Travel & Tourism

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

2006 GOLD

Showerhead Campaign

Those who stay at hotels like Holiday Inn Express don't care about chocolate mints on their pillow. But they do care about well-executed fundamentals - a clean room, good breakfast and a decent shower. Holiday Inn Express upgraded bathrooms in all of its 1,400-plus hotels, including installing a proprietary showerhead that guarantees a good shower. This campaign took a mundane piece of product news to create increased brand preference, record-breaking occupancy rates and immediate return on the capital investment.

Brand: Holiday Inn Express
Client: Holiday Inn Express
Agency: Fallon Worldwide
Language: English

2006 SILVER

The Details Are the Difference

How does a cruise line with less than 8% of the North American market share compete with giants and their ad budgets three to five times larger? Holland America Line targeted experienced cruisers and cruise-selling travel agents. Creative focused on the brandís proprietary advantages, and unique media strategies allowed for a greater share-of-voice within a single medium. In doing so, the brand has driven two consecutive years of sales growth, increased brand awareness and consideration and increased preference among travel agents for selling Holland America Line.

Brand: Holland America Line
Client: Holland America Line
Agency: DDB Seattle
Language: English

2006 BRONZE

Roaming Gnome

After three straight years of share decline and despite the media onslaught of the category leader, Travelocity reversed momentum with the launch of this campaign in 2003. While it created significant buzz and increased site visits, conversion was not where it needed to be. The campaign evolved so that the "roaming gnome" worked even harder for the brand and created greater efficiency with a limited budget by differentiating Travelocity as the one online travel brand that stands by the traveler. Transactions are up 20.1% over a year ago, almost two times the goal, and the company has closed the gap on key brand measures and unaided ad awareness with the category leader.

Brand: Travelocity
Client: Travelocity.com
Agency: McKinney
Language: English

FINALISTS

Tourism Australia The Off Season

Gol Linhas Aéreas ¡Gracias por la propaganda!

Louvre Abu Dhabi Personalised Impressionism