Travel & Tourism

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

1996 GOLD

It's Different Out Here

By 1993 Norwegian Cruise Line, Which had once been the leader in the Caribbean cruise market, now found itself fourth in the category in terms of the number of berths sold. The "It's Different Out Here" campaign set out to reposition the line, by creating an image that tapped into consumers' romantic fantasies about cruising. As a result, NCL's image had been dramatically enhanced and awareness of the line has increased significantly. Most importantly, for the first time in over three years, NCL has successfully filled all of its berths, with its overall load factor increasing by 6 percentage points in 1995 over 1994.

Brand: Norwegian Cruise Line
Client: Norwegian Cruise Line
Agency: Goodby, Silverstein & Partners
Language: English

1996 SILVER

Where the skiers ski

Our goals for the campaign were threefold. First and most importantly, to increase skier visits/bookings by 10% in 1995/96 versus 1994-95 results. Second, to build awareness and improve overall quality perceptions of Copper. And lastly, to elevate the Copper brand name by going head-to-head with 1st tier competitors.

Brand: Copper Mountain Resort
Client: Copper Mountain Resort
Agency: Citron Haligman Bedecarre
Language: English

1996 SILVER

An Ocean Runs Through It

Atlantis, Paradise Island, is a unique resort that is surrounded by a 14 acre waterscape providing the guest with both the adventure of waterfalls, predator lagoons with over 132 species of sea life and a casino and the serenity of aqua blue ocean water on pristine white, palm tree lined beaches. The campaign for Atlantis exploited this "comfortable adventure" experience by communicating the innovative, fish waterscape theme and the comfort and relaxation that this tropical resort provides. The "Fish Campaign" was designed to meet the objectives of building awareness of a new resort (20% total awareness), and increase calls (+20%), bookings (+30%) and average room rates (+25%) from the previous year performance of the original Merv Griffin property.

Brand: Atlantis, Paradise Island
Client: Sun International Ltd., Bahamas
Agency: Harris Drury Cohen
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