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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

The Travel Marketing Awards 2016 - Results Brochure