Travel & Tourism

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

1998 SILVER

When You're Comfortable You Can Do Anything

Marriott's "When You're Comfortable You Can Do Anything" campaign, launched in late 1995, continues to distinguish itself from its competitors by focusing its message primarily on the consumer and his/her mission(s) versus the predominantly non-differentiating physical components of a hotel experience. The campaign positions Marriott as the "Caretaker" (providing products and services above and beyond expectations) enabling guests to focus on achieving their individual or group "missions". This campaign works to achieve Marriott's goal to maintain its leadership position among quality tier brands.

Brand: Marriott Hotels, Resorts & Suites
Client: Marriott International, Inc.
Agency: McCann-Erickson
Language: English

1998 BRONZE

If You Had A Garden

To a national audience that perceives Busch Gardens as a quiet botanical or beer garden, redefine the theme park as a "Thrill Garden." Increase visit interest by focusing on the park's coasters and rides in advertising that makes those thrills come alive in surprising fashion.

Brand: Busch Garden National
Client: Busch Entertainment Corporation
Agency: DDB Chicago
Language: English

1997 GOLD

A Million Miles from Monday...In Illinois

Faced with minimal tourism product and surrounded by competitively superior states, the Illinois Bureau of Tourism has risen to the challenge and positioned itself not as a product-heavy desination, but one that offers a higher order benefit--reconnecting with loved ones and escaping for a gataway weekend a Million miles from Monday. The campaign has exceeded all expectations and prior benchmarks--making tourism the fastest growing industry in Illinios and generationg a staggering 264% increase in peak-season calls, exceeding the 20% goals 13 times.

Brand: Illinois Bureau of Tourism (IBOT)
Client: Illinois Bureau of Tourism
Agency: FCB Chicago
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