Travel & Tourism
Cruises, hotels, resorts, amusement parks, recreational, travel tours, travel websites and booking services, etc.
Go Back To Africa
While the racial slur “Go Back to Africa” suggests to our target market, African Americans, that they are unwelcome in their own country, it also perpetuates a narrative that Africa is an undesirable destination. This campaign helped African Americans reclaim the phrase. It effectively took power away from those who spread hate, turning their negative slurs into messages of positivity. By illustrating a more racially representative depiction of travel to Africa, it also aided in shifting African American perceptions of (and travel intent to) the continent.
Brand: Black & Abroad
Client: Black & Abroad
Expect Better. Expect Hilton.
This campaign delivered a greater share of bookings direct with Hilton, instead of indirectly via online travel agents (OTAs). We re-established Hilton’s direct relationship with millions of guests, driving significant revenue growth across the portfolio of brands with a simple message, "You should ‘Expect Better’ from hospitality, and with Hilton you can." Across this campaign and beyond, “Expect Better. Expect Hilton.” has become Hilton’s repeated mantra to make booking with Hilton synonymous with raised expectations for a better and more hospitable experience.
Client: Hilton Hotels & Resorts
Agency: TBWA\Chiat\Day NY
As far as we go
In a world of “us” vs. “them”, even during Ramadan, Muslims celebrate Ramadan. The world doesn’t.
Almosafer, a travel platform from Saudi Arabia, reignited the lost magic of Ramadan in the region, by seeing it through a little child’s story, and took that spirit to the world, encouraging people to travel meaningfully.
It defied the Ramadan marketing clichés, taking Ramadan to places that didn’t celebrate Ramadan.
It defined the category clichés, building emotional meaning in a category of rational persuasion.
And with low budgets, it overtook and beat leading competitors.
Agency: FP7 McCann Dubai