Travel & Tourism

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

2014 SILVER

Find Yours

Fifteen years after inventing online travel, Expedia was the undisputed category leader. But that lead was in jeopardy. The category had become commoditized and price-driven. In addition to a shrinking SOV, Expedias media spend was decreasing. To preserve its leadership position, Expedia had to differentiate. We set out to make travel personal again, to acknowledge that travel is about more than changing places; its about finding the things that change you. With find yours, Expedia not only maintained its leadership, site traffic and revenue grew beyond expectations.s.

Brand: Expedia
Client: Expedia.com
Agency: 180LA
Language: English

2014 SILVER

Dumb Ways to Die

How do you get young people to be safe around trains? Make it the dumbest way to die. Dumb Ways to Die is the rail safety campaign that became a cultural phenomenon, generating millions of hours of engagement with a message in a way that people least expected.

Brand: Metro Trains
Client: Metro Trains
Agency: McCann Erickson Melbourne
Language: English

2014 BRONZE

Many Happy Returners

Aruba, the second most tourism-dependent country in the world, sought to reverse a trend of back-to-back years of declining visitation from its most important market, the US. The valuable resource they had been overlooking was the Caribbeans largest community of loyalists who could speak to the islands assets as well as anyone. We placed these Happy Returners front and center in the campaign, introducing newcomers to Aruba through their eyes. The campaign helped us to nearly double our goal of 2.5% growth in tourism arrivals, year-over-year, with the category down.

Brand: Aruba Tourism Authority
Client: Aruba Tourism Authority
Agency: The Concept Farm
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