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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.

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.

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.

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.

VietJet Air: When free is not enough

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

Low-cost airline Vietjet Air took a non-traditional approach to sales promotion to boost ticket sales in Vietnam.

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.

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.

Physical distancing: A behavioural science toolkit to aid physical distancing and people movement in a COVID-19 world

Article • The Behavioural Architects, July 2020

A significant part of the strategy to tackle the COVID-19 pandemic and reduce transmission of the virus is social distancing or, more aptly, physical distancing.

Cathay Pacific: Move Beyond Labels

Case Study • Marketing Society, The Brave Awards, Shortlisted, 2020

Cathay Pacific, an airline brand, created an OOH campaign in Hong Kong that featured key visuals to represent the brand's commitment to diversity and inclusion.

Flight search lifts off as domestic travel drives demand in China

News • 23 July 2020

As some countries begin to show some success in dealing with COVID-19, individuals in China are once again considering the possibility of resuming travel in the near future.

Lufthansa: #SayYesToEurope

Case Study • SABRE Awards, Gold, EMEA, 2020

Lufthansa, an airline company, encouraged the German public to vote in the European elections by creating once-in-a-lifetime polling stations that allowed people to vote in places they usually can't access.

Mitsubishi SpaceJet: Space Where It Matters

Case Study • SABRE Awards, Gold, North America, 2020

Mitsubishi, an automotive manufacturer, launched a repositioning and rebranding of its aircraft corporation by creating a brand expression that brought to life the Japanese notion of space for the first commercial aircraft from Japan in half a century.

Virgin Atlantic: Depart the Everyday

Case Study • AME Awards, Finalist, 2020

Virgin Atlantic, an airline, increased profit and online revenue in the UK and US by creating a campaign across film, outdoor, social and display with a new proposition of 'Buy better time'.

US, Airlines Ad/Sales ratio

Data • Cinzia Petio, WARC Data Points, May 2020

An overview of advertising as a percentage of sales in the airlines sector in the United States since 2007.

JetBlue: Go Get Gifted

Case Study • Ellie Gogan-Tilstone, Lindsay Cardinale, Annabelle Butler, WARC Awards, Shortlisted, Effective Social Strategy, 2020

Low-cost airline JetBlue launched a digital and social campaign offering travellers the chance to send themselves gift-wrapped to their families to improve the key metric of 'first choice airline' during the holiday season in the US.

Nearly half of consumers will delay purchases until COVID-19 outbreak is over

Data • Rob Clapp, WARC Data Points, April 2020

An overview of delayed purchases during the novel coronavirus (COVID-19) outbreak across 17 markets.

GlobalWebIndex Coronavirus Research, Series Two: Travel & Commuting

Research Paper • GlobalWebIndex (GWI), Research on WARC, March 2020

Details data collected by GlobalWebIndex between March 13-16th in the US and UK, dedicated to the travel and transportation industries in the coronavirus outbreak.

Are low-cost brands more robust in the face of COVID-19?

News • 18 March 2020

A low-cost brand like Spirit Airlines may be better placed to deal with the challenges of COVID-19 than higher-priced rivals, according to Ted Christie, the company’s chief executive.

Will low-cost brands be more resilient against COVID-19? The case from Spirit Airlines

Article • Stephen Whiteside, WARC Exclusive, March 2020

Spirit Airlines, the air carrier, believes that its low-cost business model could be a benefit at a time of crisis, such as the spread of COVID-19.

Flybondi: Fly Ultra Low Cost

Rankings • WARC Effective 100, 2020

Flybondi, a low-cost airline, raised brand awareness in Argentina by appealing to lawmakers to fly with them to save public spending.

Delta Air Lines' insights on COVID-19

News • 13 March 2020

Delta Air Lines, the air carrier, is seeing different responses to COVID-19 when it looks at factors like demographics and customer location within the US, and can use such insights in shaping its response to the crisis.

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.

Emirates: Find your True North

Rankings • WARC Media 100, 2020

Emirates, an airline, connected with Australian travellers by matching their music tastes with travel destinations.

Velocity Frequent Flyer: The Earnbassadors

Rankings • WARC Creative 100, 2020

Velocity Frequent Flyer, the loyalty programme of Virgin Australia, created a new type of influencer by rewarding creative customer endorsements on social media with Velocity points.

Aeroméxico: DNA Discounts

Rankings • WARC Creative 100, 2020

Aeroméxico, an airline based in Mexico City, encouraged ticket sales from the US to Mexico by providing discounts to US consumers based on the percentage of Mexican ancestry they have.

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.