The Travel Marketing Awards 2016 - Results Brochure

GROSVENOR HOUSEA JW MARRIOTT HOTEL

15 MARCH 2016

THE RESULTS 2016

Now in its eighth year, The Travel Marketing Awards has developed into one of the most prestigious events in the travel industry calendar. With over 400 guests attending last week’s Awards ceremony – 80 more than last year – this only goes to prove the point.

This year’s Awards rewarded marketing excellence for work carried out between September 2014 and August 2015, and they recognised the positive values that successful marketing has on the travel and tourism sector across a wide range of disciplines.

The marketing function is now the driving force behind all successful travel businesses. Travel marketeers and agencies have worked extremely hard in recent years in an attempt to fully integrate off and online activities and to develop wholly accountable, ROI focused campaigns which directly contribute to bottom line performance. In short, travel marketing has come of age and, arguably, is currently producing its most impressive work ever.

Marketeers now need to have to have expertise in channel management, a detailed understanding of consumer change, data analytics, CRM technology and social media. We live in an ever-changing and highly complex operating environment that challenges principals and agencies alike, on a daily basis.

As an industry, we are all learning at an ever faster rate and CIM Travel Group, in its activities and events, aims to be at the forefront of this thinking and to engender a greater understanding of this change.

2015 saw some extremely effective marketing by travel companies and the entries were of the very best calibre. On behalf of CIM Travel Group Council, I would like to thank every agency, travel and tourism organisation that entered the Awards.

Richard Carrick

President

CIM Travel Group

CONGRATULATIONS!

WINNERS CATALOGUE


15 MARCH 2016


15 MARCH 2016

THE RESULTS 2016

Follow customer experience leaders. Then, become one.

Delivering continuous and consistent experiences across the entire customer journey forces people, process and technology to align closer together than ever before. The stakes are high.

The brands leading in customer experience will thrive in the age of digital.

www.adobe.com/uk/industries/travel-hospitality.html @AdobeMktgCloud

Adobe, the Adobe logo, and the Adobe Marketing Cloud logo are either registered trademarks or trademarks of Adobe Systems Incorporated in the United States and/or other countries. © 2016 Adobe Systems Incorporated. All rights reserved.


15 MARCH 2016

THE RESULTS 2016

DIGITAL AWARDS

BEST USE OF MULTI-CHANNEL

THIS IS THE LIFE

• Website traffic up 218% through social referrals • Youtube commercial received 1m hits in just five weeks • Daily bookings up 100% YOY and online bookings up 38% YOY

360I EUROPE FOR P&O CRUISES

SECOND PLACE: Have you packed for Wales?

iCrossing for Visit Wales

THIRD PLACE: #LHRT2

by Star Alliance

OTHER FINALISTS: Scenic Spyways

KBC PR & Marketing and Mosaic Digital for Capital Region USA

A Truly User Centric Approach NetBooster for Tuscany Now & More

SECOND PLACE: Lowcostholidays App

Brightec for Lowcostholidays

THIRD PLACE: Mobile Display Targeting

MediaCom for Thomson

OTHER FINALISTS: You Need Sun

Media Agency Group

for Visit St. Petersburg Clearwater

BEST USE OF MOBILE OR APP

HUB BY PREMIER INN

• Over 40,000 downloads on iOS and Android combined • The hotel experienced high levels of full capacity • App received strong social media coverage

栀琀琀瀀㨀⼀⼀最漀漀⸀最氀⼀夀洀最䤀䘀氀

MONITISE CREATE FOR PREMIER INN

SPONSORED BY

BEST USE OF SOCIAL MEDIA

THE MAGIC MAKING DEPT.

• 100% positive feedback• Average spend per booking up 16.6%• Average length of stay up 7%

Magic Making Det. advocates• http://www.notbionic.co.uk/running/run

ning-away-to-london-town/• http://www.seoandy.net/brand/magic-

makers/• http://forums.moneysavingexpert.com/s

howthread.php?t=5244084• https://www.youtube.com/watch?v=_S7

oqXJ4ZLY

Video password: magicmakingdept

BY LATEROOMS.COM

SECOND PLACE:

World’s Biggest Instameet - UK Activation

Hills Balfour for Tourism and Events Queensland

The Elevator thatRises your Pride

DEC BBDO for Promotur Turismo de Canarias

OTHER FINALISTS:

Virgin Trains #traindeer

Hope&Glory for Virgin Trains

THIRD PLACE:

Park Inn by Radisson E-scapes

Umpf for Park Inn by Radisson

BEST MICROSITE OR WEBSITE

CANADIAN AFFAIR WEBSITE REDESIGN

• Website traffic January-May 2015 up 356% YOY• May 2015 saw a staggering 1,913% increase in non-sale actions YOY• 38% decrease in cost-per-action

ACCORD FOR CANADIAN AFFAIR

SECOND PLACE:

Ready To Fly

Naked Communications for Virgin Atlantic

Scenic Spyways

Mosaic Digital and KBC PR & Marketing for Capital Region USA

OTHER FINALISTS:

Aberdeen International

Airport Redesign

KMP Digitata for Aberdeen International Airport

THIRD PLACE:

Thomson.co.uk

by TUI UK & Ireland


15 MARCH 2016

THE RESULTS 2016

DIGITAL AWARDS

BEST USE OF SEARCH

SOUTH OF FRANCE HOLIDAYS

• #5 for ‘Marseille Holidays’ search, up 27 positions• Ranked higher than traditional South of France travel providers• Traffic to city break pages for Lyon, Avignon and Marseille up 580% YOY

360I EUROPE FOR EUROSTAR

SECOND PLACE:

Whatever the Weather

NetBooster for Spaseekers

THIRD PLACE:

Winning in Mobile Search Adobe for TUI Travel (Thomson & First Choice)

OTHER FINALISTS:

Steering PPC investment in Travel NetBooster for Accor Hotels

BEST USE OF VIDEO OR FILM

THE HOT TUB EXPERIENCE

• Successful safety tool• Visitor engagement and understanding of the regulations has improved• considering introducing the characters as soft toys to sell in their Forest Retreats

FST FOR FOREST HOLIDAYS

SECOND PLACE:

Scene Launch Video

TUI UK Content Team for Thomson

THIRD PLACE:

Unlock the World

House of Kaizen for Avis Budget Group

OTHER FINALISTS:

Tourism Ireland & Classic FM

Global for Tourism Ireland

SECOND PLACE:

Turkish Airlines Fortune Traveller

Dekatlon Buzz for Turkish Airlines

THIRD PLACE:

Dubai Tourism and Capital FM

Global for Dubai Tourism UK & Ireland

OTHER FINALISTS:

Blog Content Marketing Strategy

by lowcostholidays.com

#LoveSabah iambassador/Good Relations for Royal Brunei Airlines and Sabah Tourism

SPONSORED BY

BEST USE OF CONTENT MARKETING

SOUTH OF FRANCE HOLIDAYS

• Sales up 464% YOY• Ranked 7th in the search rankings for ‘South of France holidays’ • Up 100 postions

360I EUROPE FOR EUROSTAR

SECOND PLACE:

2014 Thank You Campaign

ICLP for The Carlson Rezidor Hotel Group – Club Carlson Loyalty Program

THIRD PLACE:

The Wanderer

The Hub for YHA

OTHER FINALISTS:

Your Friend from The Canary Islands


BEST DIRECT MARKETING (EMAIL)

SEARCH & BOOK FOLLOW UP PROGRAMME

• Open rates increased from 19% to over 50%• Conversion rate tripled • Initial investment was earnt back within the first week of going live

CREATOR FOR THOMSON


15 MARCH 2016

THE RESULTS 2016


15 MARCH 2016

THE RESULTS 2016

BOOKED IT,PACKED IT,WON IT!

Best TV Advertising (Under £100k Spend)

Integrated Campaign of the Year

Thinking about what to pack into your next creative campaign? Give us a tinkle on 0161 819 5140.

Image credit: VisitGuernsey, thanks to our great client for trusting and believing in us.

viv-id.co.uk @vividmanchester

5 Century StreetManchester (The North) M3 4QL

MARKETING AWARDS SPONSORED BY

GREAT CHINESE NAMES FOR GREAT BRITAIN

• Highest performing single market campaign in VisitBritain’s history• Over 2m people visited the campaign pages• In January-March 2015 visits from China were up 20%

OGILVY CHINA FOR VISITBRITAIN

‘SUMMER OF MUSIC: A CAPPELLA HOLIDAY VILLAGE VIDEO

• 1,451,015 Facebook video views • Reached 2,953,216 people on Facebook• Generated more than 18,000 likes, comments and shares

THIRD PLACE:

Lonely Planet’s Ultimate Travelist: Sand Sculptures

by Lonely Planet

OTHER FINALISTS:

Run YHA

The Hub for YHA

The Elevator that Rises your Pride


BEST EXPERIENTIAL MARKETING - JOINT WINNERS

TUI UK VIDEO CONTENT TEAM FOR FIRST CHOICE


15 MARCH 2016

THE RESULTS 2016

MARKETING AWARDS

BEST PR STRATEGIC

THE BIG AUSSIE REUNION

• 54 pieces of UK coverage worth over £594,000 reaching over 10,000,000 customers• Video attracted 2,249,962 views• Flight Centre reported over 50% increase in passengers

Category: Best PR Strategic Campaign Name: The Big Aussie Reunion Agency Name: Hills Balfour

Campaign Website The Marketing Video www.thebigaussiereunion.com https://www.youtube.com/watch?v=kPQMMrXcRDw

Example PR coverage

Regional coverage and radio

Example Flight Centre promotions

HILLS BALFOUR FOR TOURISM AND EVENTS QUEENSLAND AND FLIGHT CENTRE

SECOND PLACE:

Redefining Holidays for Grown-Ups

Diffusion for Warner Leisure Hotels

THIRD PLACE:

Jade Jagger For Thomson

Hill & Knowlton/Thomson In-House

PR Team for Thomson

SECOND PLACE:

Airbnb Floating House

Hope&Glory for Airbnb

THIRD PLACE:

Putting Haiti back on the map

by G Adventures

OTHER FINALISTS:

£75 Fares

Diffusion PR for Air New Zealand

The World’s First Travel by Taste Agent

Brands2Life for TravelSupermarket

BEST PR TACTICAL

HOSTELING WITH CHRIS EUBANK

• Over 273,000 views on youtube• 162 pieces of media coverage• Social reach: over 33m

LUCKY GENERALS FOR HOSTELWORLD

BEST BROCHURE

SENSATORI

• Bookings up 16% YOY • 51% of Summer 2016 Sensatori holidays sold via retail outlets• Most frequently requested brochure by customers

TUI UK CONTENT TEAM FOR THOMSON SENSATORI

SECOND PLACE:

Blackpool Destination Guide 2015

by VisitBlackpool

THIRD PLACE:

365 days to recharge your energy


OTHER FINALISTS:

Own Board Magazine

FCB Milan for TAM Air Lines

SPONSORED BY

PLATINUM WINNER


15 MARCH 2016

THE RESULTS 2016

BEST IN-HOUSE MARKETING OR PR TEAM

THOMSON - PR TEAM

• Partnership with Spotify saw 10,000 playlists generated• ROI of 33:1• 4,300 pieces of press coverage across all brands

THOMSON - PR TEAM

MARKETING AWARDS

MOST INNOVATIVE MARKETING

PARK INN BY RADISSON E-SCAPES

• 1.5% traffic increase to parkinn.com • 72,319 engagements on Facebook and Twitter in just 24 hours• Generated the most direct bookings from all of Park Inn’s social media campaigns

UMPF FOR PARK INN BY RADISSON

SECOND PLACE:

#LHRT2

Atomic London for Star Alliance

THIRD PLACE:

Hilton Holiday Matchmaker

Grayling for Hilton

BEST DIRECT MARKETING (PRINT)

CANADA EXTRAORDINARY LIFE

• ROI excess of 1:80 for revenue generated • Passenger numbers up 21% in the same period YOY• Many of the original 500 recipients confirmed trips to Canada

BLACK TOMATO FOR DESTINATION CANADA

SECOND PLACE: Turn of Year Direct

WDMP for Monarch

THIRD PLACE:

Own Board Magazine

FCB Milan for TAM Air Lines

SECOND PLACE:

Travelzoo - PR Team

THIRD PLACE:

Attraction World - PR Team

OTHER FINALISTS:

GoEuro Travel GmbH -

PR Team

BEST USE OF AFFINITY MARKETING AND SPONSORSHIP

ASOS & THOMSON SCENE

• In 23 weeks the site delivered 100,796,020 impressions• Thomson Scene web visits up 87% YOY• Sales up 67% YOY

MEDIACOM FOR THOMSON

SECOND PLACE:

Visit Andorra, Berghaus and Explore Brand Partnership

Lotus for Visit Andorra

THIRD PLACE:

Culinary Journeys

CNN for Turkish Airlines

SPONSORED BY


15 MARCH 2016

THE RESULTS 2016

ADVERTISING AWARDS

BEST ONLINE ADVERTISING

EXPLORE SUMMER PROGRAMMATIC CAMPAIGN

• Accord’s in-house trading desk designed a programmatic campaign• The creative provided was focused on landscape images of the destinations and activities Explore offer their customers• All ads used the colours and branding of the Explore website, focusing on the price point and utilising a strong call to action

SECOND PLACE:

Dynamic Prospecting

Mediacom for TUI Travel - Thomson Holidays

BEST OUTDOOR ADVERTISING

MILES THE BEAR• Website visits up 20% YOY • Consideration perception experienced a 5% uplift YOY • Spontaneous awareness was higher for Thomson (64%) than closest competitor (52%)

BMB FOR THOMSON

SECOND PLACE:

The Bench with the Best Climate in the World


THIRD PLACE:

Wednesdays

by Travelzoo

OTHER FINALISTS:

How will your Weekend Evolve

Souk Response for Isle of Man Tourism

You Need Sun

Media Agency Group for Visit St. Petersburg Clearwater

BEST CONSUMER PRESS ADVERTISING

BIRDS

• Increase in bookings to Thailand of 78%• Bookings to Mauritius up 1,410%• Drove a high volume of last minute sales to Mexico

SECOND PLACE:

Adventure Seekers Sought

The Hub for YHA

SPONSORED BY

ACCORD FOR EXPLORE

BMB FOR THOMSON

BEST RADIO ADVERTISING

BLOGGER ADS

• Achieved goal to increase PPC • Performed 25% more effectively than the same period in 2014

RADIO WORKS FOR INSUREANDGO


15 MARCH 2016

THE RESULTS 2016

ADVERTISING AWARDS

BEST TV ADVERTISING (OVER £100K SPEND)

MILES THE BEAR

• Website visits up 20% YOY• Quality perception doubled, up 11% YOY • Value perception up 35% YOY

BMB FOR

SECOND PLACE:

Find your Amazing

Grey London for Kuoni

THIRD PLACE:

Have you packed for Wales?

Golley Slater for Visit Wales

OTHER FINALISTS:

Days

SOUK for Haven Holidays

SPONSORED BY

BEST TV ADVERTISING (UP TO £100K SPEND)

GREAT THINGS HAPPEN IN GUERNSEY

• Overnight visitors increased by 6.5% • Website visits up 25%• Conversion of web visits to leads up 8.5% points

VIVID FOR VISITGUERNSEY

SECOND PLACE:

London’s Double the Fun

Jacob Bailey for Abellio Greater Anglia

THIRD PLACE:

Still Doing It

TDG for Teletext Holidays

OTHER FINALISTS:

Tell Your Friends

Beta for Lowcostholidays

ADVERTISING CAMPAIGN OF THE YEAR (UP TO £250K MEDIA SPEND)

ADVENTURE SEEKERS SOUGHT

• Open rate 28% with 12% click through rate• Drove over 10,000 visitors to the campaign’s URL• Conversion rate 2.31%

RUNNING TRACKS

8.23% YOY REVENUE INCREASE

OVER 2.15 MILLION IMPRESSIONS.

Open rate of 28% with a 12% click through

GYMSTRAINS

PHONE BOXES

ONLINE

PRESS ADS

YHA’s outstanding locations are a natural

fit for people who love the great outdoors,

so our strategy was to reach people who

love outdoor adventures.

From guerrilla activity in gyms and running

clubs, to targeted digital, press and outdoor

executions, we placed recruitment ads

where our audience would be thinking

about their next adventure.

And it worked. We had over 10,863

visitors to the campaign’s URL, with a

conversion rate of 2.31%. We also saw

an increase of 8.23% in YOY revenue -

that’s a staggering £1,360,998.

RECRUITING LOVERS OF THE GREAT OUTDOORS.

THE HUB FOR YHA

SECOND PLACE:

London’s Double the Fun

Jacob Bailey for Abellio Greater Anglia

ADVERTISING CAMPAIGN OF THE YEAR (OVER £250K MEDIA SPEND)

MILES THE BEAR

• Website visits up 20% YOY• Quality perception up 11% YOY• 8.3% uplift in PAX YOY

BMB FOR THOMSON

SECOND PLACE:

Have you packed for Wales?

Golley Slater for Visit Wales

THIRD PLACE:

Banbury Fare Match

The Gate London for Chiltern Railways

OTHER FINALISTS:

Birmingham Mainline Re-launch

The Gate London for Chiltern Railways

Hampton by Hilton with Nick Ferrari/LBC

Global for Hampton by Hilton


15 MARCH 2016

THE RESULTS 2016

Congratulations to all the winners and finalists of the Travel Marketing Awards…What better time to win more business with the help of ALF’

ALF is your route to 40,000 contacts at over 7,000 brands and 750 top UK agencies. To be set up with a free demo and for a complimentary copy of our Marketing Trends, Spend and Forecasts 2016 report, contact us at [email protected], quoting ‘TMA16'. 020 8102 0904www.alfinsight.com


15 MARCH 2016

THE RESULTS 2016

CAMPAIGN AWARDS

SECOND PLACE:

Find your Amazing

Grey London

for Kuoni

THIRD PLACE:

Miles the Bear

BMB for Thomson

SECOND PLACE:

This is the Life

360i Europe for P&O Cruises

THIRD PLACE:

Unlock the World

House of Kaizen for Avis Budget Group

OTHER FINALISTS:

Twenty Questions

Black Tomato

INTERNATIONAL CAMPAIGN OF THE YEAR

THE WORLD’S BEST DRIVING ROAD

• Directly generated £120,000 of rental sales• Total PR reach of 470m• Social engagement increased by 2,206%

472,398,342 OTS; £0.16 CPM; 295 articles including 63 broadcast 90% in consumer media

700,000 video views Generating 8,000 clicks to microsite

40,670 microsite visits

£120,000 of car rentals eCRM drove 2000 visits to microsite

“With this campaign, Atomic has managed to transform the perception of PR within our business. The idea was original and creative… It is hands down the most successful and original campaign we’ve ever run.” Sam Purton, Avis Budget Senior Brand Manager EMEA

SECOND PLACE:

Avianca in Brazil


THIRD PLACE:

#GreatWeekend

Atomic for Budget Car Rental

ATOMIC FOR AVIS

INTEGRATED CAMPAIGN OF THE YEAR (UP TO £1M MEDIA SPEND)

AIRBNB FLOATING HOUSE

• Over 340 pieces of media coverage, inlcuding 20 in the national press• Over 103,000 engagements across Facebook, Twitter and Instagram• Over 73,500 visits to the competition page on airbnb.com

SECOND PLACE:

#LHRT2


THIRD PLACE:

HK Perfect Day

Mindshare for Hong Kong Tourism Board

OTHER FINALISTS:

Great Things Happen In Guernsey

Vivid for Visit Guernsey

#SEhiddengems

by Southeastern

HOPE&GLORY FOR AIRBNB

DIGITAL MARKETING CAMPAIGN OF THE YEAR

TURKISH AIRLINES FORTUNE TRAVELLER

• Videos reached over 10m views within the first three weeks• 5m engagements via Facebook, Twitter and Instagram of the Famous YouTube stars• Incredible organic engagement without any media spend

DEKATLON BUZZ FOR TURKISH AIRLINES

SPONSORED BY

OTHER FINALISTS:

Expedia Travel Yourself Interesting

Expedia Media Solutions for Dubai Corporation of Tourism & Commerce Marketing and Emirates

Senior European Tour: Golf Championship

Qube Media for Constance Hotels and Resorts

OTHER FINALISTS:

Restaurant Australia Co-Op Campaign

Tourism Australia and Etihad Airways Tourism Australia

Two Weeks Campaign

by Tourism Australia

INTEGRATED CAMPAIGN OF THE YEAR (OVER £1M MEDIA SPEND)

MEET THE WORLD

• 26% Facebook fan growth • 215% increase in website traffic• Video viewed over 7.3m times

LUCKY GENERALS AND 7 STARS FOR HOSTELWORLD

SPONSORED BY


15 MARCH 2016

THE RESULTS 2016

TRAVEL BRAND OF THE YEAR TOMORROW’S TRAVEL MARKETING LEADER

TRAVEL BRAND OF THE YEAR

In the year it merged with its parent group TUI AG, Thomson has not lost its handle on being the UK’s favourite holiday provider. With new product launches, celebrity collaborations, new destinations announced, Europe-wide sustainability recognition, impressive charity efforts, and industry acclaimed advertising, Thomson ensures it’s forward thinking at all times.

• Five new Sensatori resorts and 10 new platinum hotels, one new cruise ship and 24 new routes from regional UK airports• Launched new Holiday Design Store in London• Launched trials of TUI Smartbrand with NFC technology

SPONSORED BY

TOMORROW’S TRAVEL MARKETING LEADER

EMILY HEATH, MARKETING MANAGER, TRAVELZOO (EUROPE)Emily Heath has been Travelzoo’s Marketing Manager since 2014. Prior to working at Travelzoo, Emily held positions at Whitbread and Mothercare. Emily’s career highlight to date was the launch of Travelzoo’s first ever European TV campaign in 2015. Emily led the integration of the campaign into online and formulated the measurement plan and attribution of new member sign ups from this activity.

HIGHLY COMMENDED:

Tom Pestridge, Head of Marketing, Honeymoon Dreams & Pure Destinations OTHER FINALISTS:

Jeffrey Baars, Marketing Operations Director, Glh Hotels

Alison Campbell, Brand Engagement Manager, Visit Scotland

Chloe Painter, National Campaigns Marketing Manager, TUI

Glyn Owen, Travelzoo, Head of Marketing UK said “Emily consistently demonstrates a strong work ethic and desire to improve the status quo. She has hit her goal every quarter since joining Travelzoo, and was a key reason why 2015 was the best year ever in Europe for CPA and quality of new members. Her involvement in our first TV campaign and the improvements she has made to our marketing landing pages were two of the biggest wins for the business in 2015. Emily manages the multi-million-pound budget for the UK and France, and lends her expertise to our teams across the globe. Her consistency and achievements in 2015 led to her being awarded Travelzoo’s Rising Star award in Europe. Not only is Emily bright but she’s a lovely person, and I know she has a very bright future ahead of her in the travel marketing arena – I just hope we can keep hold of her!”

THIRD PLACE: HIGHLY COMMENDED:SECOND PLACE:


15 MARCH 2016

THE RESULTS 2016

HEADLINE PARTNERS

LEAD PARTNER

AWARD CATEGORY SPONSORS

The Travel Marketing Awards • Tel: 01920 444832 • Email: [email protected]

ORGANISED BY


15 MARCH 2016

THE RESULTS 2016

Documents

The Travel Marketing Awards 2016 - Results Brochure