Transport & tourism

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Article • Euromonitor Strategy Briefings, October 2017

A regional overview of travel transportation in Asia Pacific, with an analysis of leading companies and brands, country snapshots and forecast projections for the category.

SBB: Employer Branding Campaign

Case Study • SABRE Awards, EMEA, DACH, Gold, 2019

National rail company SBB used digital and experiential executions, presenting its current workers as the heroes to attract new employees in Switzerland.

Berliner Verkehrsbetriebe (BVG): BVG x adidas - The Ticket-Shoe

Case Study • SABRE Awards, EMEA, Integrated Marketing, Gold, 2019

BVG, Berlin's public transport system, joined forces with adidas and created a limited edition sneaker with a built-in annual pass, to boost its street credibility in the city.

East Midlands Trains: On Track for Brand Fame

Case Study • SABRE Awards, EMEA, Travel & Tourism, Gold, 2019

East Midlands Trains, a UK train operator, created portraits made from train tickets and a lost property orchestra to drive positive consumer engagement and promote its mobile and lost property services.

Careem: Careem - Morocco Content Calendar

Case Study • SABRE Awards, Africa, Northern Africa, Gold, 2019

Careem, a transportation network company, changed negative perceptions of its brand in Morocco by launching three press releases a month to communicate the brand in a positive light.

GO-JEK focuses on service providers

News • 11 April 2019

In an age of consumer-centricity, Indonesia’s super app GO-JEK has achieved its current position of dominance by focusing equally on service providers, according to a top executive at the company.

Virgin Trains: Hot Spots and Hell Spots

Case Study • Tamara Cross, WARC Awards, Shortlisted, Effective Innovation, 2019

Virgin Trains, the British trains operator, increased journey numbers in the UK by a data-driven, targeted campaign through TV, radio and DOOH.

The rise of the super-app: GO-JEK eyes payments and services domination

Article • Low Lai Chow, Event Reports, Money 20/20 Asia, March 2019

GO-JEK, originally a ride-hailing app and now a service delivery app, has re-imagined the provision of micro-services in key South East Asian markets.

VIA Rail: Data vs. Car

Rankings • WARC Media 100, 2019

VIA Rail, Canada’s national rail passenger service, increased its share of the transportation market through a data-driven integrated campaign.

Behind the Media 100 Rankings: A simple message underpinned by complex data helped Via Rail to woo Canadian motorists

Rankings • Karine Courtemanche, Rankings Articles, March 2019

Via Rail’s campaign, ranked second in the Media 100 rankings, used real-time data to persuade motorists to ditch their vehicles in favour of trains.

As car sales continue to decline, it's time to reconsider the ownership model

Opinion • Belinda Clark, February 2019

In the context of declining sales and increasingly urban populations, is it wise for car brands to continue to pursue an ownership model that lumps the consumer with maintenance and parking costs when they might only use their vehicle once a day.

Enhancing mobile data with understanding of bias and error

Research Paper • Hugh Neffendorf, Chris Wroe, and Aled Davies, International Journal of Market Research, Vol. 60, No. 6, 2018, pp. 635-639

This conference note examines how Transport for London (TFL) and Telefonica have been enhancing their mobile data to better serve transport in the UK capital.

P&O Ferries: What Next - Spontaneity DM

Case Study • Direct Marketing Association - UK, Silver, 2018

P&O, a British cruise line, increased awareness in the UK by sending letters without a destination to prospects and encouraging them to take an adventure.

Network Rail: Always on, so always stay off

Case Study • Direct Marketing Association - UK, Silver, 2018

The Midland Main Line, a major railway line in England, reached 60% of its target audience in the UK with a potentially life-saving message.

Focus on diversity brings purpose and performance for Carnival Corp.

Article • Geoffrey Precourt, Event Reports, ANA Multicultural Marketing & Diversity Conference, November 2018

Carnival Corp., a company that owns several cruising brands, has seen various beneficial outcomes from its commitment to diversity.

The evolution of smart cities

News • 04 December 2018

The combination of data and technology is crucial to the development of smart cities – one of Admap’s Drivers of Change in 2019 – but their past will dictate much of how that plays out and influence how marketers approach their ...

Network Rail: A new approach to understanding suicide prevention on the Great Britain’s railways

Research Paper • MRS Awards, Winner, Virginia Valentine Award for Cultural Insights, 2018

Network Rail, the owner of most of the railway network in Great Britain, used anthropological and ethnographic research methods to explore railway suicide.

An operating system for the modern megacity

Article • Reynold D’Silva, Admap, December 2018

Details the emergence of megacities – clusters of cities and suburban areas that contain enormous populations – and what marketers need to do to target them.

Changing attitudes to leisure time and the impact on Millennial passenger demand

Article • Mark Anderson, Admap, December 2018

Explains changes to consumer behaviour among young people and how this needs to be carefully considered for the advertising and marketing industry to remain relevant.

Commuter commerce set for rapid growth

News • 28 November 2018

Commuter commerce is growing rapidly in the UK, as regular rail travellers take advantage of ‘me time’ and the spread of free wifi, which opens up new opportunities for savvy brands and retailers.

Uber: Smart technologies increase offline media efficiency

Case Study • Tatyana Burtseva, Daria Borisova, WARC Media Awards, Silver and Most Scalable Idea Award, Effective Use of Tech, 2018

Ride-hailing service Uber created a multimedia campaign with its own 'smart out-of-home' system to grow user levels in Russia.

Grab goes hyper-local in its expansion strategy

News • 15 November 2018

Grab, South East Asia’s leading ride-hailing and services app, has focused on a hyper-local strategy to drive expansion across multiple markets and category verticals, according to a senior executive at the company.

Virgin Trains: Hot Spots and Hell Spots

Case Study • Sarah Whitehead, WARC Media Awards, Gold and Data-Driven Insight Special Award, Best Use of Data, 2018

Virgin Trains, the British trains operator, increased journey numbers with a data-driven, targeted campaign using TV, radio and DOOH.

Hyper-local strategy drives growth for Grab

Article • Low Lai Chow, Event Reports, FUTR Asia Summit, October 2018

Grab, South East Asia’s leading ride-hailing and services app, has focused on a hyper-local strategy to drive expansions across multiple markets and category verticals.

Ferrocarriles Suburbanos: Fashion Week Mexico at Tren Suburbano

Case Study • SABRE Awards, Gold, LATAM, Special Event/Sponsorship, 2018

Tren Suburbano, a Mexican public transport, promoted its transport in Mexico City by turning its station into a runway for fashion week.

How to harness digital disruption for success in travel

Article • Euromonitor Strategy Briefings, December 2018

Looks at digital transformation in the travel environment, including seamless travel, the customer journey and how the industry is future-proofed for success.
Competitive strategies in luxury goods

Article • Euromonitor Strategy Briefings, November 2018

Looks at the state of play for luxury corporates, as well as the competitive landscape and competitive outlooks.
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.
Expedia research reveals global travel trends

Article • Brooke Hemphill, Event Reports, Mumbrella Asia Travel Marketing Summit, April 2018

Expedia research conducted mid 2017 has revealed that different nationalities have different travel behaviours when it comes to budget, length of stay, choosing a destination or accommodation.
The Future 100: Trends and change to watch in 2018

Article • J. Walter Thompson Intelligence, Research on WARC, December 2017

This annual report by J Walter Thompson Intelligence charts 10 emerging trends across 10 sectors that will shape marketing globally in 2018, spanning culture, tech, travel and more.
Metro Trains: Dumb Ways to Die

Case Study • Cannes Creative Lions, Shortlisted, Creative Effectiveness Lions, 2014

This case study describes how Metro Trains, a train company in Melbourne, Australia, created a humorous music video and facilitated social sharing to raise awareness of rail safety.