Travel & Tourism

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

2003 GRAND

Austin

A campaign that increased Embassy Suites leisure business during one of the worst ever times for the hotel industry: a time when most major competitors were losing business. We succeeded in convincing parents and children that Embassy was the hotel most uniquely suited to the needs of families traveling on vacation. We did this, not by trying to outdo traditional hotels with rate cuts and sales, but by positioning the Embassy hotel experience as intrinsically valuable and exciting. The hotel was shown to be as important to the vacations success as the destination.

Brand: Embassy Suites Hotels
Client: Embassy Suites, Inc.
Agency: TBWA\Chiat\Day
Language: English

2003 SILVER

Alaska

In the face of unprecedented capacity growth in the cruise industry, coupled with Royal Caribbean's capacity growth and growth in Alaska. The Alaska campaign was launched to generate increased demand for Royal Caribbean and its Alaska vacations. The campaign targeted a consumer mindset called "Explorer" and put a whole new face on the cruise experience, attracting new cruisers and successfully raising brand awareness by 50%, brand preference by 30% as well as surpassing our overall revenue goal by 22% and our Alaska revenue goal by 24%.

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

2003 SILVER

Vacation That Everyone Thinks Is Just For Them

Coming off a record-setting business year in 2001, Disney Cruise Line faced the daunting task of repeating these results in the aftermath of 9/11. The travel industry was devastated by 9/11, and Disney Cruise Line would have to achieve the success of 2001 with a decrease in the media budget while competitors spent more aggressively. To make consumers confident that a Disney Cruise Line vacation would be the perfect choice for their family, the key was to communicate that a DCL vacation is a "Vacation That Everyone Thinks is Just for Them." For the first time ever, we showcased the Disney Cruise Line experience from the unique perspectives of both the kids and the parents, driving new records for passenger sailing levels.

Brand: Disney Cruise Line
Client: Disney Cruise Line
Agency: Leo Burnett USA
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