Norwegian generated huge applause for its quick-thinking marketing following the split of Brad Pitt and Angelina Jolie, and its global marketing boss is adamant this disruptive approach will fuel rapid growth in the UK.
Icelandair took advantage of a growing apathy towards traditional tourism with its ‘Stopover Buddy’ campaign, which paired travellers to Iceland with a local host. And the quirky campaign has seen big success with demand outstripping supply and website bookings up by 30%.
Expedia is taking a digital first attitude to its marketing, testing videos online first before pushing them out on TV.
Airbnb is looking to start owning more of its users’ “end-to-end travel experience” by placing a bigger focus on its hosts and organising activities.
Greenhushing is a symptom of marketers feeling nervous about how they communicate on sustainability, Pernod Ricard is attempting to “empower” its teams to tackle the issue.
Leadership, communication and strategic thinking are the skills most prized by CMOs, according to new research, with functional experience lagging further behind.
Exclusive data from IPA Bellwether shows more brands are expecting job losses this quarter compared to last.
Despite returning to positive volume growth, Danone’s CFO says the business will continue to make strategic price increases behind its “differentiated” products.
