AdForum
Business Creative Report

The Most Creative Campaigns, Brands
and Agencies in Transport & Tourism

 
A DNA test, a phone conversation and some sheep are among the ingredients that persuaded people to travel last year.

Why do we travel? To escape, certainly. To discover somewhere new. And also to find out something new about ourselves. All of these options are on offer in last year’s suitcase of creative hits, starting with a now-famous DNA test in which some rather narrow-minded folk found they were closer to their neighbours than they had imagined. Elsewhere, tourists could call Sweden to find out what it was really like or trek around Ireland in search of carved wooden doors inspired by Game of Thrones. Feeling a little left out, the citizens of the Faroe Islands strapped some cameras to sheep and let them film the rugged landscape for Google Maps. In other words, advertising in the travel sector is as diverse as the little planet we call home.

Most awarded
campaigns, brands &
agencies in
Transport & Tourism in 2017

Most awarded
campaigns, brands and
agencies in
Transport & Tourism in 2017

CAMPAIGNS

Brand, Title, Agency
1
&Co. / NoA, København K
2
Ingo, Stockholm
3
Publicis London
4
VML, New York
5
Windfor's, Tbilisi
6
Liquidminds, Frederiksberg
7
LAPIZ Hispanic Marketing, Chicago
8
BETC Paris, Pantin
9
Ogilvy Mexico, México City
10
Ogilvy Mexico, México City

BRANDS

Brand

AGENCIES

Name
1 &Co. / NoA, København K
2 Ingo, Stockholm
3 Ogilvy Mexico, México City
4 TBWA\Hunt\Lascaris Johannesburg
5 Dentsu Inc., Tokyo

Watch

TitleThe DNA Journey
Agency
Campaign Dear mom and dad
Advertiser Momondo
Brand Momondo
Date of First Broadcast/Publication 2016 / 6
Business Sector Travel Agencies, Tour Operators
Story During this emotional film for online travel site Momondo, volunteers are asked about their national identities. The individuals consider themselves pure products of their own countries: 100% French or English, for example. The English guy admits to being suspicious of foreigners, particularly Germans. After providing saliva samples for a DNA test, the results prove that they all have a mixture of origins: the English guy even has some German in him. “There would be no such thing as extremism in the world if people knew their heritage,” says the French woman. On open world begins with an open mind.
Media Type Branded Content
Length
Production Company
Creative Director
Copywriter
Account Director
Agency Producer
Director
Production Manager
Lighting Director / Lighting
Wardrobe / Stylist
Sound Recording
Sound Designer
Editor
Copywriter
Account Director
Account Manager
Strategic Planner
Executive Producer
Director of Photography (DOP)
Production Designer
Make-Up Artist
Post Production
Colorist
TitleThe Swedish Number (132s)
BriefSweden is a fun and friendly place. To prove it, the country became the first to get its own telephone number. Simply call the number, get through to a random Swede, and ask them whatever you want about their homeland. A few lucky callers even got through to the Prime Minister. The idea caught everyone’s imagination: including that of Barack Obama, who mentioned it in a speech. Sweden was trending big time, all thanks to a number.
Agency
Campaign The Swedish Number
Advertiser The Swedish Tourist Council
Brand Swedish Tourist Association
PostedJune 2016
Business Sector Destinations (Countries & Places)
Story SUMMARY
In 2015, the Swedish Tourist Association (STF), dedicated to promoting domestic tourism in Sweden, was facing collapse. To attract younger members and retain current ones, the “Swedish Number” campaign was launched. Anyone with a Swedish number could download a unique app, log in and be randomly connected to a caller from around the world curious about all things Swedish. These conversations reminded Swedes the reasons they loved their country and, in the process, encouraged them to join the STF community. 
 
As the first country in the world, Sweden got its own phone number. When calling it from abroad you get connected to a random Swede, somewhere in Sweden.
The Swedish Number gave the control of the image of the country to the Swedes themselves. Nothing was censored or pre-arranged. In the name of freedom of speech - what ever opinion you may have, it matters.
The Swedish Number was open for anyone to call just by using a normal telephone, but only from abroad. Swedes register as "telephone ambassadors" simply by downloading an App.
Media Type Direct Marketing
Length
Executive Creative Director
Account Director
Copywriter
Art Director
Account Planner
Account Executive
Account Director
Advertising Manager
Advertising Manager
Advertising Manager
TitleDoors Of Thrones
Agency
Campaign Doors Of Thrones
Advertiser Tourism Ireland
Brand Tourism Ireland
Date of First Broadcast/Publication 2016
Business Sector Transport, Travel and Tourism
Story In January 2016 the Game of Thrones filming location and 400-year-old tourist attraction The Dark Hedges was devastated by a storm that left fallen trees in its wake. Over ten weeks, the fallen timber was transformed into ten beautifully carved doors, each depicting storylines and themes from Game of Thrones episodes. The doors were installed at the heart of a Northern Irish community – the local pub of a Game of Thrones filming location. Together they formed a pub-crawl spanning the length and breadth of the country. The project transformed a devastated tourist attraction into a brand new one.
Media Type Case Study
Length
Creative Director
Executive Creative Director
Art Director
Art Director
TitleQuest To LEGOLAND
Agency
Campaign Quest to LEGOLAND
Advertiser LEGOLAND Florida Resort
Brand LEGOLAND Florida Resort
Date of First Broadcast/Publication 2017 / 2
Business Sector Destinations (Countries & Places)
Story A GPS built for kids that starts the LEGOLAND® adventure the moment families leave home by transforming the drive into a LEGO®-themed ride. In Quest to LEGOLAND®, as kids travel to LEGOLAND Florida Resort, they can follow LEGO Minifigures like Captain Brickbeard and the Good Knight on themed routes mapped in real-time using GPS. Along the way, they unlock themed missions, answer trivia, and learn about the world around them as landmarks they pass pop up on-screen right before their eyes. 
Media Type Gaming
Length
Production Company
Client LEGOLAND Florida Resort
Creative Agency
Creative Partner
VP Marketing & Sales, LEGOLAND Florida Resort
Head of Marketing, LEGOLAND Florida Resort
Global Chief Creative Officer
Chief Creative Officer, NA
Managing Director, Creative Technology
Creative Director
Senior Copywriter
Senior Art Director
Senior Art Director
Group Director, Client Engagement
Supervisor, Client Engagement
Technical Director
Associate Creative Director
TitleDinner with Georgia
Agency
Campaign Dinner With Georgia
Advertiser Georgian National Tourism Administration
Brand Georgia And Travel
Date of First Broadcast/Publication 2017 / 3
Business Sector Destinations (Countries & Places)
Story Lucky tourist given VIP treatment and dinner with Prime Minister after becoming 6 millionth person to visit Georgia.
The unsuspecting visitor was treated to luxurious food, fabulous wine, music, dancing and a very warm welcome as the country, situated between Europe and Asia, celebrated an increase in tourism last year.

Arriving in a new country on the first day of a big trip can be daunting at best, disastrous at worst.

You’re tired from the flight, you have to wait forever for your bags to arrive on the carousel and there are no taxis to the hotel.

Imagine how much better the experience would be if hundreds of strangers had got together ahead of your arrival and, without you knowing, planned a VIP experience for you.

Those strangers take care of everything from luxury transport and delicious food and wine to cultural experiences and meetings with fascinating locals.

Sound too good to be true? Well that’s exactly what happened to one unsuspecting man when he arrived in Georgia.

Jesper Black flew there from his native Netherlands last year having no clue he was about to become the 6 millionth international traveller to visit the country in 2016, which sits in the Caucasus region between Europe and Asia.

The Dutchman negotiated passport control like everyone else, unaware he was being watched by government workers and others who had spent months preparing for his arrival.

A total of 6,350,825 international travellers visited Georgia last year, up by 7.6% on the previous year, so the country had decided to celebrate.

A video released by the Georgian Tourism Administration shows some of the preparation for Mr Blacks’ trip, with residents being ask which of the country’s cuisine he should be treated to.

It then shows a driver pick the lucky tourist in a luxury car and begin to drive.

When the passenger asks the driver where he’s being taken, the chauffeur smiles and hands Mr Black a card that reveals he is in for a treat.

It said: "Dear Jesper, you are a very special guest for us. Perpare for surprises. Georgia."

A large screen looms in front of them as they drive through the capital city Tbilisi, featuring a large photograph of the man of the moment's face accompanied by the text “he has arrived”.

Mr Black can’t believe it when he steps from the car and is greeted in person by Giorgi Kvirikashvili, the Prime Minister of Georgia.

The pair site down together to enjoy delicious looking food and some of the country’s famous wine while being entertained with traditional Georgian music and dancing.

At the end of the video, Mr Black says it was a once in a lifetime trip that he will definitely be telling is children about.

Blinking back tears he says he is “super grateful” to the people of Georgia for the warm welcome.
Media Type Case Study
Length
Creative Chairman
Executive Creative Director
Executive Creative Director
Creative Director
Strategist
Account Manager
Copywriter
Copywriter
Art Director
Art Director
Account Manager
Digital Planner
Digital Project Manager
Designer
Designer
Web designer
Web designer
Executive Producer
Production Manager
Producer
Editor
Editor
Editor
CG Lead
Sound Designer
Sound Designer
Director
TitleGoogle Sheep View (Case Film)
BriefInteresting facts about the Faroe Islands: they’re among the most unexplored spots on earth, sheep outnumber humans two to one and, until recently, they didn’t exist on Google Street View. Determined to change that last fact, the country’s tourism office launched “Sheepview 360”. A local version of the popular Street View with one major difference: all imagery was shot from 360° cameras strapped onto sheep. With #WeWantGoogleStreetView and #VisitFaroeIslands, the campaign attacted global interest and got the attention of Google. Today, tourism is at an all-time high and the tiny islands are finally on Street View.
Agency
Campaign Sheep View 360
Advertiser Faroe Islands Tourism board
Brand Visit Faroe Islands
Date of First Broadcast/Publication 2016 / 7
Business Sector Destinations (Countries & Places)
Story he remote Faroe Islands have for many years been neglected by Google Street View.

That was until islander Durita Andreassen began attempting to map out her homeland using a flock of sheep equipped with solar-powered 360 cameras.
Her efforts prompted thousands of people to urge the tech giant to include the Faroe Islands in its visual mapping project.
Google, who thought Durita's project was "shear brilliance", soon sent a Street View trekker and 360 cameras via their Street View camera loan program and last week the Google Maps team arrived in the Faroe Islands to help train and equip the local community to capture even more Street View imagery.
Now, anyone living on or visiting the Faroe Islands can contribute to creating the Street View using sheep, bikes, backpacks, cars, kayaks, ships and even wheelbarrows.
Media Type Case Study
Length
Creative Agency
TitleTequila Cloud
Agency
Campaign Tequila Cloud
Advertiser Mexico Tourism Board
Brand Mexico Tourism Board
Date of First Broadcast/Publication 2016 / 9
Business Sector Destinations (Countries & Places)
Media Type Outdoor/Out of Home
Length
Creative Director
Copywriter
Art Director
Executive Creative Director
Strategist
Account Director
Executive Producer
Production Company Producer
Art Supervisor
Project Manager
Associate Creative Director
Designer
Account Supervisor
Account Supervisor
Digital Agency
Audio Post Production
Editor
Colorist
Production Company
Executive Producer
Director of Photography (DOP)
Strategy Director
TitleCinema to go
Agency
Campaign Cinema to Go by Air France
Advertiser Air France
Brand Air France
Date of First Broadcast/Publication 2016 / 5
Business Sector Airlines, Airports, Railways, Bus Lines, Ferries & Cruises
Media Type Case Study
Length
TitleCiudad Juarez
Agency
Campaign Borders
Advertiser Aeromexico
Brand Aeromexico
Date of First Broadcast/Publication 2017 / 7
Business Sector Airlines, Airports, Railways, Bus Lines, Ferries & Cruises
Media Type Print
TitleRio Bravo
Agency
Campaign Borders
Advertiser Aeromexico
Brand Aeromexico
PostedJuly 2017
Business Sector Airlines, Airports, Railways, Bus Lines, Ferries & Cruises
Media Type Print

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