Travel & Tourism

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

2012 SILVER

Just the Right Amount of Wrong

Regardless of the depressed economy and downturn in travel, The Cosmopolitan of Las Vegas had to open its doors in Las Vegas on December 15, 2010. Tasked with building the brand of this unknown, independent hotel, we isolated a new segment of luxury travelers that we named the Curious Class, and connected with them using the line Just the Right Amount of Wrong. We achieved our goals of maintaining luxury-level rates, top occupancy levels, and 40 percent awareness within six months, six months earlier than our original goal of one year.

Brand: The Cosmopolitan of Las Vegas
Client: The Cosmopolitan of Las Vegas
Agency: Fallon
Language: English

2012 BRONZE

Scream Collector - We want your scream

A big idea was required to effectively reposition Nickelodeon Universefrom an indoor wee park to a hip and cool theme park for teens and tweens. We overcame shrinking entertainment budgets and a host of other hurdles to take Nickelodeon Universe from a fail to LMAO in our prime targets eyes by introducing an iconic character, the Scream Collector. His mantra, We Want Your Scream, resonated with teens/tweens and became a rallying cry for repeat visits.

Brand: Nickelodeon Universe
Client: Nickelodeon Universe
Agency: Preston Kelly
Language: English

2011 GOLD

The Return of the Griswolds

As a new brand in category that is relatively unknown to Americans, competing against hotels that outspend HomeAway 30:1, HomeAway needed a fresh idea to establish the notion of an alternative to hotels and put it on the proverbial map....quickly. So tapping into the equality of The Griswolds and their inherent connection to horrible vacation experiences was a natural fit for a brand trying to quickly establish itself in the crowded vacation space. And using social media, PR, the Super Bowl and especially, a short film to generate traffic was that fresh approach the brand needed.

Brand: HomeAway.com
Client: HomeAway.com
Agency: Publicis Seattle
Language: English

FINALISTS

Tourism Australia The Off Season

Gol Linhas Aéreas ¡Gracias por la propaganda!

Louvre Abu Dhabi Personalised Impressionism