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Tourism New Zealand: Good Morning World

Case Study • APG (AUS), Gold, 2021

Tourism New Zealand, a tourist board, increased consideration for New Zealand as a tourist destination by creating a new good morning video to greet the world every day for a whole year.

Tourism New Zealand: NZ Says '39'

Case Study • APG (AUS), Bronze, 2021

Tourism New Zealand, a tourism board, increased tourism appeal in Japan by launching a thank you campaign at the 2019 Rugby World Cup hosted in Japan.

Tourism New Zealand: Good morning world

Case Study • AME Awards, Gold, 2021

Tourism New Zealand, a tourist board, launched a global campaign to increase the appeal of New Zealand as a tourist destination.

Tourism Authority of Thailand: Home sweet home

Case Study • AME Awards, Finalist, 2021

Tourism Authority of Thailand(TAT), a governing organization, and YGGDRAZIL, a video post-production company, collaborated to launch a campaign in Thailand to promote new dimensions of Thai tourism through online gaming and a website.

Four tourism marketing trends for 2022 and what marketers can learn from Iceland’s post-disaster comeback

Article • George Bryant and Inga Hlin Palsdottir, WARC Exclusive, November 2021

In the COVID-19 era, there has never been a more challenging time to be in the business and marketing of travel and tourism – which trends will define 2022, and what can marketers learn from Iceland’s post-disaster comeback several years ago?

Tourism Australia: Holiday Here this year

Case Study • Effies (North America), Australian Effies, Bronze, 2021

Tourism Australia, the government marketing agency, encouraged people in Australia to help the tourism industry by taking holidays.

Wonderful Indonesia: Waiting for you #SeeYouinIndonesia (#DiIndonesiaAja)

Case Study • Elki Hendria, WARC Awards for Asian Strategy, 2021

Indonesia's Ministry of Tourism & Creative Economy ran a multi-channel campaign promoting domestic tourism to reach and engage potential travellers, and help the hard-hit travel sector recover from Covid-19.

Los Cabos Tourism Board: Los Cabos with care

Case Study • SABRE Awards, LATAM, Gold, 2021

Los Cabos, one of the most important destinations in Mexico, launched a local, national and international campaign to adapt the travel experience to the new market needs, incorporate protocols and ensure general wellbeing without affecting the tourist experience.

Saga Prefecture: Midnight temptation anime

Case Study • SABRE Awards, APAC, Gold, 2021

Saga Prefecture, a prefecture in the south of Japan, used animated videos to encourage tourists to visit the prefecture to try the local delicacies.

Tourism New Zealand: Guide to (Tourism) New Zealand

Case Study • APG (UK), Entrant, 2021

Tourism New Zealand, the country's official tourism agency, launched a global campaign to grow consideration of NZ as a holiday destination by evolving its brand platform.

Three new traveler trends and preferences brands need to know about

Article • Will Crocker Hay, WARC Exclusive, Spotlight US, September 2021

Discusses the top ways the pandemic has impacted traveler engagement, preferences, and expectations, and what travel and hospitality brands can do to meet today's challenges and opportunities, based on the report, Ready for Takeoff: 2021 Travel Industry Trends, Insights, and Strategies.

City of Djougou: Local Initiatives Against Global Pandemic

Case Study • SABRE Awards, Africa, Gold, 2021

City of Djougou, a city in Benin, helped stop the spread of COVID-19 in the city by publishing an op ed written by its mayor that outlined the steps it needed to take and the funding needed to fight the virus.

Iceland: Looks like you need to let it out

Case Study • Cannes Creative Lions, Shortlisted, Creative Strategy Lion, 2021

Business Iceland, a brand established to lead the promotion and marketing of Iceland in foreign markets, promoted Iceland as a destination despite worldwide lockdowns by launching live camera feeds in Icelandic scenery and encouraging people to scream out their frustrations.

Abu Dhabi: Do not disturb, currently on staycation #InAbuDhabi

Case Study • Angela Hundal, WARC Prize for MENA Strategy, Entrant, 2021

Government authority, The Department of Culture and Tourism, drew domestic travellers for an Abu Dhabi staycation with a data-driven campaign in UAE.

What’s working in travel

Article • WARC Category Intelligence, July 2021

Global strategies, campaign updates and trends in the travel category.

Emirates Nation Brand: Mars shot

Case Study • Tahaab Rais, Tala Arakji, WARC Prize for MENA Strategy, Silver, 2021

The UAE's nation brand partnered Kevin Hart for its Mars Shot campaign, crowdsourcing a global quest to make the world better.

The UAE Government Media Office: Martian Stamp

Case Study • Jessica Handley, Jennifer Fischer, WARC Prize for MENA Strategy, Shortlisted, 2021

UAE's Government Media Office found a creative way to tap in to people's fascination with space, capture media attention and grow share of voice globally.

Tourism Central Coast: Little Adventures

Case Study • WARC Awards for Effectiveness, Entrant, Sustained Growth, 2021

Tourism Central Coast, a tourism brand, launched a campaign in Australia to change the image of the New South Wales (NSW) central coast and encourage tourism in the area.

Visit Finland: Rent a Finn

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2021

Visit Finland, the Finish tourism board, increased tourism to Finland with its global Rent a Finn campaign.

Visit Hilton Head Island: COVID-19 recovery

Case Study • WARC Awards for Effectiveness, Entrant, Customer Experience, 2021

Visit Hilton Head Island, an American travel and tourism guide, gained online awareness and engagement through a holistic marketing campaign.

Visit Flanders: Mud soldier

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2021

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.

Visit Faroe Islands: Closed for maintenance

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2021

Visit Faroe Islands, a tourism board for Faroe Islands, increased tourism to the Faroe Islands by inviting people from all over the world to visit and help locals preserve key sites in exchange for a free stay.

Tourism Ireland: The Remote Influencer

Case Study • WARC Awards for Effectiveness, Entrant, Collaboration & Culture, 2021

Marketing body, Tourism Ireland, used local personalities in an emotive campaign showing the hidden gems of the country to keep Ireland top of mind as a travel destination during the pandemic.

The UAE Government Media Office: Mars shot

Case Study • WARC Awards for Effectiveness, Entrant, Collaboration & Culture, 2021

The nation brand of the United Arab Emirates leveraged its mission to Mars with a crowdsourced competition focused on making the impossible, possible in the UAE and around the world.

Visit Victoria: Click for Vic

Case Study • WARC Awards for Effectiveness, Entrant, Brand Purpose, 2021

Visit Victoria, the Australian state's tourism body, launched the 'Click for Vic' retail campaign in Australia to support local businesses during the Covid-19 pandemic.

Global Ad Trends: Ad Investment 2021/22

Data • James McDonald, Cinzia Petio, Rob Clapp, WARC Data, July 2021

This report summarises the latest research from WARC's Data platform, with a focus on advertising investment by market, media, format and product category this year and next. Key findings include:
What’s working in travel

Article • WARC Category Intelligence, July 2021

Global strategies, campaign updates and trends in the travel category.
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.
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.
Travel and sustainability: Transforming for the future

Article • Nick Blenkarne, WARC Exclusive, May, 2021

Sustainability is an increasing consideration in the travel category.
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.