Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program?

Results: Which of your original goals did you achieve and how? How did you measure the effectiveness of the piece or campaign? Entrants should provide quantifiable results of their tactics or campaigns. (for example, click through rates or ad equivalency)

Project Analysis: Please provide a brief background on the project and your company efforts to demonstrate good corporate citizenship in the areas of community involvement, environmental, or socially responsible practices.

Objectives and Goals: What did organization set out to achieve in undertaking this project in CSR? What were the goals you set to measure your success?

Results: How did you measure the effectiveness of your efforts and what direct and tangible results did you achieve? Please be as specific as possible and share the full impact of your efforts in CSR.

Leadership: Please list the individual in a leadership role responsible for the project and how would you characterize their commitment to promoting corporate social responsibility in the travel and tourism industry?

Situational Analysis: Please provide a brief background on the initiative and the problem, challenge or issue you were seeking to address in the areas of developing emerging talent and engaging existing talent to meet the demands of your business.

Goals: What did your organization set out to achieve in undertaking this initiative? What obstacles did you encounter?

Results and Impact: What results had the greatest impact on your target audience? Please comment on the process and the outcomes. What measures were used to determine success?

Situational Analysis: Please provide a brief background on the initiative and the nature of the issue you were trying to impact.

Goals: Clearly state your goals. What did you strive to achieve with this initiative?

Results: Which of your original goals did you achieve and how? How did you measure the effectiveness of the initiative?

Goals: Clearly state your marketing goals and audience. What did you strive to achieve using this piece or program? Early into the COVID-19 pandemic, the travel and tourism industry was grappling with the impact of a global stoppage of travel. Individually, many companies began spreading communication of hope and reassurance to consumers. However, messages were varied and disparate. And while many were focused on consumers, few were speaking to the industry – the one in every 10 employees across the globe who have a job as a result of travel. The World Travel & Tourism Council set out to establish a global platform to centralize a single message and galvanize our industry to come together. To do this, WTTC collaborated with the Agency to develop an integrated communications strategy to spark conversation across platforms. This initiative included the launch of #TogetherinTravel across social and earned media channels. The Agency produced an emotive and visual video that was shared, launched a central website to drive traffic, and created materials that could be shared and used by travel companies across the globe in digital format. Upon the launch of the campaign, WTTC distributed materials to its members and encouraged organizations to distribute across channels. In addition to the Agency’s major public relations and social media push across continents to drive exposure, influencers – with a combined reach of over 12 million – pledged their support for #TogetherInTravel.

Results: Which of your original goals did you achieve and how? How did you measure the effectiveness of the piece or campaign? Entrants should provide quantifiable results of their tactics or campaigns. (for example, click through rates or ad equivalency)More than 150 travel and tourism organizations supported and participated in sharing the campaign, including major brands such as Expedia Group, Brand USA, NYC & Company, Ctrip, Virgin Atlantic, the Kenya Tourism Board and Ethiopian Airlines. Social media has been measured at 80 million impressions, and more than 100 media placements were garnered across 30-plus countries, resulting in a combined reach of more than 500 million. Perhaps most importantly, the video was viewed in more than 160 countries – signaling a truly global message across the industry when the industry really needed a single voice.

Entry TitleTogether in Travel

DivisionRecovery Strategies - Recovery Strategies

CategoryRecovery Strategies