CONGRATULATIONS! GROSVENOR HOUSE A JW MARRIOTT HOTEL 19 MARCH 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
WINNERS CATALOGUE
are to be applauded for their great work.
Richard Carrick President CIM Travel Group
THE RESULTS 2015
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THE RESULTS 2015
DIGITAL AWARDS
SPONSORED BY
BEST USE OF SOCIAL MEDIA
BEST MICROSITE OR WEBSITE
‘STORIES ARE WAITING’
TOUR DE FRANCE GRAND DEPART
• One million visitors to the ‘Stories Are Waiting’ hub • 651,000 interactions generated across the campaign • Brand advocacy increased by 5%
• 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
ARENA FOR EUROSTAR
CREATIVE SPARK FOR WELCOME TO YORKSHIRE
SECOND PLACE:
THIRD PLACE:
OTHER FINALISTS:
Your Big Day
TREK LIVE
TUI UK & Ireland
KMP Digitata for Trek America
#Wightlive – Putting Wightlink Ferries...
Flagship Consulting for Wightlink Ferries
SECOND PLACE:
THIRD PLACE:
#SeeCantabria
Belmond.com
Designate for Brittany Ferries & The Cantabrian Tourist Board
Nevado for Belmond
Transforming The Customer Experience Online Netflights.com
BEST USE OF MULTI-CHANNEL
BEST USE OF MOBILE OR APP
THE MONARCH VIRTUAL REALITY MOUNTAIN
MYTHOMSON APP GOES GLOBAL
• 1 in every 5 visitors to the Virtual Reality photosphere booked • Family bookings up 33% • Generated £1.6million of non ski bookings
• 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
AKQA FOR TUI UK & IRELAND
WDMP FOR MONARCH AIRLINES
SECOND PLACE:
THIRD PLACE:
SECOND PLACE:
THIRD PLACE:
Thomson Holiday Design Store
Our Stage, Your Story
Secret Escapes App
Expedia Tablet App
20:20/SCC/Scala for TUI UK & Ireland
OMD UK for Hilton Hotels & Resorts
Secret Escapes
FleishmanHillard for Expedia
THE RESULTS 2015
DIGITAL AWARDS
SPONSORED BY
BEST USE OF SEARCH
BEST USE OF VIDEO OR FILM
GOOGLE STREET VIEW – A WORLD FIRST ON THE WORLD’S LARGEST SHIP
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
• 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
TOURISM AUSTRALIA
SECOND PLACE:
THIRD PLACE:
OTHER FINALISTS:
An Amazing Recovery
Creating Authority With A Data-Led Publishing Strategy
Great British Stories
OMD UK for James Villas Holidays
DigitasLBi for Premier Inn
Engaging User To Increase Performance DigitasLBi for Etihad
DigitasLBi for Kuoni
SECOND PLACE:
THIRD PLACE:
OTHER FINALISTS:
The #LoveCornwall Film Series – Trailblazing In Destination Marketing
Selfie Stories
Thomson – Simon The Ogre, Draw A Dad
The Energy That Awaits You
BMB & Red Engine for Thomson
DEC ComunicaciónBBDO for Promotur – Turismo de Canarias
Brave Spark for Cosmos Holidays
De Facto Films and Soundview Media Films for Visit Cornwall
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%
SECOND PLACE:
OTHER FINALISTS:
Expedia’s Search For The Modern Explorer
The Way
PHD International For Expedia
Atomic London for Star Alliance
THIRD PLACE: #myweek
Stories Are Waiting Arena For Eurostar
Designate For Mark Warner YHA - The Almanac HAVAS MEDIA FOR EAST COAST
The Hub for YHA
THE RESULTS 2015
MARKETING AWARDS
SPONSORED BY
BEST PR STRATEGIC
BEST PR TACTICAL
UNVEILING THE SECRET LIFESTYLE BEHIND UK TRAVEL TRENDS
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
• 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
THE FLASH PACK
SECOND PLACE:
THIRD PLACE:
SECOND PLACE:
THIRD PLACE:
OTHER FINALISTS:
Poolside Playlist
Virginia: One Governor, Two Bands and a Wine Expert
The Left Hand Driving School
A World First On The World’s Largest Ship
KBC PR & Marketing for Virginia Tourism Corporation
Mischief PR for Skyscanner
OMD UK for Royal Caribbean International
Flagship Gives Norwegian Getaway A Great Send-Off
Capital London Breakfast Promotion with British Airways in Cancun
Flagship Consulting for Norwegian Cruise Line
Carat for British Airways
Hill and Knowlton for First Choice
BEST USE OF AFFINITY MARKETING AND SPONSORSHIP
BEST EXPERIENTIAL MARKETING RUN YHA
FIRST CHOICE AND VUE CINEMAS
• 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
• 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
THE HUB FOR YHA
SECOND PLACE:
THIRD PLACE:
SECOND PLACE:
THIRD PLACE:
Thomson & STV Weather Sponsorship
Doing Our Personal Best
I Love Trains Week
Around The World In 80 Scoops
The Leith Agency for First Scotrail
Intermarketing Agency for East Coast Main Line
iD for InsureandGo
BMB & Mediacom for Thomson
THE RESULTS 2015
MARKETING AWARDS
SPONSORED BY
BEST IN-HOUSE MARKETING OR PR TEAM
BEST DIRECT MARKETING
TUI UK & IRELAND MARKETING TEAM
THE MONARCH VIRTUAL REALITY MOUNTAIN
• 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
• 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
TUI UK & IRELAND MARKETING TEAM
WDMP FOR MONARCH AIRLINES
SECOND PLACE:
THIRD PLACE:
Skyscanner
TUI UK & Ireland PR Team
SECOND PLACE:
THIRD PLACE:
Virgin Atlantic Airlines Credit Card January Campaign
Membership Passport The Hub for YHA
Naked Communications for Virgin Atlantic
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:
THIRD PLACE:
The Monarch Virtual Reality Mountain
Holiday Open Day
WDMP for Monarch
BMB for Thomson
THE RESULTS 2015
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it takes to get a 360 degree view of London, ADARA sees...
200,000 travellers planning their trip
1.3 million travel events
35,5oo bookings confirmed & itineraries viewed
11,000 passengers in the sky
www.adara.com
THE RESULTS 2015
ADVERTISING AWARDS
SPONSORED BY
BEST BUSINESS TO BUSINESS PRESS ADVERTISING
BEST CONSUMER PRESS ADVERTISING THOMSON LIVE ADS
THE GLOBE TRAVEL AWARDS 2013 - DSD DONUTS
• Consumers invited to submit holiday snaps for use in campaign • 15,000 interactions across social channels • Enjoyable KPI rose to 71%, from 57%
• Tongue-in-cheek campaign helped secure first ever Globe Travel Award • Won Best Trade Friendly Award • Distributed 5,000 donuts! MERCIECA FOR ATD.COM
BMB & MEDIACOM FOR THOMSON
SECOND PLACE: Bring Your Holidays Out of the Closet DEC Comunicación-BBDO for Promotur – Turismo de Canarias
BEST OUTDOOR ADVERTISING
BEST ONLINE ADVERTISING
WHY GO HIGH COST?
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
• 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
ORCHESTRA FOR DUBAI TOURISM AND COMMERCE MARKETING
SECOND PLACE:
SECOND PLACE:
THIRD PLACE:
What’s Your Tour de France?
TripAdvisor Holiday Finder
Contiki
SOUK for Atout France
Mediacom for TUI Travel
Accord Group for Contiki Holidays
THE RESULTS 2015
ADVERTISING AWARDS
SPONSORED BY
BEST RADIO ADVERTISING
BEST TV ADVERTISING
THE MAGIC OF BOTSWANA
THOMSON & SIMON THE OGRE
• 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
• 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
BAUER MEDIA CREATIVE FOR BOTSWANA TOURISM
BMB & MEDIACOM FOR THOMSON
SECOND PLACE:
THIRD PLACE:
Why Go High Cost?
Britain’s Favourite Seaside Holiday
Beta (Creative) And Havas (Media) for lowcostholidays
SOUK for Haven Holidays
ADVERTISING CAMPAIGN OF THE YEAR (UP TO £250K MEDIA SPEND)
ADVERTISING CAMPAIGN OF THE YEAR (OVER £250K MEDIA SPEND)
SEE AUSTRALIA... THE EXPLORER’S WAY
THOMSON & SIMON THE OGRE (ME AGAIN)
• Admissions reached 165% of target • Digital activity achieved CTR of 0.36% • Bookings up 32% during the campaign period
• Recognition rose by 12% • ‘Brand as different’ registered at 10 points above norm • Won nine consumer awards at the British Travel Awards
ORCHESTRA FOR SOUTH AUSTRALIA TOURISM AND NORTHERN TERRITORY
SECOND PLACE:
THIRD PLACE:
BMB & MEDIACOM FOR THOMSON
SECOND PLACE:
THIRD PLACE:
British Airways Today. Tomorrow.
Keep Glasgow Moving
Bartle Bogle Hegarty for British Airways
The Leith Agency for Glasgow 2014
Selfie Stories I Love Trains Week Intermarketing Agency for East Coast Main Line
Brave Spark for Cosmos Holidays
THE RESULTS 2015
CAMPAIGN AWARDS INTERNATIONAL CAMPAIGN OF THE YEAR
INTEGRATED CAMPAIGN OF THE YEAR (UP TO £1M MEDIA SPEND)
EXPEDIA’S SEARCH FOR THE MODERN EXPLORER
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’
• 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
GENDALL FOR EDEN PROJECT
PHD INTERNATIONAL FOR EXPEDIA
SECOND PLACE:
THIRD PLACE:
SECOND PLACE:
THIRD PLACE:
Why Go High Cost?
The Way Atomic London for Star Alliance
When Was The Last Time You Had A First Time
Jonathan Saunders for Thomson
Beta (Creative) and Havas (Media) for lowcostholidays
Front for Visit York
SPONSORED BY
Hill & Knowlton Strategies for Thomson (TUI UK & Ireland)
INTEGRATED CAMPAIGN OF THE YEAR (OVER £1M MEDIA SPEND)
DIGITAL MARKETING CAMPAIGN OF THE YEAR
THOMSON & SIMON THE OGRE (ME AGAIN)
GOOGLE STREET VIEW – A WORLD FIRST ON THE WORLD’S LARGEST SHIP
• 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
• 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
BMB & MEDIACOM FOR THOMSON OMD UK FOR ROYAL CARIBBEAN INTERNATIONAL SPONSORED BY
SECOND PLACE: Feel At Home
Be A Great Westener
BMB for East Coast Trains
The Leith Agency for First Great Western
SPONSORED BY
THE RESULTS 2015
TRAVEL BRAND OF THE YEAR 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
SPONSORED BY
SECOND PLACE: lowcosttravelgroup THIRD PLACE: TUI UK & IRELAND FOURTH PLACE: Skyscanner
EXPLORE A WORLD OF OPPORTUNITY EXPEDIA
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 giles.harper@travega.co.uk
THE RESULTS 2015
LEAD PARTNER
HEADLINE SPONSORS
AWARD SPONSORS
ORGANISED BY
The Travel Marketing Awards • Tel: 01920 444832 • Email: ttma@dellardavies.com
THE RESULTS 2015