Hotel Tales: Orville Peck in "The Masked Chase" | Clapboard Ad Archive

Let’s Holiday - MSC Cruises | Clapboard Ad Archive — archive collection thumbnail

Let’s Holiday - MSC Cruises | Clapboard Ad Archive

MSC Cruises’ Let’s Holiday campaign returns in 2026 with a confident recalibration of transatlantic appeal, once again uniting Drew Barrymore and Orlando Bloom as the faces—and playful foils—of the brand’s European style/American comfort positioning, in a film-led effort by Highdive that leans entirely into FORMAT#8—Ongoing Characters or Celebrities per Clapboard’s taxonomy. Set against the vibrant backdrop of MSC World America, the ads showcase Barrymore and Bloom indulging in the only Eataly at sea, belting out karaoke, arguing over gelato distances, and shifting with ease from British pub footy to yacht club afternoon tea—finding humor and warmth in the cultural collision that defines the brand’s promise to U.S. travelers. The ongoing use of these high-wattage talents provides continuity and instant recognition, converting their banter and authentic reactions into avatars of the MSC lifestyle—a fusion of sophistication and ease that squarely targets the American cruise market’s appetite for the familiar with a sense of novelty. This approach sets MSC Cruises apart from rivals positioning on pure fun, tech innovation, or flexible itineraries by anchoring the brand in a cosmopolitan holiday framework that is both aspirational and approachable—a sharp contrast to the highly segmented value, luxury, and adventure narratives from Carnival, Royal Caribbean, Celebrity, and Princess. Timed strategically for Wave Season, the campaign is further bolstered by major promotions including low fares, generous onboard credits, and Kids Sail Free offers across the seven U.S. ships and the wider global fleet, effectively lowering the barrier for new bookers and providing families and first-timers a differentiated entry into a market saturated with cruise clichés. Highdive’s orchestration of the campaign succeeds in marrying product benefit to personality-driven storytelling, signaling a long-term commitment to annual, character-led platforms rather than flash-in-the-pan celebrity tie-ins. As both a narrative and commercial device, the return of Barrymore—who brings added depth as MSC World America’s Godmother—and Bloom sustains momentum from the previous year’s Big Game launch, amplifying brand recall and continuity at a moment when media fragmentation demands it most. The campaign earns 63/100 in Clapboard’s global creative archive. This work matters because it demonstrates how recurring celebrity platforms, when used with creative discipline and strategic timing, can do more than drive recall—they can evolve and dimensionalize a brand’s core positioning within a mature and competitive category.

"First Ever Travel Perk in New Campaign" - Airbnb, HotelTonight | Clapboard Ad Archive — archive collection thumbnail

"First Ever Travel Perk in New Campaign" - Airbnb, HotelTonight | Clapboard Ad Archive

HotelTonight and Airbnb’s 2025 national campaign via Barrett Hofherr marks a significant evolution in travel loyalty, launching the first-ever cross-platform travel perk to bridge two of the most recognized brands in the hospitality and tourism sector. This integrated campaign—deftly playing to the growing cohort of hybrid travelers—offers a direct, tangible benefit: guests who book through HotelTonight receive a 10 percent Airbnb credit for future stays, upending the conventional points-based loyalty paradigm in favor of a cross-platform funnel model expressly designed to meet modern demands for flexibility, choice, and experiential value. Emphasizing the complementary nature of hotel and home-stay experiences, the creative centerpiece employs a playful split-screen device to spotlight seamless journeys between a sleek hotel room and a design-rich Airbnb, with the brand’s spokesperson literally gliding between worlds in a manner that humorously underlines the idea of travel without boundaries—an approach that sits squarely in Clapboard’s FORMAT#1—Demonstration taxonomy, as the value proposition is conveyed entirely through action and benefit, eschewing narrative in favor of direct comprehension. Barrett Hofherr’s media strategy is equally dynamic, leveraging high-production film assets optimized via AI for granular audience targeting, and amplifying reach through broad influencer engagement—over 50 personalities spanning travel, design, and lifestyle—on platforms including YouTube, TikTok, OTT, Instagram, Facebook, and Snapchat, with creative refreshes aligned to key travel peaks like summer wind-downs and holiday getaways. Performance metrics reinforce the campaign’s resonance with the audience, with total views surpassing 29 million to underscore its national and social traction. The work also signals an intentional brand reinvigoration for HotelTonight as it emerges from its pandemic hiatus, standing as the most ambitious collaboration between the two brands since Airbnb’s $400 million acquisition of HotelTonight, while simultaneously introducing new audiences to the broader Airbnb ecosystem. By weaving together digital, film, influencer, and social tactics into a cohesive demonstration-led narrative, Barrett Hofherr definitively reframes both brands not as rivals in travel booking but as synergistic partners serving the demands of today’s flexible, value-seeking traveler. Clapboard rates this 88/100. This campaign matters because it signals an overdue rethinking of loyalty and collaboration in travel marketing, as platforms move to meet the realities of hybrid consumer behavior and the evolving definition of valuable travel experiences.

Choose Your Wild - Mandai Wildlife Group | Clapboard Ad Archive — archive collection thumbnail

Choose Your Wild - Mandai Wildlife Group | Clapboard Ad Archive

Choose Your Wild marks the arrival of Mandai Wildlife Group’s Rainforest Wild ASIA, Singapore’s latest addition to its portfolio, with a launch campaign by TBWA\Singapore that reframes wildlife tourism in the region for the Year 2025. Built around the central creative device of self-directed adventure and harnessing the visual language of interactive gaming, the campaign positions Rainforest Wild ASIA as less traditional park and more bespoke expedition, where visitors actively curate the intensity and style of their encounter across the layered Southeast Asian rainforest – from vertiginous karst walls traversed at Wild Apex Adventure alongside Francois’ langurs, to the shadowy depths of Wild Cavern Adventure with abseil descents, and into forest treks that can be tailored from gentle strolls to demanding hikes. The film-led, integrated campaign is anchored by a three-part narrative series, each chapter following a distinct explorer archetype mapped to scalable adventure options, and epitomizes what Clapboard’s taxonomy classifies as FORMAT#10—Associated User Imagery, showing three vividly recognizable visitor profiles that present the park’s experiences as an aspirational extension of the audience’s own appetite for discovery. Rather than an overt call to action or a single, dominant storyline, the strategic emphasis is placed on choice, immersion, and the emotional charge of authentic animal encounters—brought to life through glimpses of rare species such as Malayan tigers, Malayan sun bears, and critically endangered langurs—in a move that reflects a wider shift in travel and leisure from passive sightseeing to experiential personalization. With Singapore as the launchpad and a communication strategy extending across Korea, Australia, Japan, China, and India, the campaign leverages vibrant, user-aligned storytelling and distinctive adventure offerings to compete not only with global leisure parks but also with established wildlife experiences like Singapore Zoo, Night Safari, and River Wonders, each of which has historically relied on more didactic or spectacle-driven market positioning. Clapboard rates this 71/100. For a category dominated by either traditional edutainment or franchise-style theming, Choose Your Wild matters because it redefines the wildlife park visit in deeply customizable, user-narrative terms, reflecting the maturation of experience design thinking in travel and tourism marketing.

Switch On Social Travel - Contiki | Clapboard Ad Archive — archive collection thumbnail

Switch On Social Travel - Contiki | Clapboard Ad Archive

Switch On Social Travel from Contiki and We Are Social Australia is a deliberate reset for travel marketing, eschewing the genre’s obsession with curated authenticity by challenging a cohort of 17 high-profile US and Australian influencers—representing a collective audience of 20 million digital natives—to stay offline throughout a seven-day journey across Portugal and Spain. Within the travel and leisure category where influencer output has become formulaic, this integrated global campaign positions Contiki as an instigator of real-world immersion rather than just another facilitator of digital storytelling, capturing not the experience of posting but the act of being present. Underpinned by the insight that the 18-35 audience suffers an acute pressure to package travel for validation, the agency flips that compulsion on its head, reframing Contiki’s core product as the opportunity to disconnect from social feeds in favour of genuine cultural engagement and deeper connections between participants. The campaign’s narrative arc—centrally classified in Clapboard’s FORMAT#6—Benefit Causes Story—uses the unfiltered benefit of immersive social travel to shape every creative and strategic choice: the influencers’ withdrawal from social media is enacted as the story’s central catalyst, which in turn unlocks a more profound set of travel memories, relationships, and moments that are both captured and withheld until their return online. Unlike typical influencer programs reliant on a drip-feed of social validation, Contiki deploys editorial control via its own channels during the blackout period, sharing select vignettes and behind-the-scenes content in long and short formats, maintaining intrigue and momentum while preserving the integrity of the experiment. The resulting video, vlog, and documentary assets, stitched from over 30,000 photos and 40 hours of footage, are then amplified on Instagram Reels, YouTube, TikTok, and influencer platforms, but crucially only after the journey concludes—generating a richer, more reflective dialogue between creators and their communities about travel’s true value. Marketed globally with a message that resisting the algorithm can create more lasting impact than performing for it, the campaign convincingly reframes both Contiki’s offer and the broader potential of influencer collaboration within the tourism sector. Clapboard rates this 68/100. At a moment when authenticity in travel is routinely co-opted for spectacle, Switch On Social Travel signals a course correction by demonstrating that presence—and not just content—creates the stories audiences value most.

Walking With Shackleton - Quark Expeditions | Clapboard Ad Archive — archive collection thumbnail

Walking With Shackleton - Quark Expeditions | Clapboard Ad Archive

Walking With Shackleton is a captivating campaign by Quark Expeditions, created by Serrini, that invites audiences to experience the profound spirit of Antarctic exploration through a modern lens. Premiering in 2024, this innovative Content, Digital, and Direct media initiative artfully juxtaposes select quotes from Sir Ernest Shackleton’s legendary 1909 Antarctic expedition with breathtaking contemporary footage filmed aboard Quark’s Ultramarine luxury exploratory vessel, narrated by actor Chris Sullivan, known for his roles in This is Us and Guardians of the Galaxy. The result is a hauntingly beautiful narrative that evokes nostalgia while celebrating humanity’s remarkable advancements in exploration and comfort. Directed by an acclaimed documentary filmmaker during an assignment with Get Lost Magazine, the campaign reflects on the stark contrast between the perilous conditions faced by Shackleton’s team and the safe, yet thrilling, experiences provided by Quark Expeditions today, encapsulating the essence of adventure without the inherent risks of early exploration. Additionally, the film dedicates itself to the bonds formed among a diverse group of travelers, showcasing the unique camaraderie that emerges during such transformative journeys. This approach not only highlights the majestic landscapes of Antarctica but also emphasizes the human connections forged in extraordinary settings. By inviting audiences to follow in Shackleton’s footsteps, the campaign encourages engagement beyond mere observation, positioning Quark Expeditions as a leader in offering immersive travel experiences that blend historical legacy with modern luxury. What Clapboard's taxonomy would classify as FORMAT#3—Symbolize the Problem, effectively uses historical symbolism and emotional resonance to communicate how far exploration has come, rather than simply depicting the challenges of the past. Clapboard rates this 70/100 in Clapboard's global creative archive. This campaign exemplifies how the travel industry can leverage historical narratives to resonate with modern adventurers seeking meaningful experiences.

If you like more, you’re gonna love this. - Spirit Airlines | Clapboard Ad Archive — archive collection thumbnail

If you like more, you’re gonna love this. - Spirit Airlines | Clapboard Ad Archive

Spirit Airlines’ 2025 campaign If you like more, you’re gonna love this, created by Tombras, redefines value in the fiercely competitive U.S. travel and tourism market by spotlighting the airline’s More Fly proposition, which includes complimentary Wi-Fi, bags, snacks, and drinks as standard rather than add-ons. This clear and direct communication strategy leverages what Clapboard classifies as FORMAT#1—Demonstration—to articulate precisely what travelers gain when choosing Spirit, cutting through the clutter of hidden fees and the typical low-cost carrier trade-off between price and comfort. By itemizing these tangible benefits in a straightforward film execution, the campaign addresses a key pain point for budget-conscious yet experience-savvy flyers who demand transparency and inclusivity without surprise charges. Positioned against competitors like Southwest Airlines, which emphasizes hassle-free policies, and JetBlue, which balances low fares with premium amenities, Spirit stakes a claim through a no-nonsense presentation of its all-in value, targeting travelers frustrated by the fragmentation of services common in ultra-budget models such as Frontier Airlines. The campaign’s tagline resonates by promising more benefits rather than more costs, reframing the narrative around what customers get rather than what they pay extra for. This approach not only differentiates Spirit within a crowded sector dominated by both low-cost and legacy carriers but also shifts consumer expectations around budget travel by making convenience and comfort accessible without premium pricing. The film’s lack of celebrity or symbolic flourish amplifies the authenticity of the message, emphasizing product utility over aspirational storytelling, which aligns with the practical mindset of its target demographic. Clapboard rates this campaign 64/100 in its global creative archive. This campaign matters to the industry because it demonstrates how low-cost carriers can effectively reposition their value proposition by foregrounding inclusivity and transparency, which signals a shift toward customer-centric simplicity in a category often criticized for complexity and hidden fees.

Campaign Proposition

The "Hotel Tales: Orville Peck" campaign by W Hotels, created by TUX Creative House, positions the brand as a catalyst for unexpected, memorable experiences that reward curiosity and reveal the distinctive stories of its guests. Through the narrative format, the campaign communicates W Hotels’ value proposition of offering more than just luxury accommodations—it delivers culturally relevant, intimate encounters that invite guests to wonder about the intriguing personalities they might meet, thereby elevating the hospitality experience into a shared storytelling moment. Strategically, the campaign leverages the cultural cachet and mystique of Orville Peck, a masked country musician known for his unique identity, aligning his boundary-pushing persona with W Hotels’ commitment to creativity and modern luxury. By dramatizing a relatable yet compelling story—the search for Peck’s lost mask facilitated by a W Insider—the campaign creates an emotionally engaging narrative that humanizes the brand in a competitive travel and leisure market. This creative angle targets a discerning, culturally attuned audience—likely younger, digitally savvy travelers who value authentic, immersive experiences. The multi-format media rollout across digital and social platforms including TikTok, Instagram, and YouTube further reflects an understanding of audience media consumption habits, maximizing reach and engagement. The integration into a global episodic series reinforces brand consistency while maintaining freshness through diverse creative talent. This approach builds on the previous episodes’ successful metrics and accolades to sustain W Hotels’ positioning as a cultural tastemaker within the hospitality sector, fostering a sense of community and anticipation among its audience to “next time, be there.”

Creative Device

FORMAT#5 EXEMPLARY STORY — Tells a story where the product plays a vital role in the plot or resolution. This campaign embodies the Exemplary Story format because it dramatizes a narrative arc: Orville Peck loses his signature mask—posing a critical problem—and the resolution unfolds through the proactive service of W Hotels, where a staff member recovers and returns the lost item. The entire tale hinges on a memorable incident that “could only happen at W Hotels,” underscoring the brand’s unique hospitality as decisive to the story’s happy ending. The narrative is star-driven and episodic but always pivots the solution (and the adventure) around the property itself, showcasing W Hotels as the enabler of extraordinary experiences that validate the brand’s luxurious and culturally relevant positioning. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

Competitive Planks

Marriott Hotels & Resorts – Positioned as a global hospitality leader offering a wide range of upscale accommodations with a focus on consistency, reliability, and extensive loyalty programs, Marriott appeals to both business and leisure travelers seeking quality and convenience across diverse destinations worldwide.

Hyatt Centric – Positioned as a lifestyle brand targeting modern, experience-driven travelers, Hyatt Centric emphasizes local culture, immersive experiences, and stylish, contemporary design to connect guests with the authentic spirit of each destination.

The Ritz-Carlton – Positioned as a luxury hospitality icon, The Ritz-Carlton delivers exceptional personalized service, elegant design, and refined experiences, appealing to high-end travelers who value exclusivity, tradition, and premium amenities.

Kimpton Hotels & Restaurants – Positioned as a boutique lifestyle brand, Kimpton focuses on bold design, personalized service, and vibrant social experiences, targeting creative, urban travelers who prioritize individuality, community, and local engagement.

Soho House – Positioned as a private members’ club and hotel brand, Soho House blends hospitality with exclusive cultural and social experiences for creative professionals, focusing on a curated, intimate atmosphere that fosters connection and inspiration within its communities.