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Hotel searches record year-on-year growth in March

Data • Cinzia Petio, WARC Data Points, April 2021

An overview of global tourism over the last 12 months.

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 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.

Aeroméxico: DNA Discounts

Rankings • WARC Effective 100, 2021

Aeroméxico, an airline based in Mexico City, increasing revenue by providing discounts to US consumers based on the percentage of Mexican ancestry they have.

KLM: We are an airline

Rankings • WARC Media 100, 2021

Airline KLM increased awareness in Germany by leaning into the misconceptions Germans had about the brand.

Two in five Americans feel comfortable going on vacation

Data • Rob Clapp, WARC Data Points, March 2021

An overview of how comfortable Americans feel to take a vacation, take different modes of transport and stay in different forms of accommodation.

Philippines Airlines: Ultimate Travel Feels

Case Study • Tangrams Strategy & Effectiveness Awards, Shortlisted, 2021

Philippine Airlines (PAL), an airline brand, increased sales and web visits in the Philippines by launching a series of ultimate social experiences targeted at millennials.

Level: Fly with Pride – An authentic prosocial travel campaign for Barcelona Pride

Case Study • DMA (UK), Bronze, 2020

Level, an airline company, increased brand awareness by launching an influencer and social campaign that highlighted its inclusive and modern approach to travel.

디지털 고객 여정

Article • Euromonitor Strategy Briefings, December 2020

코로나19로 이머커스 이용이 증가했고, 많은 소비자가 격리 중에 디지털 채널을 시도했고 심지어 의존하게 되기도 했다.

LATAM Airlines: How monetising NPS helped us take CX investment decisions

Research Paper • MRS Awards Papers, Finalist, MRS Award for Applications of Research, 2020

LATAM Airlines, an airline holding company, developed a calculator that monetised net promoter scores to facilitate decision making regarding customer experience (CX).

Virgin Australia: SEM ad & feed solution

Case Study • Monique Gilbert, Erin Hudson, Alice Hughes, Ben Will, WARC Media Awards, Entrant, Effective Use of Tech, 2020

Virgin Australia, the airline, created an automated solution for updating online ad copy to ensure accuracy and save time in Australia.

Singapore Airlines: Strategy taking flight

Case Study • Sheena Supaya, Ronnie Thomas, Cassie Ng, Penelope Siraj, WARC Media Awards, Gold and Personalisation Award, Best Use of Data, 2020

Singapore Airlines, the airline, delivered an increase in revenue with its transformative use of data in a 32-country campaign.

Sport recovers lost mobile audiences but travel struggles

Data • Rob Clapp, WARC Data Points, November 2020

An overview of the changes in global mobile audiences among key categories in 2020.

Airbus: The Sustainable Flight

Case Study • Filipe Gouveia, Lucy Skorodelova, WARC Media Awards, Entrant, Effective Channel Integration, 2020

Aerospace company Airbus used a multi-channel campaign in the APAC region to cut through trade show clutter and grab the attention of decision makers in the aerospace industry.

IndiGo: Flying High Despite Cockpit Battle

Case Study • SABRE Awards, Gold, South Asia, 2020

IndiGo, an Indian airline, created positive conversations around its mission to boost economic growthy by making key press announcements that showcased new partnerships and key milestones.

Cathay Pacific's Edward Bell: The only asset you truly have is your brand

Opinion • Gabey Goh, November 2020

COVID-19 grounded Cathay Pacific, but the global airline is looking ahead to when it can take to the skies once more. Edward Bell – GM of Brand, Insights and Marketing Communications – speaks to WARC’s Gabey Goh for the Marketer’s Toolkit 2021 about supporting the needs of consumers, silver linings, and why branding is a crucial differentiator.

Air Dolomiti: Passion on Board

Case Study • WARC Cases, 2019

Lufthansa-owned Italian airline Air Dolomiti increased bookings for leisure travel through a data-driven campaign that matched its destinations with consumers’ interests.

How empathy drives Delta Air Lines’ strategy

News • 04 November 2020

Delta Air Lines, the air carrier, has been able to draw on its enduring brand values of empathy and humanity as it serves those passengers who continue to fly in the midst of the COVID-19 pandemic.

Even as COVID-19 grounds airline, Delta’s NPS soars to new heights

Article • Geoffrey Precourt, Event Reports, ANA Masters of Marketing, October 2020

Delta Air Lines, the air carrier, has seen an increase in its Net Promoter Score (NPS) despite the COVID-19 pandemic.

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.

Monetising NPS to drive investment in CX: How monetising NPS helped LATAM Airlines take CX

Research Paper • André D’Abreu, Heitor Torres, Dana DiGregorio and Shane Baxendale, ESOMAR Conference papers, Latin America, 2020

LATAM Airlines Group, an airline holding company, launched a three-stage research programme to provide insights into expected return from investment in CX.

Airlines keep marketing efforts afloat amid pandemic

Article • Chuck Kapelke, ANA, ANA Magazine, September 2020

Online travel sales in the US are predicted to plunge nearly 45% from 2019 levels, according to eMarketer, and a full recovery is not expected until 2022.

Scoot: Go Yellow! Escape the Ordinary

Case Study • Fiona Huang, WARC Prize for Asian Strategy, Shortlisted, 2020

Scoot, the low-cost airline, championed its signature yellow brand colour and its fun, sassy spirit to build brand visibility and preference in Singapore.

Japan Airlines: Fly Once Fly Always

Case Study • Frederick Tong, Matilda Goh, Eleni Sardi, Sheena Ong, WARC Prize for Asian Strategy, Entrant, 2020

Japan Airlines employed a digital strategy based on dynamic creative optimisation to build brand desire and relevance and persuade travellers across Southeast Asia to abandon their national carriers.

Cathay Pacific: Let Your Senses Guide You

Case Study • Alex Zhang, Valerie Wang, Xiewei Tai, WARC Prize for Asian Strategy, Entrant, 2020

Hong Kong airline Cathay Pacific used programmatic social media to reframe its Business Class offering to drive awareness, consideration and sales.

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.
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.
GWI Coronavirus research – Series 5: Consumer spending

Article • GlobalWebIndex, Research on WARC, April 2020

Details data collected by GlobalWebIndex between April 2-6 in the US and UK, dedicated to consumer economic confidence in the coronavirus outbreak.
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.
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.