Travel & Tourism

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

2024 SILVER

Come & Say G'day

This paper shows the appliance of marketing science to create an unashamedly populist campaign that worked its paws off in your backyard (as well as across the globe.) We hit ‘category entry points’, aimed for fame and introduced distinctive assets to brand the campaign up the wazoo - from the get-go. Our little roo bounced gleefully over several, sizeable hurdles: Australia’s late arrival to the border-opening party, long-haul leeriness and drop-in-the-ocean share of voice. Result: we’ve gone from bucket list to must-have passport stamp in the blink of an eye.

Brand: Tourism Australia
Client: Tourism Australia
Agency: M&C Saatchi
Language: English

2024 BRONZE

Hilton: It Matters Where You Stay

Outspent and lost in a sea of sameness, Hilton needed to pivot to accelerate out of the pandemic. Pushing against the category’s focus on travel inspiration, we capitalized on an unmet need and repositioned Hilton with the “It Matters Where You Stay” campaign. By highlighting travel tensions, introducing a boldly simple design, and leveraging Paris Hilton’s fame, Hilton nearly doubled its top-of-mind awareness and went from #3 to #1 in positive buzz. This translated into a +6.7% increase in booked room nights, surpassing the expected surge in demand.

Brand: Hilton
Client: Hilton Hotels & Resorts
Agency: TBWA Chiat Day
Language: English

2023 GOLD

BeyondLIMITS

In 2021, the luxury travel industry in North America was hit hard with revenues down 73%. Accor, which operates Fairmont Hotels and Resorts, launched a campaign in October of 2022 to reignite bookings and revenues. They created BeyondLIMITS, a series of one-of-a-kind experiences designed to generate PR buzz and social content, that included a symphony in a cenote and an underwater ballet. All content drove to a custom bookings website. The campaign generated 290 million impressions, plus increased bookings by 117% and revenues by 209% versus 2019.

Brand: Fairmont Hotels & Resorts
Client: Fairmont Hotels & Resorts
Agency: Diamond Marketing Group
Language: English

FINALISTS

Tourism Australia The Off Season

Gol Linhas Aéreas ¡Gracias por la propaganda!

Louvre Abu Dhabi Personalised Impressionism