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Three new traveler trends and preferences brands need to know about

Article • Will Crocker Hay, WARC Exclusive, Spotlight US, September 2021

Discusses the top ways the pandemic has impacted traveler engagement, preferences, and expectations, and what travel and hospitality brands can do to meet today's challenges and opportunities, based on the report, Ready for Takeoff: 2021 Travel Industry Trends, Insights, and Strategies.

City of Djougou: Local Initiatives Against Global Pandemic

Case Study • SABRE Awards, Africa, 2021

City of Djougou, a city in Benin, helped stop the spread of COVID-19 in the city by publishing an op ed written by its mayor that outlined the steps it needed to take and the funding needed to fight the virus.

Iceland: Looks like you need to let it out

Case Study • Cannes Creative Lions, Shortlisted, Creative Strategy Lion, 2021

Business Iceland, a brand established to lead the promotion and marketing of Iceland in foreign markets, promoted Iceland as a destination despite worldwide lockdowns by launching live camera feeds in Icelandic scenery and encouraging people to scream out their frustrations.

Abu Dhabi: Do not disturb, currently on staycation #InAbuDhabi

Case Study • Angela Hundal, WARC Prize for MENA Strategy, Entrant, 2021

Government authority, The Department of Culture and Tourism, drew domestic travellers for an Abu Dhabi staycation with a data-driven campaign in UAE.

VisitBritain’s measurement journey: how our qualitative KPIs have served us well in a disruptive year

Case Study • SABRE Awards, EMEA, Diamond, 2021

VisitBritain, the tourist board of the UK, developed a centralised measurement system to focus on performance.

What’s working in travel

Article • WARC Category Intelligence, July 2021

Global strategies, campaign updates and trends in the travel category.

Emirates Nation Brand: Mars shot

Case Study • Tahaab Rais, Tala Arakji, WARC Prize for MENA Strategy, Silver, 2021

The UAE's nation brand partnered Kevin Hart for its Mars Shot campaign, crowdsourcing a global quest to make the world better.

The UAE Government Media Office: Martian Stamp

Case Study • Jessica Handley, Jennifer Fischer, WARC Prize for MENA Strategy, Shortlisted, 2021

UAE's Government Media Office found a creative way to tap in to people's fascination with space, capture media attention and grow share of voice globally.

Tourism Central Coast: Little Adventures

Case Study • WARC Awards for Effectiveness, Entrant, Sustained Growth, 2021

Tourism Central Coast, a tourism brand, launched a campaign in Australia to change the image of the New South Wales (NSW) central coast and encourage tourism in the area.

Visit Finland: Rent a Finn

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2021

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

Visit Hilton Head Island: COVID-19 recovery

Case Study • WARC Awards for Effectiveness, Entrant, Customer Experience, 2021

Visit Hilton Head Island, an American travel and tourism guide, gained online awareness and engagement through a holistic marketing campaign.

Visit Flanders: Mud soldier

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2021

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.

Visit Faroe Islands: Closed for maintenance

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2021

Visit Faroe Islands, a tourism board for Faroe Islands, increased tourism to the Faroe Islands by inviting people from all over the world to visit and help locals preserve key sites in exchange for a free stay.

Visit Victoria: Click for Vic

Case Study • WARC Awards for Effectiveness, Entrant, Brand Purpose, 2021

Visit Victoria, the Australian state's tourism body, launched the 'Click for Vic' retail campaign in Australia to support local businesses during the Covid-19 pandemic.

Tourism New Zealand: Good morning world

Case Study • WARC Awards for Effectiveness, Silver, Collaboration & Culture, 2021

A social- and content-led strategy with a very human face saw Tourism New Zealand raise its profile by rolling out the welcome mat to international travellers.

Building successful search strategies for travel brands

Article • Jodie Brookton, WARC Exclusive, May, 2021

As travel starts up again post-COVID 19, brands will need to ensure their search strategy is optimised to capitalise.

Metro Nashville: A Storm Every Day – Metro Nashville & Finn Partners Stay the Course

Case Study • SABRE Awards, Gold, North America, 2021

The Nashville Mayor's Office, a government agency, devised a strategy to limit the impacts of the COVID-19 pandemic in Nashville.

Oklahoma Tourism and Recreation Department: RoadTripOK

Case Study • YouTube Works for Brands, US, The Underdog, 2021

The Oklahoma Tourism and Recreation Department, a governmental department, increased visits to Oklahoma during the COVID-19 pandemic by launching a YouTube video series that promoted socially-distanced activities the state had to offer.

Travel and sustainability: Transforming for the future

Article • Nick Blenkarne, WARC Exclusive, May, 2021

Sustainability is an increasing consideration in the travel category.

Singapore Tourism Board’s Lynette Pang: “Strategy is a mix of art and science, creativity and technology”

Opinion • WARC, April 2021

Lynette Pang, Assistant Chief Executive, Marketing at Singapore Tourism Board, will be chairing the 2021 WARC Awards for Asian Strategy. Here, she talks to WARC about the power of strategic partnerships, how STB is remaining top of mind during the pandemic, and what she hopes to see from the next generation of strategists in the region. Lynette Pang, Assistant Chief Executive, Marketing at Singapore Tourism Board

Practical advice for travel brands navigating a post-pandemic world

Article • Marisa Beazel, WARC Exclusive, April, 2021

As the world begins to cautiously open up and vaccines become more readily available, now is the time for travel brands to begin preparing for vacation-hungry tourists.

Optimising the staycation: travel marketing in the UK after COVID-19

Article • Miranda Glover, WARC Exclusive, April 2021

The pressure is on travel brands hit hard during the pandemic to win British tourist pounds when COVID-19 restrictions are fully lifted.

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.

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.
Global Ad Trends: Ad Investment 2021/22

Data • James McDonald, Cinzia Petio, Rob Clapp, WARC Data, July 2021

This report summarises the latest research from WARC's Data platform, with a focus on advertising investment by market, media, format and product category this year and next. Key findings include:
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.
What’s working in travel

Article • WARC Category Intelligence, July 2021

Global strategies, campaign updates and trends in the travel category.
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.
VietJet Air: When free is not enough

Case Study • WARC Awards for Asian Strategy, Entrant, 2020

Low-cost airline Vietjet Air took a non-traditional approach to sales promotion to boost ticket sales in Vietnam.