Transport & tourism

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South Africa Tourism: The Cape Town Water Emergency – from crisis to opportunity

Case Study • SABRE Awards, Africa, 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.

Belgium: Uniquely Phenomenal

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

Belgium created a humorous multi-channel campaign to highlight the country's attractions and encourage European tourists to visit it.

Oysters of Hiroshima: Oyster Kanji Dictation Workbook

Case Study • Yosuke Yamauchi, Shuntaro Taniguchi, Miki Sudo, WARC Awards, Shortlisted, 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.

Louvre Abu Dhabi: Why Are You, You?

Case Study • Remie Abdo, Heela Daudzai, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 2019

Louvre Abu Dhabi, a museum in Abu Dhabi, used outdoor, social media and a video to provoke a conversation about the nature of humanity in order to increase visitor numbers.

Singapore Tourism Board: Why Gamble With Your Holiday?

Case Study • Elissa Wong, WARC Awards, Shortlisted, Effective Social Strategy, 2019

The Singaporean Tourism Board employed a multi-faceted campaign, based on a 1990s TV drama, to convince Singaporeans that travelling without insurance was risky.

Flanders Fields 14-18: The Mud Soldier

Case Study • Jakub Hodbod, Sander Janssen, Julie Frederickx, WARC Awards, Shortlisted, 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.

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.

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: 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.

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: 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.

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.

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.

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.

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.

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.

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.

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 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.

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.
Metro Trains: Dumb Ways to Die

Case Study • Cannes Creative Lions, Shortlisted, Creative Effectiveness Lions, 2014

This case study describes how Metro Trains, a train company in Melbourne, Australia, created a humorous music video and facilitated social sharing to raise awareness of rail safety.