Travel & Tourism

Cruises, hotels, resorts, amusement parks, recreational, travel tours, travel websites and booking services, etc.

2020 SILVER

Go Back To Africa

While the racial slur “Go Back to Africa” suggests to our target market, African Americans, that they are unwelcome in their own country, it also perpetuates a narrative that Africa is an undesirable destination. This campaign helped African Americans reclaim the phrase. It effectively took power away from those who spread hate, turning their negative slurs into messages of positivity. By illustrating a more racially representative depiction of travel to Africa, it also aided in shifting African American perceptions of (and travel intent to) the continent.

Brand: Black & Abroad
Client: Black & Abroad
Agency: FCB/SIX
Language: English

2020 BRONZE

Expect Better. Expect Hilton.

This campaign delivered a greater share of bookings direct with Hilton, instead of indirectly via online travel agents (OTAs). We re-established Hilton’s direct relationship with millions of guests, driving significant revenue growth across the portfolio of brands with a simple message, "You should ‘Expect Better’ from hospitality, and with Hilton you can." Across this campaign and beyond, “Expect Better. Expect Hilton.” has become Hilton’s repeated mantra to make booking with Hilton synonymous with raised expectations for a better and more hospitable experience.

Brand: Hilton
Client: Hilton Hotels & Resorts
Agency: TBWA\Chiat\Day NY
Language: English

2020 BRONZE

Discover a new New Zealand

The Kaikõura earthquake put KiwiRail’s Coastal Pacific out of action for two years. But as nature destroys, it also creates. By pairing quotes from original articles about the destruction with stunning images of new landmarks, we turned a news disaster into a new destination. As a result, trains ran at 94% capacity throughout the re-launch season, passenger numbers increased 12.8% and revenue 20.2%. This contributed to a $5M boost in Kaikōura’s economy. The same words that brought Kaikōura to its knees, helped it get back on its feet.

Brand: KiwiRail
Client: KiwiRail
Agency: DDB Group New Zealand
Language: English

FINALISTS

Uber Trains, now on… Uber?! How Uber expanded into a new sector by turning its biggest weakness into a five star strength

The Ritz-Carlton A Transformational Stay: Leaving The Ritz-Carlton Better Than You Arrived

Air France Air France 90th anniversary