Transport & tourism

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Article • Euromonitor Strategy Briefings, October 2017

A regional overview of travel transportation in Asia Pacific, with an analysis of leading companies and brands, country snapshots and forecast projections for the category.

Enhancing mobile data with understanding of bias and error

Research Paper • Hugh Neffendorf, Chris Wroe, and Aled Davies, International Journal of Market Research, Vol. 60, No. 6, 2018, pp. 635-639

This conference note examines how Transport for London (TFL) and Telefonica have been enhancing their mobile data to better serve transport in the UK capital.

Network Rail: Always on, so always stay off

Case Study • Direct Marketing Association - UK, Silver, 2018

The Midland Main Line, a major railway line in England, reached 60% of its target audience in the UK with a potentially life-saving message.

P&O Ferries: What Next - Spontaneity DM

Case Study • Direct Marketing Association - UK, Silver, 2018

P&O, a British cruise line, increased awareness in the UK by sending letters without a destination to prospects and encouraging them to take an adventure.

Focus on diversity brings purpose and performance for Carnival Corp.

Article • Geoffrey Precourt, Event Reports, ANA Multicultural Marketing & Diversity Conference, November 2018

Carnival Corp., a company that owns several cruising brands, has seen various beneficial outcomes from its commitment to diversity.

The evolution of smart cities

News • 04 December 2018

The combination of data and technology is crucial to the development of smart cities – one of Admap’s Drivers of Change in 2019 – but their past will dictate much of how that plays out and influence how marketers approach their ...

Network Rail: A new approach to understanding suicide prevention on the Great Britain’s railways

Research Paper • MRS Awards, Winner, Virginia Valentine Award for Cultural Insights, 2018

Network Rail, the owner of most of the railway network in Great Britain, used anthropological and ethnographic research methods to explore railway suicide.

An operating system for the modern megacity

Article • Reynold D’Silva, Admap, December 2018

Details the emergence of megacities – clusters of cities and suburban areas that contain enormous populations – and what marketers need to do to target them.

Changing attitudes to leisure time and the impact on Millennial passenger demand

Article • Mark Anderson, Admap, December 2018

Explains changes to consumer behaviour among young people and how this needs to be carefully considered for the advertising and marketing industry to remain relevant.

Commuter commerce set for rapid growth

News • 28 November 2018

Commuter commerce is growing rapidly in the UK, as regular rail travellers take advantage of ‘me time’ and the spread of free wifi, which opens up new opportunities for savvy brands and retailers.

Uber: Smart technologies increase offline media efficiency

Case Study • Tatyana Burtseva, Daria Borisova, WARC Media Awards, Silver and Most Scalable Idea Award, Effective Use of Tech, 2018

Ride-hailing service Uber created a multimedia campaign with its own 'smart out-of-home' system to grow user levels in Russia.

Grab goes hyper-local in its expansion strategy

News • 15 November 2018

Grab, South East Asia’s leading ride-hailing and services app, has focused on a hyper-local strategy to drive expansion across multiple markets and category verticals, according to a senior executive at the company.

Virgin Trains: Hot Spots and Hell Spots

Case Study • Sarah Whitehead, WARC Media Awards, Gold and Data-Driven Insight Special Award, Best Use of Data, 2018

Virgin Trains, the British trains operator, increased journey numbers with a data-driven, targeted campaign using TV, radio and DOOH.

Hyper-local strategy drives growth for Grab

Article • Low Lai Chow, Event Reports, FUTR Asia Summit, October 2018

Grab, South East Asia’s leading ride-hailing and services app, has focused on a hyper-local strategy to drive expansions across multiple markets and category verticals.

Ferrocarriles Suburbanos: Fashion Week Mexico at Tren Suburbano

Case Study • SABRE Awards, Gold, LATAM, Special Event/Sponsorship, 2018

Tren Suburbano, a Mexican public transport, promoted its transport in Mexico City by turning its station into a runway for fashion week.

GWR: Five have a jolly big business effect

Case Study • Michelle Gilson and Les Binet, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2018

Great Western Railway, a UK train operating company, used emotion to drive its strategy to increase revenue and profit with a backdrop of negative press around train fares and service.

Translink: Making smart moves to get back into the fast lane

Case Study • Paul James, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2018

Translink, Northern Ireland's (NI) public transport provider, reversed the decline in passenger journeys by launching 24 distinct promotions across Northern Ireland.

2017 Lyft and Kargo Round Up & Donate mobile campaign

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

Lyft, a ridesharing app, capitalized on the #DeleteUber moment to encourage users to make $7m worth of philanthropic donations.

RailTel: Google RailWi-Fi – Leveraging MarTech to bring Wi-Fi to the masses

Case Study • MMA Smarties, Bronze, India, 2018

RailTel, a Government of India enterprise focusing on providing broadband and VPN services, measured the conversion of sales from ads pushed via free RailWifi using a trio of data technologies.

RailTel: Connecting the traveling Indian masses by converting RailWiFi to MobiFi

Case Study • MMA Smarties, Finalist, India, 2018

Railtel, a Government of India enterprises focusing on providing broadband and VPN services, used large scale polygon mapping to provide free WiFi to railway users in India.

RailTel: Using the power of the oldest digital tool - SMS

Case Study • MMA Smarties, Finalist, India, 2018

RailTel, an enterprise of the Government of India focusing on providing broadband and VPN services, encouraged travellers in WiFi-connected train stations to connect to the WiFi by launching a targeted SMS campaign.

Princess Cruises: Launching Majestic Princess - Where western luxury meets Chinese flavour

Case Study • SABRE Awards, Diamond, APAC, Superior Achievement in Measurement and Evaluation, 2018

Princess Cruises, an American premium cruise line, successfully launched a new ship to consumers in China.

Go-Jek ramps up financial offer

News • 06 September 2018

JAKARTA: Go-Jek, the ride-hailing and online payment company, is ramping up its financial offer as it partners with three peer-to-peer (P2P) lending firms – Findaya, Dana Cita and Aktivaku – in a move it says will increase ...

P&O: The best way to see the best of the South Pacific

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

P&O, a British cruise line, increased bookings for its South Pacific cruises in its busy January period by launching a humorous TVC and online content films in Australia to showcase what it has to offer.

Grab's new ad unit seeks to engage consumers

News • 27 August 2018

SINGAPORE: Grab, the ride-hailing firm, announced last week the launch of an advertising unit called GrabAds that aims to provide brands with an online-to-offline platform to engage with consumers – and now the head of the business has ...

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.
Travel transportation in Asia Pacific

Article • Euromonitor Strategy Briefings, October 2017

A regional overview of travel transportation in Asia Pacific, with an analysis of leading companies and brands, country snapshots and forecast projections for the category.
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.
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.