Travel & Tourism

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

2007 SILVER

The Hotel Expert

As a brand that was under siege and losing growth momentum, hotels.com had lost its competitive edge as the cheapest place to book online.The big idea was to reposition hotels.com as the only online travel brand that was truly expertin booking the best hotel room. This overarching idea became part of an integrated campaign that helped increase traffic to the site by +16% and gross bookings by +33%.

Brand: Hotels.com
Client: Hotels.com
Agency: Doner
Language: English

2007 SILVER

Freedom of the Seas

In an effort to dispel consumers' misperceptions about what cruising is like, we used the upcoming launch of Royal Caribbean's newest and most innovative ship, Freedom of the Seas, to help consumers understand that cruising is not just for the newlywed, over-fed and nearly dead. The campaign to support the ship's launch leveraged multiple offline and online channels to bring the news of this innovative ship to consumers. Results were beyond expectations, making this the most successful ship launch in Royal Caribbean's 38-year history.

Brand: Royal Caribbean International
Client: Royal Caribbean International
Agency: Arnold Worldwide
Language: English

2007 BRONZE

Discover Your Very Own Ireland

Ireland was facing declining visits while EU tourism was growing. Although Ireland historically had managed to attract more than its fair share of US tourists, the magic was fading. Ireland's booming economy had put costs on par with major destinations. Potential tourists were worried there was not enough to do in Ireland. There were fewer Americans with a direct Irish connection to be leveraged. Communications promoted unexpected activities, with a personal touch that the target wanted and believed in, because it was Ireland. In the first 8 months of 2006, 650,000 people visited Ireland; a 9% growth vs. the previous year, and twice the rate of the rest of EU - the magic was working again.

Brand: Tourism Ireland
Client: Tourism Ireland
Agency: JWT
Language: English

FINALISTS

Tourism Australia The Off Season

Gol Linhas Aéreas ¡Gracias por la propaganda!

Louvre Abu Dhabi Personalised Impressionism