Transport & tourism

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

Case Study • Institute of Practitioners in Advertising, 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 • 14/09/2020

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 • 04/09/2020

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.

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-media, multi-channel campaign to attract Indian millennials to Hindu religious festival Kumbh Mela.

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.

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.

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.

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

Opinion • Gabey Goh, September 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.

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 • 04/06/2020

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.

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.

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.

Travel marketers adapt to a post-Covid public

News • 28/05/2020

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.

Global tourism could plummet 80% in 2020, says UNWTO

News • 12/05/2020

International tourism could be facing a fall of between 60–80% over the course of 2020 due to COVID-19, the United Nations World Tourism Organisation forecasts.

The changing behaviour of people in the real-world amid a global pandemic

Article • Near, Research on WARC, April 2020

Outlines the changing patterns in people's movement, based on visitation data, in response to social distancing.