The travel marketing industry came together last night to celebrate creativity, data-driven strategies, and bold ideas at the Mumbrella Travel Marketing Awards 2025. The event, hosted in Sydney, recognized standout campaigns and teams that shaped travel storytelling over the past year.
From fandom-inspired travel campaigns to data-led guest insights and PR breakthroughs, the winners showcase how the sector is evolving with consumer expectations and digital innovation.
Big Winners of the Night
Klook Australia & New Zealand
Klook took home two major awards:
- Best Celebrity or Influencer Campaign
- Social Idea of the Year
Both for its Fandom Tour initiative, which tapped into the power of pop culture communities. The campaign generated 14 million organic social media views and boosted website traffic by an impressive 85%—a clear demonstration of how influencer-led experiences can drive both reach and conversion.
Crystalbrook Collection
Last year’s Travel Marketing Team of the Year winner, Crystalbrook Collection, returned to the stage in 2025 to secure the award for Best Use of Data.
Its Guest Insight Framework & NPS System stood out as an example of how hospitality brands can use feedback loops and data intelligence to deepen guest engagement and sharpen marketing effectiveness.
Tourism Tasmania
In a highly competitive category, Tourism Tasmania earned the title of Travel Marketing Team of the Year. Their innovative campaigns continue to put the island state at the forefront of destination marketing, blending storytelling, cultural pride, and international appeal.
Breakthrough Destination: The Kimberley
A joint effort between Fred&Co Digital Advertising, Big Head Digital, and Leonards Advertising Media, the “Give the Kimberley a Crack” campaign was awarded Breakthrough Destination of the Year.
By amplifying one of Australia’s most rugged and remote destinations, the campaign successfully repositioned the Kimberley for new audiences while celebrating its unique natural identity.
Creative Highlights
- Best Campaign with a Small Budget: The Oldest Lift Bar by Example for Intercontinental Sydney proved that creative storytelling can triumph even with limited resources.
- Award for Bravery and Innovation: The Esperance Promise (Australia’s Golden Outback and the Shire of Esperance) rewarded boldness in travel brand positioning.
- PR Idea of the Year: Cuckoo for Labubu by PassportCard Travel Insurance with SCPR highlighted the power of quirky, culturally relevant storytelling.
Full List of Winners – Mumbrella Travel Marketing Awards 2025
- Best Use of Native or Content Marketing: One & Only in the City – By All Means, Zenith Australia & AMPR for City of Melbourne
- Best Celebrity or Influencer Campaign: Fandom Tour – Klook Australia & New Zealand with The Attention Seeker & Lucid PR
- Best Brand Partnership: Sydney Swans Sponsorship 2024 Season – Princess Cruises with Banter
- Best Use of Data: Guest Insight Framework & NPS System – Crystalbrook Collection
- Social Idea of the Year: Fandom Tour – Klook Australia & New Zealand with The Attention Seeker & Lucid PR
- Best Campaign with a Small Budget: The Oldest Lift Bar – Example for InterContinental Sydney
- Award for Bravery and Innovation: The Esperance Promise – Australia’s Golden Outback and The Shire of Esperance
- Publication of the Year: Adventure.com by Intrepid Travel
- Ad Campaign of the Year: Live The Legend – Contiki
- PR Idea of the Year: Cuckoo for Labubu – PassportCard Travel Insurance with SCPR
- Breakthrough Destination of the Year: Give the Kimberley a Crack – Fred&Co, Big Head Digital & Leonards Advertising Media
- PR Agency of the Year: Havas Red
- Travel Marketing Team of the Year: Tourism Tasmania
Why These Awards Matter
The Mumbrella Travel Marketing Awards shine a light on the evolving travel landscape, where data, creativity, influencer marketing, and cultural relevance intersect. In 2025, the winning campaigns showed a clear shift toward community-driven storytelling, measurable outcomes, and bold brand positioning.
From Klook’s fandom-led momentum to Tasmania’s destination dominance, the awards spotlight the strategies that will inspire travel marketers in the years ahead.
