnessed Canada's collective voice in order to promote their country around the globe. Travellers arriving at French and German airports were challenged to 'Upgrade to Canada' by spontaneously swapping their holiday for a dream trip to Canada.
Sangeeta Shrivastava and Pradeep Krishnatray, Market Leader, Quarter 2, 2014
This article discusses the nature of India's soft power, arguing that it is a type of national branding, and compares it to China. India's soft power is based on its culture - Bollywood films and Indian cuisine - and its business success around the world.
Mel Teh and Cindy Teo, Warc Prize for Social Strategy, Shortlisted, 2014
This case study describes how the Singapore Tourism Board created a campaign to promote and recognise good service. Research had found that people had poor perceptions of service in Singapore, and did not often express recognition of good service.
Cristina Buenaventura, Warc Prize for Social Strategy, Bronze, 2014
This case study describes a campaign the Philippines Department of Tourism (DoT) which turned Filipinos into both inspiration and media channel for its campaign. Capturing the idea that the Filipino people enhance the experience of any tourist this campaign ran across social media.