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How storytelling during the pandemic is paying off for tourism brands

Opinion • Johnny Ng, December 2020

SCMP’s Johnny Ng breaks down the power of story in breaking through a cluttered media landscape and how native advertising can help brands be more effective in engaging with consumers.

Reviving APAC travel with smart tourism

Opinion • Simon Dale, December 2020

Adobe’s Simon Dale outlines how the smart tourism that delivers personalised and contactless experiences can help the APAC tourism industry accelerate its post-pandemic recovery.

Tourism Tasmania: Come Down For Air

Case Study • APG (AUS), Creative Strategy Awards, Gold, 2020

Tourism Tasmania, the Tasmanian Government's tourism marketing agency, promoted tourism in Tasmania with its campaign Come Down for Air.

Tourism Australia: Working Holiday Maker

Case Study • APG (AUS), Creative Strategy Awards, Bronze, 2020

Tourism Australia, the Australian tourist board, positioned gap years in Australia as an opportunity for young people to stand out from their peers with its campaign Australia Inc.

Palau Legacy Project: The Palau Pledge - A brave strategy, grounded in sound reason

Case Study • APG (AUS), Creative Strategy Awards, Silver, 2020

The Palau Legacy Project, a sustainable tourism project in Palau, launched the Palau Pledge to preserve Palau's environment in the face of tourism.

YouGov Ad of the Month – UAE: Global Village October 2020

Opinion • BrandIndex, November 2020

During October, entertainment venue Global Village achieved the highest uplift in Ad Awareness of any brand in the UAE.

Tourism Central Coast: Building a big billion dollar tourism brand through "Little Adventures"

Case Study • Effies (Australia), Australian Effies, Bronze, 2020

Tourism Central Coast, a tourism brand, developed brand positioning that transformed perceptions of the Australian Central Coast and increased tourism.

Sustainable tourism: The next big opportunity for Latin America

Research Paper • Julia Fillingame, ESOMAR Conference papers, Latin America, 2020

Explores the topic of sustainable tourism and promotes it as the next big opportunity for Latin America.

Central Coast: Building a big billion dollar tourism brand through 'Little Adventures'

Case Study • IPA (UK), Silver and Best International, IPA Effectiveness Awards, 2020

Tourism Central Coast, a tourism operator for the Central Coast in New South Wales, increased visits to the Coast by launching a series of TVCs that used a snow dome device to show little adventures.

What marketers can learn from virtual Sentosa

News • 13 September 2020

Singaporean holiday island Sentosa successfully used gaming to maintain awareness and stay relevant despite being forced to close by the COVID-19 pandemic.

PLAY NZ: How to gamify a country and playfully disrupt tourism marketing

Article • Matthew Moran, WARC Exclusive, September 2020

TBWA’s Matthew Moran offers a walkthrough of Tourism New Zealand’s PLAY NZ campaign and explores how tourism marketing can embrace new ways of storytelling.

How travel brands are preparing for the new normal in Asia

Article • Low Lai Chow, Event Reports, WiT Virtual Summit, June 2020

Travel brands face unique challenges during the COVID-19 pandemic and have attempted to innovate rapidly as consumers adopt new behaviours.

Virtual Sentosa: Lessons from launching a breakout tourism campaign on Animal Crossing

Article • Rebecca Ash, WARC Exclusive, September 2020

Singapore’s Sentosa island was recreated within Nintendo’s Animal Crossing: New Horizons game.

Thai brands need to rediscover authenticity

News • 03 September 2020

Thai travel and hospitality brands have been adept at catering to foreign tourists, but with international traveller numbers plummeting this year they need to redesign their brand experience to meet the needs of domestic tourists.

The Department of Tourism (Uttar Pradesh): Inviting new India to its oldest festival

Case Study • Siddhartha Dutt, Jitender Dabas, WARC Prize for Asian Strategy, Entrant, 2020

The Department of Tourism of the Government of Uttar Pradesh in India ran a multi-channel campaign to attract Indian millennials to Hindu religious festival Kumbh Mela.

How travel brands can drive domestic and reframe value for Thailand’s new normal

Article • Issarisa Khamswas, WARC Exclusive, Spotlight Thailand, September 2020

Breaking down the new value exchange that travel brands will need to grab the attention and wallets of Thai consumers changed by the impact of the COVID-19 pandemic.

Sentosa: The renaissance of Sentosa Island

Case Study • Zoe Chen, WARC Prize for Asian Strategy, Entrant, 2020

Singapore resort destination Sentosa island launched a rebrand via multiple channels to reverse a decline in local visitor numbers.

Brands need a serious readjustment to truly connect with Thai consumers

Article • Ekaluck Charanvas, Ponghatai Sreesing, Hari Ramanathan, Kunakorn Sansuk, WARC Exclusive, Spotlight Thailand, September 2020

With international travel still up in the air, brands in Thailand should use this pandemic-driven reset to refresh their approach to the domestic market.

‘Destination Domestic’: How well do brands know Thailand’s consumers?

Opinion • Gabey Goh, August 2020

With international travel still up in the air, how can brands in Thailand reset marketing strategy to better connect with COVID-impacted local consumers? WARC's Asia Editor, Gabey Goh, introduces a deep-dive into the insights you need to know.

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.

EQ meets AI: Marketing Singapore through experiences

Article • Low Lai Chow, Event Reports, Adobe Experience Makers Live, July 2020

How Singapore Tourism Board is using data to make its marketing smarter.

Will domestic travel ever compensate for foreign travel?

Opinion • Hui Wen Tow, August 2020

TBWA’s Hui Wen Tow looks at the potential future of travel as the COVID-19 pandemic continues to disrupt and alter how consumers satisfy their wanderlust.

GWI Coronavirus Research: Multi-market research wave 5

Article • Research on WARC, July 2020

The fifth research wave provides an updated view on many of the themes covered previously, as well as examining new topics such as worries over a second wave, and reactions to initiatives such as track-and-trace.

APAC travel stirs

News • 03 June 2020

The travel industry has been hard hit by the COVID-19 pandemic, but there are signs, in Asia-Pacific at least, that things are starting to look up.

GWI Coronavirus Research: Multi-market research wave 4

Article • GlobalWebIndex, Research on WARC, June 2020

Examines how consumer sentiment is being impacted as restrictions continue to ease in many parts of the world and more countries enter a recovery phase of the COVID-19 pandemic.

What Delta Air Lines’ response to COVID-19 can teach other brands

Article • Stephen Whiteside, WARC Exclusive, March 2020

Delta Air Lines, the air carrier, is in a category that has been profoundly impacted by COVID-19, and thus offers valuable advice for other brands as it seeks to respond to the pandemic.
Future 100 Update by Wunderman Thompson Intelligence

Article • WARC Exclusive, May 2020

After the release of The Future 100 annual trend report in January 2020, news of a novel coronavirus started making headlines – this report tracks the new behaviours, cultural shifts and industry changes stemming from these sudden changes.
Planning for the future of travel after COVID-19

Article • Will Grundy, WARC Exclusive, May 2020

Travel brands have been among the hardest hit by COVID-19, but can take action now to stay top of mind post-lockdown.
The future 100

Article • Research on WARC, January 2020

The reign of Big Tech is coming to an end and as we look at the year ahead, 2020 will see irresponsible companies and figureheads being held accountable for wider social and environmental issues.
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.
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.