Transport & tourism

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.

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.

Visit Flanders: The Mud Soldier

Case Study • European Association of Communications Agencies, Grand Prix, 2018

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 to reverse visitor declines to Flanders Fields' WWI battlefields.

Promotur Turismo De Canarias SA: Canary Islands "The 7 islands that became 47"

Case Study • European Association of Communications Agencies, Bronze, 2018

Promotur Turismo De Canarias SA, a tourist information centre in Spain, increased tourist visits to the Canary Islands by launching a micro-segmentation model to target tourists globally.

Visit Flanders wins top Euro Effie

News • 17 October 2018

A campaign by Visit Flanders, the Belgian region’s tourist organisation, and agencies Ogilvy and Social Lab Belgium, which created an emotional connection between the experience of World War I and potential visitors from across the world, has ...

Jackson Hole Travel & Tourism Board: Stay Wild

Case Study • Jay Chiat Strategic Excellence Awards, Shortlist, Regional Strategy, 2018

Jackson Hole Travel and Tourism Board, a tourism operator for Jackson Hole in Wyoming, launched the Stay Wild campaign in the US to show tourists everything that makes it the last real mountain town.

Switzerland Tourism: #inLOVEwithSWITZERLAND

Case Study • Direct Marketing Association - US, Runner Up, 2018

Switzerland Tourism, the national marketing and sales organisation for Switzerland, reached their target audience of young Indians to promote Switzerland as a holiday destination for action-seeking travellers.

Singapore Tourism Board: Singapore Tourism Board - Passion Made Possible

Case Study • Direct Marketing Association - US, Runner Up, 2018

Singapore Tourism Board, a statutory board under the Ministry of Trade and Industry of Singapore, reached out to Indian travellers through influencer marketing, social media marketing, PR, partnerships, collaborations and digital and on-ground activations.

Visit Austin 2017 Leisure mobile advertising campaign

Case Study • MMA Smarties, Bronze, North America, 2018

Visit Austin, the official destination marketing and sales organization for the City of Austin, used location-based data to target people who may be interested in visiting Austin.

Las Vegas Convention and Visitors Authority: Vegas Alter Your Reality

Case Study • MMA Smarties, Finalist, North America, 2018

Las Vegas Convention and Visitors Authority, a government agency, commissioned creative works of art which they turned into VR experiences to drive tourism in Las Vegas.

How Discover Puerto Rico is building a new destination brand

Article • Stephen Whiteside, Event Reports, MediaPost Brand Marketers Insider Summit, August 2018

Discover Puerto Rico, the tourism body for the island, is developing a new brand positioning and augmenting its data capabilities.

How Discover Puerto Rico tackled a complex political climate

Article • Stephen Whiteside, Event Reports, MediaPost Brand Marketers Insider Summit, August 2018

Discover Puerto Rico, the island’s official tourism body, faced a complex marketing environment in dealing with the aftermath of Hurricane Maria and the subsequent political controversy related to the recovery effort.

The Palau Legacy Project: Palau Pledge

Case Study • SABRE Awards, Gold, APAC, Global Campaign and Government Agencies, 2018

The Palau Legacy Project, a project to make tourism more sustainable in Palau, launched the Palau Pledge, which had to be signed as visitors entered the country, making them promise to behave environmentally responsibly.

Ipswich City Council: Discover Ipswich destination marketing

Case Study • The Communications Council, Bronze, Australian Effie Awards, 2018

Ipswich City Council's Economic Development Department embarked on a transformational three-year program for the region's tourism economy as it was tasked with significantly increasing the Australian domestic overnight visitor market.

Visit California's content strategy

News • 30 August 2018

LOS ANGELES: Visit California, the tourism body for the Golden State, has effectively built out a content strategy that engages younger consumers around their passions and answers questions that people have about certain destinations.

Visit Victoria: Have A Wander - Rethinking regional Victoria for Melburnians

Case Study • The Communications Council, Bronze, Australian Effie Awards, 2018

Visit Victoria, a state tourism, business and major events company, successfully convinced Melburnians to venture into regional Victoria for overnight trips using films and partnerships.

Ministerio de Turismo de Uruguay: Posicionando a Uruguay Frente a Sus Públicos Estratégicos de Países no Fronterizos

Case Study • SABRE Awards, Gold, LATAM, Travel & Leisure, 2018

The Ministry of Tourism of Uruguay, a branch of government, was able to boost tourism in Uruguay due to its strategic communications developments, which led to a 21% increase in tourism.