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Tourism Central Coast: Building a big billion dollar tourism brand through "Little Adventures"

Case Study • Effies (Australia), Australian Effies, Bronze, 2020

Tourism Central Coast, a tourism brand, developed brand positioning that transformed perceptions of the Australian Central Coast and increased tourism.

Sustainable tourism: The next big opportunity for Latin America

Research Paper • Julia Fillingame, ESOMAR Conference papers, Latin America, 2020

Explores the topic of sustainable tourism and promotes it as the next big opportunity for Latin America.

Central Coast: Building a big billion dollar tourism brand through 'Little Adventures'

Case Study • IPA (UK), Silver and Best International, IPA Effectiveness Awards, 2020

Tourism Central Coast, a tourism operator for the Central Coast in New South Wales, increased visits to the Coast by launching a series of TVCs that used a snow dome device to show little adventures.

What marketers can learn from virtual Sentosa

News • 13 September 2020

Singaporean holiday island Sentosa successfully used gaming to maintain awareness and stay relevant despite being forced to close by the COVID-19 pandemic.

PLAY NZ: How to gamify a country and playfully disrupt tourism marketing

Article • Matthew Moran, WARC Exclusive, September 2020

TBWA’s Matthew Moran offers a walkthrough of Tourism New Zealand’s PLAY NZ campaign and explores how tourism marketing can embrace new ways of storytelling.

How travel brands are preparing for the new normal in Asia

Article • Low Lai Chow, Event Reports, WiT Virtual Summit, June 2020

Travel brands face unique challenges during the COVID-19 pandemic and have attempted to innovate rapidly as consumers adopt new behaviours.

Virtual Sentosa: Lessons from launching a breakout tourism campaign on Animal Crossing

Article • Rebecca Ash, WARC Exclusive, September 2020

Singapore’s Sentosa island was recreated within Nintendo’s Animal Crossing: New Horizons game.

Thai brands need to rediscover authenticity

News • 03 September 2020

Thai travel and hospitality brands have been adept at catering to foreign tourists, but with international traveller numbers plummeting this year they need to redesign their brand experience to meet the needs of domestic tourists.

How travel brands can drive domestic and reframe value for Thailand’s new normal

Article • Issarisa Khamswas, WARC Exclusive, Spotlight Thailand, September 2020

Breaking down the new value exchange that travel brands will need to grab the attention and wallets of Thai consumers changed by the impact of the COVID-19 pandemic.

The Department of Tourism (Uttar Pradesh): Inviting new India to its oldest festival

Case Study • Siddhartha Dutt, Jitender Dabas, WARC Prize for Asian Strategy, Entrant, 2020

The Department of Tourism of the Government of Uttar Pradesh in India ran a multi-channel campaign to attract Indian millennials to Hindu religious festival Kumbh Mela.

Sentosa: The renaissance of Sentosa Island

Case Study • Zoe Chen, WARC Prize for Asian Strategy, Entrant, 2020

Singapore resort destination Sentosa island launched a rebrand via multiple channels to reverse a decline in local visitor numbers.

‘Destination Domestic’: How well do brands know Thailand’s consumers?

Opinion • Gabey Goh, August 2020

With international travel still up in the air, how can brands in Thailand reset marketing strategy to better connect with COVID-impacted local consumers? WARC's Asia Editor, Gabey Goh, introduces a deep-dive into the insights you need to know.

Brands need a serious readjustment to truly connect with Thai consumers

Article • Ekaluck Charanvas, Ponghatai Sreesing, Hari Ramanathan, Kunakorn Sansuk, WARC Exclusive, Spotlight Thailand, September 2020

With international travel still up in the air, brands in Thailand should use this pandemic-driven reset to refresh their approach to the domestic market.

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.

EQ meets AI: Marketing Singapore through experiences

Article • Low Lai Chow, Event Reports, Adobe Experience Makers Live, July 2020

How Singapore Tourism Board is using data to make its marketing smarter.

Will domestic travel ever compensate for foreign travel?

Opinion • Hui Wen Tow, August 2020

TBWA’s Hui Wen Tow looks at the potential future of travel as the COVID-19 pandemic continues to disrupt and alter how consumers satisfy their wanderlust.

GWI Coronavirus Research: Multi-market research wave 5

Article • Research on WARC, July 2020

The fifth research wave provides an updated view on many of the themes covered previously, as well as examining new topics such as worries over a second wave, and reactions to initiatives such as track-and-trace.

APAC travel stirs

News • 03 June 2020

The travel industry has been hard hit by the COVID-19 pandemic, but there are signs, in Asia-Pacific at least, that things are starting to look up.

GWI Coronavirus Research: Multi-market research wave 4

Article • GlobalWebIndex, Research on WARC, June 2020

Examines how consumer sentiment is being impacted as restrictions continue to ease in many parts of the world and more countries enter a recovery phase of the COVID-19 pandemic.

Keeping travel alive in APAC: Three brands getting it right

Article • Low Lai Chow, Event Reports, Web in Travel Virtual panel, May 2020

Sojern’s Katy Gallagher outlines silver linings for the travel sector in APAC as the measures to contain the COVID-19 pandemic progress.

Chain Reactions Nigeria: Building a positive narrative for Dubai as an affordable destination for Nigerians

Case Study • SABRE Awards, Gold, Africa, 2020

Dubai's Department of Tourism and Commerce Marketing (DTCM), a strategic agency for the city, encouraged Nigerians to visit Dubai by launching a series of activities and platforms to tell the inviting narrative of the city.

Travel marketers adapt to a post-Covid public

News • 27 May 2020

Choosing the next holiday destination may have been one of the last things most people were considering while staying indoors protecting themselves from COVID-19, with safety taking on a new role.

Tennessee Tourism: Laugh Tracker

Case Study • AME Awards, Gold, 2020

The Tennessee Department of Tourist Development, a state agency in the US, encouraged families to visit by inventing a wearable laugh tracker that tracked children's laughs to prove good reviews.

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.

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.

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.
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.
What Delta Air Lines’ response to COVID-19 can teach other brands

Article • Stephen Whiteside, WARC Exclusive, March 2020

Delta Air Lines, the air carrier, is in a category that has been profoundly impacted by COVID-19, and thus offers valuable advice for other brands as it seeks to respond to the pandemic.
The future 100

Article • Research on WARC, January 2020

The reign of Big Tech is coming to an end and as we look at the year ahead, 2020 will see irresponsible companies and figureheads being held accountable for wider social and environmental issues.
World market for luxury goods

Article • Euromonitor Strategy Briefings, June 2019

A regional overview of the world market for luxury goods with key trends shaping luxury goods and an analysis of leading companies and brands in the segment.
The Future 100: Trends and change to watch in 2019

Article • J Walter Thompson Intelligence, Research on WARC, December, 2018

This yearly report by J Walter Thompson Intelligence details 100 emerging trends across 10 sectors – including culture, beauty, and food and drink – that will shape the world of marketing in 2019.