Shortlisted 2022Travel & Tourism BrandVisitScotlandEntered by:The Walt Disney CompanyCredits:National Geographic, CaratSlow Up In ScotlandThe Challenge VisitScotland briefed National Geographic to develop a campaign that would broaden perceptions of what they could experience in Scotland that would ultimately lead to a change in beliefs and behaviour when considering their holiday choices. After a lengthy period of [...]
Winner 2022Travel & Tourism BrandVisit SwedenEntered by:MindshareCredits:Forsman & Bodenfors, Hill+Knowlton, B-Reel Films, LjudbyrånDiscover The OriginalsThe Challenge As the world opened up to international travel once again, Visit Sweden needed to increase inbound tourism to the country by building a stronger brand image of Sweden as an inspiring and sustainable destination. The challenge was to cut [...]
Shortlisted 2022Travel & Tourism BrandBrand ScotlandEntered by:Carat UKCredits:BBC Studios, New York Times, Facebook, Instagram, Twitter, LinkedIn, Teads, The Leith AgencyMany Brands Make Light Work - Collaboratively Building Scotland's Brand At COP26The Challenge In November 2021, all eyes were on Scotland as Glasgow hosted the highly anticipated COP26 event, where world leaders met to agree on [...]
Shortlisted 2021Travel and Tourism BrandTourism AustraliaEntered by:UM SydneyLIVE from AusThe Challenge Bushfires, floods then a global pandemic had Australian tourism on its knees. We needed to reignite the dream for travel in Australia to provide hope to an industry in crisis by: Increasing Australia's intention to undertake domestic Australian travel. Facilitating international audiences to explore [...]
Shortlisted 2021Travel and Tourism BrandMarriott Bonvoy InternationalEntered by:Spark FoundryTrigger the escapeThe Challenge Marriott Bonvoy launched as a loyalty brand in 2019. As a company, Marriott has a range of hotels in it's portfolio including W hotels, The Ritz-Carlton and Sheraton, to name a few.  At the end of 2019, Marriott Bonvoy faced multiple challenges. Firstly, [...]
Shortlisted 2021Travel and Tourism BrandKaunastic routes Entered by:Kaunastic routesKaunas INThe Challenge Public Institution Kaunas IN creates favorable conditions for business, tourism, and international marketing development in Kaunas, Lithuania. Its activities contribute to improving the image of Kaunas city and developing tourism. In other words, Kaunas IN is the only official tourism sector nourishing organization for [...]
Shortlisted 2021Travel and Tourism BrandDepartment of Culture and Tourism - Abu DhabiEntered by:BBC Global NewsAbu Dhabi unwrappedThe Challenge The Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi) re-approached BBC Story Works, following two previous Abu Dhabi Unwrapped campaigns they had run on the BBC, with a challenge to position the city as [...]
Shortlisted 2020Travel and Tourism BrandTourism New ZealandEntered by:National Geographic PartnersCredits:Welcome To New ZealandThe Challenge Millions dream about a New Zealand (NZ) "bucket-list" vacation. Independent professionals, pre/post children, they have likely travelled to Australia or maybe South Africa and they have heard many positive stories about New Zealand, its landscapes and its people. At the same [...]
Shortlisted 2020Travel and Tourism BrandTourism AustraliaEntered by:UM AustraliaCredits:From Country To CompanyThe Challenge In recent years there has been a decline in Working Holiday Visa applications. Once, a rite of passage for backpacking European youth was losing its appeal. We needed to; Raise consideration of taking an Australian Working Holiday. (+2%) Increase arrivals of Working Holiday [...]
Shortlisted 2020Travel and Tourism BrandSouth African TourismEntered by:CNBC CatalystCredits:Where Great Minds MeetThe Challenge Where Great Minds Meet (WGMM) is a campaign for South African Tourism (SAT) which positions South Africa as a MICE destination that offers world-class opportunities to invest, network, collaborate, and explore. For SAT, the partnership is a powerful step-change that mirrors the [...]