CONGRATULATIONS! GROSVENOR HOUSE A JW MARRIOTT HOTEL 15 MARCH 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.
WINNERS CATALOGUE
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
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. Š 2016 Adobe Systems Incorporated. All rights reserved.
THE RESULTS 2016
DIGITAL AWARDS
SPONSORED BY
BEST MICROSITE OR WEBSITE
BEST USE OF SOCIAL MEDIA
CANADIAN AFFAIR WEBSITE REDESIGN
THE MAGIC MAKING DEPT.
• 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
• 100% positive feedback • Average spend per booking up 16.6% • Average length of stay up 7%
ACCORD FOR CANADIAN AFFAIR
BY LATEROOMS.COM
SECOND PLACE:
THIRD PLACE:
OTHER FINALISTS:
Ready To Fly
Thomson.co.uk
Aberdeen International
Scenic Spyways
Video password: magicmakingdept Mosaic Digital and Airport Redesign Naked Communications by TUI UK & Ireland KBC PR & Marketing for Virgin Atlantic KMP Digitata for for Capital Region USA Aberdeen International Airport
SECOND PLACE:
THIRD PLACE:
OTHER FINALISTS:
World’s Biggest Instameet - UK Activation
Park Inn by Radisson E-scapes
Virgin Trains #traindeer
Hills Balfour for Tourism and Events Queensland
BEST USE OF MULTI-CHANNEL
Umpf for Park Inn by Radisson Magic Making Det. advocates • • •
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
Hope&Glory for Virgin Trains
http://www.notbionic.co.uk/running/run ning-away-to-london-town/ http://www.seoandy.net/brand/magicmakers/ http://forums.moneysavingexpert.com/s howthread.php?t=5244084 https://www.youtube.com/watch?v=_S7 oqXJ4ZLY
The Elevator that Rises your Pride DEC BBDO for Promotur Turismo de Canarias
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
360I EUROPE FOR P&O CRUISES
MONITISE CREATE FOR PREMIER INN
SECOND PLACE:
THIRD PLACE:
OTHER FINALISTS:
Have you packed for Wales?
#LHRT2
Scenic Spyways
by Star Alliance
KBC PR & Marketing and Mosaic Digital for Capital Region USA
iCrossing for Visit Wales
A Truly User Centric Approach NetBooster for Tuscany Now & More
SECOND PLACE:
THIRD PLACE:
OTHER FINALISTS:
Lowcostholidays App
Mobile Display Targeting
You Need Sun
MediaCom for Thomson
for Visit St. Petersburg Clearwater
Brightec for Lowcostholidays
Media Agency Group
THE RESULTS 2016
DIGITAL AWARDS
SPONSORED BY
BEST USE OF SEARCH
BEST USE OF VIDEO OR FILM
SOUTH OF FRANCE HOLIDAYS
THE HOT TUB EXPERIENCE
• #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
• 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
360I EUROPE FOR EUROSTAR
FST FOR FOREST HOLIDAYS
SECOND PLACE:
THIRD PLACE:
OTHER FINALISTS:
SECOND PLACE:
THIRD PLACE:
OTHER FINALISTS:
Whatever the Weather
Winning in Mobile Search Adobe for TUI Travel (Thomson & First Choice)
Steering PPC investment in Travel NetBooster for Accor Hotels
Scene Launch Video
Unlock the World
TUI UK Content Team for Thomson
House of Kaizen for Avis Budget Group
Tourism Ireland & Classic FM
NetBooster for Spaseekers
Global for Tourism Ireland
BEST USE OF CONTENT MARKETING
BEST DIRECT MARKETING (EMAIL)
SOUTH OF FRANCE HOLIDAYS
SEARCH & BOOK FOLLOW UP PROGRAMME
• Sales up 464% YOY • Ranked 7th in the search rankings for ‘South of France holidays’ • Up 100 postions
• 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
360I EUROPE FOR EUROSTAR
SECOND PLACE:
THIRD PLACE:
OTHER FINALISTS:
Turkish Airlines Fortune Traveller
Dubai Tourism and Capital FM
Blog Content Marketing Strategy
Dekatlon Buzz for Turkish Airlines
Global for Dubai Tourism UK & Ireland
by lowcostholidays.com
#LoveSabah iambassador/Good Relations for Royal Brunei Airlines and Sabah Tourism
SECOND PLACE:
THIRD PLACE:
OTHER FINALISTS:
2014 Thank You Campaign
The Wanderer
Your Friend from The Canary Islands
ICLP for The Carlson Rezidor Hotel Group – Club Carlson Loyalty Program
The Hub for YHA
DEC BBDO for Promotur Turismo de Canarias
THE RESULTS 2016
THE RESULTS 2016
MARKETING AWARDS
BOOKED IT, PACKED IT, WON IT! Thinking about what to pack into your next creative campaign? Give us a tinkle on 0161 819 5140.
SPONSORED BY
BEST EXPERIENTIAL MARKETING - JOINT WINNERS 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
TUI UK VIDEO CONTENT TEAM FOR FIRST CHOICE
5 Century Street Manchester ( The North) M3 4QL viv-id.co.uk @vividmanchester
Best TV Advertising ( Under £100k Spend )
Image credit: VisitGuernsey, thanks to our great client for trusting and believing in us.
Integrated Campaign of the Year
THIRD PLACE:
OTHER FINALISTS:
Lonely Planet’s Ultimate Travelist: Sand Sculptures
Run YHA
by Lonely Planet
The Hub for YHA
The Elevator that Rises your Pride DEC BBDO for Promotur Turismo de Canarias
THE RESULTS 2016
MARKETING AWARDS
SPONSORED BY
PLATINUM WINNER
Example PR coverage
BEST PR STRATEGIC THE BIG AUSSIE REUNION
BEST PR TACTICAL
• 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
HOSTELING WITH CHRIS EUBANK • Over 273,000 views on youtube • 162 pieces of media coverage • Social reach: over 33m
Regional coverage and radio HILLS BALFOUR FOR TOURISM AND EVENTS QUEENSLAND AND FLIGHT CENTRE
LUCKY GENERALS FOR HOSTELWORLD
SECOND PLACE:
THIRD PLACE:
Redefining Holidays for Grown-Ups
Jade Jagger For Thomson
Diffusion for Warner Leisure Hotels
Hill & Knowlton/Thomson In-House
PR Team for Thomson
Example Flight Centre promotions
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:
THIRD PLACE:
OTHER FINALISTS:
Airbnb Floating House
Putting Haiti back on the map
£75 Fares
Hope&Glory for Airbnb
by G Adventures
Diffusion PR for Air New Zealand
SECOND PLACE:
THIRD PLACE:
OTHER FINALISTS:
The World’s First Travel by Taste Agent
Blackpool Destination Guide 2015
365 days to recharge your energy
Own Board Magazine
Brands2Life for TravelSupermarket
by VisitBlackpool
DEC BBDO for Promotur Turismo de Canarias
FCB Milan for TAM Air Lines
THE RESULTS 2016
MARKETING AWARDS
SPONSORED BY
BEST IN-HOUSE MARKETING OR PR TEAM
BEST DIRECT MARKETING (PRINT)
THOMSON - PR TEAM
CANADA EXTRAORDINARY LIFE
• Partnership with Spotify saw 10,000 playlists generated • ROI of 33:1 • 4,300 pieces of press coverage across all brands
• 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
THOMSON - PR TEAM
BLACK TOMATO FOR DESTINATION CANADA
SECOND PLACE:
THIRD PLACE:
OTHER FINALISTS:
SECOND PLACE:
THIRD PLACE:
Travelzoo - PR Team
Attraction World - PR Team
GoEuro Travel GmbH -
Turn of Year Direct
Own Board Magazine
PR Team
WDMP for Monarch
FCB Milan for TAM Air Lines
BEST USE OF AFFINITY MARKETING AND SPONSORSHIP
MOST INNOVATIVE MARKETING PARK INN BY RADISSON E-SCAPES
ASOS & THOMSON SCENE
• 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
• In 23 weeks the site delivered 100,796,020 impressions • Thomson Scene web visits up 87% YOY • Sales up 67% YOY
MEDIACOM FOR THOMSON
UMPF FOR PARK INN BY RADISSON
SECOND PLACE:
THIRD PLACE:
SECOND PLACE:
THIRD PLACE:
#LHRT2
Hilton Holiday Matchmaker Grayling for Hilton
Visit Andorra, Berghaus and Explore Brand Partnership
Culinary Journeys
Atomic London for Star Alliance
Lotus for Visit Andorra
CNN for Turkish Airlines
THE RESULTS 2016
ADVERTISING AWARDS
SPONSORED BY
BEST RADIO ADVERTISING
BEST CONSUMER PRESS ADVERTISING
BLOGGER ADS
BIRDS
• Achieved goal to increase PPC • Performed 25% more effectively than the same period in 2014
• Increase in bookings to Thailand of 78% • Bookings to Mauritius up 1,410% • Drove a high volume of last minute sales to Mexico
BMB FOR THOMSON
RADIO WORKS FOR INSUREANDGO
SECOND PLACE: Adventure Seekers Sought The Hub for YHA
BEST OUTDOOR ADVERTISING
BEST ONLINE ADVERTISING
MILES THE BEAR
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
• Website visits up 20% YOY • Consideration perception experienced a 5% uplift YOY • Spontaneous awareness was higher for Thomson (64%) than closest competitor (52%)
ACCORD FOR EXPLORE
BMB FOR THOMSON
SECOND PLACE:
THIRD PLACE:
OTHER FINALISTS:
The Bench with the Best Climate in the World
Wednesdays
How will your Weekend Evolve
DEC BBDO for Promotur Turismo de Canarias
by Travelzoo
Souk Response for Isle of Man Tourism
SECOND PLACE: You Need Sun
Dynamic Prospecting
Media Agency Group for Visit St. Petersburg Clearwater
Mediacom for TUI Travel - Thomson Holidays
THE RESULTS 2016
ADVERTISING AWARDS
SPONSORED BY 8.23% YOY REVENUE INCREASE
BEST TV ADVERTISING (UP TO £100K SPEND)
with Open rate of 28% gh a 12% click throu
OVER 2.15 MILLION IMPRESSIONS.
ADVERTISING CAMPAIGN OF THE YEAR (UP TO £250K MEDIA SPEND) TRAINS
GYMS
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
RECRUITING LOVERS OF THE GREAT OUTDOORS.
ADVENTURE SEEKERS SOUGHT
are a natural YHA’s outstanding locations the great outdoors, fit for people who love to reach people who so our strategy was . love outdoor adventures in gyms and running From guerrilla activity and outdoor press clubs, to targeted digital, recruitment ads executions, we placed would be thinking where our audience about their next adventure.
RUNNING TRAC KS
PHONE BOXES
• Open rate 28% with 12% click through rate • Drove over 10,000 visitors to the campaign’s URL • Conversion rate 2.31%
had over 10,863 And it worked. We URL, with a visitors to the campaign’s 2.31%. We also saw conversion rate of in YOY revenue an increase of 8.23% . that’s a staggering £1,360,998
ONLINE
PRESS ADS
VIVID FOR VISITGUERNSEY
THE HUB FOR YHA
SECOND PLACE:
THIRD PLACE:
OTHER FINALISTS:
SECOND PLACE:
London’s Double the Fun
Still Doing It
Tell Your Friends
London’s Double the Fun
Jacob Bailey for Abellio Greater Anglia
TDG for Teletext Holidays
Beta for Lowcostholidays
Jacob Bailey for Abellio Greater Anglia
BEST TV ADVERTISING (OVER £100K SPEND)
ADVERTISING CAMPAIGN OF THE YEAR (OVER £250K MEDIA SPEND)
MILES THE BEAR
MILES THE BEAR
• Website visits up 20% YOY • Quality perception doubled, up 11% YOY • Value perception up 35% YOY
• Website visits up 20% YOY • Quality perception up 11% YOY • 8.3% uplift in PAX YOY
BMB FOR
SECOND PLACE:
BMB FOR THOMSON
THIRD PLACE:
OTHER FINALISTS:
SECOND PLACE:
THIRD PLACE:
OTHER FINALISTS:
Find your Amazing
Have you packed for Wales?
Days
Banbury Fare Match
Grey London for Kuoni
Golley Slater for Visit Wales
SOUK for Haven Holidays
Have you packed for Wales?
Birmingham Mainline Re-launch
Hampton by Hilton with Nick Ferrari/LBC
The Gate London for Chiltern Railways
Global for Hampton by Hilton
Golley Slater for Visit Wales
The Gate London for Chiltern Railways
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 sales@alfinsight.com, quoting ‘TMA16'. 020 8102 0904 www.alfinsight.com
THE RESULTS 2016
CAMPAIGN AWARDS eCRM drove 2000 visits to microsite
£120,000 of car rentals
INTERNATIONAL CAMPAIGN OF THE YEAR
INTEGRATED CAMPAIGN OF THE YEAR (OVER £1M MEDIA SPEND)
THE WORLD’S BEST DRIVING ROAD • Directly generated £120,000 of rental sales • Total PR reach of 470m • Social engagement increased by 2,206%
ATOMIC FOR AVIS
“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:
THIRD PLACE:
OTHER FINALISTS:
Avianca in Brazil
#GreatWeekend
Expedia Travel Yourself Interesting
Atomic for Budget Car Rental
Expedia Media Solutions for Dubai Corporation of Tourism & Commerce Marketing and Emirates
Atomic London for Star Alliance
700,000 video views Generating 8,000 clicks to microsite
SPONSORED BY
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
SECOND PLACE:
THIRD PLACE:
OTHER FINALISTS:
Senior European Tour: Golf Championship
Find your Amazing
Miles the Bear
Restaurant Australia Co-Op Campaign
Qube Media for Constance Hotels and Resorts
for Kuoni
Grey London
BMB for Thomson
Two Weeks Campaign by Tourism Australia
Tourism Australia and Etihad Airways Tourism Australia
SPONSORED BY
INTEGRATED CAMPAIGN OF THE YEAR (UP TO £1M MEDIA SPEND)
DIGITAL MARKETING CAMPAIGN OF THE YEAR
AIRBNB FLOATING HOUSE
TURKISH AIRLINES FORTUNE TRAVELLER
• 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
• 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
HOPE&GLORY FOR AIRBNB
SECOND PLACE:
THIRD PLACE:
OTHER FINALISTS:
#LHRT2
HK Perfect Day
Atomic London for Star Alliance
Mindshare for Hong Kong Tourism Board
Great Things Happen In Guernsey Vivid for Visit Guernsey
SECOND PLACE:
THIRD PLACE:
OTHER FINALISTS:
#SEhiddengems
This is the Life
Unlock the World
Twenty Questions
by Southeastern
360i Europe for P&O Cruises
House of Kaizen for Avis Budget Group
Black Tomato
THE RESULTS 2016
TRAVEL BRAND OF THE YEAR
SPONSORED BY
TOMORROW’S TRAVEL MARKETING LEADER
TRAVEL BRAND OF THE YEAR
TOMORROW’S TRAVEL MARKETING LEADER EMILY HEATH, MARKETING MANAGER, TRAVELZOO (EUROPE)
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
SECOND PLACE:
THIRD PLACE:
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. 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!”
HIGHLY COMMENDED:
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
THE RESULTS 2016
LEAD PARTNER
HEADLINE PARTNERS
AWARD CATEGORY SPONSORS
ORGANISED BY
The Travel Marketing Awards • Tel: 01920 444832 • Email: ttma@dellardavies.com
THE RESULTS 2016
THE RESULTS 2016