Transport & tourism

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Hiroshima Tourism: Oyster Kanji Dictation

Case Study • Susumu Yamamoto, WARC Prize for Asian Strategy, Entrant, 2018

Hiroshima Prefecture in Japan took a multimedia approach to educate citizens about its local oysters, increase consumption and make them a local tourism asset.

Visit Flanders wins top Euro Effie

News • 17 October 2018

A campaign by Visit Flanders, the Belgian region’s tourist organisation, and agencies Ogilvy and Social Lab Belgium, which created an emotional connection between the experience of World War I and potential visitors from across the world, has ...

Visit Flanders: The Mud Soldier

Case Study • European Association of Communications Agencies, Grand Prix, 2018

Visit Flanders, the Flemish tourism authority, forged an emotional connection between the tragic anniversary of the WWI battle of Passchendaele and potential visitors from Europe, North America and Australia to reverse visitor declines to Flanders Fields' WWI battlefields.

Promotur Turismo De Canarias SA: Canary Islands "The 7 islands that became 47"

Case Study • European Association of Communications Agencies, Bronze, 2018

Promotur Turismo De Canarias SA, a tourist information centre in Spain, increased tourist visits to the Canary Islands by launching a micro-segmentation model to target tourists globally.

Jackson Hole Travel & Tourism Board: Stay Wild

Case Study • Jay Chiat Strategic Excellence Awards, Shortlist, Regional Strategy, 2018

Jackson Hole Travel and Tourism Board, a tourism operator for Jackson Hole in Wyoming, launched the Stay Wild campaign in the US to show tourists everything that makes it the last real mountain town.

Switzerland Tourism: #inLOVEwithSWITZERLAND

Case Study • Direct Marketing Association - US, Runner Up, 2018

Switzerland Tourism, the national marketing and sales organisation for Switzerland, reached their target audience of young Indians to promote Switzerland as a holiday destination for action-seeking travellers.

Singapore Tourism Board: Singapore Tourism Board - Passion Made Possible

Case Study • Direct Marketing Association - US, Runner Up, 2018

Singapore Tourism Board, a statutory board under the Ministry of Trade and Industry of Singapore, reached out to Indian travellers through influencer marketing, social media marketing, PR, partnerships, collaborations and digital and on-ground activations.

Visit Austin 2017 Leisure mobile advertising campaign

Case Study • MMA Smarties, Bronze, North America, 2018

Visit Austin, the official destination marketing and sales organization for the City of Austin, used location-based data to target people who may be interested in visiting Austin.

Las Vegas Convention and Visitors Authority: Vegas Alter Your Reality

Case Study • MMA Smarties, Finalist, North America, 2018

Las Vegas Convention and Visitors Authority, a government agency, commissioned creative works of art which they turned into VR experiences to drive tourism in Las Vegas.

How Discover Puerto Rico is building a new destination brand

Article • Stephen Whiteside, Event Reports, MediaPost Brand Marketers Insider Summit, August 2018

Discover Puerto Rico, the tourism body for the island, is developing a new brand positioning and augmenting its data capabilities.

How Discover Puerto Rico tackled a complex political climate

Article • Stephen Whiteside, Event Reports, MediaPost Brand Marketers Insider Summit, August 2018

Discover Puerto Rico, the island’s official tourism body, faced a complex marketing environment in dealing with the aftermath of Hurricane Maria and the subsequent political controversy related to the recovery effort.

The Palau Legacy Project: Palau Pledge

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.

Ministerio de Turismo de Uruguay: Posicionando a Uruguay Frente a Sus Públicos Estratégicos de Países no Fronterizos

Case Study • SABRE Awards, Gold, LATAM, Travel & Leisure, 2018

The Ministry of Tourism of Uruguay, a branch of government, was able to boost tourism in Uruguay due to its strategic communications developments, which led to a 21% increase in tourism.

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.

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.
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.
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.