Transport & tourism

Tourism Australia – Dundee: The Son Of A Legend Returns Home

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

Government agency Tourism Australia mimicked a Hollywood film campaign to shift perceptions and attract US high-value travellers.

Graubünden Tourism: The Photography Ban

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

Graubünden Tourism, a tourism information centre in Switzerland, used a PR stunt to raise interest for Berg'n and increase tourism to the area.

Tennessee Department Of Tourist Development: The Colorblind Viewer

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

The Tennessee Department of Tourist Development, a state agency, installed Colorblind Viewers in its parks to help people see fall colors for the first time, generating more than 662 million earned impressions.

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.

CNBC Catalyst: Incredible India

Case Study • Case Studies on WARC, Winner, Travel & Tourism, 2019

Ministry of Tourism India, a branch of government in India, increased consideration of India as a travel destination by seeking out the interests of its premium APAC and EMEA audience.

Visit Oslo/Innovation Norway: The Proud Experience

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

Tourism body, Visit Oslo, invited gay people from not-so-gay-friendly countries, to join the Oslo Pride Parade and position the city as a safe one for LGBQT+ visitors.

South Africa Tourism: The Cape Town Water Emergency – from crisis to opportunity

Case Study • SABRE Awards, Africa & EMEA, Crisis/Issues Management, Gold 2019

South Africa Tourism, a tourism board for South Africa, dispelled misinformation about the Cape Town water crisis and raised awareness by highlighting it as a global problem, encouraging tourists to return to the country.

Hiroshima Tourism: Oyster Kanji Dictation Workbook

Case Study • Yosuke Yamauchi, Shuntaro Taniguchi, Miki Sudo, WARC Awards, Gold and Smart Spender Award, Effective Content Strategy, 2019

Japan's Hiroshima Prefecture created a school workbook to educate citizens about the region's local oysters, increase consumption and make them a local tourism asset.

Belgium: Uniquely Phenomenal

Case Study • Jakub Hodbod, Sander Janssen, Julie Frederickx, WARC Awards, Silver, Effective Content Strategy, 2019

Belgium created a humorous multi-channel campaign to highlight the country's attractions and encourage European tourists to visit it.

Louvre Abu Dhabi: Why Are You, You?

Case Study • Remie Abdo, Heela Daudzai, WARC Awards, Bronze, Effective Use of Brand Purpose, 2019

Art and civilization museum Louvre Abu Dhabi used outdoor, social media and a video to provoke a conversation about the nature of humanity in order to increase visitor numbers.

Flanders Fields 14-18: The Mud Soldier

Case Study • Jakub Hodbod, Sander Janssen, Julie Frederickx, WARC Awards, Silver, Effective Social Strategy, 2019

Flanders Fields used a social-by-design idea, amplified through effective paid social tactics, to reverse falling visits to the Flemish WWI battlefields.

Singapore Tourism Board: Why Gamble With Your Holiday?

Case Study • Elissa Wong, WARC Awards, Bronze, Effective Social Strategy, 2019

The Singapore Tourism Board employed a multi-faceted campaign, based on a 1990s TV drama, to convince Singaporeans that travelling without insurance was risky.

Louvre Abu Dhabi: Highway Gallery

Case Study • Remie Abdo, WARC Awards, Entrant, Effective Innovation, 2019

The Louvre Abu Dhabi, a museum in the UAE, used an innovative combination of out of home and radio to increase visits.

Incredible India: From the Incredible in India to the Incredible in You

Case Study • Siddhartha Dutt, WARC Awards, Shortlisted, Effective Innovation, 2019

Incredible India, the international tourism campaign maintained by its government, expanded tourist interest in India by predominantly targeting millennials from the US and UK.

Discover Puerto Rico: #CoverTheProgress

Case Study • AME Awards, AME Awards, Gold, 2019

Discover Puerto Rico, the tourism brand, challenged the media to take responsibility for the tone of its Puerto Rico coverage around the one-year anniversary of Hurricane Maria.

South African Tourism: Discover your South Africa

Case Study • Case Studies on WARC, 2018

Government-funded board South African Tourism (SAT) increased holiday bookings and changed perceptions of the country as a leisure destination in the UK through an immersive and personalised experience.

How the Super Bowl drove effectiveness for Tourism Australia

Opinion • Hillary Fink, March 2019

For the launch of the 2019 Media Strategy Report, Droga5's Hillary Fink explains why the Super Bowl was so critical to the success of an undeniably Australian campaign, Tourism Australia's Dundee.

Tourism Australia: Aussie News Today

Rankings • WARC Media 100, 2019

Tourism Australia, the government agency, targeted young people to share good news about Australia around the world.

Tourism Australia: Dundee – The Son Of A Legend Returns Home

Rankings • WARC Media 100, 2019

Government agency Tourism Australia launched a fake Dundee film to make Australia top of mind for high-value US travellers.

Tennessee Department of Tourist Development: The Colorblind Viewer

Rankings • WARC Media 100, 2019

The Tennessee Department of Tourist Development, a state agency, wanted to showcase its vibrant autumn scenery, but knew it needed to find a way to stand out as other states promoted similar visuals.

Visit Flanders: The Mud Soldier

Rankings • WARC Effective 100, 2019

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.

Creativity can help save the planet

Opinion • Laura Clarke, February 2019

The Palau Pledge topped the WARC Creative 100 and the team behind it believes it can point the way forward to a more sustainable future for everyone.

Tourism Australia: Dundee – The Son Of A Legend Returns Home

Rankings • WARC Creative 100, 2019

Government agency Tourism Australia launched a fake Dundee film to make Australia top of mind for high-value US travellers.

The Palau Legacy Project: Palau Pledge

Rankings • WARC Creative 100, 2019

The Palau Legacy Project, a sustainable tourism marketing body, created an immigration policy for the island of Palau to protect the nation from environmental damage.

Louvre Abu Dhabi: Highway Gallery

Rankings • WARC Creative 100, 2019

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