Club Med "Relax"

For the launch of Petit Club Med, Club Med's new child care center, they produced a direct mail action which consists of a double side flipbook. 1. On one side they can see the picture of a middle aged mother, laid down, relaxed, and each image of the flipbook is exactly the same, she doesn't move at all. 2. On the other side the flipbook shows the a sequence of two kids joyfully playing on the beach. The claim is: "The best vacation for your kids, and yourself."

Agency: Publicis Graffiti Buenos Aires, Argentina.

D-Reizen travel agency "Goldfish Hotel"

The world’s first Goldfish hotel at Amsterdam airport. A solution to the 'who will take care of the pet' problem has been found for some holidaymakers who fly out of Amsterdam Schiphol airport. Travel agent D-reizen is offering its customers to drop off their goldfish at a special hotel. The initiative is part of a campaign by the travel agent that uses fish in its advertising. The 5 sea star hotel - including a tennis court, a beach with its own beach guard and a pool with slide – is probably the ‘wet dream’ of every goldfish on this planet.

Agency: Doom&Dickson Amsterdam, The Netherlands.

Zuji "Zuji Beans"

Zuji, one of the world's largest online travel companies needed to drive more people to their website. They needed to get people thinking about booking a holiday when the world financial crisis was looming and saving money for a holiday was not at the top of people's minds. They came up with the strategy 'Helping Holidays Happen'. From there they discovered the best way to help people was to save them money for a holiday. They began creating everyday products and selling them at a very low price, this way people could save more money for their holiday. They began by producing Zuji Beans and selling them for just 10c a can. From their factory doors Zuji Beans were transported and sold in Zuji Bean shops throughout the country. The campaign grew to include above-the-line advertising, delivery trucks and even our very own Zuji Bean staff members. The first major shipment of Zuji Beans were sold out in the first month and as a direct result, the Zuji website recorded a 38% increase in search traffic. The website experienced the highest number of hits it had ever had in that time and Zuji Beans became a hit on over 3,550 blog sites nation wide. After the massive success of Zuji Beans the client extended the ‘Helping Holidays Happen’ campaign to include the entire Asia-Pacific region. With thousands of Zuji Bean cans now kept in cupboards across Australia, the Zuji brand is now literally a household name. During the financial crisis people had forgotten about holidays as an option and they needed to remind them that Zuji was the brand that helped them go. With promotion they could be topical, saving people money with Zuji Beans when they most needed it. Promotion also allowed them to advertise to their market at the right time - when it was holiday season. The interactive nature of promotion allowed them to set up Zuji Bean shops and sell the beans, which enabled the Zuji brand to enter the food cupboards and households of consumers all across the country. Gold & Bronze Cannes Lions Promo Winner.

Agency: Happy Soldiers Sydney - The Hallway/1220 Redfern, Australia.

Grand Prix Cannes Lions Direct "Best job in the world"

The target audience were new customers, with a vague awareness of the Great Barrier Reef (and Australia), but no awareness of the islands. Their goal was to raise international awareness of the Islands of the Great Barrier Reef (a new brand for Tourism Queensland) and transform a popular day-trip destination into an international tourist’s dream holiday. Classified press ads, a PR campaign, in-store posters, online recruitment listings and display ads worked together to drive traffic to the website. Visiting and engaging with the website would drive visitation to the islands in the long term. The best aspect of ‘The Best Job in the World’ is its location, and although the generous salary is appealing, the real reward is in spending six months living above the reef and exploring the region. The ‘Best Job in the World’ idea was born out of the brand’s positioning – Life Above and provokes Global Experience Seekers to engage with a unique brand asset – the Great Barrier Reef. This would be one of the only integrated international recruitment campaigns, and the only recruitment campaign used to launch a tourism brand. They tapped into a universal desire and created a job that sounded too good to be true - anyone from anywhere in the world could apply. The Islands Caretaker role is a completely genuine employment opportunity within Tourism Queensland, living on the Islands of the Great Barrier Reef and reporting back to the world. To apply, candidates had to create a persuasive and entertaining video application demonstrating their knowledge of the region. Tourism Queensland wanted to achieve 14,000 application videos from 8 key markets, plus news coverage in mass media and popular social networking sites. No single tourism campaign (and potentially no single campaign) has ever had such a significant global reach across the spectrum of media and generated such a high volume and highly impassioned response from consumers. - 34,684 applicants from 201* countries created 610 hours of video content which passionately promotes our product. - Over 450,000 votes for the Wild Card applicant. - In 56 days islandreefjob.com had 6,849,504 visits, 47,548,514 page views with an average of 8.62 minutes spent on the site. - Media coverage has been estimated at over $US100M from a campaign budget of $US1.2M. *Value of media coverage estimated by Tourism Queensland, as at 19/3/09. **Web-coded countries (only 195 countries are recognised by the UN). Grand Prix Lions Direct Winner and 2 Gold Lions Direct Winner.

Agency: Cumminsnitro Brisbane, Australia.

Directski "Skier"

Directski asked them to create an ambient campaign to promote their winter ski holidays reaching their target merket in an untraditional way. They developed a windscreen flyer and targeted the carparks of dry ski slopes and holidays expos. They also targeted urban streets near adventure sports and ski shops. They placed theses flyers on the windscreens for a week at the start of the winter. In the morning the frosted/snowed upon windscreens would become like ski slopes. In approaching the vehicle, the image of the skier, wich was die cut and bent at an angle, would appear to be skiing down the windscreen. Encouraging the person to engage with it by picking it up to investigate.

Agency: bloom Dublin, Ireland.

Club Med "Seashells"

To convey that idea of tranquility with peaceful and more quiet beaches during the low season, they sent to VIP clients a box with the call “Use this gift to listen to the sound that will be played at Club Med during the low season”. When the client opened the box, he came across a different earphone with a shell on each of its sides.

Agency: Sun/MRM, Brasil.

Emirates Holidays "Window Washer"

Emirates Holidays wanted to speak to office workers in a way that would grab their attention. They wanted them to take a holiday, and to encourage this, they made possible for them to 'Change their view' from their everyday/mundane view.

Agency: Impact BBDO Dubai, United Arab Emirates.

Tryvann Winter Park "The snowing billboard"

Tryvann Winter Park is a modern and highly equipped ski resort only 15 minutes from the center of Norway's capital city, Oslo. Whilst downtown can be completely free of snow, Tryvann can be a winter wonderland with perfect ski conditions. A smart technical solution made it possible to create a mini snowstorm inside transparant billboards. Every time it snowed at Tryvann Winter Park, mini snowstorm was started and stopped by sending an SMS.

Agency: TBWA\Oslo, Norway.

Visit Niagara Falls "Post-box waterfall"

Visit Niagara Falls.

Agency: KNARF New York, USA.

Maeva "Get away from it all"

Get away from it all, from January 15th to February 15th. 30% off more than 50 sun filled destinations from our 2009 winter catalogue.

Agency: Proximity BBDO Paris, France.

Expedia.com "Cappuccino Promotion"

The Internet-based travel provider expedia.de would like to advertise an Italy special in an attention-grabbing way. They used an unusual advertising space that is also typical of Italy: the milk foam on a cappuccino. In cooperation with coffee shops (Deli Star), stencils are distributed wich are used to create the offer in cocoa on top of the milk foam. Underneath the cup is a paper coaster printed with expedia.de's name and text explaining the offer. As a result of the positive customer feedback, the Italy special will be repeated next year.

Agency: Serviceplan Munich/Hamburg, Germany.

Vendor "Weather-Channel"

The online travel vendor, Expedia.de, wanted to take a new communicative route, ... ideally, without investing money. They suggested a guerrillia campaign, live during the morning weather 'in' the weather panorama channel on BR, 3 Sat, SF and ORF. For this, self-made textile banners with Expedia offers and messages were held up during the live broadcasted precisely those locations where fixed cameras are installed. The result: free tv advertising. The weather panorama channel was the perfect environment for a travel vendor since the audience are already interested in travel. 2 million connections for free, 28,7% more clicks, 9,34% more bookings - Without spending any money for advertising.

Agency: Serviceplan Munich, Germany.

Deutsche Bahn "Top Trumps"

Germany is a country that's crazy about cars. So how do you increase loyalty among users of German Rail's car transport train? The 32 largest German traffic jams had to be researched and respective photos had to be found. Actually distributing the card game via German staff definitely was the easier part. At the beginning of their journey users of German Rail's car transport train were given the 'Monster Congestion Top Trumps'. The game was a most engaging and entertaining way for their travellers (mostly families) to learn that the best way to travel by car is when you're on a train. According to client reports the promotion was a huge success, not only among travellers who were affirmed in their decision at the right point in time, but also within German Rail's organisation where the mocking of car travel substancially increased morale among German Rail staff.

Agency: Ogilvy Frankfurt, Germany.

Office du tourisme Suisse “The snow arrived”

This car covered with lots of artificial snow drove around the streets of Paris to announce the early opening of the winter season. The agency did the same promotion for the opening of the winter season at Flims Laax Falera in 2006.

Agency: Spillmann/Felser/Leo Burnett, Switzerland.

Quiet Glover

Golden Holidays "on-board cross-selling"

Golden Holidays consist of Malaysia Airlines packages that target the domestic market with attractive prices (flight + accomodation). The task was to cross-sell the packages to current passengers debunking the perception that traveling with Malaysia Airlines is expensive. Stickers were placed onto the pull-down meal tray on-board selected Malaysia Airlines domestic flights making the captive audience "feel" their next holiday.

Agency: Ogilvy & Mather Kuala Lumpur, Malaysia.

U Magazine "Flight window"

U Magazine is the most popular travel magazine in Hong Kong. This ambient piece originates from the insight that once you start reading its attractive travel content, the journey virtually starts in your mind. To arouse interests among consumers, flight window stickers with the line "Read and let the journey begin" are pasted onto windows on mini buses, where most passengers read magazines or newspaper to kill time on their journey.

Agency: JWT Hong Kong, China.

Idre Fjall Ski Resort "Stool"

Idre Fjall is a big and well-known ski resort. As most other big ski resorts in Sweden the main target group is families with small children.

Agency: Spenat Karlstad, Sweden.

Germanwings "wi-fi advertising"

At airport Wi-Fi-Spots passengers will be supplied with the latest Germanwings flight offers for that particular airport. The offers will appear on the laptop computers, even before the passengers are online. And how does that work? By using the possibility to name open wireless networks individually, they open up several networks at each spot. When a passenger activates his "airport"... he will find a list of open networks named after Germanwings flight offers (e.g. Ibiza from 19,99 Euro). Choosing one of these networks will not only get him a free internet connection, it will lead him directly to the offer network was namend after, so he can book his next flight.

Agency: Lukas Lindemann Rosinski Hamburg, Germany.

Tourism Queensland "Flasher"

The objective was to make Queensland the number one choice for a winter holiday. To remind the Sydney and Melbourne markets than, evein in winter (it's winter now in Australia), the weather's warm enough to enjoy Queensland's beaches 24 flashers were deployed throughout high traffic areas in chilly Sydney and Melbourne to promote sunny Queensland as a holiday destination this winter.

Agency: CumminsNitro Brisbane, Australia.

Expedia.com "Weather Channel"

The online travel vendor, Expedia.de, wanted to take a new communicative route, ... ideally without investing money. They suggested a guerrillia campaign, live during the morning weather "in" the weather panorama channel on BR, 3 Sat, SF and ORF. For this, self-made textile banners with Expedia offers and messages were held up during the live broadcast, precisely those locations where fixed cameras are installed. The result: free tv advertising. The weather panorama channel was the perfect environment for a travel vendor since the audience are already interested in travel. 2 million connections for free, 28,7% more clicks, 9,34% more bookings - Without spending any money for advertising. Gold Promo Lions Winner.

Agency: Serviceplan Munich, Germany.