It being holiday season, I decided to do some reading in the transport & tourism section on Warc.

Brands are embracing an emphasis on context: Uber, for instance, has found out how to talk to drivers in Hong Kong, literally, and get them talking. Similarly, the UK's tourism agency took to Weibo with great success among its affluent target audience.

Though the sun is out, consumers are still glued to their mobiles: has found almost a third of their bookings take place on smartphones. Indonesian marketers, in particular, have heeded this trend, with mobile adspend increasing 200% this year. Below are some of the things I learned this week.

  • Visit Britain, the UK's national tourism agency, targeted young, affluent Chinese consumers with its Great Chinese Names for Great Britain campaign – with the campaign getting over 300m views on Weibo (the Chinese version of Twitter) and 77% of respondents saying they recalled seeing the campaign.
  • And finally – the music for BBDO Guerrero's 2012 "It's More Fun In The Philippines" campaign ALWAYS makes me smile – and more importantly, want to go there on holiday. #longtermeffectiveness