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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


Don’t be left behind, travel with your customers. In the 30 minutes

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

TTMA 2015 Winners Catalogue