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 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 [...]
Shortlisted 2020Travel and Tourism BrandEmiratesEntered by:BBC StoryWorksCredits:HAVASCaptains Of AfricaThe Challenge Despite the rise of the middle class, air travel in Africa remains something of a niche market, seen by many Africans as not offering good value for money. Emirates wanted to change this perception, by reaching the BBC's aspirational African audience and showcasing the Emirates [...]
Shortlisted 2020Travel and Tourism BrandVistaJetEntered by:The Trust : The Wall Street Journal | Barron's GroupCredits:JK&KSecrets Of The CEOThe Challenge VistaJet wanted to drive consideration amongst new customers and be viewed as a trusted partner, more than a mobility service provider. At the heart of the brief was a desire to demonstrate VistaJet has a deep [...]
Shortlisted 2019Brand and Media Owner Partnership BrandThe Codenhagen ChallengeEntered by:Greater CopenhagenCredits:RFRSH Entertainment, BLAST Pro SeriesThe Codenhagen ChallengeThe Challenge Globally, competition is strong among cities and business regions to increase growth, investments and attract international talent. At Copenhagen Capacity, we are working to win this competition, challenged by the fact that other North European cities have [...]
Shortlisted 2019Travel & Tourism BrandVisit the USAEntered by:Brand USACredits:MediaCom, Spotify, MustacheHear the Music, Experience the USAThe Challenge Global Barriers: Economical: A strong U.S. dollar makes it seem like other destinations are cheaper to visit. As a result, international visitors find the U.S. to be too expensive and cost prohibitive. Uncertainty around travel policies: Changes to [...]