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.

Part time study in central London for professionals

MA BUSINESS MANAGEMENT IN INTERNATIONAL TRAVEL & TOURISM– Flexible delivery methods– Networking opportunities with industry experts – Academics with industry experience

COURSE STARTS SEPTEMBER 2013CONTACT US FOR A PERSONAL CONSULTATION

T 020 7487 7505 E exrel@regents.ac.uk W regents.ac.uk/rbsl

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

info@neolane.com

@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