Addressing an ‘always-on’ style of working that left people burnt out, this campaign invited people to have a distraction-free holiday in Iceland and used horses to write their out of office email for them.

Learn about Iceland's Award entry for Best Communication Strategy: Tourism

Since tourism accommodations are limited, the region has a difficult time attracting visitors – until a new campaign promoted a new tourist route made exclusively for ‘van-life’ enthusiasts.

Learn about The Pontiac, Canada's Award entry for Best Communication Strategy: Tourism

The campaign promoted their sunny winters with short, snappy ads that depicted different professionals, such as a ski instructor, struggling to do their jobs due to the lack of winter in Tel Aviv.

Learn about Tel Aviv's Award entry for Best Communication Strategy: Tourism

This comic ad enlisted tennis legend Roger Federer alongside Trevor Noah to showcase the awe-inspiring beauty of Switzerland and to encourage visitors to travel slower to see the sights.

Learn about Switzerland's Award entry for Best Communication Strategy: Tourism

Following a year of crises, Minneapolis became perceived as a dangerous, empty destination – a negative narrative the team tackled head on with a campaign to challenge assumptions of the city.

Learn about Minneapolis' Award entry for Best Communication Strategy: Place Brand

The campaign utilised a unique art installation of wooden sculptures as a focal point to showcase Mandurah’s natural beauty and biodiversity, encouraging visitors to explore further.

Learn about Mandurah (Western Australia)'s Award entry for Best Communication Strategy: Tourism

This campaign struck the balance between representing iconic London to satisfy first-time visitors with unexpected London that would entice people back in order to create a unique ‘London feeling.’

Learn about London's Award entry for Best Communication Strategy: Tourism

The team raised awareness of lesser-known art and artists to promote the destination as an oasis for arts-and-culture lovers, including an app that helped visitors discover outdoor public art installations.

Learn about Greater Palm Springs, California's Award entry for Best Communication Strategy: Place Brand

Fiji regularly tops the survey for the happiest country in the world. The new positioning highlights Fiji as more than a postcard destination, instead showcasing a genuine perspective on happiness.

Learn about Fiji's Award entry for Best Communication Strategy: Tourism

Cape Town addressed the barriers preventing differently-abled visitors from enjoying attractions and experience, positioning Cape Town as truly limitless due to the inclusivity of its tourism offer.

Learn about Cape Town's Award entry for Best Communication Strategy: Tourism

A Tinder-branded profile for VisitAarhus allowed the team to engage with their prospective audience on an equal footing with flirtatious communication in search of a perfect holiday match.

Learn about Aarhus, Denmark's Award entry for Best Communication Strategy: Tourism

‘Made In The Cape’ was established as an international symbol of quality, then further developed as a platform to connect international buyers with the incredible goods and services from the region.

Learn about Western Cape, South Africa's Award entry for Best Communication Strategy: Place Brand.

For the first time in 64 years, Wales reached the FIFA World Cup finals, and the team took advantage of the momentum with an authentic, people-led campaign to introduce Wales to the world.

Learn about Wales' Award entry for Best Communication Strategy: Place Brand

#WhatWeAreFightingFor showed the world over 600,000 reasons to fight, presenting each region of Ukraine to the world and explaining why each square kilometre of their land is essential.

Learn about Ukraine's Award entry for Best Communication Strategy: Place Brand

The team used aspects of Scotland that international audiences would recognise as distinct to Scotland, and then wove in something unexpected to highlight Scotland’s vibrant, contemporary side.

Learn about Scotland's Award entry for Best Communication Strategy: Place Brand