The resulTs - The Travel Marketing · PDF filepublication sponsored by The resulTs. COnTenTs...
Transcript of The resulTs - The Travel Marketing · PDF filepublication sponsored by The resulTs. COnTenTs...
INTERCONTINENTALLONDON PARK LANE
21 MARCH 2013
The resulTspublication sponsored by
COnTenTs
Marketing AwArds BestBrochure > BestuseofDigitalCommunication > BestuseofDirectMarketing > BestPRStrategicCampaign > BestPRTacticalCampaign > BestuseofSocialMedia > BestWebsite > BestuseofIntegratedSearch > BestuseofAffinityMarketing&Sponsorship > MostInnovativeMarketing > advertisingAwArds
BestPosterAdvertisement/Campaign > BestPressConsumerAdvertisement/Campaign > BestTradeMediaAdvertisement/Campaign > BestOnlineAdvertisement/Campaign > BestRadioAdvertisement/Campaign > BestBudgetTVAdvertisement > BestTVAdvertisement/Campaign > CaMpaign AwArds
AdvertisingCampaignoftheYear–upto£250,000MediaSpend > AdvertisingCampaignoftheYear–over£250,000MediaSpend > IntegratedCampaignoftheYear–upto£1,000,000MediaSpend > IntegratedCampaignoftheYear–over£1,000,000MediaSpend >
travel Brand oftheYeAr TravelBrandoftheYear–upto£25.9mturnover > TravelBrandoftheYear–over£25.9mturnover >
As President of CIMTIG, it is my pleasure to introduce the 2013 Travel Marketing Awards results Brochure.
Nowintheirfifthyear,theAwardshaveevolvedintooneofthemostprestigiousandcredibleeventsinthetravelindustrycalendaraswepromotethedisciplineofmarketingintravelbyrecognisingthefinestworkbeingaccomplishedtoday.
Inanerawheremarketingisbeingpushedeverhardertodeliver,goodpractitionersreallyearntheirspurs–andtheseawardscelebratethosemarketersthattrulyunderstandtheconsumerandhavedevelopedrelevantandeffectivecampaignsthatgetresults.
CIMtIG’shighestaccoladeisnotjusthighlycoveted,butalsoatruereflectionofthewaywemarkettravel.Indeed,thequalityofentriesthisyearhasbeensohighthatwehaveintroducedanewstandardinadditiontoGold,silverandBronze:Platinum.
Bycelebratingtheevening’swinnersandlearningfromtheirsuccess,ourorganisationaimstocontinuedevelopingourindustry’smarketingedgewhileattractingandretainingtalent.
onbehalfoftheCIMtIGCouncil,IwouldliketothankalltheagenciesandcompaniesthatenteredtheseAwards.Althoughtherecanonlybesomanywinners,allaretobeapplaudedfortheirexcellenceacrossthetravelmarketingspectrum.
richard Carrick President, CIMTIG
TheTravelMarketingAwards2013weresponsoredby:
MARkeTIngawards
Best BrOChure
• GOld sTAndArd
• G AdvenTures ‘eArTh’ 2012
• G AdvenTures
When Gap Adventures rebranded as
G Adventures, its principal brochure
needed to feature the company’s product
offering while ensuring that agents and customers alike understood and embraced the
new name and brand ethos.
earthwasredesignedtoemphasisethetravellerexperienceviathe‘You’llNeverforgetIt’
tagline.themagazine-stylebrochureprovidedholidaydetailswhilereflectingthebrand
valuesthroughcontentthatencouragedreadersto‘stepaway’fromall-inclusiveresorts
andbustourstolookattravelinadifferentway.Itfeaturedtrippagesthathelpedagents
easilyidentifyexperiences,withacalltoactionthatinvitedreaderstosharetheir‘You’ll
NeverforgetItMoment’onadedicatedmicrosite.
earthhelpedgeneratethehighestsalesfiguresinGAdventureshistory,withcustomer
numbersrisingby19%andrevenuesincreasingby22%.
seCOnd PlACe: GOld sTAndArddetails ogilvyoneforBritishAirways
ThIrd PlACe: GOld sTAndArdvirgin holidays destination Brochure table19forVirginholidays
Best use of dIGITAl COMMunICATIOn
• GOld sTAndArd
• BrITIsh AIrWAys dOn’T Fly suPPOrT TeAM GB
• BBh FOr BrITIsh AIrWAys
As the official airline partner of the london 2012 Olympic and Paralympic Games,
British Airways asked the nation to show their support by not flying during the Games.
Its Tv ad showed a passenger plane driving through the streets of london.
BA’sinventiveuseofdigitalusedGooglestreetViewtooffereveryonethechancetoseethe
planedrivepasttheirownaddressviaacustomisablecommercial.thead,whichlivedona
brandedfacebookpageanddedicatedmicrosite,finishedwiththecampaignmessageand
#homeAdvantagetofurtherleveragesocialmediaengagement.
5millionusersspent60,000hourspersonalisingthecommercial,with400,000mentionson
twitter.BBCNewsMagazinelaudedthecampaignas‘abitofgenius’.
seCOnd PlACe: GOld sTAndArdPicture your upgrade Promotion AtomicLondonforstarAlliance
ThIrd PlACe: sIlver sTAndArdreal Time Pricing havasMediaandIntermarketingforeastCoast
seCOnd PlACe: GOld sTAndArd
Mosaic ogilvyoneforBritish
AirwaysexecutiveClub
ThIrd PlACe: GOld sTAndArd
The Getabed saucy summer sale!
MuseAdvertisingforGetabed.co.uk
OTher FInAlIsTs: your Thomson holiday to a T CreatorfortUIUK&Ireland
First Choice holiday seeker
Conversion Programme CreatorfortUIUK&Ireland
Best use of dIreCT MArkeTInG
• GOld sTAndArd
• COTTAGes4u hyPer-PersOnAlIsed eMAIls
• eMAIlCenTer FOr COTTAGes4u
emailcenter’s strategy to improve the number of repeat bookings for cottages4u
went beyond pure segmentation to identify the most appropriate content for
individual recipients.
theemailprogrammewasfoundedonabeliefthatpeopleusephotostoreminisceabout
theirholiday,andthatreminderswouldproveapowerfulandemotionalmarketingtool.
Personalisedemailsfeatureddetailsandimageryofthecustomer’spreviousholiday,
alongsidetailoredideasforfutureholidayhomes.smartuseofdataensuredthateach
proposalwastrulyrelevantforeachcustomer,ratherthansimplybeingacottageinthe
sameregionasapreviousstay.
thenumberofclick-throughsincreasedby499%,with77%ofthoseselectingthe
personalrecommendationssection.Bookingrevenuesachievedanincredible2,822%
returnoninvestment.
seCOnd PlACe: GOld sTAndArd
hotels.com hotel Price Index
hotels.com
ThIrd PlACe: GOld sTAndArd
The spare seat kayak expedition
AviacircleforIloveNY(NewYorkstate
divisionoftourism)
Best Pr sTrATeGIC CAMPAIGn
• GOld sTAndArd
• de-TeCh BeCOMes The neW deTOx
• FOur BGB FOr sT vInCenT And The GrenAdInes TOurIsM AuThOrITy
Four bgb designed a campaign that saw st vincent and
The Grenadines labelled the laid-back alternative to
high-tech destinations. The initiative used research to
promote the islands as a place for people to switch off
and relax. The ‘digital detox’ was packaged and sold by
tour operator partners.
Positionedasanescapefromthemodernday‘addiction’togadgetsandtechnology,the
campaignwasleveragedacrossprint,radioandvideonewsreleases,generatingover85
piecesofprintandonlinecoverage.
Atwitter#detechsVGandfacebookpagegeneratedbuzzinthesocialspacewithweb
trafficrisingby66%.thedestinationalsofeaturedinaMintelreportonchangingtrendsin
consumerhabitsandmobiletechnology.
sponsored By
MARkeTIngawards
Best Pr TACTICAl CAMPAIGn
• GOld sTAndArd
• hOTels.COM CluB sAndWICh Index
• hOTels.COM
One of the world’s leading online accommodation providers,
hotels.com sought to devise an engaging yet simple
initiative that would resonate across all cultures and
strengthen the brand’s positioning as the hotel expert.
theClubsandwichIndex(CsI)comparedthecostsofthe
hotelcateringstaple.deskresearchwasconductedin26
marketsincorporatingthetenleadinghotelsinthe3,4and5
starcategories.thestorywasadaptedtoeachterritory,
withcelebritychefJohntorodefrontingtheUKcampaign.
withasynchronizedglobalPrlaunch,theCsIgenerated
widespreadcoverageacrosskeytargetmediaincludingthe
economist,thetimesandthefinancialtimes–whicheven
drewparallelsfromthefindingstogeneraleconomictrends.
seCOnd PlACe: GOld sTAndArdWimdu live stunts diffusionforwimdu
ThIrd PlACe: GOld sTAndArdPawprint ChristineBallPublicrelationsforwightlink
OTher FInAlIsTs:O2 Travel: Postcards on the edge hope&GloryPrforo2
virgin holidays longest
swimwear Queue
LaunchGroupfor
Virginholidays
Best use of sOCIAl MedIA
• GOld sTAndArd
• The BIG 175 surPrIse
• desIGnATe FOr P&O FerrIes
With P&O Ferries wanting to put its
customers, fans and followers at the heart of its 175th anniversary celebrations,
designate designed The Big 175 surprise – a fun and engaging social campaign aimed at
generating ‘likes’ for the P&O Ferries Facebook page.
thecolourfulsix-weeksummercelebrationrewardedpassengerswithrandomgifts.
weeklyon-boardsurprisepartieswerefilmedandeditspostedontotheP&oferries
Youtubechannel,facebookandtwitteraccounts,withonlinefansofferedthechanceto
winprizes.
throughtheP&oferriesfacebookpagealone,thecampaignreachedanaudienceof4m.
theinitiativealsogeneratedover7,000newfacebook‘Likes’,7,500competitionentries
and127,000Youtubeviewsoftheonboardcelebrationvideos.
seCOnd PlACe: sIlver sTAndArdG Adventures Creates happiness and Community GAdventures
ThIrd PlACe: sIlver sTAndArdsocial symphony ogilvyoneforBritishAirways
OTher FInAlIsTs:
Picture your upgrade
Promotion
AtomicLondonfor
starAlliance
O2 Travel: Gone roamin’
on Instagram
hope&GloryPrforo2
seCOnd PlACe: sIlver sTAndArdsecretescapes.com
secretescapes
Best WeBsITe
• sIlver sTAndArd
• PelIGOnI.COM
• lOndOn CreATIve FOr PelIGOnI CluB
With a brief to keep navigation simple, london
Creative redesigned Peligoni’s website as a non-flash,
tablet-friendly site that provided users with a
straightforward browsing experience.
withalimitedbudget,imageswereidentifiedasbeing
keytoconveyingaPeligoniClubholidayviaafull
screenimagedesignacrossallwebpages.Conceived
toincorporateavarietyofsimplefeaturesaimedat
enhancingconsumerengagement,theredesignincluded
gallerytabsanda‘favourites’filterthatcross-referenced
pricing,sizesandtimeperiodtoensurethatvisitors
receivedtheverybestaccommodationchoices.
withfeaturescomplementingoneanothertoprovide
anelegantlyflowingwebsite,thesimpleandattractive
redesignhasledtoasignificantlyenhancedPeligoni.com
visitorexperience.
seCOnd PlACe: GOld sTAndArd
kuoni byLBi
ThIrd PlACe: GOld sTAndArd
digital Migration Absorbdigitalfor
directtravelInsurance
OTher FInAlIsTs: europcar: vAnquishing
the Competition starcomMediavestGroup
&LBiforeuropcar
Accor hotels byKenshoo
Best use of InTeGrATed seArCh
• GOld sTAndArd
• lAsTMInuTe.COM By lBi
lBi sought to re-establish lastminute.
com at the top of serP’s most competitive
travel keywords as part of an initiative
aimed at improving rankings and traffic. With a view to amplifying branded content and
advertising campaigns online, lBi delivered a content strategy that ensured that users
visited only the most relevant search pages.
LBiworkedondevelopinganseostrategywhichconcentratedonpositioning
Lastminute.comasthekeyplayerforavarietyofsearches,aswellassmalllink-building
activitiestocreatenewanduniqueoff-sitecontent.
Integratedsearchactivitywasplannedtocoincidewithonandofflinemarketing
campaigns.Bycollaboratingacrossmultiplechannels,rankingsandrevenue
improvedsignificantly.
sponsored By
sPeCIAl reCOGnITIOn weBsite
• GOld sTAndArd • M6TOll.CO.uk
• sOuk resPOnse FOr M6 TOll
The M6 Toll road is a technically advanced road with much less traffic than the M6. souk response focussed on the emotional benefits of the road when redesigning the website, illustrating how a lack of congestion meant it was a stress-reduced experience.
thewebsiteillustratedthefree-flowingnatureoftheroadwiththetagline‘theM6toll,Itdoesn’ttakeItstoll’,andhighlightedfourkeyareas.
fromhowtouseorjointheroadtoitscost,howtopayandevenchildren’sgames,theuser-friendlysitewasdesignedtobeeasynavigable.theredesignsawanupliftintheaveragevisitdurationof13%,withmobilesiteusageaccountingfor30%ofallvisits.
Congratulations
Your creativity & innovation are the best in the industry. And your outstanding efforts have resulted in substantial gains on behalf of your customers.
THAT’S the best reward of all.
Award Winners
Learn how to partner with Expedia Media Solutions to create successful,
award-winning campaigns for all members of the travel industry.
www.advertising.expedia.com
Best use of AFFInITy MArkeTInG & sPOnsOrshIP
• sIlver sTAndArd
• The hOlIdAy WOrkOuT
• elvIs FOr vIrGIn hOlIdAys
When fitness club members were identified as likely to travel to virgin holidays
destinations, elvis created The holiday Workout – a fun take on the traditional exercise
poster and video.
thecampaignlinkedholidaysandexerciseinatongue-in-cheekwaythatappealedtoboth
VirginholidaysandVirginActivecustomers.holidayworkoutpacksincludingbooking
incentivesweredevelopedforthefitnessclubs,directingitsmemberstoretailoutlets.
Asocialmediacompetitionofferedafitness-friendlyVirginholidayattheBodyholidayat
LesportinstLucia.
revenuefrombookingstopped£500,000,almosthalfofwhichwereinthekeyfamily
segment.with20,000facebookimpressionsand80,000twittercomments,thesuccessful
partnershipisbeingfurtherdevelopedin2013.
seCOnd PlACe: sIlver sTAndArdskiset sponsorship of Chemmy Alcott Blackdiamondforskiset
ThIrd PlACe: sIlver sTAndArdeurostar Presents Traction havassports&entertainmentandCakeGroupLondonforeurostarInternational
most InnOvATIve MArkeTInG
• sIlver sTAndArd
• BAhAMAs 16 IslAnds WeddInG InvITATIOn
• FOx kAlOMAskI CrOssInG FOr The BAhAMAs TOurIsT OFFICe
The ‘Bahamas 16 Weddings Invitation’ sought to increase the profile of the Bahamas
as a weddings and honeymoon destination by offering 16 uk couples the chance to get
married in 16 simultaneous ceremonies.
thecampaignranviatVspotsandpromotions,withentrantsinvitedtouploadvideos
andphotographstoabespokewebpageandexplainwhytheyshouldgetmarriedinthe
Bahamas.friendsandfamilycouldsignupasguests,withadedicatedfacebookpage
andtwitteraccountdrivingfurtherengagement.
winnerswereselectedliveonweddingtV,beforeenjoyinga‘BridalBootCamp’
witholympicchampionVictoriaPendelton.Nearly1,000couplesregisteredto
wintheirwedding,with14,000guestssigninguptoreceivefurtherBahamastourist
officeinformation.
seCOnd PlACe: sIlver sTAndArdG Adventures: you’ll never Forget It GAdventures
ThIrd PlACe: sIlver sTAndArdBest of Australia Collection oMdanddigitalspringfortourismAustralia
OTher FInAlIsTs:
The First Choice holiday
seeker Conversion
Programme
CreatorfortUIUK&Ireland
real Time Pricing
havasMediaand
Intermarketingfor
eastCoast
MARkeTIngawards sponsored By
ADVeRTISIngawards
Best POsTer AdverTIseMenT / CAMPAIGn
• PlATInuM sTAndArd
• eurOsTAr lIve
• ArenA MedIA FOr eurOsTAr
Arena Media created eurostar live to mark the announcement of a new route to
Amsterdam and illustrate the benefits of eurostar over competitor brands.
theliveposterconceptplacedusergeneratedcontentandexperiencesatitsheart,
positioningeurostarasadestinationexpert.Customerswereencouragedtocapture
Amsterdaminwordsandpictures,whichwerethenturnedintouniqueadsthatappeared
acrossLondononmultimediaplatformsinrealtime,18hoursaday.
over1,200piecesofconsumercontentwereshared.facebookfanvolumesroseby
30%andwebtrafficincreasedbyover5000%.thecampaigninitiativealsocontributed
toa44%upliftinbookingstoAmsterdam.
seCOnd PlACe: sIlver sTAndArdMumbai route launch rKCr/Y&randMGoMdforVirginAtlantic
ThIrd PlACe: sIlver sTAndArdkent – your Garden M&CsaatchiforVisitKent
Best Press COnsuMer AdverTIseMenT / CAMPAIGn
• GOld sTAndArd
• ThOMsOn – TIMe FOr A hOlIdAy?
• BeATTIe MCGuInness BunGAy FOr TuI uk & IrelAnd
Thomson’s first ever emotionally-led campaign highlighted great reasons to go on
holiday, with the press campaign combining brand engagement with product and
function points.
executionspromoteddifferentiatedproduct,flexibledurationsandsalesmessages.
theuncomplicatedyetstrikingadsillustratedhowcustomerscanexperiencequality
timewhileonholiday.thesignoff‘onlyfromthomson’wascarriedthroughthecampaign,
whichalsoincorporatedcallstoactionincludingAurasmasmartphonecodeslinkedto
videocontent.
Peopleagreeingthatthomsonhelpyouenjoyqualitytimestoodat5%morethanthe
nationalnorm.theperceptionthatthomsonoffer‘holidayswhichmeetyourneeds’
increasedby4pointsoverthecampaignperiod.
seCOnd PlACe: sIlver sTAndArdskiset – Press Campaign 2011-2012 Blackdiamondforskiset
ThIrd PlACe: sIlver sTAndArdWe’ll Give you More of a holiday IndigototalCommunicationsforMarkwarner
OTher FInAlIsTs:
The scotsman Partnership
havasMediaforeastCoast
Mumbai route launch rKCr/Y&randMGoMdforVirginAtlantic
seCOnd PlACe: BrOnze sTAndArd
visit California superFAM 2012
BlackdiamondforVisitCalifornia
Best TrAde MedIA AdverTIseMenT / CAMPAIGn
• sIlver sTAndArd
• WhAT yOu GOnnA dO When yOu’re There?
• Muse AdverTIsInG FOr ATTrACTIOn WOrld
Already the sector leader with 95% market share, Attraction
World sought to promote the increased income potential from
ancillary sales to travel agents. Muse Advertising devised an
ad that encouraged the trade to ask the question, ‘The holiday’s
booked, so…what are you going to do when you’re there?’
theinitiativecentredonhowAttractionworldcanoffercustomersthebestattractions
acrossavarietyofdestinations.Itfeaturedinallmajortradepublications,deliveringa
varietyofproductmessagesandsuccessfullynavigatingthestringentcorporateguidelines
presentedbysomeofthecompanieswhoseproductstheywereselling.
salesincreasedby17%yearonyear,withmorethan100newbusinessesmakingtheir
firstbookingswithAttractionworld.
seCOnd PlACe: sIlver sTAndArd
15th Anniversary Competition
AtomicLondonforstarAlliance
ThIrd PlACe: sIlver sTAndArd
real Time Pricing havasMediaand
IntermarketingforeastCoast
OTher FInAlIsTs: Performance display
Campaign for Thomas Cook CriteoforthomasCook
definitely dubai orchestrafordubaitourism
Best OnlIne AdverTIseMenT / CAMPAIGn
• GOld sTAndArd
• A JOurney lIke nO OTher
• ChAndelIer CreATIve And CrITerIOn GlOBAl FOr OrIenT-exPress
The ‘A Journey like no Other’ campaign saw Chandelier
Creative and Criterion Global seek to reinvigorate the
Orient-express brand and increase awareness of its hotel
portfolio. The initiative relied on digital to achieve efficiency
and measurability within new and engaging media.
ItfeaturedaseriesoflushshortfilmsnarratedbyactorBillNighy,whichfeatured
afamilyoffourwhosecharactersmirroredthetargetaudience.theparentsappealed
toexistingcustomers,whileasonanddaughterreflectedyounger,culturallyconnected
affluents.Ablog-richmicrositesupportedthecampaign,withvisitorsofferedthe
opportunitytouploadphotostobeinwithachanceofwinningaluxuryholiday.
facebookvisitsroseby1000%,andengagementmetricswere8timeshigherthan
industrystandards.
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ADVeRTISIngawards
Best rAdIO AdverTIseMenT / CAMPAIGn
• sIlver sTAndArd
• ThOMsOn – TIMe FOr A hOlIdAy?
• BeATTIe MCGuInness BunGAy FOr TuI uk & IrelAnd
Thomson’s radio campaign reignited consumer interest in the brand and package
holidays at a time when consumers can book hotels, transfers and flights themselves.
theradiocampaigncentredonqualitytimewhileonholidayratherthansalesmessages.
Combininganemotionalpushwithrationalreasonstopurchase,itfocussedonstressand
worry-freeelementsaswellastheorganisationalbenefitsofapackagetravelcompany.
KeyelementsofthethomsonofferingweretailoredtodifferentUKregions,andanational
promotionontheAbsoluteradioBreakfastshowalsopushedproductpoints.
thebalanceofrationalandemotionalmessagesintheradiocampaignexceededall
expectations,withtheperceptionthatthomsonoffer‘holidayswhichmeetyourneeds’
positioningthebrandasmarketleader.
seCOnd PlACe: sIlver sTAndArdTourism nT & kIss FM ‘Big Outback Adventure’ #3 rhAfortourismNt
ThIrd PlACe: BrOnze sTAndArdradio Advertising (Capital FM Campaign) MirabelleCommunicationsLimitedfortheMaltatourismAuthority
Best BudGeT Tv AdverTIseMenT / CAMPAIGn
• sIlver sTAndArd
• ArCTIC AdvenTures
• Mr.h FOr InnOvATIOn nOrWAy And hurTIGruTen
To promote hurtigruten’s winter cruises to norway, Mr h devised a low budget Tv
campaign aimed at capturing the excitement of a northern lights cruise and excursion
while generating increased brochure requests.
thecampaign,whichwasco-fundedbyInnovationNorway,usedfootagethat
highlightedhurtigruten’slongheritageandhowanArcticCirclecruiseismoreaccessible
–andcomfortable–thanever.Beginninginblackandwhitebeforeburstingintocolour,
thenostalgicfeeloftheadwasfurtheremphasisedwitha‘PatheNews’stylevoiceover
andmusic.
withairtimerestrictedtosatellitestationsoverthecourseofitsrun,theadgenerated
almost700cruisenightsand£162kinrevenue.
seCOnd PlACe: sIlver sTAndArdsouthern habit Campaign fstforsouthernrailway
ThIrd PlACe: BrOnze sTAndArdMerlin Annual Pass M&CsaatchiforMerlinentertainmentsGroupandVisitengland
seCOnd PlACe: GOld sTAndArd
First Choice – The Walk BeattieMcGuinnessBungay
fortUIUK&Ireland
ThIrd PlACe: GOld sTAndArd
holidays at home are GreAT M&Csaatchifor
Visitengland
Best Tv AdverTIseMenT / CAMPAIGn
• PlATInuM sTAndArd
• ThOMsOn – kId
• BeATTIe MCGuInness BunGAy FOr TuI uk & IrelAnd
Thomson aimed to create standout by showing consumers how it had the holiday that
was ‘just right for them’. The brief for the Tv spot was to communicate the message
through engaging and emotional creative. It featured evocative holiday moments filmed
in a documentary style set to sunday Girl’s ‘Where Is My Mind’.
Ayoungboy’sperspectivewasusedtoreinforcetheideathatholidaysofferanopportunity
tocompletelyrelaxandenjoyuninterruptedtimewithfriendsandfamily.‘designingthe
holidaythat’srightforYou’wasthead’semotionalratherthanprice-basedcalltoaction.
thebeliefthatthomsonoffersholidayswhichmeetyourneedsreachedmarket
leaderlevels.Campaignremarked‘thishasgottobethebestadforaholidaycompany
evermade’.
CAMPAIgnawards
advertising CAMPAIGn OF The yeAr – uP TO £250,000 MedIA sPend
• sIlver sTAndArd
• slOW
• OrChesTrA FOr InnTrAvel
Orchestra designed ‘slow’ to make it clear that Inntravel holidays aren’t just ‘any old
walking or cycling holiday’. With Inntravel adopting the strapline ‘The slow holiday
People’, Orchestra directed a new look and feel across all consumer touch points,
from website to brochures, direct mail to walking notes.
Bringingemotionalrewardstothefore,thecampaignhighlightedhowInntraveloffered
customerstheopportunitytotaketheirtimetoenjoyandappreciatethe‘littlethings’.
AtVadthatdramatizedtheexperiencewasfilmedinPortugal,withstillsformingthe
basisofawiderprintcampaign.
‘slow’allowedthecompanytoengagewithnewaudiences,leadingtoan8%increasein
firsttimebuyersand3%increaseinoverallcustomernumbers.
seCOnd PlACe: sIlver sTAndArd15th Anniversary Competition AtomicLondonforstarAlliance
ThIrd PlACe: sIlver sTAndArdemirates Air line launch on Capital FM Globalradioforemirates
advertising CAMPAIGn OF The yeAr – Over £250,000 MedIA sPend
• GOld sTAndArd
• FIrsT ChOICe – nOThInG Feels As GOOd As All InClusIve
• BeATTIe MCGuInness BunGAy FOr TuI uk & IrelAnd
When First Choice repositioned to become the ‘home of All Inclusive’, BMB sought to
raise awareness by positioning the business as offering consumers a week or two of
‘carefree indulgence’.
Allcomms,fromthetVadtoonlineandpress,weredesignedtoreflectafun,upbeatbrand
personalityaswellasthebenefitsofall-inclusive,fromthebigdream-likecrowdscenesin
thetVadtotheoversaturatedcoloursinpressanddigitalprojects.
theoverallcampaigndeliveredanroIof23:1.thekeymeasurementsofbrandawareness,
differentiationandcategoryleadershiprosesignificantlywithtrustlevelsincreasingby
morethandoublethatoffirstChoice’sclosestcompetitors.
seCOnd PlACe: sIlver sTAndArdThomson – Time for a holiday? BeattieMcGuinnessBungayfortUIUK&Ireland
ThIrd PlACe: sIlver sTAndArdholidays at home are GreAT M&CsaatchiforVisitengland
seCOnd PlACe:
sIlver sTAndArdTyler & Amy’s Ireland
Mystery Tour IndiciafortourismIreland
ThIrd PlACe:
sIlver sTAndArdModal shift
AMVBBdoandhavasMediaforeastCoast
OTher FInAlIsTs: Allez en vacances
mr.hforAtoutfrance
Jordan reassurance Campaign
theBrighterGroupforVisitJordan
integrated CAMPAIGn OF The yeAr – uP TO £1M MedIA sPend
• GOld sTAndArd
• MOsAIC
• OGIlvyOne FOr BrITIsh AIrWAys exeCuTIve CluB
When British Airways re-launched their loyalty programme, OgilvyOne devised a
campaign that illustrated the benefits and showed how the service was not just for
high flyers.
Aglobalacquisitionprogrammeinvitedmemberstosendintheirreasonforjoining,
alongwitharecentphoto.theseweretiledintostrikingmosaicimagesthathighlighted
differentaspectsoftheexecutiveClub.Messagingwastailoredtospecificchannelsand
in-journeytouchpoints,withemail,airportposters,leaflets,digitalpostersanddisplay
adsalldrivingprospectstoalandingpageonBA.com.
withover50,000submissionscollected,membershipincreased2.7%yearonyear,with
newacquisitionemailsexperiencinganupliftof50%.thecampaignenjoyedaroIof25:1,
resultinginanadditional17,745memberswith£13.7minpotentialincrementalvalue.
seCOnd PlACe: sIlver sTAndArdThomson – Time for
a holiday? BeattieMcGuinnessBungay
fortUIUK&Ireland
ThIrd PlACe: sIlver sTAndArd
holidays at home are GreAT M&CsaatchiforVisitengland
integrated CAMPAIGn OF The yeAr – Over £1M MedIA sPend
• GOld sTAndArd
• FIrsT ChOICe – nOThInG Feels As GOOd As All InClusIve
• BeATTIe MCGuInness BunGAy FOr TuI uk & IrelAnd
When First Choice made the bold move of becoming the ‘home Of All Inclusive’, the job
of the integrated campaign was to educate consumers about the benefits in a fun and
upbeat way.
Indulgenceonanall-inclusiveholidaywasthe‘heroelement’extendedacrossall
communications.thetVadwasemotionally-led,withpresshighlightinggoodvalue,
digitalfocussingoneducating,andownedmedia–dM,eCrM,shopsandwebsites
–usingtVassetstoshowcasedifferentiatedproduct.
recognitionoffirstChoiceasbeingparticularlygoodforallinclusiveholidaysroseby
6points,withthecompanypositionedasatrustworthyandpreferableholidayprovider.
Campaignnoisespreadbeyondtraditionalmediawith1.1mYoutubehitsandtheflorida
singlegoingtonumberone.
sponsored By and
TRAVelBRAnDof the year (2012)
TrAvel BrAnd OF The yeAr – up to £25.9m turnover
• skysCAnner
skyscanner has not only established itself as europe’s
number one travel search site but also one of the
uk’s leading online brands, winning numerous trade
and consumer awards and thriving in an increasingly
competitive environment.
thebusinessisdedicatedtoimprovingtheuserexperience
throughinnovation.theseincludeitscharttoppingfree
app,the‘Anywhere’optionwhichallowsuserstobrowse
destinationsinorderofprice,localisedsocialmedia
initiativesandfreetextsearchesonwindows8–afirstfor
thetravelindustry.
withlittleadvertisingspend,qualityofproductliesatthe
heartofthebusinesstoenhancewordofmouthbuzzand
positivebrandbuildingasitgrowsevermorerelevantinthe
onlinetravelsector.
runner uP:
secret escapes
TrAvel BrAnd OF The yeAr – over £25.9m turnover
• vIrGIn ATlAnTIC
successfully communicating brand
values as well as the airline’s
product offering, virgin Atlantic
continues to build on its reputation for
quality and service.
Inanindustrywherereputationiseverythingandconsumersenjoyever
morechoice,recenttrackingresearchnamesVirginAtlanticasthestrongest
airlinebrandintheUK.Positioningitselfassexy,glamorous,stylishand
cool,thecompanymakesnoapologyforitscommunications,measuringthe
impactofwhatitpromisestodeliverandtrackingintegrityasakeybrand
healthmeasure.
theoverallbrandstrength,distinctivecheekyandfunpersonalityand
innovativeandreliableproductofferingmeanthat,27yearsonfromits
inception,VirginAtlanticiswellestablishedintheCoolBrandstop20and
superBrandstop10.
runners uP: seCOnd PlACe
First Choice
ThIrd PlACeTripAdvisor
sponsored By
Over 400 leading brands use our Conversational Marketing Technology to build and sustain one to one dialogues with their customers, increase revenue and improve efficiency.
68% 42% 80%
of marketers say that technology holds them back from marketing personalisation
of marketers are planning to integrate social media and mobile into their marketing strategy
of mobile internet users would prefer ads locally relevant to them.
+
CAMPAIGN MANAGEMENT SOCIAL MARKETING MOBILE MARKETING TRANSACTIONAL MESSAGING OFFER MANAGEMENT
neolane.com
0845 680 1760
facebook.com/neolane
linkedin.com/company/neolane
@neolaneUK
NB: in cases where a judge had an interest in an entry, they were excluded from participating in the judging of that category
ChAIr OF The CAMPAIGns PAnel OF JudGes
Graham Hales Interbrand London CEO
ChAIr OF The AdverTIsInG PAnel OF JudGes
Arthur Parshotam OgilvyOne Global Creative Partner
ChAIr OF The MArkeTInG PAnel OF JudGes
Jeremy Ellis TUI Travel UK & Ireland Marketing Director
AdverTIsInG JudGes
Rebecca Swift Getty Images Creative Planning Manager
Joss Croft VisitBritain Head of Marketing
Anneli Ritari-Stewart LBi Associate Client Partner
John McEwan ABTA Chairman
Andrew Shelton Virgin Holidays Marketing Director
Simone Clark Iglu.com Managing Director
Adele Hegarty Royal Caribbean International On-line Marketing Manager
Adam Hill Designate Chairman
CAMPAIGn JudGes
Mike Ashton Ashton Brand Consulting Group Managing Director
Richard Carrick PrivateFly Chairman
Keith Cartwright Boost Media Director
Richard Curtis Cunard Line Head of Brand Marketing
Gary Grieve Capela Travel Training Managing Director
Stephen Hahn-Griffiths Protobrand Chief Strategist
Tom Rowntree InterContinental Hotels Group Vice President of Brand Management
Mark Roalfe RKCR Y&R Chairman
MArkeTInG JudGes
Sarah Bartlett Lastminute.com CMO
Ian Bates Indicia Creative Director
Nigel Huddleston Google Industry Head, Travel
Alex Incorvaja Malta Tourism Authority Director UK & Ireland
Pippa Isbell PRCo Ltd Chief Executive
Julia Kemp Avis Director of Partnerships & Leisure Sales
Gretchen Moore Qatar Airways Regional Marketing Manager Europe
Charlie Osmand Fresh Networks Strategy Director
David Price Weve Travel Sales Manager
Victoria Sanders
Martin Smith Neolane Head of Marketing UK & Ireland
Richard Tams British Airways Head of UK & Ireland Sales and Marketing
Sally Ann Wilkinson Merlin Entertainments Head of Corporate Affairs and Managing Partner, The Firm
Thejudges
LONDON
MARCH 2014 19 NOVEMBER 2013
www.thetravelmarketingawards.com www.thetravelmarketingsummit.com