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.

Delta soars towards data-driven differentiation

Article • Stephen Whiteside, Event Reports, CES 2019, January 2019

Delta Airlines, the air carrier, believes that data can play a central role in helping it stand out in a highly competitive category.

How Palau made environmentalism personal

News • 04 January 2019

The 13th smallest country in the world has developed a novel way to address the challenges posed by the mass tourism on which it depends for most of its income.

'Not just advertising': Saga's new campaign

News • 04 January 2019

Saga, the UK travel and insurance business dedicated to consumers over the age of 50, is taking a more brand-led approach with its latest campaign which is focused on the holiday market.

YouGov Ad of the Month – UAE: Etihad Airways

Opinion • BrandIndex, January 2019

In December, Etihad Airways was the brand that achieved the largest rise in its Ad Awareness in the UAE, according to YouGov’s BrandIndex.

British travel sector brushes off the Brexit blues

News • 20 December 2018

Major travel brands such as TUI are pushing ahead with a New Year marketing blitz, in defiance of fears over Brexit.

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.

How the Palau Pledge effected true behavioural change

Article • Brooke Hemphill, Event Reports, Mumbrella MSIX, November 2018

Palau Pledge, one of 2018’s most celebrated campaigns, made a real difference to the environmental fortunes of tiny Pacific Island nation, Palau, and how it managed tourists.

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.

International market-orientated strategies for medical tourism destinations

Research Paper • Erik A. Borg and Kjell Ljungbo, International Journal of Market Research, Vol. 60, No. 6, 2018, pp. 621-634

Patients seeking medical care are traveling greater distances for treatment. The globalization of health care has given rise to a thriving global medical services industry.

Hotels become destinations for nomads and locals seeking wifi

News • 13 December 2018

Hotels are increasingly creating lobbies and common spaces that are destinations for guests and locals seeking a quiet place to meet, sit, and increasingly, work.

Expect the unexpected: Lis Blair, CMO, easyJet

Opinion • Lis Blair, December 2018

Expect the unexpected says easyJet’s Lis Blair, who spoke to WARC as part of a series of interviews with CMOs from around the world for the Toolkit 2019 report.

Doing fewer, bigger, better things to cut through: Tourism Australia's CMO on great work

Opinion • Lisa Ronson, December 2018

The success of the ‘Dundee’ Super Bowl campaign points the way for the future, says Tourism Australia’s Lisa Ronson, who spoke to WARC as part of a series of interviews with CMOs for the Toolkit 2019 report.

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.

Soccer help Copa Airlines take flight

News • 05 December 2018

Copa Airlines, Panama’s national airline, effectively leveraged its connection with soccer in order to build more powerful bonds with consumers.

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.

Courtyard by Marriott: Where winners feel at home

Case Study • Stuart Wareman, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2018

Hotel group Marriott created a partnership with football club Bayern Munich, in order to rebrand its Courtyard offering and boost loyalty and sales in Germany.

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 ...

LATAM: LATAM Travel Store Visit

Case Study • MMA Smarties, Finalist, LATAM, 2018

LATAM Airlines, an airline company, established a link between online campaigns and increase in store traffic as a result of its Mother's Day campaign in Brazil.

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

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

Walt Disney World: Creating a social strategy to meet the challenges of an elongated decision-making journey

Article • MRS Awards, Finalist, MRS Award for Social Media Research

Disney Destinations International (DDI), which manages the promotion of Walt Disney World, ensured its data is interpreted correctly, informing business and communications strategy, and ultimately impacting key business objectives in the UK.

YouGov Ad of the Month - UAE: Global Village

Opinion • BrandIndex, December 2018

Global Village is the brand that has achieved the greatest uplift in YouGov's Ad Awareness Index in the UAE in November.

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.

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.

Transport & tourism