Transport & tourism

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Case Study • SABRE Awards, Gold, APAC, Global Campaign and Government Agencies, 2018

The Palau Legacy Project, a project to make tourism more sustainable in Palau, launched the Palau Pledge, which had to be signed as visitors entered the country, making them promise to behave environmentally responsibly.

Visit California's content strategy

News • 30 August 2018

LOS ANGELES: Visit California, the tourism body for the Golden State, has effectively built out a content strategy that engages younger consumers around their passions and answers questions that people have about certain destinations.

Visit Victoria: Have A Wander - Rethinking regional Victoria for Melburnians

Case Study • The Communications Council, Bronze, Australian Effie Awards, 2018

Visit Victoria, a state tourism, business and major events company, successfully convinced Melburnians to venture into regional Victoria for overnight trips using films and partnerships.

Ipswich City Council: Discover Ipswich destination marketing

Case Study • The Communications Council, Bronze, Australian Effie Awards, 2018

Ipswich City Council's Economic Development Department embarked on a transformational three-year program for the region's tourism economy as it was tasked with significantly increasing the Australian domestic overnight visitor market.

California tourism gets “surgical” with focus on shorter messages to younger audiences

Article • Reed Karaim, Event Reports, ANA Digital & Social Media Conference, July 2018

Visit California, a nonprofit tourism group, moved from brand communications to targeting consumer passion points in a bid to boost visitor numbers to the Golden State.

Egyptian Tourism Authority: Rebounding for inbounding

Case Study • Amir Adib, Sally Ezzat, Razan El Meligi, WARC Prize for MENA Strategy, Shortlisted, 2018

The Egyptian Tourism Authority used market-specific communication with experience-led messages to increase the volume of inbound tourism from ancillary markets.

Visit Faroe Islands and Atlantic Airways: Google Sheep View

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2018

Visit Faroe Islands, a tourism brand for the Faroe Islands, and Atlantic Airways, an airline company, attached cameras to sheep to create their own street view, 'sheep view', of the Faroe Islands.

Impromptu Kim Jong-un selfie tops off Singapore tourism push

News • 13 June 2018

SINGAPORE: The Singapore Tourism Board has taken advantage of the city state’s moment on the international stage to promote it as a tourist destination to the world this week – but it was an unexpected selfie of Kim Jong-un at ...

White Night: Painting the Night White

Case Study • Iain White, WARC Awards, Entrant, Effective Content Strategy, 2018

White Night, a night light and entertainment show, used a tiered content strategy on social media to increase visitor numbers to the annual event in Melbourne, Australia.

'Brand Singapore' to benefit as Trump-Kim summit kicks off

News • 12 June 2018

SINGAPORE: Singapore’s national brand is set to benefit from the historic first meeting between US President Donald Trump and North Korean leader Kim Jong-un, as the city-state hosts one of its biggest ever international media events.

Keep calm and go on holiday

News • 31 May 2018

LONDON: The cost of living is going up and British families are feeling the pinch but it seems they’re not prepared to cut back when it comes to their holidays, new research suggests.

Consumer travel trends in Asia-Pacific

Article • Low Lai Chow, Event Reports, Mumbrella Travel Marketing Summit, April 2018

Key travel trends for 2018 in a variety of Asian-Pacific markets, based on research by UM Worldwide.

Spiritual tourism grows strongly in India

News • 21 May 2018

NEW DELHI: Spiritual tourism is becoming a major growth area of the Indian travel market with more Indians opting to go on pilgrimage to popular religious cities, such as Varanasi in Uttar Pradesh and Puri in Odisha, a new report has revealed.

The challenge of getting insights for a country brand: The power of the innermost and predictable asset of Colombia

Research Paper • Pedro Fernández and Laura Catalina Gómez, ESOMAR, Latin America, 2018

ProColombia, the Colombian International Promotion Organisation, wanted to surpass the negative perception and misconceptions over the country's safety.

China opens up Hainan to world trade

News • 16 April 2018

BEIJING: China plans to establish a huge free trade zone in its southernmost province of Hainan in a move that could see the island challenge Hong Kong and Singapore for talent and investment.

Understanding the new Chinese traveller

Opinion • James McEwan, March 2018

With the number of overseas Chinese tourists predicted to rise exponentially by 2023, PSI’s James McEwan takes a closer look at the new Chinese travel market.

Territorio de Zaguates: '#LeyDeMierda' (Costa Rica)

Gunn Report • Gunn Media, 2018

Contains the creative for the '#LeyDeMierda' campaign for Territorio de Zaguates by the agency OMD in Costa Rica.

Visit Sweden: 'Sweden On Airbnb' (Sweden)

Gunn Report • Gunn Media, 2018

Contains the creative for the 'Sweden On Airbnb' campaign for Visit Sweden by the agency Forsman & Bodenfors in Sweden.

Tourism Australia’s programmatic touchdown at the Super Bowl

Article • Brooke Hemphill, Event Reports, Programmatic Summit, March 2018

Tourism Australia’s viral campaign ‘Dundee’ aired at the Superbowl, but the ongoing benefits of the campaign have been through heavy programmatic spend, customer journey mapping and consumer data analysis.

Two EACA award-winning case studies from student thinkers

Opinion • Pauline De Pelsmacker, March 2018

Do you remember writing a thesis and feeling slightly upset as you start to realise that no one will ever read it besides your professors, or at best, your parents? Students should receive the recognition they deserve for their hard work – other than just the grade at the end of the academic year.

Tourism Australia builds on Super Bowl ad

News • 07 March 2018

NEW YORK: Tourism Australia is building on the success of an ad disguised as a trailer for a new Crocodile Dundee movie with a series of online videos that form part of a “conversion exercise”.

Ontario Tourism Marketing Partnership Corporation: Where Am I?

Case Study • Institute of Communication Agencies, Bronze, CASSIES, 2018

The Ontario Tourism Marketing Partnership Corporation (OTMPC) increased domestic tourism in the region by showing Canadians how exotic Ontario could be.

South Asian tourists still view US favourably

News • 05 February 2018

WASHINGTON DC/MUMBAI: The Trump administration’s executive order that prohibits entry to citizens from a number of predominantly Muslim nations sparked controversy around the world, but it does not appear to have deterred tourists from South ...

Tourism Ireland: 'Doors of Thrones' (UK)

Gunn Report • Gunn Creative, 2018

Contains the creative for the 'Doors of Thrones' campaign for Tourism Ireland by the agency Publicis in the UK.

Country brands in South East Asia: Shopping, travel, government and more

Article • Dave McCaughan, Research on WARC, January 2018

This article explores the country brand perceptions of Thailand versus other South East Asian countries, covering consumer perceptions of shopping, travel and government in the countries.

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.
Airbnb: Don't Go There, Live There

Case Study • Effie Worldwide, Silver, North America Effies, 2017

This case study explains how Airbnb, a travel accommodations brand, reached beyond its millennial audience with its 'Don't Go There, Live There' campaign in the US, which directly challenged how people were travelling.
The future 100: Trends and change to watch in 2017

Article • Research on WARC, J. Walter Thompson Intelligence, December 2016

This annual report by J Walter Thompson Intelligence investigates the trends and emerging consumer behaviours set to shape marketing globally in 2017.
Airbnb: Never A Stranger

Case Study • Jessica Perrin, WARC Media Awards, Silver, Effective Channel Integration, 2016

This case study describes how accommodations provider, Airbnb, leveraged digital and video to turn people's fear of strangers into a selling point for a global brand awareness campaign.
The changing face of luxury: what affluent consumers want

Article • Brian McGee, Event Reports, MRS Luxury Research Conference, September 2016

This event report details how GfK, a market research firm, has been examining why the luxury goods industry is forecast to remain in stagnation in high-growth and mature markets.