The Travel Marketing Awards 2019 Results

THE HEADLINE PARTNERS

TRADE MEDIA PARTNER

ORGANISED BY

RESULTS BROCHURE SPONSOR

THE RESULTS 2019

TI MEDIA CREATE MEANINGFUL CONNECTIONS BETWEEN BRANDS AND CONSUMERS THROUGH THEIR PASSIONS WE TARGET OUR TRAVEL STORIES TO FOUR KEY AUDIENCE GROUPS

Dominic Eddon, Head of Travel at TI MEDIA E: dominic.eddon@ti-media.com | T: 07855 086500

THE RESULTS 2019

For over 10 years, The Travel Marketing Awards has recognised and acknowledged outstanding marketing in the UK travel and tourism industry, during which time we have experienced profound change. From the rise of digital marketing, audio and visual search, to the increasing use of artificial intelligence, chatbots and the implementation of GDPR, the marketing profession has had to respond to a multitude of new and potentially far-reaching developments over recent years. As a result, marketing is now taking many different forms and often operates with a wholly new vocabulary.

Judges commented that the entries this year were of a very high quality and showed fantastic energy, creativity and flair, so bravo to you all.

Within this year’s winning entries, there were 15 prestigious Gold Standards, nine Silvers and one Bronze.

We have seen mass disruption within our industry. With increased legislation for major booking sites, illegal drone activity affecting thousands of holidaymakers, and Instagram becoming the new shop front for international travel, marketing has truly been thrust into the limelight. Within the marketing profession, it is now more important than ever before to maintain and restore trust and transparency amongst customers looking to travel.

Professional marketing is a vital driver of business advantage across the travel sector –

On behalf on the CIM Travel Group, I would like to thank every single one of you who entered.

Whether a winner or not, all entrants should be commended for their incredible work over the course of 2018.

Marketing professionals enjoyed a wonderful evening together as we celebrated the fantastic achievements made within our industry. Here’s looking forward to next year!

Richard Carrick President CIM Travel Group

boosting commercial outcomes and growing talent. The role of the professional marketer is becoming more demanding, competitive and varied as it expands to encompass data analysis, commercial awareness, business development and customer experience. One thing is for certain, and that is that marketing has definitely stepped up to this challenge.

The competition for this year’s Travel Marketing awards was so strong, to win an award meant showcasing talent, innovation, bravery and an ability to make a genuine difference and deliver tangible results. I would like to offer my congratulations to all who made it to the finals; they reflect the very best in global marketing talent.

Chris Daly Chief Executive CIM

THE RESULTS 2019

INDIVIDUAL

AGENCY PROFESSIONAL IN-HOUSE MARKETER RISING STAR OF TRAVEL PR TOMORROW’S TRAVEL MARKETING LEADER

sponsored by

THE RESULTS 2019

INDIVIDUAL AWARDS AGENCY PROFESSIONAL OF THE YEAR

IN-HOUSE MARKETER OF THE YEAR

MATTHEW HAMILTON-DALE CRAFTED

RICARDO GATO COOKSON ADVENTURES

While serving eight years in the army, Matthew spent any free time he had developing his digital skills.

As Cookson Adventures’ Marketing Director, Ricardo is responsible for all aspects of the brand, communication, partnerships and business development team.

A job as a Junior Developer at Spicerhaart gave Matthew grounding in email marketing strategy before he moved to ROL Cruise in 2015 as Digital Marketing Manager, where he was soon moulding digital channels for the travel industry.

In 2017, Matthew joined Crafted as a Senior Advertising Strategist. Crafted’s partnership with Preferred Hotels & Resorts saw Matthew work on the European market, managing paid search, social, display, and video. Successes include Matthew delivering an average ROI of 15.4 against a target of 7.1. After these impressive results, Matthew set up the strategic planning of Preferred’s global account, combining dynamic display, Google Ads, Facebook and YouTube via the Google Marketing Platform and third-party publishers. He advises Preferred’s global marketing team on longer term paid strategy, offering customer insights and data on international markets that are performing particularly well. Matthew also plans the strategy of all paid search activity for Harbour Hotels, St Michaels Hotel, and Assembly Hotels.

Victoria Gray, Director, Marketing Europe, Preferred Hotels and Resorts, said: “Matt has been a true pleasure to work with – he is strategic in his thinking, pro-active in his method and has a real hands-on approach to managing our account. He is always there to provide support, advice and recommendations and isn’t afraid of testing new ways of thinking. He challenges the norm and works endlessly to get our campaigns in market to deliver impactful results. We have seen our digital results increase YOY thanks to Matt and the team at Crafted and I couldn’t be more thrilled to recommend him for any award.”

Ricardo has been the driving force behind Cookson Adventures’ transition from a founder-led business to a professionalised and highly investible market-leading enterprise. In the space of nine months, he has re-branded and re-positioned the business, relaunched the website and recruited a PR agency the first in Cookson Adventures’ history. He has also engaged in their first digital campaigns, building the first steps of SEO, PPC and e-mail campaigns.

Ricardo’s successes include single-handedly managing a GDPR campaign, significantly building engagement with valuable customers, and improving sales techniques and processes.

Adam Sebba, Cookson Adventures, CEO said: “He has taken us from a business with zero leads to one with $9m of hot pipeline in 2019. He managed the build of a new website that has been the converter for 95% of our traffic, and transformed our CRM almost from a pen and paper list to a best practice digitised database. Also, he has, completely in house, using our own photography, and writing the copy himself, created an Ad campaign in How to Spend It, that has delivered a significant number of new clients. On top of this, he has proved an outstanding manager, leading a team from poor morale and low focus, to a group of high performing and highly satisfied professionals. He is a great team member, an incredibly valued contributor and is respected by his peers – frequently being nominated for the internal ‘employee of the month’ Above and Beyond award. He is above all, a decent, fun, likeable man with a stellar career ahead of him.”

OTHER FINALISTS:

OTHER FINALISTS:

Chris Wicks, Brandwidth

Asma Younus, Clarity

Laura Hartley, Digital Visitor

THE RESULTS 2019

INDIVIDUAL AWARDS RISING STAR OF TRAVEL PR

TOMORROW’S TRAVEL MARKETING LEADER

JEMMA MAGRATH GRAYLING

LAURA STONE PRINCESS CRUISES

After achieving a first-class honours degree, Jemma joined McGrath as a Junior Account Executive in 2017, before progressing to Account Executive and Senior Account Executive in 2018. She was recently voted the Grayling Consumer team’s ‘Star of the Year’ for 2018 by her colleagues.

With a business and marketing degree, a CIM diploma, and over eight years’ experience in marketing roles, Laura now works at Princess Cruises (Carnival UK) as a Senior Marketing Manager.

Jemma has worked on projects such as Hilton’s The World is Right Here campaign, heavily involved in the media strategy ahead of the campaign launch as well as being a key member of the sell-in team, helping to generate coverage across national and consumer lifestyle media. She managed the relationship with the UK influencer, Jack Morris, dealing with initial fee and scope negotiations, working on creative briefs, planning the trip itinerary and working through video edits. She also managed the two other markets working with hero influencers, Germany and UAE. Kate Dwyer, Associate Director, Grayling, said: “Jemma is an incredible asset to the Grayling Consumer team and was very quickly identified as a rising star, despite joining straight from university with no prior experience. Adept at juggling multiple client demands, with solid attention to detail, a brilliant attitude and a very proactive approach, she is everything you could want in an Account Executive and has risen through the junior ranks at speed. Jemma is a completely trusted pair of hands with an excellent understanding of client needs and business objectives, which belies her experience and level. From solid media relations (and racking up the most media meets in the team this year), to solid influence marketing know-how, she is keen to learn. She continues to show increasing industry knowledge, accountability and management skills which will ensure she continues to skyrocket in her PR career.”

Laura supports Princess Cruises’ commercial priorities and campaigns across numerous digital marketing channels, delivering the ambitious passenger plan and increasing bookings via princess.com, which experienced a significant 27% growth YoY. A key driver of this success is her creativity and desire to innovate by trialling new formats, channels and creative ideas.

Her career highlights include working with the agency VideoSmart to create personalised emailable videos for re-permissioning Princess Cruises’ database. This campaign, which received 45K views, helped to retain around 25% of the existing user base. Laura also led the appointment of an influencer events agency called Traverse who helped to plan and host two very successful campaigns this year, one onboard a Baltic cruise and the other in the Mediterranean.

Suzanne Korff, Director of Marketing Communications, Princess Cruises, said: “Laura is creative and tenacious – and these qualities have enabled her to lead a number of challenging projects such as the automation and personalisation of our basket abandon programme, as well as bringing together innovation and compliance to create a successful personalised video campaign. The success of the digital team can also be attributed to her agility and perpetual thirst for knowledge, which ensures Princess Cruises is able to stay ahead of its competitive set.

Laura has really gone from strength to strength this year, growing in confidence and demonstrating all the qualities that tomorrow’s marketing travel leader requires.”

OTHER FINALISTS:

OTHER FINALISTS:

Olivia Lewis, The Brighter Group, A Finn Partners Company

Natalie Swinburne, Malta Tourism Authority - HIGHLY COMMENDED

Melissa Maughan, TUI

Ross Coutts, Argyll Holidays

Emily Olsen, The Brighter Group, A Finn Partners Company

Laura Hartley, Digital Visitor

THE RESULTS 2019

MARKETING AGENCY

sponsored by

AFFINITY MARKETING & SPONSORSHIP

MARKETING

BROCHURE CONTENT MARKETING DIRECT MARKETING INNOVATIVE MARKETING DOCUSOAP BRAND RELAUNCH sponsored by

IN-HOUSE MARKETING TEAM

THE RESULTS 2019

MARKETING AWARDS MARKETING AGENCY VIVID

AFFINITY MARKETING & SPONSORSHIP Tourism Western Australia & MTV – Working Holiday Visa Campaign AssetsPADDINGTON

2 AND PERU: BELMOND, MARKS & SPENCER AND ODEON HILLS BALFOUR AND MDSG FOR PROMPERÚ

• Website clicks up 35.82% and 5,750 new bookings for Isle of Man • 357% increase in Facebook referrals for Isle of Man • Over 45% increase in traffic to the VisitGuernsey website • Contributed to a GDP of approximately £10m within the Travel sector in 2018.

• Over 29.1m UK audience impacts • Over 500k platform content engagements • Media value of approximately £450k.

SILVER STANDARD SILVER

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Accord Marketing

Oi

TUI Sky One Sponsorship

The Best Climate in the Galaxy

Mediacom and VMLY&R for TUI

DEC BBDO for Promotur - Turismo de Canarias

Country Living Hotels and Country Living Magazine

BROCHURE

CONTENT MARKETING

RAIL & CRUISE BROCHURE WEXAS TRAVEL

MTV IN WESTERN AUSTRALIA SLC REPRESENTATION FOR TOURISM WESTERN AUSTRALIA

• Increased revenue – up 94% from the previous year • Turnover increased – up 34%.

• 2,637,222 cross-platform video views (55% over target) • 7,384,604 reach • 8% engagement rate • Eyeballs glued for 738,910 minutes.

SILVER STANDARD SILVER

GOLD SILVER

STANDARD

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OTHER FINALISTS:

The Lifestyle Brochure

Aussie News Today

Winged Boots

Tourism Australia

The Legend of The Haka

Cedar Communications for British Airways

Contiki Marketing Lab for Contiki

THE RESULTS 2019

MARKETING AWARDS TO LIVE BLUES

DIRECT MARKETING

INNOVATIVE MARKETING

EXPERIENCE MORE AT TO EVERY TURN BETTER HOLIDAYS WDMP FOR NEILSON ACTIVE REDS

THE SECRET LIFE OF FIVE YEAR OLDS ON HOLIDAY WITH THOMAS COOK DENTSU AEGIS NETWORK FOR THOMAS COOK

EXPERIENCE MORE AT EVERY TURN

• Direct sales increased by 15% YoY • Digital engagement 39% ahead of forecast • £262k incremental revenue generated • DM activity drove £1.45m revenue.

N DISCOVER THE NEILSO TION MOUNTAIN COLLEC

SILVER STANDARD SILVER

just following to a winter holiday than There’s so much more exclusive Neilson why every one of our the piste map. That’s guiding and coaching holidays includes free Mountain Collection your skiing or Experts. They’ll boost après with our Neilson Mountain best runs, restaurants, help you discover the and hotels boarding skills, and our very best chalets get your choice of staff, service and more. You also with award-winning snow-sure resorts, skiing with across Europe’s most more. So whether you’re clubs, excursions and more. and hospitality, kids a whole mountain of experience to group, get ready family, friends or a big

Email

DM pack

Press

NEILSON CATERED

PROPERTIES EXCLUSIVELY

FOR NEILSON GUESTS

• Broadcast to 2.1m viewers • 4m organic Facebook views • Content achieved over 65m views • 70% of viewers had an improved perception of Thomas Cook.

NEILSON.CO.UK/SKI

Online banner

GOLD SILVER

STANDARD

Social

NEILSON W19 A1 BOARD.indd 1

07/09/2018 17:04

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Watch the Secret Lives of Thomas Cook here.

Read How to was Made

Wave 2017/18

Moments Magazine Sunday for P&O Cruises

#GoForGold with the Queensland Games

Islands of Interest

Brandwidth for Royal Caribbean UK

Frame for Argyll Holidays

Facebook videos:

Hills Balfour and MDSG for Tourism and Events Queensland

DOCUSOAP

Vivid for Culture Blackpool

BRAND RELAUNCH Conventions

TUI-Red 239.0.0

TUI

• Always use TUITypeLight

New TUI-Green 170.215.0

• Font size14pt • Line spacing 6 pt

TUI-Yellow 255.225.0

• titles in TUI-Dark Blue

Primary colours

New TUI-Grey 25% 220.220.220

New TUI-Blue 112.203.244

New TUI-Grey 115.115.115

New TUI-Blue 50% 194.230.250 TUI-Dark Blue 9.42.94

TUI-Black 0.0.0

TUI-White 255.255.255

GOLD SILVER

Achromatic

• 85% of Thomson customers claimed to be aware of the rebrand • 49% agreed that TUI ‘Is a brand I trust’ • Passenger numbers increased by 3.9% YoY • TUI deemed category leader in offering ‘a high standard of service’.

• Bullet points & standard text in TUI-Dark Blue

• One six-part series • Two three-part series • Documented the the lives and experiences of crew and guests onboard a Princess cruise ship • Filmed in different locations around the world.

STANDARD 1

GOLD SILVER

STANDARD

Brand Marketing | October 2017

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Not Winter Games

Travelsphere

Cunard

The Rubens at the Palace

DEC BBDO for Promotur - Turismo de Canarias

Facebook Video 1 Facebook Video 2 Facebook Video 3 Facebook Video 4 Facebook Video 5

Functional

THE CRUISE PRINCESS CRUISES

DEC BBDO for Promotur - Turismo de Canarias

Bliss Hotels

THE RESULTS 2019

MARKETING AWARDS IN-HOUSE MARKETING TEAM KUONI • Team happiness increased by +32% YoY • Earned a place on the Sunday Times Top 100 Companies to Work For 2018 • Turned one of the lowest staff survey scores in the company into one of the highest.

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OTHER FINALISTS:

TUI

East Midlands Airport

Vacation Rentals UK The Travel Chapter

THE RESULTS 2019

THE RESULTS 2019

ADVERTISING

ADVERTISING AGENCY

sponsored by

CONSUMER PRESS ADVERTISING OUT OF HOME RADIO ADVERTISING TV ADVERTISING

THE RESULTS 2019

ADVERTISING AWARDS ADVERTISING AGENCY

CONSUMER PRESS ADVERTISING

MDSG

EXPERIENCE MORE FROM START TO FINISH

• Delivered powerful activations, events and brand partnerships • 1,004,655 views for Vegas - We’ll see you now!

• 8.2m impressions / 200k+ engagements for DFW – TexasTakeover • Web-based games for Queensland generated 85,034 views.

GET MORE MOUNTAIN THIS WINTER WITH FREE GUIDING AND COACHING There’s more to a winter holiday than following the piste map. That’s why Neilson Mountain Collection holidays include exclusive free guiding and coaching with our Mountain Experts. They’ll show you the best of your resort and help you go home a better skier or boarder. You get the pick of our best hotels and most snow-sure resorts, with award-winning staff and Neilson-run kids’ clubs.

EXPERIENCE MORE AT EVERY TURN WDMP FOR NEILSON ACTIVE HOLIDAYS • Sold out all Winter 2017/18 inventory • Sales increased by 15% YoY • £262k incremental revenue generated • Combined data mining, CSQs, social listening, search data and research.

BOOK NOW AT neilson.co.uk/nmc

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OTHER FINALISTS:

One Black Bear

Everything Else Is Just A Cruise

Look Beyond

DEC BBDO for Promotur - Turismo de Canarias

Alpha Century for Cunard

One Black Bear for National Express

SILVER STANDARD SILVER

One Black Bear for National Express

OUT OF HOME

RADIO ADVERTISING

SHE’S BACK ARTHUR LONDON FOR HISTORIC ROYAL PALACES

OUR EXPERIENCE MAKES YOURS DESIGNATE FOR KUONI

• Positioned the Tower of London as more than a tourist ‘sight’ • Focused on the return of Queen Anne Boleyn to the Tower • Exceeded its visitor target by 5.9% • Delivered an extra 70,355 visitors vs target - an uplift YoY of 2.2%.

• Focused on Kuoni’s Personal Travel Experts • Adverts created in five different regional accents • Drove an incremental £3.6m of sales over the turn of year period • Increased appointments in store by 18% YoY. SILVER STANDARD SILVER

SILVER STANDARD SILVER

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Look Beyond

Always On Lotus for Heathrow Express

One Black Bear for National Express

The Change You’ve Been Waiting For

Look Beyond

One Black Bear for National Express

One Black Bear for National Express Bus

One Black Bear for National Express

Quick and easy to consume.

THE RESULTS 2019

ADVERTISING AWARDS TV ADVERTISING WE’VE GOT ALL THE INGREDIENTS GUERILLASCOPE FOR TELETEXT HOLIDAYS • 224m adult impacts • Reached 76% of all C2DE Housewives 8 times on average • Named as one of the top 10 travel adverts by Travel Weekly • 220,719 leads back.

BRONZE STANDARD SILVER

THE RESULTS 2019

THE UK’S NO.1 We reach 21 million holiday makers every month, that’s more than any other newsbrand.

Proud Sponsors of The Travel Marketing Awards

For more information please contact your Mail Metro Media sales rep or visit mailmetromedia.co.uk TGI Clickstream Mobile 2018 Q4. PAMCo 4.

THE RESULTS 2019

AWARDS IMAGES

THE RESULTS 2019

DIGITAL

DIGITAL AGENCY SEARCH SOCIAL MEDIA

sponsored by

VIDEO OR FILM WEBSITE OR MICROSITE IN-HOUSE DIGITAL TEAM DIGITAL MARKETING CAMPAIGN

THE RESULTS 2019

DIGITAL AWARDS DIGITAL AGENCY

SEARCH

DIGITAL VISITOR

THOMSON TO TUI MIGRATION TUI

• Over 30 campaigns, each hitting their agreed KPIs • Increase in engaged users of 569% for InsideAsia • An ROI of over 400% for Royal Museums Greenwich • Over 4m instagram impressions for Mauritius Tourism • Collected 3,538 direct leads for Visit Tenerife.

• SEO drove 27% more traffic to TUI UK • tui.co.uk was positioned as the market leader in organic search • TUI hub gained almost 300k visits in 25 days • Recovered 80% of Thomson’s previous organic market share.

SILVER STANDARD SILVER

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OTHER FINALISTS:

mr.h

3Sixty Digital

Champneys: Gift Voucher Campaign

How We Onboarded New Loyal Customers for American Airlines in 2018

Crafted for Preferred Hotels & Resorts

Accord Marketing for Champneys

Teletext Holidays

MediaCom WorldWide for American Airlines

SOCIAL MEDIA VISIT NORDLYS MR.H FOR INNOVATION NORWAY & SAS • Highest search volume in 5 years • Total reach – over 6m unique users • 14% passenger increase to SAS destinations in Northern Norway • Daily Instagram growth of +368 per day.

GOLD SILVER

STANDARD

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OTHER FINALISTS:

Whatever Makes You Pink

Find Me and Get Lost

Immediate Future for Princess Cruises

Publicis London for lastminute.com

DEC BBDO for Promotur - Turismo de Canarias

ignis for Marriott Rewards

THE RESULTS 2019

DIGITAL AWARDS VIDEO OR FILM

WEBSITE OR MICROSITE

UB40 ONE GREEN BEAN FOR VIRGIN HOLIDAYS

#GOFORGOLD WITH THE QUEENSLAND GAMES HILLS BALFOUR AND MDSG FOR TOURISM AND EVENTS QUEENSLAND

• Generated over 280 media articles, with a combined reach of 110m • Over 5m social impressions on Virgin Holiday’s social channels • 121k visits to the campaign page.

• 85,034 page views • 28,998 game plays • Over 990k impressions • 2.9k clicks (+57% more than planned).

GOLD SILVER

STANDARD

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OTHER FINALISTS:

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OTHER FINALISTS:

Carried Away: A Porter’s Story

Kilted Yoga

mr.h for Innovation Norway & SAS

Tale of Two Cities

Lights, Camera, Microsite - Telling Guernsey’s Occupation Story

3Sixty Digital for Celebrity Cruises

Exodus Travels

One Green Bean for Visit Jersey

Video / MSDG Film for Visit Houston THE TRAVEL MARKETING AWARDS Progress Films and Visit Sanlanding: Antonio Supporting for Kuoni

http://creativityfestival.es/encuentrameypierdete/en/

Supporting video:

SILVER STANDARD SILVER

Cedar Communications for British Airways

TPA for VisitGuernsey

https://vimeo.com/302437603

IN-HOUSE DIGITAL TEAM

DIGITAL MARKETING CAMPAIGN

WELCOME TO YORKSHIRE

FIND ME AND GET LOST DEC BBDO FOR PROMOTUR - TURISMO DE CANARIAS

• Over 85k new followers across all accounts • 10.5m website page-views • 31m organic impressions on Facebook • Engaged with 94 different nationalities on social media.

• 6.8m views • 6.9% engagement on Instagram • 27.4m impressions • 10 countries.

GOLD SILVER

STANDARD

SECOND PLACE:

THIRD PLACE:

OTHER FINALISTS:

Not Winter Games

Autumn 2017 Campaign - How do you want to feel?

DEC BBDO for Promotur - Turismo de Canarias

Oi for Visit Jersey

Adido for Hoburne Holiday Parks

DEC BBDO for Promotur - Turismo de Canarias

THE RESULTS 2019

Celebrating 30 years in travel and tourism Proud sponsors of the Travel Marketing Awards 2019

THE RESULTS 2019

PR

PR TACTICAL PR STRATEGIC

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PR STUNT/EXPERIENTIAL EVENT PR AGENCY REPRESENTATION AGENCY IN-HOUSE PR TEAM

THE RESULTS 2019

PR AWARDS PR TACTICAL

PR STRATEGIC

UB40 ONE GREEN BEAN FOR VIRGIN HOLIDAYS

MALTA - VALLETTA 2018 - EUROPEAN CAPITAL OF CULTURE THE BRIGHTER GROUP, A FINN PARTNERS COMPANY FOR MALTA TOURISM AUTHORITY

• Generated 280 media articles, with a combined reach of 110m • 5m social impressions on Virgin Holidays’ social channels • 121k visits to the campaign page as a direct click through • Partnered with iconic British reggae band UB40.

Valletta Coverage Highlights

• Visitor figures up 17% YoY from the UK • 173 pieces of coverage, a reach of 1,150,479,490 and an AVE of £2,105,533.97 • Valletta won Best LGBT Destination 2018 • Secured BBC’s The Apprentice 2018 for Valletta.

GOLD SILVER

STANDARD

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Travelzoo Goes Solo

A Nation of “Staycationers”

Siren Comms for MBNA Thames Clippers

Hollywood Comes to Guernsey

Islands of Interest

The Brighter Group, A Finn Partners Company for South Africa Tourism

The Brighter Group, A Finn Partners Company for Travelzoo

Hotwire for HomeAway

LOTUS for VisitGuernsey

Grayling for Hilton

DEC BBDO for Promotur - Turismo de Canarias

Rooster PR for WOW air

PR STUNT/EXPERIENTIAL EVENT

PR AGENCY

THE CLOSEST THING TO FLYING ROOSTER PR FOR RAS AL KHAIMAH TOURISM DEVELOPMENT AUTHORITY

THE BRIGHTER GROUP, A FINN PARTNERS COMPANY

• Drove awareness of Ras Al Khaimah (RAK) as the adventure capital of the UAE • 85 pieces of press coverage • Broadcast exposure reached 7.5m PR Tactical • Record-setting UK visitor numbers to Ras Al Khaimah.

THE TRAVEL MARKETING AWARDS

• Client retention – 85% (retained 40% of clients for 5+ years) • Year of growth: won 14 clients and increased fee revenue by 70% • Launched: Travel Technology practice and Global Responsible Tourism practice • Awards: Won 7 client and agency awards.

GOLD SILVER

STANDARD

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OTHER FINALISTS:

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Say Halloumi to Cyprus

LateRooms.com & Coca Cola Ultimate Christmas Break

Kuoni

Rooster PR

Siren Comms

Rooster PR for The Cyprus Tourism Organisation

GOLD SILVER

STANDARD

LateRooms.com

THE RESULTS 2019

PR AWARDS REPRESENTATION AGENCY

IN-HOUSE PR TEAM

THE BRIGHTER GROUP, A FINN PARTNERS COMPANY

TUI

• Dominica saw 2,254 UK pax travel after earthquake Maria • Retained Jordan Tourist Board for 18 years • Rep accounts won: Azores, Madagascar, St Helena, a Poland Tourism Board project • Contributed to responsible tourism.

• Promoted the TUI brand, flagship products and destinations • 2.3k pieces of coverage per quarter generated • Typical positive/balanced sentiment rate of 96% • 5% increase in sales YoY (First Choice).

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LOTUS

KBC PR & Marketing

Kuoni

THE RESULTS 2019

london-parklane.hilton.com @londonhiltonpl London Hilton on Park Lane 22 Park Lane London W1K 1BE United Kingdom

@londonhiltonpl

THE RESULTS 2019

CAMPAIGN

ADVERTISING CAMPAIGN ‹£250,000 MEDIA SPEND

sponsored by

ADVERTISING CAMPAIGN ›£250,000 MEDIA SPEND INTERNATIONAL CAMPAIGN INTEGRATED CAMPAIGN ‹£500,000 MEDIA SPEND INTEGRATED CAMPAIGN › £500,000 MEDIA SPEND sponsored by

TRAVEL BRAND

THE RESULTS 2019

CAMPAIGN AWARDS driViNG AwArENEss ThrouGh MuLTi-sCrEENiNG

ThE TrAVEL MArKETiNG AwArds 2019 AdVErTisiNG CAMPAiGN (under £250k media spend)

Le Boat: Driving awareness through muLti-screening

The challenge Established over 40 years ago, Le Boat is Europe’s leading boating holiday company, offering an incredible fleet of canal boats and a stunning range of destinations. as part of a partnerships programme, their products were due to be featured on two popular canal and barging shows: channel 4’s ‘great canal Journeys’ in november 2017 and channel 5’s ‘celebrity 5 go Barging’ in February 2018. to capitalise on the extra publicity, they tasked us with delivering a multichannel campaign that would elevate brand awareness, drive online traffic and - of course - generate enquiries.

02 Le Boat: Driving awareness through muLti-screening

The countdown begins to build early interest in both shows, we created and delivered a series of engaging Facebook ads. these news Feed and carousel formats provided teasers of what would happen in each episode to drum up excitement around Le Boat’s placement, encouraging them to tune in to see more.

Titan Travel

Sponsored

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Titan Travel

ADVERTISING CAMPAIGN ‹£250,000 MEDIA SPEND

ADVERTISING CAMPAIGN ݣ250,000 MEDIA SPEND

DRIVING AWARENESS THROUGH MULTI-SCREENING ACCORD MARKETING FOR LE BOAT

FIVE GO ON A GREAT WESTERN ADVENTURE ADAM&EVEDDB FOR GREAT WESTERN RAILWAY

• Used TV, Facebook, TrueView and display retargeting • 1.66k engagements • Display retargeting yielded 77 actions.

• Reached 21.7m • Prompted awareness of the campaign at 77% • Brand awareness remained at 94% • 16.8k mentions of GWK in campaign period.

GOLD SILVER

GOLD SILVER

STANDARD

STANDARD

Sponsored

pause...

Book Now

Title slide

Book Now

03 Le Boat: Driving awareness through muLti-screening

TV strategy

SECOND PLACE: Leveraging our well-established media partnerships, we were able to secure premium tv placements in the first ad break of each episode that Le Boat featured in. these 30-second tv commercials perfectly captured the many adventures that can be had while exploring national and international waterways.

THIRD PLACE:

OTHER FINALISTS:

SECOND PLACE:

THIRD PLACE:

Present Yourself

One Black Bear for National Express Bus

Go Mahoosive With The All Inclusive

Look Beyond

One Black Bear for National Express

Mediacom and VMLY&R for First Choice

ViEw ThE VidEo hErE

Free Range Travel 04

Le Boat: Driving awareness through muLti-screening

The Gate London for Multi-screening Chiltern Railways after identifying that engaging with tv and social media at the same time is especially prevalent amongst Le Boat’s key demographics, we decided to capitalise on these multi-screening audiences. By increasing our Facebook and display activity whilst each show was live - and personalising each ad based on the episode currently on air - we ensured those watching the show would also be served digital ads for Le Boat at the same time.

Titan Travel

Sponsored

pause...

One Black Bear for National Express

One Black Bear for National Express

Book Now

05 Le Boat: Driving awareness through muLti-screening

Follow-up activity to turn interest into conversions, we followed up with extensive display retargeting activity aimed at those who had previously visited the Le Boat website. this was supported by a trueview campaign, which featured an adapted version of the tv commercial and allowed us to drive additional bookings.

06 Le Boat: Driving awareness through muLti-screening

results ‘Great Canal Journeys’ (3rd November - 31st January 2018): • •

116% year-on-year traffic increase.

48% year-on-year rise in transactions.

•

1,075 social engagements on Facebook.

•

Facebook ctr of 2.97% at a reduced cPc of £0.40.

•

29% of users watched the trueview ads until completion at a low cPv of £0.08.

•

60 actions driven from display activity.

•

Brochure requests increased by 167% year-on-year.

‘Celebrity 5 Go Barging’ (1st February - 30th April 2018): •

174% year-on-year traffic increase.

•

82% year-on-year rise in transactions.

•

585 social engagements on Facebook.

•

Facebook ctr of 3.7% at a very low cPc of £0.27.

•

36% view rate on trueview, with a £0.04 cPv.

•

17 actions driven from display activity.

•

Brochure requests increased by 137% year-on-year.

07

THE RESULTS 2019

doesn’t guarantee coverage: we needed to convince the world’s media that this ad was a must-watch. To do this, we developed a simple strategy:

CAMPAIGN AWARDS

1.

Take advantage of this once-in-a-lifetime opportunity to make the Unexpected Guest collateral we had work harder for us

2.

Truly bring to life the sentiment ‘even divas are believers’, and engage a broader audience

3.

Show that Hostelworld hostels are ‘not what you were expecting’

INTERNATIONAL CAMPAIGN EVEN DIVAS ARE BELIEVERS HOTWIRE FOR HOSTELWORLD • 1,595 pieces covered globally • No. 5 on AdAge’s official viral video charts • 1,186 broadcast pieces • 90% of coverage linked through to the video.

GOLD SILVER

STANDARD

SECOND PLACE:

THIRD PLACE:

OTHER FINALISTS:

Whatever Makes You Pink

Dundee

Hills Balfour and MDSG for Las Vegas Convention and Visitors Bureau

Publicis London for lastminute.com

Tourism Australia

Expedia Group Media Solutions for Brand USA

THE RESULTS 2019

CAMPAIGN AWARDS INTEGRATED CAMPAIGN ‹£500,000 MEDIA SPEND

INTEGRATED CAMPAIGN ݣ500,000 MEDIA SPEND

SHE’S BACK ARTHUR LONDON FOR HISTORIC ROYAL PALACES

FIVE GO ON A GREAT WESTERN ADVENTURE ADAM&EVEDDB FOR GREAT WESTERN RAILWAY

• PR stunt involving Anne Boleyn arriving at Tower of London • Used OOH, press, digital display and social advertising • Social content was seen over 3.1m times • Exceeded its visitor target by 5.9%.

• Prompted brand awareness rose to 94% • £5.65m in revenue for GWR • ROI of £1.9:1 • 90% of social media mentions were positive or neutral.

SILVER STANDARD SILVER

Title slide

SECOND PLACE:

THIRD PLACE:

OTHER FINALISTS:

SECOND PLACE:

THIRD PLACE:

OTHER FINALISTS:

Coach Hire For Any Occasion

Extraordinary Story

Accord Marketing for Cruiseco

Whatever Makes You Pink

Not Winter Games

Tourism Australia

Hills Balfour and MDSG for PromPeru

Publicis London for lastminute.com

DEC BBDO for Promotur - Turismo de Canarias

One Black Bear for National Express

Adams Creative Group for National Express

Vivid for Visit Isle of Man (Department for Enterprise)

GOLD SILVER

STANDARD

Quick and easy to consume.

A large launch event.

ge:

Media Partnerships

Local Radio.

THE RESULTS 2019

TRAVEL BRAND TRAVEL BRAND

• 49% agreed that TUI ‘Is a brand I trust’ • YouGov named TUI as the No.1 improver of brand advocacy • TUI YouGov ‘Quality’ index score increased by over 200% • ‘Values their customers’ almost trebled to 29.9% agreement.

se Light

New TUI-Green 170.215.0

14pt

ing 6 pt

TUI-Yellow 255.225.0

UI-Dark Blue

Functional

TUI-Red 239.0.0

ints & standard UI-Dark Blue

ALSO AWARDED: TRAVEL BRAND

TRAVEL BRAND

‹£25 TURNOVER

£25M-£100M TURNOVER

ݣ100M TURNOVER

NOT AWARDED

WINNER: TUI

New TUI-Grey 25% 220.220.220 M

UI-Blue 50% .230.250

New TUI-Grey 115.115.115

Achromatic

TRAVEL BRAND

TUI-Blue .203.244

WINNER: ICELOLLY.COM

Dark Blue .42.94

TUI-Black 0.0.0

I-White .255.255

1

Brand Marketing | October 2017

2ND PLACE: NATIONAL EXPRESS SECOND PLACE:

THIRD PLACE:

THE RESULTS 2019

SPONSORSHIP

CALL FOR THE 2020 CALL FOR ENTRIES

IF YOU ARE INTERESTED IN SPONSORING THE 2020 AWARDS, PLEASE CONTACT

WILL LAUNCH IN SEPTEMBER 2019.

GILES HARPER ON 07771 812 372 OR EMAIL GILES@DELLARDAVIES.COM

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The Travel Marketing Awards • Tel: 01920 444832 • Email: ttma@dellardavies.com

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THE RESULTS 2019