WINNERS CATALOGUE - The Travel Marketing Awards

CONGRATULATIONS!
The Travel Marketing Awards is one of the most prestigious events
in the travel industry calendar, recognising the finest work being
accomplished in travel and tourism marketing today.
The Awards not only recognise and reward marketing excellence
in our sector, but also help the industry to raise standards. And by
learning from the success of this year’s winners, CIMTIG aims to
further develop the industry’s marketing expertise and edge.
Today, marketers are more accountable more than ever before and
they are being charged with the task of developing new markets, as
well as new business. Marketing activity needs to demonstrate real
bottom line value, with travel companies and their agencies under
great pressure to deliver on all these fronts.
The Awards are graded from Bronze to Gold standard, with many
winners of these coveted Awards, achieving a fantastic Gold grade.
The grades achieved are shown alongside each shortlisted and
winning entry highlighted in this Winners Catalogue
WINNERS
CATALOGUE
On behalf of the CIMTIG Council, I would like to thank every agency,
travel and tourism organisation that entered this year’s Awards. All
entrants are to be applauded for their great work.
Richard Carrick
President
CIMTIG
THE RESULTS 2014
ADVERTISING AWARDS
SPONSORED BY
BEST BUSINESS TO BUSINESS ADVERTISING
BEST CONSUMER PRESS ADVERTISING
ON BUSINESS
LUGGAGE TAGS
•3,372 new members
•New members have flown 54,387 sectors
•ROI of 14:1
OGILVYONE FOR BRITISH AIRWAYS
SECOND PLACE:
| Heart attack
Quiksel
Communications
for roomsXML
Solutions
| Luggage tag
poster
Ogilvy & Mather
for Expedia
OGILVY & MATHER FOR EXPEDIA
THIRD PLACE:
SECOND PLACE:
THIRD PLACE:
Let’s make the
memories
| Unleash
your mojo
expected
| Holidays
just got better
Muse Advertising for
Attraction World
M&C Saatchi for
Virgin Holidays
MBA for
Mercure Hotels
Beattie McGuinness
Bungay for Thomson
| What you
OTHER FINALISTS:
| Pop-up
passport
BBH London for
British Airways
BEST POSTER ADVERTISING
BEST ONLINE ADVERTISING
UNLEASH YOUR MOJO
SUMMER IS DUBAI
•+25% year-on-year increase
•+33% spike in bookings from new customers
•47% uplift in total margin
•Traffic drivers in multiple formats were created to maximise visits to
the microsites
•TV catch up = 9,210 clicks
•Telegraph.co.uk: Total unique browsers 13,013
M&C SAATCHI FOR VIRGIN HOLIDAYS
SECOND PLACE:
•Website transactions increased 9% during the campaign
•Gross booking value per customer increased by 8%
•Overall Brand Health Index for Expedia.co.uk increased by 13%
ORCHESTRA FOR DUBAI TOURISM
THIRD PLACE:
SECOND PLACE:
THIRD PLACE:
| Catch the
summer fever
| Catch the
summer fever
| Meet
South Africa
The GIG at DST for
South West Trains
The GIG at DST for
South West Trains
TripAdvisor for South
African Tourism
THE RESULTS 2014
ADVERTISING AWARDS
SPONSORED BY
BEST RADIO ADVERTISING
BEST TV ADVERTISING
(UNDER £100K PRODUCTION SPEND)
HOLIDAYS JUST GOT BETTER
ITV WEATHER SPONSORSHIP
•Passengers up 5.5% year-on-year
•Increased brand communcations due to higher spend
•15% year-on-year increase in unique holiday bookings for Summer 2013
• Increased bookings between November and February by 9%
year-on-year
•More than double-digit growth in 4 of the 6 featured destinations
•50% spontaneous awareness
BEATTIE MCGUINNESS BUNGAY FOR THOMSON
M&C SAATCHI FOR VIRGIN HOLIDAYS
SECOND PLACE:
SECOND PLACE:
THIRD PLACE:
| Less haste
more speed
| Stop staring up.
Start looking down
Elvis for Virgin Trains
M&C Saatchi for
The View from The Shard
| Czech
Republic…Dream in
‘The land of stories’
Turner Commercial
Productions for
Czech Tourism Authority
BEST TV ADVERTISING
(OVER £100K PRODUCTION SPEND)
FLYING IN THE FACE OF ORDINARY
•340,000 organic views before it had even offically lauched
•2,520 combined facebook likes
•Facebook fanbase grew by nearly 14%
RKCR/Y&R FOR VIRGIN ATLANTIC
SECOND PLACE:
| Holidays just got
THIRD PLACE:
better
| Unleash
your mojo
Beattie McGuinness
Bungay for Thomson
M&C Saatchi for
Virgin Holidays
THE RESULTS 2014
MARKETING AWARDS
SPONSORED BY
BEST USE OF SEARCH
CRM PROGRAMME
PUTTING FOREST HOLIDAYS ON THE UK
HOLIDAYS MAP
pre-booking
Abandon basket
SECOND PLACE:
THIRD PLACE:
| Search and
the New Year’s
resolution calculator
Cruises
iProspect for
Thomas Cook
| P&O
NetBooster for
P&O Cruises
CRM PROGRAMME
POST BOOKING AND PRE-FLIGHT
Post-booking hotel Solus
Pre-Flight Countdown 8: Car Solus
Pre-Flight Countdown 7: Family (if applicable) Pre-Flight Countdown 6: Getting organised
Pre-Flight Countdown 5: Allocated Seating
Pre-Flight Countdown 4: Online check-in
Pre-Flight Countdown 3: To/From Airport
Pre-Flight Countdown 2: APIS Solus
Countdown 1: 1 Week To Go
WELCOME BACK
Pre-Flight Countdown 0: 48 Hours To Go
CSAT Survey
INSPIRING WAYS TO TRAVEL
Welcome Back
Inspire Me
Newsletters
Seat Sale
•Over 470m emails annually
•Increased bookings online to 93%
•Overall ROI of 50:1
•Booking transactions up 41%
•Natural traffic up 37%
•Site visability increased 32%
PROPELLERNET FOR FOREST HOLIDAYS
BEST DIRECT MARKETING (EMAIL)
HAVAS EHS FOR EASYJET
OTHER FINALISTS:
SECOND PLACE:
THIRD PLACE:
| IHG SEOcial
search strategy
| On the way
to SERP domination
| The
wanderer
seats
360i London for
IHG (Intercontinental
Hotels Group)
NetBooster for
Accorhotels.com
The HUB for YHA
Elvis for Virgin Trains
| Loads of
BEST DIRECT MARKETING (PRINT)
BEST APP
FRESH ROUTES, FRESH POWDER
MYTHOMSON MOBILE APP
•An amazing 12.9% response to sale
•With an ROI of 18:1 this is Monarch’s best performing DM pack ever
•Monarch was the first airline to utilise augmented reality
•App customers spend on average 45% more on ancillaries
•136,000 downloads
•8,500 customers logging in daily
MyThomson Mobile app
Your Holiday. Beautifully arranged in the palm of your hand.
Watch the video
WDMP FOR MONARCH AIRLINES
SECOND PLACE:
THIRD PLACE:
| Kuoni
Explore customer
magazine
| 2013
GHA discovery
welcome pack
Oliver & Graimes
for Kuoni Travel
ICLP San Francisco for
Global Hotel Alliance
CREATOR FOR TUI UK & IRELAND
SECOND PLACE:
THIRD PLACE:
| The
Expedia app
| New Year’s
resolution calculator
By Expedia UK
iProspect for Thomas
Cook
THE RESULTS 2014
MARKETING AWARDS
sOcIal
THE
ULTIMATE
PRIZE
WIN THE ENTIRE
cRaNlEIGH BOUTIQUE HOTEl
fOR 2 WHOlE NIGHTs!
THIs WEEk
acTIVITy
381,770
43,079
23,849
12,091
4,006
2,426
‘Reached’
‘Clicks’
‘Engaged’
‘Likes’
‘Shares’
‘Comments’
‘paGE lIkEs’!
639
aNNUal
19,852,040
2,240,108
1,240,148
628,732
208,312
126,152
33,228
Figures based on week oF entry • activity based on simple multiplication oF 52 weeks
Figures do not contain any accumulative % growth, which based on this week was up 245%
meaning the actual ‘annual’ Figures could be vastly increased
SPONSORED BY
BEST USE OF SOCIAL MEDIA (UP TO £25K)
BEST USE OF SOCIAL MEDIA (£25K-£75K)
HOW THE POWER OF SOCIAL MEDIA
HAS TRANSFORMED BUSINESS AT A
FAMILY RUN HOTEL ...
EDINBURGH’S HOGMANAY - #BLOGMANAY
VIDEO
•Facebook followers increased 61% to 11,226
•Twitter followers increased 101% to 5008 followers
•Database increased 50% from 80,000 to over 120,000
•26% of followers engage regularly
•On average, 594 followers post comments each day
•Over 85,000 likes
1
THE CRANLEIGH BOUTIQUE
SECOND PLACE:
|
Misconceptions
London Creative for
Bournemouth
Tourism
UNIQUE EVENTS FOR EVENTSCOTLAND / EDINBURGH TOURISM ACTION GROUP
THIRD PLACE:
THIRD PLACE:
SECOND PLACE:
| Fanfare
| The 2013 Roadtrip
Designate for P&O
Ferries
The Hub for YHA
| TheRoadTrip
Contiki Holidays
BEST USE OF SOCIAL MEDIA (OVER £75K)
MOST INNOVATIVE MARKETING AWARD
BEST JOBS IN THE WORLD
MYTHOMSON MOBILE APP
•Global entries stand at over 612,700
•86,701 entries from the UK
•15 days of content has been created as a result
•Bringing the customer holiday experience to life and right in the palm
of their hand
•Customers logged in an average of 4 times per week in the run up
to their holiday
•Average dwell times of around 2-4 minutes
MyThomson Mobile app
TOURISM AUSTRALIA
CREATOR FOR TUI UK & IRELAND
Your Holiday. Beautifully arranged in the palm of your hand.
Watch the video
SECOND PLACE:
THIRD PLACE:
| The march
to one million
G Adventures
SECOND PLACE:
THIRD PLACE:
OTHER FINALISTS:
| ibis
snuggling bunnies
| Edinburgh’s
Hogmanay - #blogmanay
| The
2013 roadtrip
BETC London, Havas
Media & Netbooster
for ibis hotels
Unique Events for
EventScotland /
Edinburgh Tourism
Action Group
The Hub for YHA
| East
Coast Mainline ­‑
The Skyfall train
| Publisher
outreach strategy
to enhance SEO
East Coast Trains
iProspect for
Thomas Cook
THE RESULTS 2014
MARKETING AWARDS
BEST BROCHURE OR LEAFLET
CARRIER.CO.UK
VIRGIN HOLIDAYS HIP BROCHURE
•Fully responsive across desktop, tablet and mobile
•Over 1/4 of a million visits in the first year
•Online leads into the sales team are up 86%
•35% increase in booked passengers year-on-year
•49% increase in booked net revenue year-on-year
•An amazing 33:1 ROI
The world as you want it
BEST WEBSITE OR MICROSITE
January - December 2013
0844 573 2450
vhiphotels.co.uk
NORTH AMERICA • CARIBBEAN • MIDDLE EAST • ASIA • AFRICA • EUROPE
HIP_13 COVER_001-172_FINAL.indd 1
06/12/2012 14:41
KMP FOR CARRIER
LIDA FOR VIRGIN HOLIDAYS
SECOND PLACE:
THIRD PLACE:
OTHER FINALISTS:
| Brooklands
hotel website redesign
| Stop staring
up. Start looking down
|
shineagain.com
Milton Bayer for
Brooklands Hotel
Surrey
M&C Saatchi for
The View from
The Shard
DEC Comunicacion,
S.A. (BBDO) for
Promotur Turismo
de Canarias
SECOND PLACE:
| Bringing
the Cunard experience
to life online
| Marine
G Adventures
DigitasLBi for Cunard
BEST PR STRATEGIC
BEST PR TACTICAL
THOMSON DREAM AND THOMSON
CELEBRATION LAUNCH
TAXI SURVEY
•Taxi Survey achieved 300+ articles
•$8.5 million advertising value equivalent
•OTS of 157 million
HOTELS.COM
THOMSON
| Chinese
International Travel
Monitor
Hotels.com
| Beach
Resorts 2013
Brochure
Mark Warner
•1762 likes
•Viewed over 100,000 times in its first month
•“This looks like a trailer for a new bond film”
SECOND PLACE:
THIRD PLACE:
THIRD PLACE:
SECOND PLACE:
| Suite
| Save our
Dreams
dram
Slam PR for Grosvenor
House, A JW
Marriott Hotel
Tricker PR for Spirit
of Speyside Whisky
Festival
THIRD PLACE:
OTHER FINALISTS:
| Lincoln:
the movie
| Elegant guide
to...Britain & Ireland’s
next top model
KBC PR & Marketing for
Capital Region USA
Brighter Group for
Elegant Hotels Group
| Thamesjet
launch
Flagship Consulting
for Thamesjet by City
Cruises
THE RESULTS 2014
MARKETING AWARDS
BEST USE OF AFFINITY MARKETING &
SPONSORSHIP
BEST EXPERIENTIAL MARKETING
We took an unsigned band in a VW camper van on an
unforgettable road trip taking in our most iconic hostels.
Documenting every step of the journey we tweeted,
instagrammed and jammed our way around England
and Wales, becoming the talk of the town, as well as
social media channels.
ILOVENY & WYCHWOOD BRAND PARTNERSHIP
•The campaign overall had a reach of 3 million
•Over £250,000 worth of media coverage
•Resulted in over 7,000 opt ins
COMMUNAL SPOTIFY
PLAYLISTS
Our challenge was to reconnect with the experiencefocused youth of today, effectively putting YHA back on
their map by getting them ‘over the threshold’.
£100,000 WORTH
OF EARNED MEDIA
ONLINE COMMUNITY
GREW BY 255%
THE 2013 ROADTRIP
832,256
STUDENTS
REACHED
We also created a number of ‘university takeovers’
around the country. This included photo booths
that uploaded photos directly to our Facebook page,
university specific YHA offers and more than a handful
of love hearts.
And, as more proof of the campaign making a real
difference, we’re excited to say #YHARoadtrip will be
back next year. See you on the road!
HIJACKING
MUSIC BLOGS
GATECRASHED
BOARDMASTERS
FOUR WEBISODES
OF THE TRIP
UNIVERSITY
TAKEOVERS
•Increased brand awareness by 8%
•Facebook community grew by 255%
•Increased like-for-like sales by 235%
OVER 1000 USER-GEN
STORIES CREATED
LIKE-FOR-LIKE SALES
UP BY 235%
AVIACIRCLE FOR ILOVENY (NEW YORK STATE DIVISION OF TOURISM)
SECOND PLACE:
|
Tourism Australia /
Mr & Mrs Smith
Tourism Australia
THE HUB FOR YHA
THIRD PLACE:
| 100,000
Ramada hotel rooms
for just £20 per room
per night
By Independent
Newspaper in house
creative team for
Wyndham hotel Group
SECOND PLACE:
THIRD PLACE:
| Polo on the
beach, Watergate Bay
Spring
Watergate Bay Hotel
and Barefoot Media
for Watergate Bay Hotel
BEST EXHIBITION PRESENCE
(TRADE OR CONSUMER)
HOTELS.COM
•A seamless, ever changing, panoramic message
•Abu Dhabi used to run but now it sprints!
•39 co-participating companies, promoting 82 products
Hotels.com Best In-house PR team
WOOD FOR ABU DHABI TOURISM AND CULTURE AUTHORITY
THIRD PLACE:
| The
hotel people
Pulse Group for
Emirates
Pegasus Solutions
•37,000+ articles in key media
•Twitter followers increased 88%
•Andy Pietrasik, The Guardian “If ever we need to know about the latest
hotel trends, or how consumers are booking their hotel stays, we know
that we will get the right information at the right time from hotels.com”
HOTELS.COM
0
| The
Emirates globe
DEC Comunicacion S.A.
(BBDO) for Promotur
Turismo de Canarias
BEST IN-HOUSE MARKETING OR PR TEAM
ABU DHABI TCA - WTM 2013 STAND
SECOND PLACE:
| Eternal
SPONSORED BY
Hotels.com | PR and Corporate Communications
SECOND PLACE:
THIRD PLACE:
Skyscanner
TUI UK & Ireland
3 - 6 Nov 2014 London
THE RESULTS 2014
CAMPAIGN AWARDS
DIGITAL MARKETING CAMPAIGN OF
THE YEAR
ADVERTISING CAMPAIGN OF THE YEAR
(UP TO £250K MEDIA SPEND)
MISCONCEPTIONS
TODAY
•More than 40 global media websites ran the story
•60,000 views in the first week alone
•Media value in excess of six figures
•+15% at the end of the season
•UK visits to website up 98%
•10,000 people entered the competition on guardian.co.uk to win a
holiday to the Azores
LONDON CREATIVE FOR BOURNEMOUTH TOURISM
SECOND PLACE:
THIRD PLACE:
| Business
success through
natural and paid
search
Havas EHS for easyJet
KBC PR & MARKETING IN ASSOCIATION WITH MOSAIC AND MEERKAT WORKS
FOR AZORES PROMOTION BOARD
| Inspire me
SECOND PLACE:
THIRD PLACE:
| Stop staring
up. Start looking down
2013
M&C Saatchi for The
View from The Shard
M&C Saatchi for
Visit Kent
| Your garden
iProspect for
Thomas Cook
ADVERTISING CAMPAIGN OF THE YEAR
(OVER £250K MEDIA SPEND)
INTEGRATED CAMPAIGN OF THE YEAR
(UP TO £1M SPEND)
FLYING IN THE FACE OF ORDINARY
CATCH THE SUMMER FEVER
•1,097,860 total views to date on Youtube
•2,520 combined Facebook likes
•9,595 new Twitter followers
•Delivered ROI well above target
•A resounding success, bringing in a vast amount of new business
•A clearly communicated campaign through multiple channels including
posters, regional press, door drops, advertortial, e-mail, web etc.
THE GIG AT DST FOR SOUTH WEST TRAINS
RKCR/Y&R FOR VIRGIN ATLANTIC
SECOND PLACE:
THIRD PLACE:
| Unleash
your mojo
| Holidays
just got better
M&C Saatchi for
Virgin Holidays
Beattie McGuinness
Bungay for Thomson
SPONSORED BY
THIRD PLACE:
SECOND PLACE:
|
Queensland’s
Great Barrier Reef/
Disney-Pixar Finding
Nemo 3D campaign
Hills Balfour for
Tourism and Events
Queensland
| The
colours of Peru
Brighter Group
for Promperu
THE RESULTS 2014
CAMPAIGN AWARDS
INTEGRATED CAMPAIGN OF THE YEAR
(OVER £1M SPEND)
UNLEASH YOUR MOJO
•Spontaneous brand awareness has risen from 32% to a record high
of 51%
•Brand consideration has risen from 39% to a record high of 63%
•Brand preference has risen by 155%, from 9% to a record high of 23%
M&C SAATCHI AND LIDA FOR VIRGIN HOLIDAYS
SECOND PLACE:
| Fly Virgin Trains
Elvis for Virgin Trains
THIRD PLACE:
| Holidays just
got better
Beattie McGuinness Bungay
for Thomson
TRAVEL BRAND OF THE YEAR
BLACK TOMATO
SPONSORED BY
TRAVEL BRAND OF THE YEAR
(£10M-£25M TURNOVER)
TRAVEL BRAND OF THE YEAR
(OVER £25M TURNOVER)
BLACK TOMATO
THOMSON
THOMSON
SECOND PLACE:
THIRD PLACE:
Expedia
Virgin Atlantic
THE RESULTS 2014
HEADLINE SPONSOR
DRINKS RECEPTION SPONSOR
AWARD SPONSORS
3 - 6 Nov 2014 London
The Travel Marketing Awards • Tel: 01920 444832 • Email: ttma@dellardavies.com