Download - TTMA 2015 Winners Catalogue
THE RESULTS 2015
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, CIM Travel Group 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
On behalf of the CIM Travel Group 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
CIM Travel Group
CONGRATULATIONS!
WINNERS CATALOGUE
GROSVENOR HOUSEA JW MARRIOTT HOTEL
19 MARCH 2015
THE RESULTS 2015
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THE RESULTS 2015
BEST MICROSITE OR WEBSITE
TOUR DE FRANCE GRAND DEPART
• The fully interactive map received 157,000 page views, from 58,583 visits, in just one day• The site has now received over 3.2 million views, up 2 million since the launch• Page views increased by 22,000 on average, per day
CREATIVE SPARK FOR WELCOME TO YORKSHIRE
SECOND PLACE:
Belmond.com
Nevado for Belmond
THIRD PLACE:
Transforming The Customer Experience Online
Netflights.com
BEST USE OF SOCIAL MEDIA
‘STORIES ARE WAITING’
• One million visitors to the ‘Stories Are Waiting’ hub• 651,000 interactions generated across the campaign• Brand advocacy increased by 5%
DIGITAL AWARDS
ARENA FOR EUROSTAR
BEST USE OF MULTI-CHANNEL
THE MONARCH VIRTUAL REALITY MOUNTAIN
• 1 in every 5 visitors to the Virtual Reality photosphere booked• Family bookings up 33%• Generated £1.6million of non ski bookings
WDMP FOR MONARCH AIRLINES
SECOND PLACE:
Thomson Holiday Design Store
20:20/SCC/Scala for TUI UK & Ireland
THIRD PLACE:
Our Stage, Your Story
OMD UK for Hilton Hotels & Resorts
SECOND PLACE:
Your Big Day
TUI UK & Ireland
BEST USE OF MOBILE OR APP
MYTHOMSON APP GOES GLOBAL
• Developed a total of 14 apps in 12 months• Available in eight countries and six languages across seven different brands• No.1 free travel app in the UK, Germany, Norway, Sweden, Denmark and Finland
SECOND PLACE:
Secret Escapes App
Secret Escapes
THIRD PLACE:
Expedia Tablet App
FleishmanHillard for Expedia
AKQA FOR TUI UK & IRELAND
SPONSORED BY
#SeeCantabria
Designate for Brittany Ferries & The Cantabrian Tourist Board
OTHER FINALISTS:
#Wightlive – Putting Wightlink Ferries...
Flagship Consulting for Wightlink Ferries
THIRD PLACE:
TREK LIVE
KMP Digitata for Trek America
THE RESULTS 2015
BEST USE OF CONTENT MARKETING
ALL ABOARD EAST COAST TRAINS
• Delivered a 16:1 ROI • 63% increase in brand preference• New household bookings increased by 26%
BEST USE OF VIDEO OR FILM
TOURISM AUSTRALIA AND BRITISH AIRWAYS
• 1.2 million views, exceeding 400,000 target• 7,253 likes, exceeding 2,573 target• 70,000 unique visitors, exceeding 35,000 target
TOURISM AUSTRALIA
DIGITAL AWARDS
BEST USE OF SEARCH
GOOGLE STREET VIEW – A WORLD FIRST ON THE WORLD’S LARGEST SHIP
• Highest daily traffic to Royal Caribbean’s website; up 50% to 97,842 visits• At least 1,091 linking websites• Over 1 million landing page views
OMD UK FOR ROYAL CARIBBEAN INTERNATIONAL
SECOND PLACE:
An Amazing Recovery
OMD UK for James Villas Holidays
THIRD PLACE:
Creating Authority With A Data-Led Publishing Strategy
DigitasLBi for Kuoni
OTHER FINALISTS:
Great British Stories
DigitasLBi for Premier Inn
Engaging User To Increase Performance
DigitasLBi for Etihad
SECOND PLACE:
The #LoveCornwall Film Series – Trailblazing In Destination Marketing
De Facto Films and Soundview Media Films for Visit Cornwall
THIRD PLACE:
Selfie Stories
Brave Spark for Cosmos Holidays
OTHER FINALISTS:
Thomson – Simon The Ogre, Draw A Dad
BMB & Red Engine for Thomson
The Energy That Awaits You
DEC Comunicación-BBDO for Promotur – Turismo de Canarias
HAVAS MEDIA FOR EAST COAST
SECOND PLACE:
Expedia’s Search For The Modern Explorer
PHD International For Expedia
THIRD PLACE:
#myweek
Designate For Mark Warner
OTHER FINALISTS:
The Way
Atomic London for Star Alliance
Stories Are Waiting
Arena For Eurostar
YHA - The Almanac
The Hub for YHA
SPONSORED BY
THE RESULTS 2015
BEST PR TACTICAL
FIRST EVER SELFIE WITH JESUS
• Went viral in the UK in 24hrs and Global in 48hrs with just a £700 spend• High profile Twitter interaction, including Richard Branson• Well over 100 million photo views
THE FLASH PACK
SECOND PLACE:
The Left Hand Driving School
Mischief PR for Skyscanner
THIRD PLACE:
A World First On The World’s Largest Ship
OMD UK for Royal Caribbean International
OTHER FINALISTS:
Flagship Gives Norwegian Getaway A Great Send-Off
Flagship Consulting for Norwegian Cruise Line
BEST PR STRATEGIC
UNVEILING THE SECRET LIFESTYLE BEHIND UK TRAVEL TRENDS
• Prompted awareness rose to 70% • A 300% increase in media opportunities YoY from 2013• Generated an estimated reach of 327,145,036
DIFFUSION FOR SECRET ESCAPES
MARKETING AWARDS
BEST EXPERIENTIAL MARKETING
RUN YHA
• Generated £28K worth of earned media • Festival sold out in one day and YHA fully booked with new visitors• 100% of runners said that they would come back again
THE HUB FOR YHA
SECOND PLACE:
I Love Trains Week
Intermarketing Agency for East Coast Main Line
THIRD PLACE:
Around The World In 80 Scoops
iD for InsureandGo
SECOND PLACE:
Poolside Playlist
Hill and Knowlton for First Choice
THIRD PLACE:
Virginia: One Governor, Two Bands and a Wine Expert
KBC PR & Marketing for Virginia Tourism Corporation
BEST USE OF AFFINITY MARKETING AND SPONSORSHIP
FIRST CHOICE AND VUE CINEMAS
• 33% increase in likelihood to purchase an all-inclusive holiday • 42% more likely to agree that First Choice ‘provides better service than other holiday companies’• 150% believe that the brand is ‘different from other holiday companies’
BMB & MEDIACOM FOR FIRST CHOICE
SECOND PLACE:
Thomson & STV Weather Sponsorship
BMB & Mediacom for Thomson
THIRD PLACE:
Doing Our Personal Best
The Leith Agency for First Scotrail
Capital London Breakfast Promotion with British Airways in Cancun
Carat for British Airways
SPONSORED BY
THE RESULTS 2015
BEST IN-HOUSE MARKETING OR PR TEAM
TUI UK & IRELAND MARKETING TEAM
• Out perfomed biggest competitors• Holiday Design Store’ won ‘Digital Store of the Year’ at the Retail Week Technology Awards• Customer retention increased another 2% to 43% in 2014
TUI UK & IRELAND MARKETING TEAM
MARKETING AWARDS
MOST INNOVATIVE MARKETING
GOOGLE STREET VIEW – A WORLD FIRST ON THE WORLD’S LARGEST SHIP
• First ever cruise ship on Google Street View • Journalists and bloggers loved the idea, featuring it in national and tech news• 8,705 likes, shares and tweets
OMD UK FOR ROYAL CARIBBEAN INTERNATIONAL
SECOND PLACE:
The Monarch Virtual Reality Mountain
WDMP for Monarch
THIRD PLACE:
Holiday Open Day
BMB for Thomson
BEST DIRECT MARKETING
THE MONARCH VIRTUAL REALITY MOUNTAIN
• Monarch’s best performing direct campaign to date • Generated £1.8million incremental revenue at an ROI of 12:1• 16% of the targets contacted actually booked
WDMP FOR MONARCH AIRLINES
SECOND PLACE:
Virgin Atlantic Airlines Credit Card January Campaign
Naked Communications for Virgin Atlantic
THIRD PLACE:
Membership Passport
The Hub for YHA
SECOND PLACE:
Skyscanner
THIRD PLACE:
TUI UK & Ireland PR Team
SPONSORED BY
THE RESULTS 2015
Don’t be left behind, travel with your customers.In the 30 minutes it takes to get a 360 degree view of London, ADARA sees...
35,5oo bookings confi rmed & itineraries viewed
200,000 travellers planningtheir trip
11,000 passengersin the sky
1.3 million travel events
www.adara.com
THE RESULTS 2015
BEST BUSINESS TO BUSINESS PRESS ADVERTISING
THE GLOBE TRAVEL AWARDS 2013 - DSD DONUTS
• Tongue-in-cheek campaign helped secure first ever Globe Travel Award• Won Best Trade Friendly Award• Distributed 5,000 donuts!
MERCIECA FOR ATD.COM
ADVERTISING AWARDS
BEST ONLINE ADVERTISING
DIGITAL DUBAI
• 13,535 unique browsers from telegraph.co.uk• National Geographic Traveller’s 2nd most successful campaign to date• 397,658 4OD and 337, 869 ITV player views
ORCHESTRA FOR DUBAI TOURISM AND COMMERCE MARKETING
SECOND PLACE:
TripAdvisor Holiday Finder
Mediacom for TUI Travel
THIRD PLACE:
Contiki
Accord Group for Contiki Holidays
BEST OUTDOOR ADVERTISING
WHY GO HIGH COST?• 54% increase in sales • 30% increase in direct traffic, sales calls and branded searches • Long-haul sales increased by 98% YoY
BETA (CREATIVE) AND HAVAS (MEDIA) FOR LOWCOSTHOLIDAYS
SECOND PLACE:
What’s Your Tour de France?
SOUK for Atout France
BEST CONSUMER PRESS ADVERTISING
THOMSON LIVE ADS
• Consumers invited to submit holiday snaps for use in campaign• 15,000 interactions across social channels• Enjoyable KPI rose to 71%, from 57%
BMB & MEDIACOM FOR THOMSON
SECOND PLACE:
Bring Your Holidays Out of the Closet
DEC Comunicación-BBDO for Promotur – Turismo de Canarias
SPONSORED BY
THE RESULTS 2015
BEST RADIO ADVERTISING
THE MAGIC OF BOTSWANA
• Delivered 139% of promised impacts • Reached a total of 2,464,000 Adults 15+ at a frequency of 2.7 • Reached a total of 2,028 Adults 25+ at a frequency of 3.0
BAUER MEDIA CREATIVE FOR BOTSWANA TOURISM
ADVERTISING AWARDS
BEST TV ADVERTISING
THOMSON & SIMON THE OGRE
• Profits rose 9% YoY for Summer 2014 bookings• ‘Talk about with friends’ rose to 47% (vs. a norm of 25%)• Won a Cannes Silver Lion for Film Craft
BMB & MEDIACOM FOR THOMSON
SECOND PLACE:
Why Go High Cost?
Beta (Creative) And Havas (Media) for lowcostholidays
THIRD PLACE:
Britain’s Favourite Seaside Holiday
SOUK for Haven Holidays
ADVERTISING CAMPAIGN OF THE YEAR (UP TO £250K MEDIA SPEND)
SEE AUSTRALIA... THE EXPLORER’S WAY
• Admissions reached 165% of target• Digital activity achieved CTR of 0.36%• Bookings up 32% during the campaign period
ORCHESTRA FOR SOUTH AUSTRALIA TOURISM AND NORTHERN TERRITORY
SECOND PLACE:
I Love Trains Week
Intermarketing Agency for East Coast Main Line
THIRD PLACE:
Selfie Stories
Brave Spark for Cosmos Holidays
ADVERTISING CAMPAIGN OF THE YEAR (OVER £250K MEDIA SPEND)
THOMSON & SIMON THE OGRE (ME AGAIN)
• Recognition rose by 12%• ‘Brand as different’ registered at 10 points above norm• Won nine consumer awards at the British Travel Awards
BMB & MEDIACOM FOR THOMSON
SECOND PLACE:
British Airways Today. Tomorrow.
Bartle Bogle Hegarty for British Airways
THIRD PLACE:
Keep Glasgow Moving
The Leith Agency for Glasgow 2014
SPONSORED BY
THE RESULTS 2015
INTEGRATED CAMPAIGN OF THE YEAR (UP TO £1M MEDIA SPEND)
DINOSAURS UNLEASHED
• 25% increase in revenue for the summer season • 215,154 visitors during the summer (exceeding target by almost 50,000 visitors)• 91% rated the experience as ‘Excellent’ or ‘Good’
CAMPAIGN AWARDS
SECOND PLACE:
When Was The Last Time You Had A First Time
Front for Visit York
THIRD PLACE:
Jonathan Saunders for Thomson
Hill & Knowlton Strategies for Thomson (TUI UK & Ireland)
SPONSORED BY
GENDALL FOR EDEN PROJECT
INTERNATIONAL CAMPAIGN OF THE YEAR
EXPEDIA’S SEARCH FOR THE MODERN EXPLORER
• 54% lift in users engaging in a brand-related activity• Over 12 million people were exposed to the campaign• 13.5k hours spent engaging with the content
SECOND PLACE:
Why Go High Cost?
Beta (Creative) and Havas (Media) for lowcostholidays
THIRD PLACE:
The Way
Atomic London for Star Alliance
PHD INTERNATIONAL FOR EXPEDIA
INTEGRATED CAMPAIGN OF THE YEAR (OVER £1M MEDIA SPEND)
THOMSON & SIMON THE OGRE (ME AGAIN)
• The campaign ran across TV, digital and press• ‘Likelihood to use’ came in at +9 above the norm• Cost per PAX of £17, compared to £22 previously
SECOND PLACE:
Feel At Home
BMB for East Coast Trains
Be A Great Westener
The Leith Agency for First Great Western
BMB & MEDIACOM FOR THOMSON
SPONSORED BY
DIGITAL MARKETING CAMPAIGN OF THE YEAR
GOOGLE STREET VIEW – A WORLD FIRST ON THE WORLD’S LARGEST SHIP
• Reached over 10 million people in the UK• Campaign was picked up across 37 countries• Reached a new audience, younger and more tech-oriented than the usual cruise audience
OMD UK FOR ROYAL CARIBBEAN INTERNATIONAL
SPONSORED BY
THE RESULTS 2015
TRAVEL BRAND OF THE YEAR EXPEDIA• Expedia is the UK’s most trusted OTA according to Millward Brown metrics• The first travel company to accept Bitcoin• Led the way in the wearable space with travel support through the Samsung Gear 2• 91% of customers reviewed service as good or very good based on over 160,000 Feefo reviews• Through its Expedia Cares Programme launched a campaign to support the Philippines after typhoon Haiyan, generating an immediate 45% uplift in searches vs previous year
TRAVEL BRAND OF THE YEAR
EXPEDIA
SECOND PLACE:
lowcosttravelgroup THIRD PLACE:
TUI UK & IRELAND
FOURTH PLACE:
Skyscanner
SPONSORED BY
Our mission at CIM Travel Group is to promote, enhance and facilitate the knowledge and practice of marketing within the UK travel and tourism industry.
We are looking for partners who share our vision and want to play a part in the future of the travel industry.
For details, please contact Giles Harper on 07771 812 372 or email [email protected]
EXPLORE A WORLD OF OPPORTUNITY
THE RESULTS 2015
HEADLINE SPONSORS
LEAD PARTNER
AWARD SPONSORS
The Travel Marketing Awards • Tel: 01920 444832 • Email: [email protected]
ORGANISED BY