Transport & tourism

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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.

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.

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.

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.

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.

Fremont Website Takes Holistic Approach to SEO

Case Study • SABRE Awards, Best Seo/Content Distribution Program (Paid + Organic), In2, 2019

The City of Fremont, a city in California's San Francisco Bay Area, increased website traffic in the US by launching a new site that is mobile and tablet friendly and supports its business proposition.

Discover Puerto Rico: From “S.O.S” to “Bienvenidos”: Puerto Rico Asks Media To #CoverTheProgress

Case Study • SABRE Awards, Crisis Management, In2, 2019

Discover Puerto Rico, the island's official tourism body, increased vacation package sales and improved perceptions of the island a year after Hurricane Maria by using travel influencers to highlight its progress.

Infrastructure gains can boost Indian tourism

News • 08 February 2019

India’s tourism industry is growing fast as the middle class takes advantage of its spending power, but a senior travel executive has warned that the country’s infrastructure needs to improve if the sector is to fully exploit the ...

MakeMyTrip embraces India’s tourism boom

Article • Anil Thakraney, Event Reports, India Digital Summit, January 2019

India’s travel boom is set to offer new and exciting opportunities for brands over the next few years.

What Tourism Australia can teach us about Super Bowl advertising

Opinion • Brian Carruthers, January 2019

So it’s the Patriots against the Rams in Atlanta for Super Bowl LIII – and an appropriate time to look at how brands have devised successful campaigns around the biggest event in the US sporting calendar.

Arona

Case Study • Cristina Viguera, WARC Media Awards, Entrant, Effective Use of Tech, 2018

The municipality of Arona in south Tenerife used digital in-flight media to promote itself as a destination to tourists from all over Europe.

Tourism New Zealand leverages the reach of WeChat

News • 18 January 2019

There is fierce international competition to attract an estimated 140 million Chinese outbound travellers, yet Tourism New Zealand has been punching above its weight by leveraging the targeting capabilities of WeChat, the popular social messaging ...

How Palau made environmentalism personal

News • 04 January 2019

The 13th smallest country in the world has developed a novel way to address the challenges posed by the mass tourism on which it depends for most of its income.

How to harness digital disruption for success in travel

Article • Euromonitor Strategy Briefings, December 2018

Looks at digital transformation in the travel environment, including seamless travel, the customer journey and how the industry is future-proofed for success.

How the Palau Pledge effected true behavioural change

Article • Brooke Hemphill, Event Reports, Mumbrella MSIX, November 2018

Palau Pledge, one of 2018’s most celebrated campaigns, made a real difference to the environmental fortunes of tiny Pacific Island nation, Palau, and how it managed tourists.

International market-orientated strategies for medical tourism destinations

Research Paper • Erik A. Borg and Kjell Ljungbo, International Journal of Market Research, Vol. 60, No. 6, 2018, pp. 621-634

Patients seeking medical care are traveling greater distances for treatment. The globalization of health care has given rise to a thriving global medical services industry.

Doing fewer, bigger, better things to cut through: Tourism Australia's CMO on great work

Opinion • Lisa Ronson, December 2018

The success of the ‘Dundee’ Super Bowl campaign points the way for the future, says Tourism Australia’s Lisa Ronson, who spoke to WARC as part of a series of interviews with CMOs for the Toolkit 2019 report.

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.

YouGov Ad of the Month - UAE: Global Village

Opinion • BrandIndex, December 2018

Global Village is the brand that has achieved the greatest uplift in YouGov's Ad Awareness Index in the UAE in November.

Tourism Australia: Dundee – The son of a legend returns home

Case Study • Hillary Fink, WARC Media Awards, Grand Prix and POE Special Award, Effective Channel Integration, 2018

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

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.

How to harness digital disruption for success in travel

Article • Euromonitor Strategy Briefings, December 2018

Looks at digital transformation in the travel environment, including seamless travel, the customer journey and how the industry is future-proofed for success.
Competitive strategies in luxury goods

Article • Euromonitor Strategy Briefings, November 2018

Looks at the state of play for luxury corporates, as well as the competitive landscape and competitive outlooks.
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.
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.