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VisitBritain’s measurement journey: how our qualitative KPIs have served us well in a disruptive year

Case Study • SABRE Awards, EMEA, Diamond, 2021

VisitBritain, the tourist board of the UK, developed a centralised measurement system to focus on performance.

What’s working in travel

Article • WARC Category Intelligence, July 2021

Global strategies, campaign updates and trends in the travel category.

Emirates Nation Brand: Mars shot

Case Study • Tahaab Rais, Tala Arakji, WARC Prize for MENA Strategy, Shortlisted, 2021

The UAE's nation brand partnered Kevin Hart for its Mars Shot campaign, crowdsourcing a global quest to make the world better.

The UAE Government Media Office: Martian Stamp

Case Study • Jessica Handley, Jennifer Fischer, WARC Prize for MENA Strategy, Shortlisted, 2021

UAE's Government Media Office found a creative way to tap in to people's fascination with space, capture media attention and grow share of voice globally.

Visit Finland: Rent a Finn

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2021

Visit Finland, the Finish tourism board, increased tourism to Finland with its global Rent a Finn campaign.

Visit Faroe Islands: Closed for maintenance

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2021

Visit Faroe Islands, a tourism board for Faroe Islands, increased tourism to the Faroe Islands by inviting people from all over the world to visit and help locals preserve key sites in exchange for a free stay.

Visit Flanders: Mud soldier

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2021

Visit Flanders, the Flemish tourism authority, forged an emotional connection between the tragic anniversary of the WWI battle of Passchendaele and potential visitors from Europe, North America and Australia.

Tourism New Zealand: Good morning world

Case Study • WARC Awards for Effectiveness, Silver, Collaboration & Culture, 2021

A social- and content-led strategy with a very human face saw Tourism New Zealand raise its profile by rolling out the welcome mat to international travellers.

Building successful search strategies for travel brands

Article • Jodie Brookton, WARC Exclusive, May, 2021

As travel starts up again post-COVID 19, brands will need to ensure their search strategy is optimised to capitalise.

Metro Nashville: A Storm Every Day – Metro Nashville & Finn Partners Stay the Course

Case Study • SABRE Awards, Gold, North America, 2021

The Nashville Mayor's Office, a government agency, devised a strategy to limit the impacts of the COVID-19 pandemic in Nashville.

Oklahoma Tourism and Recreation Department: RoadTripOK

Case Study • YouTube Works for Brands, US, The Underdog, 2021

The Oklahoma Tourism and Recreation Department, a governmental department, increased visits to Oklahoma during the COVID-19 pandemic by launching a YouTube video series that promoted socially-distanced activities the state had to offer.

Travel and sustainability: Transforming for the future

Article • Nick Blenkarne, WARC Exclusive, May, 2021

Sustainability is an increasing consideration in the travel category.

Singapore Tourism Board’s Lynette Pang: “Strategy is a mix of art and science, creativity and technology”

Opinion • WARC, April 2021

Lynette Pang, Assistant Chief Executive, Marketing at Singapore Tourism Board, will be chairing the 2021 WARC Awards for Asian Strategy. Here, she talks to WARC about the power of strategic partnerships, how STB is remaining top of mind during the pandemic, and what she hopes to see from the next generation of strategists in the region. Lynette Pang, Assistant Chief Executive, Marketing at Singapore Tourism Board

Practical advice for travel brands navigating a post-pandemic world

Article • Marisa Beazel, WARC Exclusive, April, 2021

As the world begins to cautiously open up and vaccines become more readily available, now is the time for travel brands to begin preparing for vacation-hungry tourists.

Optimising the staycation: travel marketing in the UK after COVID-19

Article • Miranda Glover, WARC Exclusive, April 2021

The pressure is on travel brands hit hard during the pandemic to win British tourist pounds when COVID-19 restrictions are fully lifted.

What travel brands should do next

Opinion • Ete Davies, April 2021

Even though right now booking a holiday abroad could land you with a £5000 fine, travel brands are readying themselves for the prospect of resumption of service in the not too distant future.

The most awarded work for effectiveness

Rankings • Rankings Articles, April 2021

A summary of the most awarded campaigns for effectiveness for 2020, compiled using our rankings methodology, but not ranked.

The most awarded work for creativity

Rankings • Rankings Articles, April 2021

A summary of the most awarded campaigns for creativity for 2020, compiled using our rankings methodology, but not ranked.

Tourism Central Coast: Building a big brand from Little Adventures

Rankings • WARC Effective 100, 2021

Tourism Central Coast, a tourist board for the Central Coast in Australia, increased visits by launching a series of TVCs to show the adventures that could be experienced there.

The most awarded work for media

Rankings • Rankings Articles, April 2021

A summary of the most awarded campaigns for media for 2020, compiled using our rankings methodology, but not ranked.

Tourism New Zealand: PLAY NZ

Rankings • WARC Media 100, 2021

Tourism New Zealand, the country's tourism body, engaged its audience by embracing a new way of storytelling.

Tourism New Zealand: Good Morning World

Rankings • WARC Effective 100, 2021

Tourism New Zealand, the New Zealand tourism board, launched a year-long, integrated global campaign Good Morning World.

Tourism New Zealand: Good Morning World

Rankings • WARC Creative 100, 2021

Tourism New Zealand, the New Zealand tourism board, launched a year-long, integrated global campaign Good Morning World.

Lessons from China's recovery post-Covid-19: Consumer goods and service sector analysis

Article • Euromonitor Strategy Briefings, March 2021

Looks at China'a recovery post-Covid-19 across a range of sectors, including travel, consumer health, beauty and personal care and retailing.

Tourism New Zealand: Good Morning World

Case Study • WARC Cases, 2019

Tourism New Zealand, the New Zealand tourism board, launched a year-long, integrated global campaign Good Morning World.

The digital customer journey

Article • Euromonitor Strategy Briefings, December 2020

The COVID-19 pandemic accelerated the adoption of e-commerce, with many consumers experimenting and even becoming reliant on the digital channel while in isolation.
Voice of the industry: Travel after Coronavirus

Article • Euromonitor Strategy Briefings, August 2020

Highlights the results of Euromonitor’s Voice of the Industry: Travel and Tourism survey, alongside commentary and context from Euromonitor experts.
Planning for the future of travel after COVID-19

Article • Will Grundy, WARC Exclusive, May 2020

Travel brands have been among the hardest hit by COVID-19, but can take action now to stay top of mind post-lockdown.
Global Ad Trends: Ad Investment 2021/22

Data • James McDonald, Cinzia Petio, Rob Clapp, WARC Data, July 2021

This report summarises the latest research from WARC's Data platform, with a focus on advertising investment by market, media, format and product category this year and next. Key findings include:
Future 100 Update by Wunderman Thompson Intelligence

Article • WARC Exclusive, May 2020

After the release of The Future 100 annual trend report in January 2020, news of a novel coronavirus started making headlines – this report tracks the new behaviours, cultural shifts and industry changes stemming from these sudden changes.
VietJet Air: When free is not enough

Case Study • WARC Awards for Asian Strategy, Entrant, 2020

Low-cost airline Vietjet Air took a non-traditional approach to sales promotion to boost ticket sales in Vietnam.