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Trust: The key to travel brand success in a post-COVID world

Article • Christina Stahlkopf, WARC Exclusive, May, 2021

Data suggest that consumer trust in the travel industry was significantly damaged during the COVID-19 pandemic, and companies will need to demonstrate an overt commitment to the health and wellbeing of travellers.

Berliner Verkehrsbetriebe: Mind The Gap

Rankings • WARC Media 100, 2021

Berliner Verkehrsbetriebe (BVG), Berlin's public transport system, took a stand against the gender pay gap by giving women 21% off their fare on Equal Pay Day.

The most awarded work for media

Rankings • Rankings Articles, April 2021

A summary of the most awarded campaigns for media for 2020, compiled using our rankings methodology, but not ranked.

Two in five Americans feel comfortable going on vacation

Data • Rob Clapp, WARC Data Points, March 2021

An overview of how comfortable Americans feel to take a vacation, take different modes of transport and stay in different forms of accommodation.

redBus: Bang Toyib Returns

Case Study • MMA Smarties, Silver, Indonesia, 2020

redBus, an online bus ticketing platform, used digital video to convince Indonesians of the certainty that redBus provides to those looking to travel by bus.

Viking: Staying Connected with Viking TV

Case Study • DMA (UK), Silver, 2020

Viking, a cruise company, launched a new digital platform in the UK during the coronavirus pandemic to help people stay connected and share travel stories while staying at home.

Network Rail: EIGHTEEN – The Graphic Novel

Case Study • DMA (UK), Bronze, 2020

Network Rail, the owner and infrastructure manager for most British railways, launched a Graphic Novel at ComicCon in the UK that highlighted the dangers of electrified railways to young people.

Uber Connect – agility in weeks

News • 08 January 2021

Uber Connect, an on-demand package delivery service, went from idea to launch in a matter of weeks as the brand responded decisively to the signals it saw in the market.

Uber’s former performance chief charts extent of ad fraud

News • 05 January 2021

Ride-hailing company Uber was in the midst of crisis when it discovered colossal fraud to the tune of $100m, according to comments made recently by its former head of performance marketing and CRM.

DiDi: Roast

Case Study • MMA Smarties, Gold, APAC, 2020

DiDi, a ride-hailing app, defended market share in China by taking a proactive approach and addressing customer discontent by effectively communicating the significant changes made to its operations and platform.

DiDi: Love My City

Case Study • MMA Smarties, Gold, APAC, 2020

Didi, a ride-hailing app, brought light into people's lives by launching its mass awareness campaign Love My City, which culminated in a dramatic lightshow across several of China's most influential cities.

Uber: Four sides of agility

Article • Sam Peña-Taylor, Event Reports, Festival of Marketing, October 2020

Global mobility company Uber is the enfant terrible of transport, known for a killer product and ruthless agility – the lessons it provides now as a large company are invaluable.

Metro de Santiago: Condorito in Metro

Case Study • WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

Public transport system, Metro de Santiago, partnered an iconic comic strip character to improve its relationship with the public in Chile.

Grab: Delivering Bazar Ramadan to every Malaysian home

Case Study • Li Ping Ko, Pamela Chia, WARC Media Awards, Silver, Effective Use of Tech, 2020

Malaysia food delivery app Grab created e-bazaars for Ramadan to replicate traditional street food fairs, giving customers access to a range of foods, vendors an income, and growing app usage, sales and brand metrics.

Grab: Personalised Social Impact Reports

Case Study • Krshna Prashant, Sulin Lau, WARC Media Awards, Silver, Best Use of Data, 2020

Mobile technology brand Grab used customer data in a new way to reframe and personalise its social impact activity in Southeast Asia.

Entur: Data-driven media strategy for increased use of public transport

Case Study • Inge Hofstad Kjeilen, WARC Media Awards, Silver, Best Use of Data, 2020

Governmental organisation Entur drew on a combination of data insights to increase use of public transport, and make travel in Norway easier and more environmentally friendly.

Why continue sharing: Determinants of behavior in ridesharing services

Research Paper • Rocío Arteaga-Sánchez, Maria Belda-Ruiz, Alejandro Ros-Galvez, and Alfonso Rosa-Garcia, Int. Journal of Market Research, Vol. 62, No. 6, 2020, pp. 725-742

The sharing economy is revolutionizing the way consumers use goods and services. The aim of this study is to understand consumer motivations to be satisfied and to continue using ridesharing services.

Grab: Grab for Good

Case Study • SABRE Awards, APAC, Superior Achievement in Reputation Management, Diamond, 2020

Grab, a ride-hailing company, aimed to improve the quality of life for 640 million people in Southeast Asia with its campaign Grab for Good by creating income opportunities, driving financial inclusion and improving access to services.

Grab: GrabBike #AntiNgaret

Case Study • SABRE Awards, APAC, Influencer Marketing, Gold, 2020

Grab, a ride-hailing and delivery brand, launched its campaign to promote its motorcycle taxis GrabBike as trustworthy, reliable and ready to help combat the negative culture of 'ngaret' in Indonesia.

Grab: #KitaVsCorona

Case Study • SABRE Awards, APAC, Community Relations, Gold, 2020

Grab, a ride-hailing and delivery brand, launched its campaign #KitaVsCorona (Us vs Corona) in Indonesia to boost the brand during the uncertainty of the pandemic.

How brand purpose guided Grab though the pandemic

News • 22 October 2020

That brand purpose needs to be more than just words has become increasingly clear during the pandemic, as Singapore’s Grab has found across its interactions with consumers.

Guiding principles: Why marketers need to anchor actions in brand purpose

Article • Low Lai Chow, Event Reports, All That Matters, September 2020

At All That Matters, Dole’s Rupen Desai and Grab’s Cheryl Goh outline the role of brand purpose as a guiding principle in the larger business imperative.

Translink Glider: Transforming Belfast

Case Study • IPA (UK), Entrant, IPA Effectiveness Awards, 2020

Translink, Northern Ireland's public transport provider, promoted its new Glider transport service in the city of Belfast by creating a Hollywood-style trailer to show consumers it was not just a bendy bus.

Five work famously for Great Western Railway

Case Study • IPA (UK), Entrant, IPA Effectiveness Awards, 2020

Great Western Railway (GWR), a train operating company, encouraged the British public to travel by train by launching animations of Enid Blyton's The Famous Five going on a Western Railway adventure.

Grab: Personalised Social Impact Reports

Case Study • Krshna Prashant, Sulin Lau, WARC Awards for Asian Strategy, Silver, 2020

Mobile technology brand Grab used customer data in a new way to reframe and personalise its social impact activity in Southeast Asia.

The digital customer journey

Article • Euromonitor Strategy Briefings, December 2020

The COVID-19 pandemic accelerated the adoption of e-commerce, with many consumers experimenting and even becoming reliant on the digital channel while in isolation.
Planning for the future of travel after COVID-19

Article • Will Grundy, WARC Exclusive, May 2020

Travel brands have been among the hardest hit by COVID-19, but can take action now to stay top of mind post-lockdown.
Future 100 Update by Wunderman Thompson Intelligence

Article • WARC Exclusive, May 2020

After the release of The Future 100 annual trend report in January 2020, news of a novel coronavirus started making headlines – this report tracks the new behaviours, cultural shifts and industry changes stemming from these sudden changes.
Voice of the industry: Travel after Coronavirus

Article • Euromonitor Strategy Briefings, August 2020

Highlights the results of Euromonitor’s Voice of the Industry: Travel and Tourism survey, alongside commentary and context from Euromonitor experts.
The future 100

Article • Research on WARC, January 2020

The reign of Big Tech is coming to an end and as we look at the year ahead, 2020 will see irresponsible companies and figureheads being held accountable for wider social and environmental issues.
The Future 100: Trends and change to watch in 2019

Article • J Walter Thompson Intelligence, Research on WARC, December, 2018

This yearly report by J Walter Thompson Intelligence details 100 emerging trends across 10 sectors – including culture, beauty, and food and drink – that will shape the world of marketing in 2019.