Travel & Tourism

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

2011 SILVER

Montana: There's Nothing Here

Some people think there's nothing in Montana. The Montana Office of Tourism and its agency partners took that perception and created a campaign to attract the Geotraveler, a target audience who appreciates Montana's nothingness. To increase awareness and intent to travel to Montana, Montana's FY10 campaign let the state sell itself with stunning imagery and a headline of "There's Nothing Here". Montana's awareness as a travel destination increased 36% and intent to travel nearly doubled over FY09. And in July 2010, Montana claimed the nation's highest hotel occupancy rate.

Brand: Montana Office of Tourism
Client: Montana Office of Tourism
Agency: MercuryCSC
Language: English

2011 BRONZE

Choose the Gnome's Adventures

For more than six years, Travelocity has won by getting out of the "cheap tickets"business and competing in the "great travel" business, as represented by the Roaming Gnome. The Great Recession created strong gravity back to competing on price. With a sharply reduced budget, we helped Travelocity stay above the fray with a social media-centric program that activated our core target, the Insiders, to compete for a visit by the Gnome to their favorite destination.

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

2010 SILVER

Priceline Negotiator

In a year where doom and gloom over the economy depressed the travel category, the Priceline Negotiator was back-fighting to help make travel possible by delivering great deals. With tips on how to partake of recession-proof travel and become a savings survivalist, Priceline made finding great deals and big savings fun. An integrated campaign of TV, print insertions, online and social media worked to deliver the message to travel deal seekers everywhere.

Brand: Priceline.com
Client: Priceline.com
Agency: Butler, Shine, Stern & Partners (BSSP)
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