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What travel brands should do next

Opinion • Ete Davies, April 2021

Even though right now booking a holiday abroad could land you with a £5000 fine, travel brands are readying themselves for the prospect of resumption of service in the not too distant future.

The most awarded work for creativity

Rankings • Rankings Articles, April 2021

A summary of the most awarded campaigns for creativity for 2020, compiled using our rankings methodology, but not ranked.

The most awarded work for media

Rankings • Rankings Articles, April 2021

A summary of the most awarded campaigns for media for 2020, compiled using our rankings methodology, but not ranked.

Tourism New Zealand: Good Morning World

Rankings • WARC Creative 100, 2021

Tourism New Zealand, the New Zealand tourism board, launched a year-long, integrated global campaign Good Morning World.

Tourism New Zealand: Good Morning World

Rankings • WARC Effective 100, 2021

Tourism New Zealand, the New Zealand tourism board, launched a year-long, integrated global campaign Good Morning World.

Tourism New Zealand: PLAY NZ

Rankings • WARC Media 100, 2021

Tourism New Zealand, the country's tourism body, engaged its audience by embracing a new way of storytelling.

The most awarded work for effectiveness

Rankings • Rankings Articles, April 2021

A summary of the most awarded campaigns for effectiveness for 2020, compiled using our rankings methodology, but not ranked.

Tourism Central Coast: Building a big brand from Little Adventures

Rankings • WARC Effective 100, 2021

Tourism Central Coast, a tourist board for the Central Coast in Australia, increased visits by launching a series of TVCs to show the adventures that could be experienced there.

Tourism New Zealand: Good Morning World

Case Study • WARC Cases, 2019

Tourism New Zealand, the New Zealand tourism board, launched a year-long, integrated global campaign Good Morning World.

Singapore Tourism Board: Promoting Singapore to Singaporeans

Case Study • Tangrams Strategy & Effectiveness Awards, Shortlisted, 2021

Singapore Tourism Board, a statutory board under the Ministry of Trade and Industry of Singapore, encouraged Singaporeans to visit attractions within Singapore with an Instagram-led campaign that got locals to post pictures of the scenery and food the country has to offer.

Visit Finland: Buy Happiness – Rent a Finn

Case Study • SABRE Awards, IN2, North America, Lean Marketing, 2021

Visit Finland, the Finish tourism board, increased tourism to Finland with its global Rent a Finn campaign.

Discover Puerto Rico: Puerto Rico Virtual Vacay

Case Study • SABRE Awards, IN2, North America, Best in AI/Virtual Reality/Augmented Reality/Immersive Technology, 2021

Discover Puerto Rico (DPR), the Puerto Rican tourism board, kept the destination top of mind for US tourists during the COVID-19 lockdown by offering a virtual weekend getaway.

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.

Amelia Island Convention and Visitors Bureau: Amelia Island "Moments" Campaign

Case Study • MMA Smarties, Silver, X (Global), 2020

The Amelia Island Convention and Visitors Bureau, a tourism board for Amelia Island in Florida, USA, launched a mobile-focused campaign to boost tourism.

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.

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.

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.

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.

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.
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.
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.
GWI Coronavirus research – Series 5: Consumer spending

Article • GlobalWebIndex, Research on WARC, April 2020

Details data collected by GlobalWebIndex between April 2-6 in the US and UK, dedicated to consumer economic confidence in the coronavirus outbreak.
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.
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.