Page 1

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

AMA025 Full page TTG ad [golf] 300x230.indd 1

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

AMA025 Full page TTG ad [white gloves] 300x230.indd 1

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

AMA025 Full page TTG ad [staterooms] 300x230.indd 1

When your clients want

FOR YOU:

FOR YOUR CLIENTS:

Our flexible accommodation makes it easier for

06/10/2017 12:31

AMA025 Full page TTG ad [excursion] 300x230.indd 1

• 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


HEADLINE PARTNERS

AWARD CATEGORY SPONSORS

TRADE MEDIA PARTNER

ORGANISED BY

THE RESULTS 2018

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

The Travel Marketing Awards Results 2018  
The Travel Marketing Awards Results 2018  
Advertisement