Transport & tourism

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What’s working in hotels

Article • WARC Category Intelligence, May 2018

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

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.

SBB: Employer Branding Campaign

Case Study • SABRE Awards, EMEA, DACH, Gold, 2019

National rail company SBB used digital and experiential executions, presenting its current workers as the heroes to attract new employees in Switzerland.

Berliner Verkehrsbetriebe (BVG): BVG x adidas - The Ticket-Shoe

Case Study • SABRE Awards, EMEA, Integrated Marketing, Gold, 2019

BVG, Berlin's public transport system, joined forces with adidas and created a limited edition sneaker with a built-in annual pass, to boost its street credibility in the city.

Aeroflot Airlines: Aeroflot’s Sulimov Dogs as Special Children’s Guardian Angels

Case Study • SABRE Awards, EMEA, Transportation & Logistics, Gold, 2019

Russian airline Aeroflot created a pet therapy programme for autistic children, using its own sniffer dogs, to celebrate its 95th anniversary and grow brand love.

Visit Oslo/Innovation Norway: The Proud Experience

Case Study • SABRE Awards, EMEA, Multicultural Marketing, Gold, 2019

Tourism body, Visit Oslo, invited gay people from not-so-gay-friendly countries, to join the Oslo Pride Parade and position the city as a safe one for LGBQT+ visitors.

East Midlands Trains: On Track for Brand Fame

Case Study • SABRE Awards, EMEA, Travel & Tourism, Gold, 2019

East Midlands Trains, a UK train operator, created portraits made from train tickets and a lost property orchestra to drive positive consumer engagement and promote its mobile and lost property services.

Canada’s WestJet video storytelling travels all over the world with “PR stunts”

Article • Geoffrey Precourt, Event Reports, ARF AUDIENCExSCIENCE, April 2019

WestJet, the air carrier, has used “PR stunts” as an effective means of driving several core brand metrics, from consumer engagement to ticket sales.

Kenya Airways: Launch of Direct Flight from Nairobi to New York

Case Study • SABRE Awards, Africa, Consumer Products/Services, Gold, 2019

Kenya Airways, an airline, launched its first non-stop flight to the US with wide media support both internationally and in Kenya.

Careem: Careem - Morocco Content Calendar

Case Study • SABRE Awards, Africa, Northern Africa, Gold, 2019

Careem, a transportation network company, changed negative perceptions of its brand in Morocco by launching three press releases a month to communicate the brand in a positive light.

FlySafair: The most on-time airline in the world

Case Study • SABRE Awards, Africa, Travel & Leisure, Gold, 2019

FlySafair, a low-cost airline, used a key message and consistency to drive credibility and awareness in South Africa.

South Africa Tourism: The Cape Town Water Emergency – from crisis to opportunity

Case Study • SABRE Awards, Africa & EMEA, Crisis/Issues Management, Gold 2019

South Africa Tourism, a tourism board for South Africa, dispelled misinformation about the Cape Town water crisis and raised awareness by highlighting it as a global problem, encouraging tourists to return to the country.

Air New Zealand Launches New Chicago Route

Case Study • SABRE Awards, North America, Travel & Tourism, Gold, 2019

Air New Zealand, an airline brand, dropped shipping containers in downtown Chicago featuring all the good aspects of New Zealand to promote its new Chicago to Auckland flight among US consumers.

Belgium: Uniquely Phenomenal

Case Study • Jakub Hodbod, Sander Janssen, Julie Frederickx, WARC Awards, Shortlisted, Effective Content Strategy, 2019

Belgium created a humorous multi-channel campaign to highlight the country's attractions and encourage European tourists to visit it.

Oysters of Hiroshima: Oyster Kanji Dictation Workbook

Case Study • Yosuke Yamauchi, Shuntaro Taniguchi, Miki Sudo, WARC Awards, Shortlisted, Effective Content Strategy, 2019

Japan's Hiroshima Prefecture created a school workbook to educate citizens about the region's local oysters, increase consumption and make them a local tourism asset.

Louvre Abu Dhabi: Why Are You, You?

Case Study • Remie Abdo, Heela Daudzai, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 2019

Louvre Abu Dhabi, a museum in Abu Dhabi, used outdoor, social media and a video to provoke a conversation about the nature of humanity in order to increase visitor numbers.

JetBlue: Get Packing!

Case Study • Jane Dorsett , Ellie Gogan-Tilstone, Lindsay Cardinale, WARC Awards, Shortlisted, Effective Social Strategy, 2019

Airline and travel company JetBlue, created a board game to stand out and become the first choice airline during the holiday season in the US.

Singapore Tourism Board: Why Gamble With Your Holiday?

Case Study • Elissa Wong, WARC Awards, Shortlisted, Effective Social Strategy, 2019

The Singapore Tourism Board employed a multi-faceted campaign, based on a 1990s TV drama, to convince Singaporeans that travelling without insurance was risky.

Flanders Fields 14-18: The Mud Soldier

Case Study • Jakub Hodbod, Sander Janssen, Julie Frederickx, WARC Awards, Shortlisted, Effective Social Strategy, 2019

Flanders Fields used a social-by-design idea, amplified through effective paid social tactics, to reverse falling visits to the Flemish WWI battlefields.

GO-JEK focuses on service providers

News • 11 April 2019

In an age of consumer-centricity, Indonesia’s super app GO-JEK has achieved its current position of dominance by focusing equally on service providers, according to a top executive at the company.

Virgin Trains: Hot Spots and Hell Spots

Case Study • Tamara Cross, WARC Awards, Shortlisted, Effective Innovation, 2019

Virgin Trains, the British trains operator, increased journey numbers in the UK by a data-driven, targeted campaign through TV, radio and DOOH.

Incredible India: From the Incredible in India to the Incredible in You

Case Study • Siddhartha Dutt, WARC Awards, Shortlisted, Effective Innovation, 2019

Incredible India, the international tourism campaign maintained by its government, expanded tourist interest in India by predominantly targeting millennials from the US and UK.

Louvre Abu Dhabi: Highway Gallery

Case Study • Remie Abdo, WARC Awards, Entrant, Effective Innovation, 2019

The Louvre Abu Dhabi, a museum in the UAE, used an innovative combination of out of home and radio to increase visits.

Southwest Airlines Co (Transport & tourism)

Article • Euromonitor Profiles, April 2019

This Company Profile from Euromonitor provides key details and analysis of Southwest Airlines Co.

Upgrading easyJet's cross-screen strategy

Opinion • Sophy Part, April 2019

WARC Media Awards winner Sophy Part, Business Director at OMD UK, writes that the future of cross-screen planning does not entail a complete move to super targeted addressable advertising.

How to harness digital disruption for success in travel

Article • Euromonitor Strategy Briefings, December 2018

Looks at digital transformation in the travel environment, including seamless travel, the customer journey and how the industry is future-proofed for success.
Competitive strategies in luxury goods

Article • Euromonitor Strategy Briefings, November 2018

Looks at the state of play for luxury corporates, as well as the competitive landscape and competitive outlooks.
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.
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.
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.