Transport & tourism

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Alcoholic drink brands allocate the most to TV

Data • Marte Aune, WARC Data Points, January 2021

A summary of the average media allocation by sector based on an analysis of WARC's effectiveness case studies from 2009-2019.

Uber Connect – agility in weeks

News • 08 January 2021

Uber Connect, an on-demand package delivery service, went from idea to launch in a matter of weeks as the brand responded decisively to the signals it saw in the market.

Uber’s former performance chief charts extent of ad fraud

News • 05 January 2021

Ride-hailing company Uber was in the midst of crisis when it discovered colossal fraud to the tune of $100m, according to comments made recently by its former head of performance marketing and CRM.

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.

How storytelling during the pandemic is paying off for tourism brands

Opinion • Johnny Ng, December 2020

SCMP’s Johnny Ng breaks down the power of story in breaking through a cluttered media landscape and how native advertising can help brands be more effective in engaging with consumers.

Reviving APAC travel with smart tourism

Opinion • Simon Dale, December 2020

Adobe’s Simon Dale outlines how the smart tourism that delivers personalised and contactless experiences can help the APAC tourism industry accelerate its post-pandemic recovery.

Uber: Four sides of agility

Article • Sam Peña-Taylor, Event Reports, Festival of Marketing, October 2020

Global mobility company Uber is the enfant terrible of transport, known for a killer product and ruthless agility – the lessons it provides now as a large company are invaluable.

LATAM Airlines: How monetising NPS helped us take CX investment decisions

Research Paper • MRS Awards Papers, Finalist, MRS Award for Applications of Research, 2020

LATAM Airlines, an airline holding company, developed a calculator that monetised net promoter scores to facilitate decision making regarding customer experience (CX).

The Guest Club: Driving customer-centred decision-making at Whitbread

Research Paper • MRS Awards Papers, Finalist, MRS Award for Applications of Research, 2020

Whitbread, a hotel and restaurant company, launched The Guest Club, a hybrid research community that engaged customers at all parts of the design and development process to improve its relationship with them.

Virgin Australia: SEM ad & feed solution

Case Study • Monique Gilbert, Erin Hudson, Alice Hughes, Ben Will, WARC Media Awards, Entrant, Effective Use of Tech, 2020

Virgin Australia, the airline, created an automated solution for updating online ad copy to ensure accuracy and save time in Australia.

Grab: Delivering Bazar Ramadan to every Malaysian home

Case Study • Li Ping Ko, Pamela Chia, WARC Media Awards, Silver, Effective Use of Tech, 2020

Malaysia food delivery app Grab created e-bazaars for Ramadan to replicate traditional street food fairs, giving customers access to a range of foods, vendors an income, and growing app usage, sales and brand metrics.

Norway, Transport & Tourism adspend by medium

Data • Cinzia Petio, WARC Data Points, December 2020

An overview of advertising spend by medium in the transport & tourism sector in Norway since 2013.

New Zealand, Transport & Tourism adspend by medium

Data • Cinzia Petio, WARC Data Points, December 2020

An overview of advertising spend by medium in the transport & tourism sector in New Zealand since 2013.

Automotive, retail and travel account for half of 2020 adspend decline

Data • James McDonald, WARC Data Points, December 2020

An overview of forecast global advertising investment by product category in 2020 and 2021.

US travel insurance booms around Thanksgiving

News • 26 November 2020

America may be split about how to approach this year’s Thanksgiving; even so, there’s no doubt the number of people travelling is dramatically down due to fears about the pandemic.

Singapore Airlines: Strategy taking flight

Case Study • Sheena Supaya, Ronnie Thomas, Cassie Ng, Penelope Siraj, WARC Media Awards, Gold and Personalisation Award, Best Use of Data, 2020

Singapore Airlines, the airline, delivered an increase in revenue with its transformative use of data in a 32-country campaign.

Entur: Data-driven media strategy for increased use of public transport

Case Study • Inge Hofstad Kjeilen, WARC Media Awards, Silver, Best Use of Data, 2020

Governmental organisation Entur drew on a combination of data insights to increase use of public transport, and make travel in Norway easier and more environmentally friendly.

Grab: Personalised Social Impact Reports

Case Study • Krshna Prashant, Sulin Lau, WARC Media Awards, Silver, Best Use of Data, 2020

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

Tourism Tasmania: Come Down For Air

Case Study • APG (AUS), Creative Strategy Awards, Gold, 2020

Tourism Tasmania, the Tasmanian Government's tourism marketing agency, promoted tourism in Tasmania with its campaign Come Down for Air.

Tourism Australia: Working Holiday Maker

Case Study • APG (AUS), Creative Strategy Awards, Bronze, 2020

Tourism Australia, the Australian tourist board, positioned gap years in Australia as an opportunity for young people to stand out from their peers with its campaign Australia Inc.

Palau Legacy Project: The Palau Pledge - A brave strategy, grounded in sound reason

Case Study • APG (AUS), Creative Strategy Awards, Silver, 2020

The Palau Legacy Project, a sustainable tourism project in Palau, launched the Palau Pledge to preserve Palau's environment in the face of tourism.

Sport recovers lost mobile audiences but travel struggles

Data • Rob Clapp, WARC Data Points, November 2020

An overview of the changes in global mobile audiences among key categories in 2020.

Travellers reassess trip types and plan more as pandemic persists

News • 23 November 2020

Avoiding crowded places has become a more important factor in their choice of destination for 65% of consumers surveyed, according to a new report by Tripadvisor and Phocuswright.

Airbnb prospectus points to the importance of brand for loyalty

News • 20 November 2020

Booking platform Airbnb has published its IPO prospectus – an opportunity to peer under the hood at its long-term strategy.

Airbus: The Sustainable Flight

Case Study • Filipe Gouveia, Lucy Skorodelova, WARC Media Awards, Entrant, Effective Channel Integration, 2020

Aerospace company Airbus used a multi-channel campaign in the APAC region to cut through trade show clutter and grab the attention of decision makers in the aerospace industry.

What Delta Air Lines’ response to COVID-19 can teach other brands

Article • Stephen Whiteside, WARC Exclusive, March 2020

Delta Air Lines, the air carrier, is in a category that has been profoundly impacted by COVID-19, and thus offers valuable advice for other brands as it seeks to respond to the pandemic.
The future 100

Article • Research on WARC, January 2020

The reign of Big Tech is coming to an end and as we look at the year ahead, 2020 will see irresponsible companies and figureheads being held accountable for wider social and environmental issues.
Future 100 Update by Wunderman Thompson Intelligence

Article • WARC Exclusive, May 2020

After the release of The Future 100 annual trend report in January 2020, news of a novel coronavirus started making headlines – this report tracks the new behaviours, cultural shifts and industry changes stemming from these sudden changes.
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.
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.
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.