Transport & tourism

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How Booking.com built a content strategy beyond page views

Article • Sam Peña-Taylor, Event Reports, Digital Marketing World Forum, September 2018

Travel site Booking.com has invested in a digital B2B publication that offers premium content to the platform’s hotels and B&B partners.

Digital CX differentiates Virgin Holidays

News • 12 September 2018

SINGAPORE: In a competitive package holiday market, Virgin Holidays has managed to increase digital engagement rates and upsell by overhauling its digital customer experience, according to a top executive.

Content and customer personas drive luxury travel

Article • Low Lai Chow, Event Reports, Digital PR Strategies Conference, July 2018

Content marketing is essential to driving sales in the luxury travel category, with customer personas split into four distinct demographics.

Asian travellers prefer frequent but short trips

News • 27 August 2018

BEIJING: With the summer holiday season well underway, a new survey has revealed that Asian travellers are leading the way in terms of the number of family trips taken each year.

TUI Rebrand: The internal communications challenge

Case Study • Marketing Society UK, Excellence Awards, Highly Commended, 2018

TUI, a British leisure travel group, launched a three-phase internal campaign in the UK to prepare its colleagues for its rebrand from Thomson and Falcon to TUI.

Different nationalities have distinct travel behaviours

News • 11 May 2018

SYDNEY: Different nationalities have distinct travel behaviours when it comes to budget, length of stay, choosing a destination or accommodation, according to research conducted by online travel agent Expedia.

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.

Carnival Corporation rallies the industry to show the Caribbean is open

Case Study • SABRE Awards, North America, Multimarket Campaign, 2018

Carnival Corporation, a cruise company, launched its Caribbean is Open campaign in the US to increase sales of Caribbean trips, support damaged Caribbean islands and show consumers that they can safely travel to other islands.

JetBlue: Little Tickets

Case Study • Ellie Gogan-Tilstone, Mihir Warty, Jane Dorsett, Lindsay Cardinale, WARC Awards, Shortlisted, Effective Social Strategy, 2018

JetBlue, the airline, used a social media campaign in the US to encourage more parents to take their families on holiday.

JetBlue: Office Souvenirs

Case Study • Ellie Gogan-Tilstone, Mihir Warty, Jane Dorsett, Lindsay Cardinale, WARC Awards, Silver, Effective Social Strategy, 2018

JetBlue, the airline, used a humorous campaign on social media targeting office workers to increase vacation bookings in the US.

Personalisation recovers Asia's abandoned carts

News • 18 April 2018

SINGAPORE: Nine in ten potential bookings in the Asia-Pacific travel sector are abandoned before purchase, according to research which also demonstrates that retargeting with a degree of personalisation can successfully recover at least some of ...

Club Mahindra Holidays: How 100,000 TV commercial viewers made snap decisions on their mobile for a holiday at Club Mahindra

Case Study • Justina Unugboji, WARC Awards, Shortlisted, Effective Innovation, 2018

Club Mahindra, a holidays company, used a TV ad integrated with mobile ads to increase holiday bookings in India.

Booking.com: engaging with millennials and using AI

Article • Matthew Carlton, Event Reports, Millennial 20/20 Conference, March 2018

Booking.com has tapped into a millennial mind-set that embraces experiences, using its own employees’ adventures to position the brand as something more than just a hotel/flight booking service.

Expedia: 'Discover Your Aloha' (US)

Gunn Report • Gunn Media, 2018

Contains the creative for the 'Discover Your Aloha' campaign for Expedia by the agency Expedia Media Solutions in the US.

HomeAway: 'The Eiffel Tower, All Yours!' (UK)

Gunn Report • Gunn Media, 2018

Contains the creative for the 'The Eiffel Tower, All Yours!' campaign for HomeAway by the agency Blue 449 Global in the UK.

Brands get better ratings by replying to reviews

News • 16 February 2018

BOSTON: Online consumer reviews inevitably include some that are negative and potentially damaging to a brand’s reputation, but new research has found that a swift response from management can actually boost average online ratings.

Bringing a new generation of campers to KOA

Case Study • SABRE Awards, Best In Measurement, Post-Campaign Analysis, In2, 2018

Kampgrounds of America (KOA), encouraged campers in North America to try KOA by launching a programme of events to connect with five key target groups.

Kenzo: 'My Mutant Brain' (France)

Gunn Report • Gunn Creative, 2018

Contains the creative for the 'My Mutant Brain' campaign for Kenzo in France.

Momondo: 'The DNA Journey' (Denmark)

Gunn Report • Gunn Creative, 2018

Contains the creative for the 'The DNA Journey' campaign for Momondo by the agency &Co in Denmark.

Cestovní kancelář FISCHER: Foodie Travellers

Case Study • Integrated Marketing Communications Council Europe, Silver, 2017

Fischer, the biggest travel agency in the Czech Republic, explored whether tourists' main motivation for spending money on vacation is buying into local cuisine by launching an email campaign, offering them local culinary specialities .

Virgin Holidays: Ready to Travel

Case Study • Direct Marketing Association - UK, Gold, 2017

Virgin Holidays, a tour operator, redesigned its communications in the UK by using progress trackers and bespoke gifs to add excitement and reduce stress in the holiday booking process.

Thomas Cook: Getting senior citizens to become travellers

Case Study • Srinivas Dev Madala, WARC Prize for Asian Strategy, Entrant, 2017

Travel company Thomas Cook used a multichannel approach to create a new market segment by targeting older travellers in India.

Contiki New Zealand: Contiki Squad

Case Study • Direct Marketing Association - US, Silver, Transportation & Hospitality/Travel, 2017

Travel brand Contiki involved local young people with a love for travel to engage Kiwi millennials and drive up sales leads across New Zealand.

Travel brands need to adapt to changing Chinese travellers

News • 20 July 2017

HONG KONG: The preferences and behaviours of Chinese travellers overseas continue to evolve as new research shows them becoming more adventurous in their choice of destination and accommodation.

Contiki’s journey to successful content marketing

Article • Sam Peña-Taylor, Event Reports, Digital Content Summit, May 2017

This event report considers the evolution of Contiki's content marketing strategy as the travel firm tackled the challenges of category disruption.

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.
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.
Airbnb: Never A Stranger

Case Study • Jessica Perrin, WARC Media Awards, Silver, Effective Channel Integration, 2016

This case study describes how accommodations provider, Airbnb, leveraged digital and video to turn people's fear of strangers into a selling point for a global brand awareness campaign.
The changing face of luxury: what affluent consumers want

Article • Brian McGee, Event Reports, MRS Luxury Research Conference, September 2016

This event report details how GfK, a market research firm, has been examining why the luxury goods industry is forecast to remain in stagnation in high-growth and mature markets.
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.