Transport & tourism

Vienna Tourist Board: The “Kiss” Campaign

Case Study • SABRE Awards, Asia-Pacific, Greater China, Gold, 2019

The Vienna Tourist Board launched a campaign in which a Chinese artist experienced the art of Vienna, encouraging Chinese consumers to travel to Vienna.

Singapore Tourism Board: Passion Made Possible

Case Study • Tammi Seng, Felicia Ong, WARC Prize for Asian Strategy, Shortlisted, 2019

The Singapore Tourism Board used an integrated approach based around passions to launch a global platform to attract leisure visitors to the island state.

Discover Ipswich: Human Wanted

Case Study • The Communications Council, Silver, Australian Effie Awards, 2019

Ipswich City Council, increased domestic overnight visits in the Australian city by aligning with Google Maps to map its visitor precincts and highlights.

Tourism Central Coast: From the couch to the Coast – Shifting perception for unprecedented ROI

Case Study • The Communications Council, Bronze, Australian Effie Awards, 2019

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.

Son of Crocodile Dundee: a great idea and a small media budget

News • 21 June 2019

When your media budget is small, there’s a greater risk in shunning innovation and creativity than in doing something big and bold, according to the man behind Tourism Australia’s award-winning Son of Crocodile Dundee campaign.

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.

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.

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.

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.

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.

FPS Chancellery of the Prime Minister: Belgium – Uniquely Phenomenal

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

FPS Chancellery 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: 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.

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.