Travel & Tourism

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

2018 SILVER

The Best Way To See The Best Of The South Pacific

To skip the traditional price-driven contest during the Australian cruise industry’s biggest sales period, P&O ignored the key category drivers of price and hardware and went back to our core business - South Pacific itineraries. We turned war stories from our production team into a driving insight; travelling the South Pacific without P&O is more than a little difficult, while travelling with us is a dream. Our campaign, The Best Way To See The Best Of The South Pacific brought this to TVs during the summer of cricket. The result? P&O's best sales period in its 85-year history.

Brand: P&O
Client: P&O
Agency: Bashful
Language: English

2018 SILVER

The Billion Point Giveaway

Velocity Frequent Flyer (the loyalty program of Virgin Australia) makes money when people transfer reward points over from their bank. Every year, they offer a 15% bonus on points transferred in May or November. This is the story of how we reframed this bonus as The Billion Point (that was supposed to be The Million Point) Giveaway, blamed the simple typo all on an ‘intern’s mistake’, and then documented the consequences in an online mini-series. Australian’s took full advantage of the blunder too, which saw a +58.4% increase in revenue, on -35.3% less media budget.

Brand: Velocity Frequent Flyer
Client: Virgin Airlines
Agency: CHE Proximity
Language: English

2018 BRONZE

Discover Ipswich Destination Marketing

Ipswich City Council’s Economic Development Department embarked on a transformational three year program for the region’s tourism economy, starting with a new marketing team tasked with an ambitious agenda of significantly increasing the domestic overnight visitor market. With a bold Destination Marketing Plan as their roadmap, the last two years has seen the implementation of key strategic initiatives to cast aside old perceptions, reinvent with a fresh brand and narrative, communicate the message through a raft of mediums and allow Ipswich to lay claim to its rightful share of the Southeast Queensland tourism market.

Brand: Ipswich
Client: Ipswich City Council
Agency: No Agency
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