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John F. Kennedy Presidential Library and Museum: JFK Moonshot

Rankings • WARC Creative 100, 2021

JFK Presidential Library and Museum, an American museum, launched an interactive experience that increased attendance and awareness among younger audiences in the USA.

Roots: Bringing Singaporeans back to their Roots

Case Study • Prema Alexander, WARC Awards for Asian Strategy, 2021

Singapore's National Heritage Board ran a multi-channel campaign to grow visits and engagement for its redesigned website and boost interest in heritage.

Twin Ring Motegi: Mobility Theme Park

Case Study • YouTube Works for Brands, Japan, YouTube Creator / Partner Collaboration, 2021

Mobilityland Corporatioon, a leisure services company, increased awareness of its theme park Twin Ring Motegi in Japan.

Hong Kong Observation Wheel: AR App Presented by AIA

Case Study • Marketing Society, The Marketing Society Awards, Winner, 2021

AIA, a pan-Asian insurance company, developed an app to allow the Hong Kong Observation Wheel (HKOW) to offer a new experience while connecting the Wheel and the community to Hong Kong's past.

EPIC, The Irish Emigration Museum: A small museum taking on big stereotypes

Case Study • WARC Awards for Effectiveness, Entrant, Sustained Growth, 2021

EPIC, an Irish emigration museum, launched a campaign in Ireland to carve out a unique space for itself in the Irish tourism industry.

Bogotá Museum of Modern Art (MAMBO): Museum for rent

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2021

The Museum of Modern Art Bogotá (MAMBO), a museum, increased revenues and number of visits through a stunt that saw it being put up for rent in Colombia.

Castle Fine Art: Website

Case Study • Design Effectiveness Awards, Design Effectiveness Awards, Bronze, 2021

Castle Fine Art, a retail gallery group, increased e-commerce by redesigning the brand's website.

Halloween at Liseberg: The Forest

Case Study • WARC Awards for Effectiveness, Entrant, Customer Experience, 2021

Liseberg, an amusement park in Sweden, launched a campaign to promote its Halloween attraction, The Forest.

John F. Kennedy Presidential Library and Museum: JFK Moonshot

Case Study • WARC Awards for Effectiveness, Entrant, Collaboration & Culture, 2021

JFK Presidential Library and Museum, an American museum, developed an interactive experience that reversed declining attendance and spread awareness to younger audiences.

Science World: The world needs more nerds

Case Study • WARC Awards for Effectiveness, Bronze, Instant Impact, 2021

Not-for-profit science centre, Science World, celebrated the importance of nerds to raise funds during COVID-19 in Canada.

Conspicuous leisure: The social visibility of cultural experiences

Research Paper • Fred Bronner and Robert de Hoog, Int. Journal of Market Research, Vol. 63, No. 3, 2021, pp. 300-316

Recent research shows that people not only visit a cultural event because of the quality of what is offered, but also to show something of their personality to relevant reference groups.

#artoninstagram: Engaging with art in the era of the selfie

Research Paper • Chiara Piancatelli, Marta Massi, Andrea Vocino, Int. Journal of Market Research, Vol. 63, No. 2, 2021, pp. 134-160

This study aims to understand how people engage with art in the era of selfies, digital devices, and social media.

The fourth place: A new space for leisure

Opinion • Tom Johnson, March 2021

For the past year, many of us have been stuck in one place – home. And while there, we’ve tried to recreate many of the activities and interactions that used to sustain us. Tom Johnson deconstructs what it all means.

Podcast campaigns deliver ROAS of $2.42

Data • Rob Clapp, WARC Data Points (Curated), October 2020

An overview of the average conversion rates of podcast advertising.

ART Power HK: #HKart2020

Case Study • Rosanna Herries, WARC Awards for Asian Strategy, Entrant, 2020

ART Power HK was launched to promote art and cultural initiatives on a digital platform, following the cancellation of Hong Kong's leading month-long art event thanks to Covid-19.

Guinness Storehouse: An out of this world experience that has set the bar globally

Case Study • Marketing Society, The Brave Awards, Winner, Enhancing the Customer Experience, 2020

Guinness, an alcohol brand, increased consumption and visits to the Guinness Storehouse in Ireland by creating a rooftop bar and an immersive interaction.

Yas Theme Parks: Summer Says Yas!

Case Study • Tahaab Rais, Mario Morby, Prabhakar Iyer, WARC Prize for MENA Strategy, Entrant, 2020

Abu Dhabi resort attraction Yas Island created a multi-channel character-based campaign to improve visitation levels and increase revenues.

The Gulag History Museum: SURVIVORS. Graphic Novels based on Gulag former prisoners' true stories

Case Study • SABRE Awards, Gold, EMEA, 2020

The GULAG History Museum, a museum in Russia, increased visitors by creating a graphic novel that told the true recollections of the Gulag victims.

Global tourism could plummet 80% in 2020, says UNWTO

News • 11 May 2020

International tourism could be facing a fall of between 60–80% over the course of 2020 due to COVID-19, the United Nations World Tourism Organisation forecasts.

US, Museums, attractions & libraries Ad/Sales ratio

Data • Cinzia Petio, WARC Data Points (Dynamic), May 2020

An overview of advertising as a percentage of sales in the museums, attractions & libraries sector in the United States since 2007.

44% of Americans will attend fewer events when COVID-19 ends

Data • Rob Clapp, WARC Data Points (Curated), April 2020

An overview of expected consumer attendance of large public events in the United States after the novel coronavirus (COVID-19) outbreak ends.

Museo de Arte Moderno de Bogotá (MAMBO): The MAMBO is leased

Rankings • WARC Effective 100, 2020

The Museum of Modern Art Bogotá (MAMBO), a museum, increased revenues and number of visits through a stunt that saw it being put up for rent in Colombia.

Centre Pompidou: Memories of Paris

Rankings • WARC Media 100, 2020

Centre Pompidou, a French contemporary art museum, raised awareness to tourists in Paris by selling statuettes of its building as a souvenir.

Liseberg: Halloween at Liseberg

Case Study • ANA, Silver, ANA International ECHO Awards, 2020

Liseberg, an amusement park, increased awareness of its Halloween event in Sweden by creating a short horror film on YouTube to attract millennials.

Centre Pompidou: Memories of Paris

Rankings • WARC Creative 100, 2020

Centre Pompidou, a French contemporary art museum, raised awareness to tourists in Paris by selling statuettes of its building as a souvenir.

Global Ad Trends: COVID-19 One Year On

Data • Rob Clapp, WARC Data, April 2021

This report summarises the latest research from WARC's Data platform, with a focus on the long-term changes and opportunities in advertising and consumption across e-commerce, online video, social media, and gaming and esports. Key findings include:
Global Ad Trends: Ad Investment 2021/22

Data • James McDonald, Cinzia Petio, Rob Clapp, WARC Data, July 2021

This report summarises the latest research from WARC's Data platform, with a focus on advertising investment by market, media, format and product category this year and next. Key findings include:
What we know about marketing via gaming

Article • WARC Best Practice, September 2021

Explores how gaming platforms, which allow brands and products to be promoted via means such as sponsorship or in-game advertising, can enable brands to build reach.
What we know about marketing at major sporting events

Article • WARC Best Practice, March 2021

The current thinking and reading on the subject of sports marketing – aligning a brand or product with an event or team – including major sporting events such as The Olympic Games, FIFA World Cup or The Super Bowl.
What's working in sponsorship and partnerships

Article • WARC Category Intelligence, February 2021

Global strategies, campaign updates and trends in sponsorship and partnerships.
The WARC Guide to brands and the creator economy

Article • WARC Best Practice, October 2021

A summary of new thinking and best practice on brands and the creator economy.