Advertising best practice, evidence and insights

Article • WARC Category Intelligence, May 2018

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

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.

New approaches to tourism marketing

News • 28/09/2020

The hard-hit travel sector has started exploring digital tourism experiences but marketers doing so need to consider the mindset or reason for travel rather than traveller types or specific audiences.

APAC travellers adjust as COVID-19 boosts last-minute travel market

News • 23/09/2020

New flight booking data released by Amadeus, reveals that the COVID-19 pandemic has shortened flight booking lead times in the Asia Pacific (APAC) region significantly, with bookings made 17 days later on average during the pandemic, compared to ...

Scoot: Go Yellow! Escape the Ordinary

Case Study • Fiona Huang, WARC Prize for Asian Strategy, Shortlisted, 2020

Scoot, the low-cost airline, championed its signature yellow brand colour and its fun, sassy spirit to build brand visibility and preference in Singapore.

Grab: Personalised Social Impact Reports

Case Study • Krshna Prashant, Sulin Lau, WARC Prize for Asian Strategy, Shortlisted, 2020

Mobile technology brand Grab used customer data in a new way to reframe and personalise its social impact activity in Southeast Asia.

What marketers can learn from virtual Sentosa

News • 14/09/2020

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.

Virtual Sentosa: Lessons from launching a breakout tourism campaign on Animal Crossing

Article • Rebecca Ash, WARC Exclusive, September 2020

Singapore’s Sentosa island was recreated within Nintendo’s Animal Crossing: New Horizons game.

Thai brands need to rediscover authenticity

News • 04/09/2020

Thai travel and hospitality brands have been adept at catering to foreign tourists, but with international traveller numbers plummeting this year they need to redesign their brand experience to meet the needs of domestic tourists.

Brands need a serious readjustment to truly connect with Thai consumers

Article • Ekaluck Charanvas, Ponghatai Sreesing, Hari Ramanathan, Kunakorn Sansuk, WARC Exclusive, Spotlight Thailand, September 2020

With international travel still up in the air, brands in Thailand should use this pandemic-driven reset to refresh their approach to the domestic market.

‘Destination Domestic’: How well do brands know Thailand’s consumers?

Opinion • Gabey Goh, September 2020

With international travel still up in the air, how can brands in Thailand reset marketing strategy to better connect with COVID-impacted local consumers? WARC's Asia Editor, Gabey Goh, introduces a deep-dive into the insights you need to know.

How travel brands can drive domestic and reframe value for Thailand’s new normal

Article • Issarisa Khamswas, WARC Exclusive, Spotlight Thailand, September 2020

Breaking down the new value exchange that travel brands will need to grab the attention and wallets of Thai consumers changed by the impact of the COVID-19 pandemic.

Omnichannel, a source of differentiation in our new reality

Opinion • Mieke De Schepper, August 2020

Amadeus' Mieke De Schepper argues that omnichannel strategies have a crucial role to play in meeting the changed expectations and demands of post-COVID travellers.

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.

Chinese consumers swap travel for luxury shopping sprees

News • 21/08/2020

With international travel increasingly difficult, Chinese luxury consumers are indulging in shopping sprees instead, according to a new study by consulting firm Agility Research & Strategy.

EQ meets AI: Marketing Singapore through experiences

Article • Low Lai Chow, Event Reports, Adobe Experience Makers Live, July 2020

How Singapore Tourism Board is using data to make its marketing smarter.

Will domestic travel ever compensate for foreign travel?

Opinion • Hui Wen Tow, August 2020

TBWA’s Hui Wen Tow looks at the potential future of travel as the COVID-19 pandemic continues to disrupt and alter how consumers satisfy their wanderlust.

ICYMI

News • 10/08/2020

Five things you might have missed from last week, including TikTok, Vivo, Beyond Meat and Uber. Trump’s TikTok ultimatum The US President has issued executive orders that would ban TikTok and WeChat from operating in the US in 45 days if they are ...

GWI Coronavirus Research: Multi-market research wave 5

Article • Research on WARC, July 2020

The fifth research wave provides an updated view on many of the themes covered previously, as well as examining new topics such as worries over a second wave, and reactions to initiatives such as track-and-trace.

Physical distancing: A behavioural science toolkit to aid physical distancing and people movement in a COVID-19 world

Article • The Behavioural Architects, July 2020

A significant part of the strategy to tackle the COVID-19 pandemic and reduce transmission of the virus is socialdistancing or, more aptly, physical distancing.

Cathay Pacific: Move Beyond Labels

Case Study • Marketing Society UK, The Brave Awards, Shortlisted, 2020

Cathay Pacific, an airline brand, created an OOH campaign in Hong Kong that featured key visuals to represent the brand's commitment to diversity and inclusion.

Flight search lifts off as domestic travel drives demand in China

News • 24/07/2020

As some countries begin to show some success in dealing with COVID-19, individuals in China are once again considering the possibility of resuming travel in the near future.

How navigating the COVID-19 crisis forced advertisers to be more creative

Article • Sonia Marguin, WARC Exclusive, July 2020

Explores how brands in categories such as travel and finance are adapting their marketing strategies.

Transport & tourism