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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, October 2020

An overview of the average conversion rates of podcast advertising.

ART Power HK: #HKart2020

Case Study • Rosanna Herries, WARC Prize 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, September 2019

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, 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.

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.

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.

The New York Public Library: Insta Novels

Rankings • WARC Creative 100, 2020

The New York Public Library connected to a new generation by revamping its classics tales for Instagram.

Museum of Modern Art Bogotá: The MAMBO is leased

Case Study • WARC Cases, 2018

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

Royal Botanic Gardens, Kew: Smart advertising delivers record visitor numbers

Case Study • DMA (UK), Gold, 2019

Royal Botanic Gardens, Kew, a non-departmental public body, increased footfall and ticket sales in the UK by launching a reformed search strategy to track and improve Google Ad Grant campaigns.

YouGov Ad of the Month – UAE: Global Village

Opinion • BrandIndex, November 2019

Global Village saw the biggest uplift in Ad Awareness in the UAE in October following the multicultural attraction’s re-opening campaign

BiP (Believe in People) - American Artist: Promoting BiP and the Image of Public Art in Brazil

Case Study • SABRE Awards, LATAM, Industry Sector, Gold, 2019

BiP (Believe in People), an anonymous North American graffiti artist, promoted itself in Brazil by creating a special mural for the Brazilian community, which was promoted though an event.

New York Public Library: Taking the Library out of the Library

Case Study • Jay Chiat Awards, Gold, Connection Strategy, 2019

The New York Public Library encouraged young people to continue reading by launching Insta Novels, a set of long-form stories published across the Instagram Stories feature.

National Arts Council: The A List

Case Study • SABRE Awards, Asia-Pacific, Branded Journalism, Gold, 2019

National Arts Council, a statutory board in the Ministry of Culture, increased awareness of the importance of arts and culture among Singaporeans by relaunching its A List project.

How asymmetric creativity delivers for MONA

News • 10 September 2019

When a brand owner is also a professional gambler, there are interesting new directions open to the marketing team, and The Museum of Old and New Art (MONA) in Hobart has exploited these to the full.

The Museum of Old and New Art (MONA) flouts marketing taboos with “asymmetrical” creativity

Article • Gabey Goh, Event Reports, Advertising Week APAC, July 2019

The Museum of Old and New Art (MONA), an arts venue known for hosting works based around taboo themes likes sex and death, has put creativity at the heart of its efforts to attract visitors.

Chinese consumers embrace cultural lifestyles

News • 25 August 2019

Chinese consumers are paying more attention to cultural and leisure activities than in the past, according to a new report that underscores China’s transformation from a primarily manufacturing economy to one more focused on services and creati

Comparing conspicuous consumption across different experiential products: Culture and leisure

Research Paper • Fred Bronner and Robert de Hoog, Int. Journal of Market Research, Vol. 61, No. 4, 2019, pp. 430-446

Consumer behavior recently underwent three main developments: a shift from material purchases to immaterial experiences, a shift from signaling status and wealth by means of consumer behavior to signaling identity, and increased social visibility due to the growing importance of social media.

Louvre Abu Dhabi: Highway Gallery

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

New museum Louvre Abu Dhabi took its famous artworks to the people to generate brand love and increase footfall.

2020 Media Strategy Report: Insights from the WARC Media Awards

Article • WARC Exclusive, April 2020

Analysing trends in media strategy, including the use of data, tech, channel integration and partnerships, with lessons drawn from the winners of the WARC Media Awards.
The WARC Guide to Marketing in the gaming ecosystem

Article • WARC Best Practice, September 2020

A summary of new thinking and best practice on marketing in the gaming ecosystem, from the WARC Guide.
What we know about marketing via gaming

Article • WARC Best Practice, September 2020

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.
Global Ad Trends: Ad opportunities in gaming

Data • James McDonald, Rob Clapp, WARC Data, July 2020

This report summarises the latest research from WARC's Data platform, with a focus on the application of advertising in mobile gaming, streaming and e-sports. Key findings include:
Carat's ten trends for 2020: The year of all-conquering ecosystems

Article • Dan Calladine, WARC Exclusive, January 2020

Ten consumer, media and technology trends – and their implications for brands – for 2020, the year in which the marketplace is set to converge around the global tech-giant ecosystems.
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.