Travel & Tourism

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

2017 SILVER

You've Gotta Have a Team: Bringing the next generation of fans into the Hyundai A-League

Football had a unique problem in Australia.
It’s the most played sport amongst kids, yet only 42% of players under 15 supported a Hyundai A-­‐League team.  Our challenge was to convert this passion for the game into fandom. 
We needed to convince kids “You’ve Gotta Have a Team”.
Enter Yoshi, a football-­‐mad kid without a team. Yoshi went on a 21,000km journey so all the teams could compete to win his support. 

Brand: Football Federation Australia
Client: Football Federation Australia
Agency: BMF
Language: English

2017 SILVER

"Don't Go There, Live There"

Seemingly capped out with the cool kids and faced with declining awareness growth, Airbnb had to reach beyond its millennial core to a broader audience. This one was accustomed to the amenities and security of traditional hotels, skeptical of Airbnb. By directly challenging how they were traveling, Dont Go There. Live There became the most successful campaign in Airbnbs history. Awareness lifted at 2x its goal, along with the most significant 6-month increase in consideration in Airbnb's history. It's how Airbnb scaled its business without losing its soul.

Brand: Airbnb
Client: Airbnb Inc.
Agency: TBWA\Chiat\Day Los Angeles
Language: English

2017 SILVER

Ask Guðmundur

The power of a content-led approach and seven Icelandic Guðmundurs.  With a budget of only $2.1m, Iceland created a radically new type of tourism campaign using Responsive Content rather than traditional communications to rapidly change the attitudes and behaviours of tourists, adding $44.7m to the economy with a ROI of 21.3:1. "Iceland invites you to send your questions to #AskGudmundur. I gather that Iceland has a lot of folks called Guðmundur and they'll answer." President Barack Obama

Brand: Inspired By Iceland
Client: Promote Iceland
Agency: The Brooklyn Brothers
Language: English

FINALISTS

Tourism Australia The Off Season

Gol Linhas Aéreas ¡Gracias por la propaganda!

Louvre Abu Dhabi Personalised Impressionism