Travel & Tourism

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

2001 BRONZE

Anticipation

With mega resort-casinos offering bigger and nicer hotels, high-class entertainment options, a myriad of restaurants, and an altogether "cooler" gambling environment, Harrah's leveraged a key insight into the gamblers' psyche to create their "Anticipation" campaign. Using the tagline "Your Biggest Nights Happen Here," the campaign helped Harrah's increase their "most preferred casino" status while doubling their revenue.

Brand: Harrah's Entertainment, Inc.
Client: Harrah's Entertainment, Inc.
Agency: Carmichael Lynch
Language: English

2000 GOLD

Mark Harvey

The "Mark Harvey" campaign was developed for Holiday Inn hotels as a contemporary, accessible creative hook that could speak to travelers and be an icon for the brand. Mark, a 37-year old "schmuck" who lives at home with his parents and grandmother, helps to communicate the creative strategy that Holiday Inn has "more of what you want" in a hotel. The success of the campaign is reflected in the hotels' business performance-increased occupancy, revenues, and daily room rates.

Brand: Holiday Inn
Client: Bass Hotels & Resorts, Inc.
Agency: Fallon McElligott
Language: English

2000 SILVER

Stay Smart

Holiday Inn ubiquity and entrenched consumer loyalty to segment competitors were two obstacles preventing Holiday Inn Express from gaining ground in the limited service hotel segment. With the advent of the first-ever Express marketing budget in 1997, we set out to separate the brand from Holiday Inn, establish it firmly in the limited service segment, and drive business. The campaign broke the mold of traditional segment advertising by focusing on the feeling guests have about limited service hotels-the "I feel smart" benefits. With breakthrough creative and highly-targeted media strategies to maximize small budgets, Express has gone from lagging to leading the category in growth and revenue-far ahead of what we thought possible in just two years.

Brand: Holiday Inn Express
Client: Bass Hotels & Resorts, Inc.
Agency: Fallon McElligott
Language: English

FINALISTS

Tourism Australia The Off Season

Gol Linhas Aéreas ¡Gracias por la propaganda!

Louvre Abu Dhabi Personalised Impressionism