12 MARCH 2018
THE RESULTS HEADLINE PARTNERS
TRADE MEDIA PARTNER
THE RESULTS 2018
moremetro.co.uk
THE RESULTS 2018
CONGRATULATIONS! For 10 years, The Travel Marketing Awards has recognised and acknowledged successful marketing in the UK travel & tourism industry – and the last 12 months has seen perhaps more change in the marketing profession than any of us have ever known. While the principles of developing products and getting them to market as effectively and efficiently as possible still hold good, marketing has had to subdivide and morph into specialist disciplines to keep pace with unprecedented and relentless change. The frequent comments from judges during the process for this year’s awards was that the entries were of the highest quality we’ve ever seen – a healthy barometer of the endeavours taking place across travel marketing. Our industry is arguably producing its most impressive work and this year’s winning entries are graded – Bronze, Silver and Gold – with two outstanding entries achieving Platinum standard. On behalf of the CIM Travel Group Council, I would like to thank every travel company, tourism organisation and agency that entered this year’s Travel Marketing Awards. Whether a Winner or not, all finalists and entrants are to be applauded for their incredible work. As the most popular and prestigious Awards in the travel industry marketing calendar goes from strength to strength, here’s looking forward to the next 10 years – and beyond!
Richard Carrick President CIM Travel Group
THE RESULTS 2018
55
f o n o c i An y t i l a t i p s o h h s i Brit
YEARS OF EXCELLENCE Elegant rooms with magnificent and scenic views, world-class dining, and modern facilities for business and relaxation - everything you need for a remarkable stay in London.
THE RESULTS 2018
DIGITAL AWARDS Catering for Different Audiences in Search - by agenda21 & Air New Zealand
BEST USE OF SOCIAL MEDIA
CATERING FOR DIFFERENT SEARCH AUDIENCES
THE MUD SOLDIER
• Customer insights and trends used to tailor strategy • YoY click-through rate up 15% • Impression share up 39% • 34:1 ROI, a 15% YoY increase
• Mud Soldier sculpture installed on Trafalgar Square • 15m Twitter impressions • 7m Facebook impressions • 2m video views
AGENDA21 DIGITAL FOR AIR NEW ZEALAND
SECOND PLACE:
OGILVY&SOCIAL.LAB & DESTINATION THINK! FOR VISITFLANDERS
THIRD PLACE:
Winning with Summer
Cruising into Search Marketing
Starcom for P&O Ferries
Accord Marketing for Cruise & Maritime Voyages
OTHER FINALISTS:
SECOND PLACE:
THIRD PLACE:
OTHER FINALISTS:
Driving Digital Success in the Travel Sector through Integrated Search Marketing
Look beyond London
Caught on Camera – Valentine’s Day
Skiing into Spring
One Black Bear for National Express
Banc for Scenic
BEST USE OF TECHNOLOGY
SPONSORED BY
Adam&EveDDB for Virgin Atlantic
All Conditions Media for France Montagnes
BEST USE OF DISPLAY ADVERTISING
WHERE ACTIONS SPEAK LOUDER
P&O 180th Anniversary Campaign – #PO180 Starcom for P&O Ferries
SPONSORED BY
PROJECT ALICE
• Digital Concierge within Heathrow T2 lounge • Live-linked to physical on-site concierge • Interactions filmed to create social media content • 6.2m views online
• Programmatic display achieved double CTR target • Conversion retargeting 0.04% above benchmark • Qantas bookings to Sidney up by 25.5% • £2.5m incremental visitor expenditure OMD AND SLIK FOR QANTAS
IGNIS FOR SHERATON
SECOND PLACE:
THIRD PLACE:
OTHER FINALISTS:
Virtual Coasteering
Transforming the Customer Experience
Madrid from your Sofa
Celtic Quest Coasteering
SPONSORED BY
BEST USE OF SEARCH
The BIO Agency for British Airways
Soul for Avios and British Airways
SECOND PLACE: Virgin Atlantic BAU Display
Sailing to Success Bray Leino for Brittany Ferries
PHD for Virgin Atlantic
THE RESULTS 2018
DIGITAL AWARDS BEST USE OF VIDEO OR FILM
SPONSORED BY
BEST WEBSITE OR MICROSITE
FANTASTIC BEASTS & WHERE TO FIND THEM
SPONSORED BY
THE ISLAND INSIDER • First time use of B2C marketing • Unique website part of a content marketing strategy • 3m unique monthly reach • 1m cross-platform video views
• Landing pages created for international markets • 1.2m views, 45% of which were earned • 45k competition entries via website • Total media PR reach of 200m LINKS:
Film 1 - https://www.facebook.com/virginatlantic/videos/10154605039412679/
http://www.jetwinghotels.com/islandinsider/
Film 2 - https://www.facebook.com/virginatlantic/videos/10154624490137679/
VIRGIN ATLANTIC
“Your material brings the destinations in Sri Lanka alive in their own special way - it is the way it is. I occasionally have the job of giving advice to people (British in the main) who want to visit Sri Lanka and trying to tell them not only where and when to go and where to stay but also the sort of experience they could have. The last part, the experience part, is the most difficult to get across. Soon that will be easy, I shall just point them to the Island Insider."
UNTOLD AGENCY FOR JETWING HOTELS
https://youtu.be/WUI4hGzGn3g
Film 3 - https://www.facebook.com/virginatlantic/videos/10154651384902679/
https://www.facebook.com/jetwinghotels/ https://youtu.be/9N3L39NOhXU
Len Porter, Jetwing Board Member November 2017
SECOND PLACE:
THIRD PLACE:
OTHER FINALISTS:
Skiing into Spring
What will you do this year that you’ll remember forever?
Look beyond London
All Conditions Media for Atout France and France Montagnes
One Black Bear for National Express
Contiki
BEST IN-HOUSE DIGITAL TEAM
SECOND PLACE:
THIRD PLACE:
OTHER FINALISTS:
Italian Voices, Milano a Londra
The Largest Online Cruise Community
National Trust Holidays Website
The Club for British Airways
Cedar Communications for British Airways
Cruise.co.uk
Manifesto for National Trust
Cedar Communications for British Airways
Holiday Extras Integrated Car Hire Platform Rentalcars Connect for Holiday Extras
SPONSORED BY
• 150k new followers equal to 33% growth • 10m website page views • 89 nationalities engaged on social • 14% engagement on Twitter & 10% on Facebook
WELCOME TO YORKSHIRE
SECOND PLACE: TUI UK & Ireland
THE RESULTS 2018
Sponsorship of ‘King of the Grill’ stage
MARKETING AWARDS
Grillstock Festival Venue Branding – Posters and Postcards
BEST USE OF AFFINITY MARKETING & SPONSORSHIP
BEST DIGITAL/MARKETING AGENCY 3SIXTY DIGITAL
GRILLSTOCK FESTIVAL – PARTNERSHIP WITH VISIT DALLAS AND FORT WORTH
Holiday Promotion • Relaunched in 2017 with specialist travel focus • Work includes web design, digital, optimisation, launches Postcard • 124% uplift in searches on new Celebrity Cruises website Sponsorship • Launched industry-wide travel tech trends report of the
• 5m UK consumers reached • 5k interactions between consumers and Dallas/Fort Worth • CTR average of 0.20% - 0.12% above industry average
Rodeo Zone
MDSG & HILLS BALFOUR FOR VISIT DALLAS AND FORT WORTH CVB
3SIXTY DIGITAL
SECOND PLACE:
THIRD PLACE:
OTHER FINALISTS:
Sagittarius
Pineapple – Luxury Hotel Specialists
MSQ Partners Banc
Grillstock Festival Post-Campaign Video https://www.youtube.com/watch?v=xpSOkNjZbqA
SECOND PLACE (JOINT):
SECOND PLACE (JOINT):
Family Life and Time Inc Partnership
Scene & Mail/Metro Partnership
Mediacom for TUI UK & Ireland
Mediacom for TUI UK & Ireland
Parker Design for Exodus Travels
Starcom for P&O Ferries
Waldorf Astoria & Goodwood Festival of Speed Partnership Fuse for Waldorf Astoria Hotels and Resorts
BEST BROCHURE
BRAND AMBASSADOR – PHILLIP SCHOFIELD
360 DESTINATIONS
• 2m unique users reached, 33% engagement rate • 160k Twitter impressions, 38k video views & 25% engagement Campaign Display Banners • 90% increase in New Prospects
• Complete redesign with increased pagination • First cruise line not to feature prices in a brochure • Drove biggest volume of consumer orders in four years • 50% increase in travel agent orders
http://mdsideas.com/banners/dallasfortworth/ldb-exp/ http://mdsideas.com/banners/dallasfortworth/ldb-food/ http://mdsideas.com/banners/dallasfortworth/mpu-exp/ G2TV FOR PRINCESS CRUISES http://mdsideas.com/banners/dallasfortworth/mpu-food/
Exodus Travels Brochures
ITV Meridian & London Weather Sponsorship
Trade Partnership Event at Texas Joe’s Restaurant (Video) BEST USE OF CONTENT MARKETING https://www.youtube.com/watch?v=MG2sxonoc2U Campaign Microsite • Landing Page secured 106k visitors & 200+ email sign-ups http://visitdallasfortworth.co.uk
SECOND PLACE:
OTHER FINALISTS:
Grillstock Festival 2017 - What’s On OTHER FINALISTS: THIRD PLACE: https://grillstock.co.uk/festival/featured/this-is-whats-on/ The Other Map
Connecting Cultures
Drive US1
6 continents | 17 ships | over 1,000 cruises
US CREATIVE FOR PRINCESS CRUISES
SECOND PLACE:
THIRD PLACE:
OTHER FINALISTS:
Go Solos Brochure
Europe 2017 Brochure
Exodus Travels Brochures
Manchester Airport Is Changing...
Parker Design for Exodus Travels
Benoy for Manchester Airport
Captivate and KBC PR Oliver and Graimes for Atomic London for DEC BBDO for Great British Chefs – Dallas/Fort Worth Feature & Marketing for US Solos Holidays Star Alliance Turismo de Islas http://www.greatbritishchefs.com/features/dallas-fort-worth-barbecue Canarias
Travel Destinations
Contiki
THE RESULTS 2018
MARKETING AWARDS
arketing ses®
BEST DIRECT MARKETING PRINT AND/OR EMAIL
MOST INNOVATIVE MARKETING LONELY PLANET’S GLOBAL BEER TOUR
‘THE WORLD IS OPEN’
• Own beer created to promote food sub brand • Transatlantic partnership with two breweries • 15k cans sold in 20 countries • Facebook video reached 100k people
• Loyalty Club Pre-mailer drove early bookings • 145% increase in calls received • Average booking value up 16% • £2m revenue generated FRONT PAGE FOR CELEBRITY CRUISES
LONELY PLANET
SECOND PLACE:
THIRD PLACE:
OTHER FINALISTS:
Top 10
Moments
Explore
Journey Magazine
Viking Cruises
Sunday for P&O Cruises
Sunday for P&O Cruises
The River Group for Princess Cruises
SECOND PLACE:
THIRD PLACE:
OTHER FINALISTS:
The 7 Islands That Became 47
Get Lost
Madrid from your Sofa
Black Tomato
Soul for Avios and British Airways
DEC BBDO for Turismo de Islas Canarias
Thailand through Turquoise Eyes The Turquoise Holiday Company
BEST IN-HOUSE MARKETING TEAM • Social acquisition up 85% and email up 28% • 19% increase in bookings through SEO • 350 email campaigns and 98 DM pieces • Named LGBT-Friendly Travel Company of the Year
HOSEASONS
SECOND PLACE:
THIRD PLACE:
Cruise.co.uk
Viking Cruises
THE RESULTS 2018
ADVERTISING AWARDS BEST CONSUMER PRESS ADVERTISING
PLATINUM WINNER
ABBA (ANYONE BUT BRITISH AIRWAYS)
BEST OUT OF HOME ADVERTISING
• Circulation of 4.6 million • 670 passenger bookings • £160k revenue generated • 309 earned social posts
AFTER-RAIN ADS • Transformed London’s puddles into micro-billboard ads • Viral photos and videos viewed more than 8m times • 4m hits in the UK • 12.6% YoY increase in UK visitor numbers
ADAM&EVEDDB FOR VIRGIN ATLANTIC
SECOND PLACE:
THIRD PLACE:
OTHER FINALISTS:
Brad is Single
Thomson Airports Lush TOY Campaign
Travel out of the Ordinary
TRY for Norwegian
DEC BBDO FOR TURISMO DE ISLAS CANARIAS
Designate for Kuoni
Mediacom for TUI UK & Ireland
CALL FOR ENTRIES 2019 The Call for Entries for the 11th Travel Marketing Awards will open in September 2018. If you would like to be notified when the Call For Entries opens, please email ttma@dellardavies.com.
SECOND PLACE:
THIRD PLACE:
OTHER FINALISTS:
London Midland – Motion Launch
Actions Speak Louder
Get out of Office
Look beyond London
Ignis for Sheraton
Adam&EveDDB and PHD for Virgin Atlantic
One Black Bear for National Express
VCCP Blue for The Go-Ahead Group
THE RESULTS 2018
ADVERTISING AWARDS BEST RADIO ADVERTISING
THERE'S MORE THAN ONE REASON TO CHOOSE
THERE’S MORE THAN ONE REASON
AMAWATERWAYS
TO CHOOSE
BEST TRADE PRESS ADVERTISING
THERE’S MORE THAN ONE REASON
AMAWATERWAYS
TO CHOOSE
AMAWATERWAYS
THERE IS MORE THAN ONE REASON TO CHOOSE AMAWATERWAYS
SUMMER. IT’S A REALLY BIG DEAL • Emphasised benefits of Family Travelcard • Regional radio coverage in Midlands and Oxford • 49% YoY increase in sales • Brand awareness up 76% OFFICIALLY THE TOP TEN HIGHEST RATED SHIPS IN EUROPE
CRUISE & GOLF - THE PERFECT COCKTAIL
THE CHEF’S TABLE
(WE MIX FAMOUS WATERWAYS WITH THE FINEST FAIRWAYS)
(HATS OFF TO THE ONLY VENUE OF ITS KIND ON THE RIVER)
FOR YOU:
FOR YOUR CLIENTS:
option to tempt clients, especially as they feature championship
Treat your clients to a taste of something new – our innovative Chef’s Table venue invites
at home aboard our elegant and relaxed ships. They’ll be warmly looked after by our friendly crew and enjoy the camaraderie of like-minded guests. With our
Support. Our whole team is passionate about creating long-lasting partnerships to help grow your business… And by booking them on AmaWaterways, you’ll earn more than
After all, how often do your clients have the chance to play five rounds in up to five European countries on one 10-night holiday? Our Concierge Golf Programme along the Danube
courses. It’s all part of the first class service you can expect of a family owned and run company with a dedicated UK Sales Support and Reservations team. Better still, your clients
them to dine in an intimate private setting whilst watching the chef prepare their culinary delights right in front of them. The menu is unique and paired with unlimited fine wines,
welcoming on board ambiance, spectacular itineraries, award-winning cuisine and active shore excursions, your clients will truly experience the AmaPassion.
and Rhine features a full concierge service including transfers and à la carte lunch at each course. Back on board, it’ll be time to relive their birdies over a tipple or two.
teeing off could put you on course for even more commission.
AMAPASSION. IT'S IN EVERYTHING WE DO.
AMAPASSION. IT'S IN EVERYTHING WE DO.
making this a truly outstanding gastronomic event. What’s more it’s an exclusive speciality experience that’s included in the cruise fare. All your clients have to do is make a reservation!
FOR YOUR CLIENTS: AmaPassion. It’s that special
something that means your clients will instantly feel
just great commission, you’ll earn the trust of your clients too.
AMA008C Full page TTG Ad 230x300.indd 1
THE GATE LONDON FOR CHILTERN RAILWAYS
Thanks to AmaWaterways, you can offer a luxurious golfing experience with a difference.
AmaPassion. It runs through everything we do; from Reservations and Sales to Marketing and Sales
04/08/2017 09:25
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THERE’S MORE THAN ONE REASON TO CHOOSE
FOR YOU: Our Concierge Golf Programme is a superb extra
FOR YOUR CLIENTS:
06/10/2017 12:34
TO CHOOSE
FOR YOU: Long before the chef creates his masterpieces, you can serve your clients up a world of choice. Tempt them with over 20 itineraries along one of 11 rivers in Europe, Asia or Africa. It’s why booking your clients on AmaWaterways means more than just great commission for you – it’s a recipe for a delicious adventure for them.
AMAPASSION. IT'S IN EVERYTHING WE DO.
AMA025 Full page TTG ad [chefs table] 300x230.indd 1
06/10/2017 12:36
HEMISPHERE CREATIVE FOR AMAWATERWAYS
THERE’S MORE THAN ONE REASON
AMAWATERWAYS
• Forward bookings up by 81.7% • Trade brochure requests up by 23% • 125 individual agency sales • Voted Best River Cruise Line by Travel Network Group
THERE’S MORE THAN ONE REASON
AMAWATERWAYS
TO CHOOSE
AMAWATERWAYS
SECOND PLACE:
THIRD PLACE:
OTHER FINALISTS:
SECOND PLACE:
Corfu Binaural / 3D Audio ‘Special Moments’
Holland America Line & Classic FM
Look beyond London
Sandals Resorts Trade Campaign the7stars for Sandals Resorts
Global Media & Entertainment for Villa Plus
Holland America Line
One Black Bear for National Express
PRIVATE TWIN BALCONIES (SO GUESTS CAN RELAX, INSIDE OR OUT)
WHITE GLOVES ARE FOR MAGICIANS NOT WAITERS (THOUGH WE DO CONJURE UP FIRST CLASS SERVICE)
FREE WI-FI AND INTERNET ON BOARD (GREAT FOR SHARING PHOTOS WHILE MENU BROWSING)
FOR YOUR CLIENTS: Uniquely, our ships feature not just one, but two private balconies which together
FOR YOU:
While twin balconies give your client two choices for opening their stateroom to the world outside,
FOR YOUR CLIENTS:
Making your clients feel right at home on our ships means dispensing with the
FOR YOU: As a family owned company, we understand that excellent service and a personal touch should start before
FOR YOUR CLIENTS: Staying in touch with friends and family back home can be an important part of any
FOR YOU: We also want to make your life easier online. It’s why we created our handy Travel Agent Portal. Here
provide stunning panoramic views for your clients to enjoy. A floor-to-ceiling French balcony and a full outside balcony offer the choice to let the light and breeze in
we can offer you two simple and convenient booking options to help them get there. Make your booking online through our Travel Agent Portal or by calling our River
formality of white gloves for our waiters and a stuffy dress code for our guests. Your clients want to experience our award-winning cuisine in a warm ambiance with
your clients step on board our ships. So at every stage of the booking process, you’ll appreciate that our dedicated and helpful and knowledgeable UK Sales Support and Reservations
holiday. Especially on an AmaWaterways cruise, when there are so many amazing stories and photos to share. We provide free Wi-Fi internet access across each ship,
you’ll find everything you need to help with reservations on behalf of your clients, including product updates, current promotions and our Online Booking Engine. To find out
or to relax outside enjoying a drink or two as historic Europe passes by. Inside and out, our spacious staterooms offer your clients the perfect opportunity to relax.
Cruise Specialists. After all, we all appreciate a little choice.
unobtrusive, yet attentive service from our friendly crew. And as we have a staff-to-guest ratio of 1 to 3, you can be assured that they will experience just that!
team are available. It’s all part of our magical first class service.
so guests can even send pictures of tonight’s delicious dinner right from the table. And with multiple dining venues and stunning cuisine, they’ll certainly make the most of it.
more, visit www.amawaterways.co.uk/agent-login
AMAPASSION. IT'S IN EVERYTHING WE DO.
AMA025 Full page TTG ad [twin balconies] 300x230.indd 1
06/10/2017 13:31
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THERE’S MORE THAN ONE REASON
BEST TV ADVERTISING UNDER £100K PRODUCTION SPEND TO CHOOSE
AMAPASSION. IT'S IN EVERYTHING WE DO.
AMAWATERWAYS
06/10/2017 12:05
THERE’S MORE THAN ONE REASON TO CHOOSE
AMAPASSION. IT'S IN EVERYTHING WE DO.
AMA025 Full page TTG ad [wifi] 300x230.indd 1
06/10/2017 12:03
BEST TV ADVERTISING OVER £100K PRODUCTION SPEND
THERE’S MORE THAN ONE REASON
AMAWATERWAYS
TO CHOOSE
AMAWATERWAYS
HEATHROW COMING HOME FOR CHRISTMAS
INTENSAMENTE • Repositioned Andalusia as modern holiday destination • Delivered €176:1 ROI • Increased visitor numbers by 11.4% • €60 million in additional tourism revenue PRIVATE WINE CELLAR TOURS
(GET THE LOWDOWN ON EUROPE’S HISTORIC WINE CELLARS)
FOR YOUR CLIENTS:
COMPLIMENTARY WINE AND INCLUDED EXCURSIONS (ENJOY A GLASS OF BORDEAUX WHEN IN BORDEAUX)
(FOR SHARING THE EXPERIENCE WITH LOVED ONES)
FOR YOU: Our special interest cruises, including wine cruises,
FOR YOUR CLIENTS:
On every AmaWaterways
FOR YOU: We find that all our guests appreciate just how much
can be a perfect introduction to AmaWaterways for clients who want something specific from their time away. Groups of friends and families often enjoy them too, so you could benefit from our excellent Group Programme to earn extra commission and free places on cruises across Europe and Asia.
to share their discoveries with friends or loved ones, an AmaWaterways cruise can be the ideal holiday. There are excursions to suit everybody and our public rooms are always welcoming and sociable. They’ll also find different kinds of accommodation to suit
you to sell cruises for extended families and groups, which can help you earn additional commission and free places on voyages across Europe and Asia. We also want to stay connected with you, our dedicated agents. So why not sign up to our Travel Agent Portal to access the latest news and offers?
cruise, we include plenty of extras in our guests’ fares, both on board and ashore. In most ports of call, guests can chose from several included shore excursions. In Bordeaux, that might mean a château visit to learn the differences between Left Bank and Right
we include in our cruise fares, and we’re sure your clients will be no exception. The same is true for you. When you book your guests with AmaWaterways, you don’t need to sell optional excursions to earn excellent commission… it’s all included in the price and fully commissionable to you. It’s all part of our first class service.
chances to meet wine experts and producers, and to learn the time-honoured art of pairing food and wine.
AMAPASSION. IT'S IN EVERYTHING WE DO.
different requirements, as we can offer a number of interconnecting staterooms as well as some with triple berths.
AMAPASSION. IT'S IN EVERYTHING WE DO.
Bank wines. No doubt that will be something to consider as they choose their included wine at dinner later.
AMAPASSION. IT'S IN EVERYTHING WE DO.
AMA025 Full page TTG ad [wine cellar] 300x230.indd 1
CONTRAPUNTO BBDO FOR TURISMO DE ANDALUCIA
INTERCONNECTING STATEROOMS
Every AmaWaterways cruise
carries guests in luxury along famous rivers to admire stunning scenery and historic cities. Some delve deeper into local traditions, like our wine cruises. These offer an insight into Europe’s most prestigious wine-growing regions, with visits to acclaimed vineyards and cellars,
06/10/2017 12:01
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When your clients want
FOR YOU:
FOR YOUR CLIENTS:
Our flexible accommodation makes it easier for
06/10/2017 12:31
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• 880k views through media spend • 110 million earned views • Brand relevance scores exceed 50% KPI • Passenger airport spend up by £8.5 (KPI £5)
06/10/2017 12:35
HAVAS LONDON FOR HEATHROW AIRPORT
SECOND PLACE:
THIRD PLACE:
Year of Legends
Travel out of the Ordinary
Smörgåsbord for Visit Wales
Designate for Kuoni
THE RESULTS 2018
PR AWARDS PLATINUM WINNER
BEST PR STRATEGIC MANFRAN
BEST PR STUNT/EXPERIENTIAL EVENT
• 1.6m impressions on social media • 1.1k uses of #manfran on Twitter • Positive sentiment score of 9.8/10 • 540m editorial reach via 70 pieces of coverage
THE MUD SOLDIER • Encouraged visits to Flanders to mark WW1 centenary • Campaign coverage in over 65 countries • UK print coverage in all major national newspapers • Widespread broadcast coverage across ITV, BBC and independent radio
VIRGIN ATLANTIC AND WEBER SHANDWICK FOR VIRGIN ATLANTIC OGILVY&SOCIAL.LAB FOR VISITFLANDERS
SECOND PLACE:
THIRD PLACE:
OTHER FINALISTS:
Stop Sickness Scams
Antigua Beach Bar Trail
Launch of Hard Rock Hotel Tenerife
The Launch of Koningsdam
The Brighter Group for Antigua and Barbuda Tourism Authority
Lotus for Palladium Hotel Group
Four Communications for Holland America Line
ABTA
BEST PR TACTICAL INTERNSHIP OF THE SEAS • Increased brand reach among ‘new-to-cruise’ millennials • 330k entries to Instagram ‘internship’ competition • Global media coverage – 174 pieces with a reach of 1 billion+ • Online conversion increased 92%
GOOD RELATIONS FOR ROYAL CARIBBEAN
SECOND PLACE:
THIRD PLACE:
OTHER FINALISTS:
Hertz Colouring-In Car
The Inflatable Sanctuary
Extraordinary Plane Food
Cohn & Wolfe for Hotels.com
Cohn & Wolfe for Air New Zealand
MSQ and Smarts & Stack for Hertz
SECOND PLACE:
THIRD PLACE:
Stop Control Freaking
#LoveVegas
Rooster PR for Srprs.me
MDSG for Las Vegas CVB and Virgin Atlantic
The Inflatable Sanctuary Cohn & Wolfe for Hotels.com
OTHER FINALISTS: Sand Hostel
Extraordinary Plane Food
Kuoni at BBC Countryfile Live
Lively Worldwide and Third City for Hostelworld
Cohn & Wolfe for Air New Zealand
Kuoni
THE RESULTS 2018
PR AWARDS BEST IN-HOUSE PR TEAM
BEST REPRESENTATION AGENCY
• Daily press office function combined with high profile campaigns • Cruise Mates delivered 9m social impressions • TUI Family Life generated 183 pieces with reach of 50 m • Proactive activity secured £35m AVE and ROI of 47:1
TUI UK & IRELAND
BEST PR AGENCY • Consultancy celebrated 22nd year in 2017 • Comprehensive pan-travel client portfolio • Multi-layer approach across multiple markets • Positioned Malta as an LGBTQ destination
• Founded by current all-female board in 2007 • Commercial knowledge ensures strong ROI • Established Hard Rock Hotel Tenerife as top lifestyle hotel • Launched Wellness Tourism in Guernsey LOTUS
THE BRIGHTER GROUP
SECOND PLACE:
SECOND PLACE:
KBC PR & Marketing
Rooster PR
SPONSORSHIP OPPORTUNITIES If you are interested in sponsoring the 2019 Awards, please contact Giles Harper on 07771 812 372 or giles.harper@travega.co.uk.
THE RESULTS 2018
AWARDS IMAGES
THE RESULTS 2018
CAMPAIGN AWARDS DIGITAL MARKETING CAMPAIGN OF THE YEAR ADVENTURE IS UNFILTERED
TRAVEL OUT OF THE ORDINARY
• Brand-building campaign aimed at 18-30 year old females • UGC core to initiative • Short videos distributed through Social, eDM and blog • 1m + Facebook and Instagram impressions G ADVENTURES
SECOND PLACE: The 7 islands that became 47 DEC BBDO for Turismo de Islas Canarias
SPONSORED BY
ADVERTISING CAMPAIGN OF THE YEAR OVER £250K MEDIA SPEND • Substantial increase in sales to featured destinations • Delivered 4.5 million users to website • Retail footfall up by 15% DESIGNATE FOR KUONI
THIRD PLACE: One Epic Day iCrossing for Visit Wales
OTHER FINALISTS:
SECOND PLACE:
THIRD PLACE:
OTHER FINALISTS:
Spiritual Journey Campaign – KSA
Visit Greenwich Digital Marketing Campaign
Get out of Office
Holiday Hacks
Year of Legends
Look beyond London
Hilton
Visit London for Visit Greenwich
Adam&EveDDB and PHD for Virgin Atlantic
Havas London for Heathrow Express
Smörgåsbord for Visit Wales
One Black Bear for National Express
THE RESULTS 2018
CAMPAIGN AWARDS INTEGRATED CAMPAIGN OF THE YEAR UP TO £500K MEDIA SPEND
INTEGRATED CAMPAIGN OF THE YEAR
OVER £500,000 MEDIA SPEND
HEATHROW COMING HOME FOR CHRISTMAS
SIMPLY #EXTRAJORDANARY
• Film ran online, supported by TV, print and OOH • Additional digital, social, CRM and retail executions • 900k online ad views • Five-fold increase in visits to Heathrow Boutique HAVAS LONDON FOR HEATHROW AIRPORT
SPONSORED BY
• Used visually-emotive channels: OOH, TV and press • Showcased key Jordanian tourist sites • Website visits up by 650% ACCORD MARKETING FOR JORDAN TOURIST BOARD
SECOND PLACE:
THIRD PLACE:
OTHER FINALISTS:
The Boss Baby
Look beyond London
Year of Legends
Progress for Hilton
One Black Bear for National Express
Smörgåsbord for Visit Wales
SECOND PLACE:
THIRD PLACE:
OTHER FINALISTS:
Connecting Cultured
Another Break
Guernsey Memories
Atomic London for Star Alliance
The Corner and 7Stars for Super Break
Vivid for VisitGuernsey
What will you rediscover?
London Midland – Motion Launch
MRM Meteorite for P&O Ferries
VCCP for The Go-Ahead Group
THE RESULTS 2018
CAMPAIGN AWARDS INTERNATIONAL CAMPAIGN OF THE YEAR GET LOST • 40 international media pieces • Online coverage key to viral success • Readership figures of 500m views • £400k+ AVE
BLACK TOMATO
SECOND PLACE:
THIRD PLACE:
OTHER FINALISTS:
The Inflatable Sanctuary
The Only Place You Need to Go
London’s Autumn Season 2016
Cohn & Wolfe for Hotels.com
Expedia Media Solutions for VisitBritain
London & Partners and Brooklyn Brothers for London & Partners
Find your Belfast Visit Belfast
THE RESULTS 2018
TRAVEL BRAND OF THE YEAR
SPONSORED BY
TRAVEL BRAND OF THE YEAR £25M-£100M TURNOVER
TRAVEL BRAND OF THE YEAR OVER £100M TURNOVER
• Asserted position as market leader in luxury travel
• Known for delivering a superior travel experience
• Connected guests to authentic travel experiences
• Frequently referenced as sector leader
• Iconic trains used in Murder on the Orient Express and Paddington 2
• Recognised as ‘preferred airport in the UK’
• Launched all-new cloud-hosted website
• Provides work for thousands and involves community in initiatives
• Won ‘Excellence in Luxury Leisure’ at Luxury Briefing Awards
SECOND PLACE:
SECOND PLACE:
THE RESULTS 2018
RISING STAR OF TRAVEL PR
IN-HOUSE MARKETER OF THE YEAR
RISING STAR OF TRAVEL PR
IN-HOUSE MARKETER OF THE YEAR
LOUISE HOLDING, VIRGIN ATLANTIC
EMILY GREENE, LONELY PLANET
A history degree gave Louise grounding in writing and analytical skills, and her first job in a trade communications agency in the construction sector offered her the chance to hone these skills before joining Virgin Atlantic in 2010.
As Lonely Planet’s Marketing and Communications Executive, Emily has helped to propel the brand into the spotlight with a variety of award-winning campaigns in 2017. An advocate of the customer-first approach, she plays a vital role in emphasising the importance of marketing in connecting the brand and its ambitions authentically to its customers.
Louise’s first role at the airline was as an assistant to the Director of Communications, and she jumped at the chance to get involved in PR projects from an early stage. She has enjoyed healthy progress in the business, firstly as a Communications Executive and then her current role of PR and Social Media Specialist, where she works across Virgin Atlantic and Virgin Holidays. In 2017, Louise won Virgin’s coveted internal ‘Commercial Star’ accolade following her leading role in the award-winning ManFran campaign. Combining proactive PR with reactive work and issues management, recent successes include achieving £1.3m worth of product placement through a partnership with Ant & Dec’s Saturday Night Takeaway and successfully pitching-in the Virgin Holidays MD to appear on BBC Breakfast during the January key booking period. Carly O’Donnell, Press Office Manager, Virgin Atlantic, said: “Louise is an integral part of the Virgin Atlantic and Virgin Holidays PR team. She can always be relied on to spot a story and deliver innovative campaigns which work at regional, national and international level. She is always calm under pressure and relentless in ensuring we deliver industry-leading PR and social content.”
Having demonstrated her ability to balance the contrasting demands of different stakeholders to achieve multiple objectives, Emily’s successes included managing an innovative campaign for a brand new title, Global Beer Tour. Aiming to reach a new audience and grow awareness of Lonely Planet Food, a strategic partnership with a respected F&B brand saw the book achieve double its sales targets, with Emily receiving an internal award in recognition of her efforts. Other achievements include promoting Lonely Planet Kids, which helped grow the audience by over 26,000, and working with Tesla and six national parks to create an all-electric road trip around the UK, which achieved 700k impressions on Instagram and 32k views on Facebook. Katharine Nelson, Head of Marketing, EMEA, Lonely Planet, said: “Emily has made an outstanding contribution to Lonely Planet over the last year. She has been responsible for campaigns which have had a huge weight of responsibility attached and have helped to change brand perceptions. An authority on consumer marketing and the travel industry, Emily is incredibly committed and loves her job, showing this in multiple ways and always being a support to her colleagues.”
OTHER FINALISTS:
OTHER FINALISTS:
Laura Higgins, PR Manager, Travelzoo
Lizzie Heeley, Marketing Director, The Turquoise Holiday Company
Beth Higham, PR Account Manager, KBC PR & Marketing
Emily Jewell, Senior Brand Manager, Luxury & Lifestyle, Hilton Worldwide
Jaymey McIvor, Special Projects Executive, Resort Marketing International
Natalie de Laune, Advertising, PR & Events Manager, Malta Tourist Authority Ian De Val, Web Content and Search Manager, Air New Zealand
THE RESULTS 2018
AGENCY PROFESSIONAL OF THE YEAR AGENCY PROFESSIONAL OF THE YEAR
TOMORROW’S TRAVEL MARKETING LEADER TOMORROW’S TRAVEL MARKETING LEADER 2018
RACHEL EMSON, VIVID
TOMORROW’S TRAVEL MARKETING LEADER
After joining Vivid in 2000, Rachel took ownership of the company via an MBO in 2005 aged 29. As Managing and Brand Director, she oversees the business and heads up the branded communication and campaign side of the team. A FCIM and Chartered Marketer, Rachel defines brand strategy, annual vision, plans and creating content-driven campaigns, delivering an integrated mix of PR, Social, digital, print, broadcast and advertising solutions and measuring ROI, reporting and acting on the results. 2017 saw Manchester-based Vivid achieve its predicted growth of 20% and welcome three new team members while revising existing staff contracts. Rachel completed a refurbishment of the office, creating a better work/life balance which helped the business secure 3rd Place in the 2017 ‘Inspired Spaces’ competition. Client successes include securing new contracts from Bliss Hotel Group, Innside and ChristyTowels as well as repeat business and further three year contracts with VisitGuernsey and the Isle of Man. Richard Slee, Marketing Manager, Visit Isle of Man, said: “I have always been struck by Rachel’s professional approach to our campaign planning and account management and her proactive but friendly approach. Rachel has delivered several high profile campaigns and projects and we are very excited to be working with her on the new creative we are launching in 2018. Her insight into the Isle of Man brand DNA epitomises her ability to really understand the motivations of the consumer when it comes to a client.”
IN ASSOCIATION WITH
EMMA STONE, MANCHESTER AIRPORT Emma has always had a passion for travelling and marketing, and realised she could combine the two when starting her career at Manchester Airport. As Marketing Manager, she delivers large-scale marketing campaigns for several business areas including Aviation Marketing, Brand Marketing, B2B Marketing and Runway Visitor Park Marketing. Emma’s achievements in 2017 include launching Hanan Airlines, a previously unknown UK brand which had tasked Manchester Airport with running their UK marketing campaign. She successfully organised an inaugural event attended by over 150 high profile guests including the Chinese General Consul and Lord Mayor of Manchester. These efforts drove a 21% uplift in total UK-China passenger air journeys compared to the previous year, and she continues to manage the airline’s marketing activities. With other successes including a leading role in the Manchester Airport Brand Refresh and increasing awareness of the Runway Visitor Park as a tourist attraction for families, she is looking forward to growing and developing further at the Airport, and ultimately helping new marketing professionals to become future marketing leaders. Diogo Castanheira, Account Manager, UK and Ireland, Hainan Airlines, said “We are very lucky to have Emma working so closely with us. She is an invaluable extension of our UK team and always delivers exceptional marketing campaigns in a friendly and welcoming manner. We couldn’t do our marketing without her help and guidance.”
OTHER FINALISTS:
OTHER FINALISTS:
Paul Stephen, CEO, Sagittarius
Rebecca Jones, Marketing Manager, Cruise & Maritime Voyages
Jo Wilson, Media Account Director, Agenda21 Digital
THE RESULTS 2018
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AWARD CATEGORY SPONSORS
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ORGANISED BY
THE RESULTS 2018
The Travel Marketing Awards • Tel: 01920 444832 • Email: ttma@dellardavies.com