The 2020 Travel Marketing Awards – Results Brochure

THE RESULTS HEADLINE PARTNERS

TRADE MEDIA PARTNER

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ORGANISED BY

The Travel Marketing Awards promoted and facilitated best practice within travel marketing.

In recent years, travel marketing has experienced profound change. From the increased use of technology, to growing concerns from consumers about the environmental cost of travel, our industry has had a difficult job of keeping pace with these latest developments. In order to reach audiences innovatively and effectively, agencies have also had to become more adaptive in their approaches.

Despite these challenges, travel is still an important aspect of people’s lives, our industry has continued to thrive, and our award winners demonstrated this in exemplary style.

The travel industry has a very strong track-record of bouncing back from the many bumps in the road that we have experienced over the years and in light of the current coronavirus outbreak, we saluted the industry’s latest demonstration of pulling together to get through this unprecedented time.

Our thoughts are with all those affected on a personal level throughout the world as well as with those in Travel who are doing an amazing job working around the clock to deal with this latest challenge.

The Travel Marketing Awards celebrated brilliance in a wide range of travel marketing disciplines and shone a spotlight on excellence, innovation and bravery at both a business and individual level.

CIM was proud to be a Partner for the Awards, which honoured brilliance across 37 categories, in one of the finest ballrooms in London.

2020 looks to be a key year for marketers, with the role becoming more competitive and varied as marketers embrace: data analysis, changes in customer expectations, a drive for sustainability and the impact of the acquisition of leading brands across the sector.

CIM’s mission is to help marketers in the development of their talent to stay up to date with the pace of change and to enable growth at an organisational level for the benefit of professionals, business and society.

The Awards celebrated excellence across a wide range of travel marketing disciplines. To reflect the changing dynamics of the industry, some very special award categories were added this year, including ‘Destination Brand of the Decade’ and ‘Travel Brand of the Decade’.

We received a large number of entries and the competition was so strong that to be considered as a finalist for one of these awards meant displaying astonishing talent and creativity.

Congratulations to all of our finalists. Whether shortlisted or not, all entrants should be applauded for their hard work.

The Awards night was a fantastic evening, full of inspiration, celebration and laughter. Whilst this is a testing time for travel, it was great to see the industry come together to show solidarity and celebrate travel marketing excellence over the past year.

Richard Carrick President CIM Travel Group

So whether you are using great storytelling to make emotional connections with travellers, or leveraging big data to disperse tourists around destinations to reduce overcrowding or showcase little known locations that are truly unique – we have courses and content to support you.

Congratulations to you all. I hope you enjoyed this evening of celebration.

Chris Daly Chief Executive CIM

THE RESULTS 2020

INDIVIDUAL AND TEAM AWARDS

RISING STAR OF TRAVEL MARKETING

SPONSORED BY

RISING STAR FROM AN AGENCY RISING STAR OF TRAVEL PR IN HOUSE MARKETING/PR TEAM

THE RESULTS 2020

INDIVIDUAL AND TEAM AWARDS RISING STAR OF TRAVEL MARKETING

RISING STAR FROM AN AGENCY

COLETTE SULLIVAN MARKETING AND COMMUNICATIONS MANAGER, RADISSON RED

ALEX NEWLIN DIGITAL ACCOUNT MANAGER, ACCORD MARKETING

• Launched a brand in a new region, managed a multi­channel campaign across TV, radio, DOOH and developed F&B brand.

• Led an initiative that highlighted Glasgow as the RED destination. Awareness of the hotel opening meant the hotel was full from day four.

• She will launch the first Radisson RED in the Middle East.

• Increased click­-through­rate for Celebrity Cruises by 131%, drove a 42% conversion rate growth and minimised CPA by 17% YOY. • Combining PPC, SEO, Display and Email strategy for Eastwell Manor: generated a 24% growth in actions, 13% increase in conversion rate and 84% decrease in cost of sale.

• Worked closely with specialist operator Harji’s India, managing a new website and branding process.

SECOND PLACE:

THIRD PLACE:

SECOND PLACE (JOINT):

SECOND PLACE (JOINT):

Neringa Rackauskaite

Emanuele Rossi

Jasmine Boothroyd

George Leonard

Campaign Manager EMEA, Intrepid Travel

Programmatic Head of Social, Lastminute.com

Creative Brand Manager, mr.h

Senior Account Executive, Lotus

RISING STAR OF TRAVEL PR

IN-HOUSE MARKETING/PR TEAM

FIONA HANNA SENIOR COMMUNICATIONS MANAGER, JAGO

LASTMINUTE.COM MARKETING TEAM • 70+ in-house digital marketing professionals.

• Revenues rising in paid search (+36% YOY), affiliation (+52%YOY) and in promotion across meta channels (+282%).

• Reaching customers with relevant content, achieving 125m€ GTV by the end of 2019.

• Whatever Makes You Pink brand campaign – bespoke emoji set viewed over 300m times.

• Social media optimization saw CTR grow by 120% and cost per session decrease by 70%.

• Opened and led Jago’s first Dublin office.

• Developed a strategy for NI and ROI markets and negotiated engagement with Irish comedian Neil Delamere.

• Campaign had a combined reach of 3m and was part of a record-breaking year of 591,000 trips taken by ROI residents.

SECOND PLACE:

THIRD PLACE:

SECOND PLACE:

THIRD PLACE:

OTHER FINALISTS:

Charlotte Wright

Sergen Tuncelli

G Touring

TUI

Carrier

Senior Account Executive, Rooster PR

Junior Account Executive, Lotus

Travel Chapter (home of holidaycottages.co.uk)

Marketing / PR Team

PR Team

Marketing Team

Marketing Team

THE RESULTS 2020

ADVERTISING AWARDS

ADVERTISING CAMPAIGN ܣ250,000 MEDIA SPEND ADVERTISING CAMPAIGN ݣ250,000 MEDIA SPEND

SPONSORED BY

CONSUMER PRESS OUT OF HOME RADIO

THE RESULTS 2020

ADVERTISING AWARDS

GOLD STANDARD

ADVERTISING CAMPAIGN ‹£250,000 MEDIA SPEND

ADVERTISING CAMPAIGN ݣ250,000 MEDIA SPEND

A BETTER WAY TO FLY AGENDA21 & SOUND FOR AIR NEW ZEALAND

REAL TRAVEL CAMPAIGN SLIDER CREATIVE FOR HAMPTON BY HILTON

• OOH booked across London underground stations.

• Commuters served a range of high impact mobile formats: Interscrollers, Scratch­aways Chatbots (a media first for MiQ) and Instagram Stories.

• Arrivals to site +48% YOY. • Flight Searches +82% YOY. • Bookings +111% YOY.

• Increased social engagement by 20%.

• Additional eight ­week exposure from FOC negotiated extension of Channel 5 partnership.

• Exceeded all EMEA brand lift benchmarks to date (awareness, consideration, ad recall).

• Media plan over delivered, achieving frequency of ›11.

GOLD STANDARD

SECOND PLACE:

THIRD PLACE:

OTHER FINALISTS:

SECOND PLACE:

THIRD PLACE:

Scotland Routes Campaign

See the Show, Visit the Set

The Austin Ambassadors

Australia’s Natural South with Nick Baker

Who Knows What You’re Going Home To

Valletta City Break

Manchester Airport

All About the Story and Mail Metro Media for Come From Away and Destination St John’s

MDSG for Visit Austin

Digital Spring for South Australian Tourism Commission

One Black Bear for National Express

SILVER STANDARD

Mirabelle, Mediacom North and The Brighter Group, a Finn Partners Company for Malta Tourism Authority

CONSUMER PRESS

OUT OF HOME

FIVE GET INTO THE SWING OF IT ADAM&EVEDDB FOR GREAT WESTERN RAILWAY

TAKE THE TRAIN LIDA FOR STANSTED EXPRESS

• Press insertion delivered to 1.86m ABC1 adults aged 16-64 on the GWR network.

• National press activity: press ad featured in the front half 100% of the time.

• In 88% of cases, GWR was the first or second travel brand to feature.

• ROI Airport sales up by £0.95m (+16.6%) in six months YOY. • ROI of 2.11 on marketing spend, attributable to advertising alone.

• Share of all airport sales from the five key buying points increased from 66% to 74%.

GOLD STANDARD

SECOND PLACE:

SECOND PLACE:

THIRD PLACE:

Getting on and Loving it

Travel Worth Talking About

Hot Tub Party

One Black Bear for National Express Bus

O&G and Wavemaker for Kuoni

One Black Bear for National Express

THE RESULTS 2020

ADVERTISING AWARDS RADIO 100% PURE WELCOME BAUER MEDIA FOR TOURISM NEW ZEALAND • Reached 11.9m UK adults, 127.7m impacts.

• 113 minutes of airtime, 1.9m social impressions and 20,000+ competition entries.

• 78% had a better impression of NZ following the campaign.

• Those who saw the content were 15% more likely to put NZ in their top two next holiday destinations.

GOLD STANDARD SECOND PLACE:

THIRD PLACE:

Famous Five and the Spring To Do List

Canada Starts Here Air Transat

Adam&EveDDB for Great Western Railway

THE RESULTS 2020

bargain

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Picture: AlAmy

Totally tropical

saVe african £1,225 aDventure Visit Kruger national Park, table Mountain and Route 62 on a 16-day tour from £1,979 pp with travelbag (travelbag.co.uk, 020 3139 7026). Book by December 9 for May 2020.

saVe unwinD 35 % in malta sPenD five nights at the labranda Riviera Hotel & spa in Malta with travelzoo (travelzoo. co.uk, 020 3564 3000) from £179 pp, flights included.

get the and how to What’s new holiday best from your

star attraction

exPloRe a gin distillery and make your own batch at Hensol Castle in south Wales this January. the castle has been used for filming BBC dramas including sherlock Holmes.

Book a gin tour from £25 at hensolcastledistillery.com.

Airports leave me with emotional baggage

TRAVEL SECTION OF THE YEAR

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HE temperature is 25c and it’s mid-January. The sky is clear and blue, and a soft breeze is ruffling the palms that fringe a white-sand beach, where crabs scuttle beside turquoise waters.

hugo brown

Picture: getty

culture fix

As CRoAtiA’s Rijeka and ireland’s galway take over as the european Capitals of Culture for 2020, Prestige Holidays (prestigeholidays. co.uk) has launched two new breaks. explore Rijeka for a week from £1,099 pp with flights, or galway for three nights at £452 pp with flights.

Nearby, a glittering green hummingbird flits between purple and orange blooms.

Above, a vervet monkey looks down mischievously from a venerable mango tree, clearly envious of my spicy creole breakfast of saltfish, peppers and johnnycake.

‘Any plans for today?’ asks a genial waiter as he tops up my coconut water.

Well, yes — I’ll definitely have a swim in that bewitching ocean, and I might go and

by nigel tisdall look at a historic plantation house, while tonight it has to be the grilled lobster BBQ under the stars.

These are the delights of a winter holiday in the Caribbean, which is not a new idea.

The first purpose-built resort opened here as early as 1778 — the Bath House on Nevis, which had a ballroom, Italian gardens and a thermal spa. In the late-19th century buttoned and be-hatted Victorians sailed

M

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it’s a classic

Why there’s more to Athens than you think

TRAVEL SECTION OF THE YEAR

pages of brilliant holiday ideas

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Go beyond Greece’s more obvious isles for A summer escApe from the croWds, sAys James litston

best for… beautiful beaches

Patmos, Dodecanese islands Patmos is steeped in history. Said to be the place where St John wrote the Book of Revelation, its sacred sites have long been a place of pilgrimage for Christians. Today’s visitors are also drawn by its cosmopolitan edge (don’t miss the Aegean Film Festival, each July) and the Old Town’s nightlife, well-preserved mansions and trio of 16th-century windmills. Being a bit less straightforward to get to (the best ferry connections are via Kos), Patmos rarely feels crowded and its beaches are sublime. Kampos has the busiest beach scene – or hire a boat and escape to Psili Ammos.

Prices are tailor-made; flights and seven nights’ B&B (six on Patmos, one on Kos) around £880pp, ferries extra, hidden-greece.co.uk

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the historian of the museum (warhol.org, entry $20/£15), chuckles. ‘Um, I think he preferred his mother Julia’s hearty, homemade versions,’ he responds diplomatically.

To get to know friendly, down-to-earth Pittsburgh, which hasn’t had a regular, direct airline service to it from London in 20 years, a spin round the institution

y tour of Pittsburgh’s Andy Warhol Museum is being conducted by the great artist’s nephew and as we pause at one of the world’s iconic paintings I can’t resist: ‘So, did Andy actually eat Campbell’s soup?’ Donald Warhola, dapper, bespectacled fifty-something and

dedicated to its most famous son is a must. And it’s full of surprises: slick, sophisticated Andy Warhol – he dropped the ‘a’ from the family surname after moving to New York in 1949 – grew up in relative poverty, surrounded by steel mills,

continued on Page 26 »

Pop goes the railway: The Duquesne Incline funicular and Andy Warhol’s Campbell’s Soup Cans are Pittsburgh classics

three irresistible Pittsburgh institutions…

to Barbados to enjoy its healthy air. Today, with ridiculous ease, we can jet direct from the UK to a dozen balmy islands, arriving just in time for tea or a sundowner. Every year, there are new, fun things to do and yet more fabulous hotels in which to relax.

The good news this winter is that two years after Hurricanes Irma and Maria rampaged through almost a third of the islands, those affected have rebuilt and are looking better than ever. Even in the Bahamas, struck by Hurricane Dorian this August, 14 of its 16 main islands were untouched.

Whether you like to fly and flop, kick back on a catamaran with a rum punch, or

the Primanti bros sandwich

This beloved Pittsburgh-born sandwich chain, dating from 1933, is so popular they’ve just opened a branch in the airport. Their gut-busting speciality combines two slices of Italian bread, with hearty layers of meat, cheese coleslaw, and, yes, French fries. primantibros.com

tuRn to next PAge

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may 5, 2019

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Escape

deals of the week

pages of brilliant holiday ideas

save Caribbean 55% all-in

SpenD seven nights allinclusive at Coconut Bay Beach resort in St Lucia from £1,699 pp with Best at travel (bestattravel.co.uk, 0203 993 8489). Book by December 19 for January to March 2020.

save dubai Hot 40% tiCket

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ViSit Dubai for three nights B&B with Destinology (destinology.co.uk, 01204 474 801) from £899 pp. Stay at anantara the palm which has a quarter-of-amile-long private beach and seven restaurants.

Book by December 12 for February 23 to March 21.

as superb christm s veller gifts for tra65 page

HotintuBs the world There’s no better place for soaking up the view, so dip in to our glorious guide

save island sun 38% seeker

tropiCaL Sky (tropicalsky. co.uk, 01342 886 941) is offering seven nights’ B&B at Lux grand gaube Mauritius, pictured, from £1,229 pp. the hotel is on the island’s north coast and has a lagoon-side gin and tonic club. Book before December 15 for May 2020. Flights included.

save new Year 30% break

LaBranDa Les Dunes d’or is a seaside resort in Morocco’s coastal town of agadir. Seven nights all-inclusive is from £380 pp with Love Holidays (loveholidays.com, 0203 870 6844), including flights.

Book for January 4.

From Memphis and the Mekong to Montenegro and the Maldives

HuGo brown

Explore M A LTA

PLUS GREECE’S GLORIOUS SECRET – AND WHY CRUISING IS NOW COOL

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Sneak

Ask the expert

PEEK Page 4

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RIVER

Adventures

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THE

SEVENTH H E AV E N

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Atlantic Loire Valley

48 hours in

HOLBOX

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Wednesday, January 15, 2020

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RELAX AT SANDALS

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THE SCENIC WORLD’S ROUTES OF BEST FOOD EUROPE Page 10 & WINE

THE JOURNEY

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EXPLORE EUROPE

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DISCOVER THE WORLD

CRUISE DREAMS

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48 HOURS IN MONTENEGRO

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float off on your dream holiday

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Hot tubs date back to those clever old Ancient Greeks, who erected outdoor marble bathtubs at volcanic calderas.

The earliest known example, from the 1st

holiday like it’s your honeymoon Fall in love with the whole world and

WIN the ULTIMATE WINERY HOLIDAY

relaxing retreat: the hot tub at Deer Lodge on Lake Louise, Canada

HAT is it about hot tubs?

Suddenly, they are regarded as, well, cool. Plenty of people now have them at home in their gardens, and social media is awash with folk relaxing in steamy waters — a recent snap of actress Courteney Cox and David Beckham splashing about generated gossip galore.

by richard mellor century BC, is on the Aegean island of Ikaria.

Japanese onsen and Roman baths followed, but the modern hot tub craze began in earnest in Forties America.

Fast-forward to today, and just about every self-respecting high-end hotel, chalet and selfcatering property possesses one. Here, from South Devon to Sri Lanka, we have picked

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ASK THE EXPERT

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From Myanmar to the Marne – we’ve discovered the very best ocean and river experiences

save CornisH 31% Coast

HeaD to Cornwall and stay at the Bedruthan Hotel & Spa, near Mawgan porth and newquay, from £149 per night with travelzoo (travelzoo.co.uk, 020 3564 3000). price includes breakfast and a threecourse dinner. Book for selected dates from Sunday to Friday until March 31, 2020.

PLUS EIGHT PAGES OF FANTASTIC OCEAN AND RIVER CRUISES

INSIDE your travel guide…

From Machu Picchu to Marrakech and the Maldives – we’ve a world of fantastic experiences waiting for you

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memo to santa

the coolest

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paradise foUnd

the terrible towel

Started as a gimmick by broadcaster Myron Cope to attract sponsors to Pittsburgh’s American football team, the Steelers, in 1975, the gold and black towel (the team’s colours) captured the imagination of fans and is still waved at every game. steelers.com

TMOS_Masthead_Reversed_NoLines Daily Mail, Saturday, December 7, 2019

travelspecial

randyland

The crazy, colourful creation of artist Randy Gilson. He bought a house in the Northside district in 1995 and painted it with the goal of ‘bringing happiness to the neighbourhood’. Now people visit from all over the world and it’s a huge hit on Insta. randy.land

ready for your next adventure?

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TRAVEL spEciAL

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TRAVEL // CULTURE // ADVENTURE

march 10, 2019

exciting experiences

tHe global tour website isango! has launched 70 new experiences across 15 cities. Prices start at £23 pp for a day’s cycling tour of Delhi (isango.com).

Monday, June 17, 2019 | METRO | 29

ESCAPE GREEKY BLINDERS

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A new direct flight with BA is putting underrAted pittsBurgh into the spotlight… laura millar drinks in Andy wArhol And A sAucy legAcy

twist

travel Notes

flightmare!

ALAMY

saVe Dash off 60 % to Dubai Destinology (destinology. co.uk, 01204 474801) is offering seven nights’ halfboard at Fairmont the Palm from £1,059 pp including flights. the Dubai hotel has a private beach and ten restaurants. Book by november 30 for December 1 to 22.

TRAVEL // CULTURE // ADVENTURE

For your next P tt stoP...

Sick of the gloomy weather? Ditch your woolly hat and head to the Caribbean, where classic destinations have glamorous new openings with a...

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Monday, April 15, 2019 | METRO | 25

ESCAPE

by jetting off day on christmas

DAve DICello

deals of the week

Special Advertisement Supplement

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grab a holiday

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Escape

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Daily Mail, Saturday, November 16, 2019

Discover the world’s finest wines, vibrant vineyards, wonderful wildlife, fabulous food and culture – WIN an exclusive trip to Adelaide and South Australia for two

out some of the world’s best hot tubs with a view . . .

rediscover the romance of travel on the stunning holidays we’ve found for you...

Glaciers Galore

YOU won’t feel the sub-zero temperatures while basking in the splendid octagonal rooftop hot tub at Deer Lodge on Canada’s Lake Louise.

Look out across the adjacent Victoria Glacier, a vast wilderness of pine forest, and the Rockies in this Christmas card-style wonderland.

WHat’S it Like? Close to Lake Louise, one of Canada’s top ski resorts, in Banff National Park, Deer Lodge is a century-old hotel with

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PLUS russia africa the caribbean portugal japan norway

TO ENTER SEE PAGE 7

europe

america

caribbean

africa

australia

canada

THE RESULTS 2020

MARKETING AWARDS

BRAND RELAUNCH AFFINITY MARKETING & SPONSORSHIP

SPONSORED BY

BROCHURE CONTENT MARKETING CUSTOMER MAGAZINE INNOVATIVE MARKETING

THE RESULTS 2020

MARKETING AWARDS BRAND RELAUNCH

AFFINITY MARKETING & SPONSORSHIP

WHERE LUXURY IS PERSONAL MRM MCCANN FOR CRYSTAL CRUISES

KENYA X GRIND HILLS BALFOUR FOR KENYA TOURISM

• Website visits from new customers up by 11.2% and time spent on Voyage Finder up by 657%.

• Intent to book activity increased by 350%.

• 35% increase in request a quote activity.

• 1,150% increase in online bookings.

• Impressions: 961,070 (+34%).

• Engagements: 961,070.

• Clicks to Kenya microsite and Kuoni: 33,537 (+34%).

• Bookings: 15% uplift in passenger numbers to Kenya • Added Value of £100,000+.

BRONZE STANDARD

GOLD STANDARD

SECOND PLACE:

SECOND PLACE:

THIRD PLACE:

OTHER FINALISTS:

So Sri Lanka

Just You Brand Relaunch

We Do Things Your Way

Colours

Clinique ID at Manchester Airport

Accord Marketing for CV Villas

MDSG for Mauritius

Manchester Airport, Clinique & Dufry

BCW and Wunderman Thompson Sri Lanka for Sri Lanka Tourist Board

Just You

BROCHURE WINGED BOOTS: THE LIFESTYLE BROCHURE VOLUME TWO WINGED BOOTS • Increase in web traffic of 15.29%.

• Unique page views of 29.69%.

• Profit increased by 19%.

• 13% increase in unique customers from 2018.

SILVER STANDARD SECOND PLACE:

THIRD PLACE:

OTHER FINALISTS:

2019 Brochure Collection

Sailing the Seven Continents With Cookson Adventures

USA & Canada Brochure

Parker Design for Exodus Travels Ltd

Travelsphere

Kuoni

Cookson Adventures

THE RESULTS 2020

MARKETING AWARDS CONTENT MARKETING

CUSTOMER MAGAZINE

MONTY HALLS IN WESTERN AUSTRALIA SLC REPRESENTATION FOR TOURISM WESTERN AUSTRALIA

PREFERRED TRAVEL THINK FOR PREFERRED HOTELS & RESORTS

• Total online readership: 3.78bn.

• Overall AVE estimated at £30,560,000.

• 5m HVTs reached.

• Average dwell time of two minutes and seven seconds.

• Stories by BBC News, ITV News, ITV’s This Morning and Channel 5 News as well as print and online outlets.

GOLD STANDARD

JOINT WINNERS

• 500,000+ new travellers signed up to brand’s rewards programme.

• In 2018, 20% growth in membership over 2017.

• 92% increase in revenue booked through the I Prefer member rate.

SILVER STANDARD SECOND PLACE:

THIRD PLACE:

Kuoni Magazine

Into The Blue

Kuoni

Bolsover Cruise Club

CONTENT MARKETING MADE BY BRITAIN CEDAR FOR BRITISH AIRWAYS

INNOVATIVE MARKETING HOP IT! FRONT PAGE FOR AIR NEW ZEALAND

• +17% YOY increase in direct revenue.

• 26% increase YOY in visits.

• +14 points increase in NPS.

• 44.3% email open rate (248% above industry average).

• 13.3% email click through rate (731% above industry average).

• 2,309 unique users visited the marketing site (92.5% above the campaign target).

• Seven minutes and eight seconds average time spent on site.

• 1,850 UK competition entries.

BRONZE STANDARD

GOLD STANDARD THIRD PLACE:

OTHER FINALISTS:

Local Legends

Meet Your South Africa

Find Your People

Studio Black Tomato for Explore Charleston

The Brighter Group, a Finn Partners Company for South African Tourism

Contiki Marketing Lab for Contiki

SECOND PLACE:

THIRD PLACE:

LAUDERDALE X LONDON ART SWAP

Out Of Office Podcast

MDSG and Hills Balfour for Visit Fort Lauderdale

Contiki Marketing Lab for Contiki

THE RESULTS 2020

BRILLIANTLY JOINED-UP MARKETING Proud to be shortlisted for five awards #TTMA2020

accordmarketing.com

THE RESULTS 2020

DIGITAL AWARDS

SEARCH

SPONSORED BY

SOCIAL MEDIA

w

TECHNOLOGY VIDEO/FILM/TV WEBSITE OR MICROSITE DIGITAL MARKETING CAMPAIGN

THE RESULTS 2020

DIGITAL AWARDS SEARCH

SOCIAL MEDIA

BRILLIANTLY JOINED-UP SEARCH ACCORD MARKETING FOR ROL CRUISE

DISCOVER YOUR SOUTH AFRICA GINGER JUICE FOR SOUTH AFRICAN TOURISM

• 18.51% growth in net profit from search channels.

• 10.90% increase in paid and organic search ROI. • 63.3% growth in listed search terms.

• 30.8% increase in the average rank of keywords.

• 114.1% potential YOY traffic growth.

• 107,900 clicks.

• 17,850 participants took the test.

• 824,400 users reached and 1,520,900, campaign impressions.

• 7,129 users opted­in to receive further eMarketing.

• 3,162 new followers on SAT’s social media channels.

SILVER STANDARD

SILVER STANDARD

SECOND PLACE:

THIRD PLACE:

SECOND PLACE:

THIRD PLACE:

OTHER FINALISTS:

The Next Chapter: A Data-Driven Journey to Multi-Brand Success

How to CAPITALISE and Win Fast on Google’s Latest SERP Opportunities

St. Kitts Shout Out Campaign

BooHoo Takes Jamaica

Programmatic Social

The Brighter Group, a Finn Partners Company for Jamaica Tourist Board

lastminute.com

Travel Chapter (home of holidaycottages.co.uk)

SILVER STANDARD

lastminute.com

Rooster PR for St. Kitts Tourism Authority

Show Us Your ROAS - Making A Measurable & Sustainable Return On Social icelolly.com

TECHNOLOGY

VIDEO/FILM/TV

POWERING THE BUSINESS GROWTH AND TRANSFORMATION OF ICELOLLY.COM ICELOLLY.COM

PERFECTION TAKES TIME STUDIO BLACK TOMATO FOR PELAGIC FLEET

• 71% increase in click conversion.

• Revenue per session increased YOY with July-­August 2019 RPS 88% higher than 2018.

• Deals platform generated nearly 60,000 calls and 2,500,000 click referrals.

• TrustScore recently increased from 8.6 to nine.

• Number of rescheduled guests: 78.

• Number of new bookings: 38.

• Two full charters. One for Guadalupe Island and one for Socorro islands.

• 10 individual bookings secured on top.

GOLD STANDARD

SECOND PLACE:

SECOND PLACE:

THIRD PLACE:

OTHER FINALISTS:

Legends of Catalonia

Oslo is Rubbish

Aftershare.TV for Catalan Tourist Board

mr.h for Innovation Norway/Visit Oslo

Travel Experts vs.

The Internet

Famous Five and the Jewellery Thief

Progress and O&G for Kuoni

Adam&EveDDB for Great Western Railway

Grinfreeze The Hatch for Netflights

THE RESULTS 2020

DIGITAL AWARDS WE ARE THE ISLANDERS

WEBSITE OR MICROSITE

DIGITAL MARKETING CAMPAIGN

Isle of Man - Digital Marketing Campaign

BIG HOUSE EXPERIENCE BRAND, DESIGN AND BUILD 3SIXTY DIGITAL FOR BIG HOUSE EXPERIENCE

WE ARE THE ISLANDERS VIVID FOR ISLE OF MAN

VISIT ISLE OF MAN

• 100% increase in online bookings.

• 81.7% uplift in goal completion.

• 591% increase in mobile site speed.

• 96% increase in desktop site speed.

WE ARE THE ISLANDERS

DIGITAL MARKETING CAMPAIGN

GOLD STANDARD

SILVER STANDARD

• 11.5m impressions, 4.1m reach, average CTR of 2.13%.

• Secured almost 250,000 clicks to the website from Facebook.

• Average engagement rate circa 2%, above the 0.7% industry average.

• 345% increase in Facebook referrals, 150% increase in Twitter referrals, 181% increase in Instagram referrals.

• Engaged over 25 new partners.

SECOND PLACE:

THIRD PLACE:

OTHER FINALISTS:

SECOND PLACE:

THIRD PLACE:

OTHER FINALISTS:

ROL Cruise Experience the Difference

notjusttravel.com

Victor Hugo Microsite

Playitas Web

Bet You Didn’t Know

Adido for Not Just Travel

TPA for VisitGuernsey

VUCX for Playitas

agenda21 for Air New Zealand

Find Yourself in British Columbia

Celebrity Edge Microsite

KBC PR & Marketing for Destination British Columbia

3Sixty Digital for Celebrity Cruises

ROL Cruise

Royal Museums Greenwich – Endeavour Galleries Digital Visitor for Royal Museums Greenwich

THE RESULTS 2020

THE RESULTS 2020

PR AND AGENCY AWARDS

PR STRATEGIC

SPONSORED BY

PR TACTICAL PR STUNT/EXPERIENTIAL EVENT PR AGENCY REPRESENTATION AGENCY ADVERTISING AGENCY CREATIVE AGENCY MARKETING AGENCY DIGITAL AGENCY

THE RESULTS 2020

PR AND AGENCY AWARDS PR STRATEGIC

PR TACTICAL

ON TRACK FOR BRAND FAME TIN MAN FOR EAST MIDLANDS TRAINS

ON TRACK FOR BRAND FAME TIN MAN FOR EAST MIDLANDS TRAINS

• 450 pieces of coverage.

• 27 national pieces including Mail Online and The Guardian.

• 167% increase in social media organic post engagement.

• Use of mobile tickets up by 31%.

• 81% more likely to use an EMT service.

• 335 pieces of regional coverage.

• One in six (17%) adults had seen the coverage generated by the campaign.

• 56% more likely to purchase mobile tickets in the future.

• Awareness of EMT’s mobile tickets rose to 26% (five per cent increase).

• Awareness of the East Midlands Trains Found It! service increased by 10%.

GOLD STANDARD

GOLD STANDARD SECOND PLACE:

THIRD PLACE:

OTHER FINALISTS:

SECOND PLACE:

THIRD PLACE:

OTHER FINALISTS:

Meet Your South Africa

Malta for a New Generation: 18-24 Year Olds

Bajan Legends

Bar Tender in Paradise

Freckles the Manta Ray

Wild Guides

Siren Communications for Barbados Tourism Marketing Inc

One Green Bean London for Virgin Holidays

Flight Centre Puts Kids in Charge

SLC Representation for Tourism Western Australia

BCW and Wunderman Thompson Sri Lanka for Sri Lankan Tourist Board

The Brighter Group, a Finn Partners Company for South African Tourism

GOLD STANDARD

The Brighter Group, a Finn Partners Company for Malta Tourism Authority

Rooster PR for Flight Centre UK

PR STUNT/EXPERIENTIAL EVENT

PR AGENCY

ON TRACK FOR BRAND FAME TIN MAN FOR EAST MIDLANDS TRAINS

THE BRIGHTER GROUP, A FINN PARTNERS COMPANY

• 450 pieces of coverage, 27 national pieces, 335 pieces of regional coverage.

• 167% increase in social media organic post engagement.

• Use of mobile tickets shot up by 31% when the campaign landed.

• 81% would be more likely to use an EMT service.

• Awareness of EMT’s mobile tickets rose to 26%.

• Secured 14 new clients.

• Increased client retention to 87%.

• Social media management for nine clients.

• 25% of total revenues came from digital (£470,000).

• Contributed to five industry awards and won in two.

SECOND PLACE:

THIRD PLACE:

OTHER FINALISTS:

SECOND PLACE:

THIRD PLACE:

OTHER FINALISTS:

The Pride Flight

Look Into My Skies

Chameleon Stunt

Lotus

Tin Man

Jago

One Green Bean London for Virgin Holidays

Tin Man for Thomas Cook Airlines

GribbonBerry for nhow London

Black Diamond

THE RESULTS 2020

PR AND AGENCY AWARDS REPRESENTATION AGENCY

ADVERTISING AGENCY

THE BRIGHTER GROUP, A FINN PARTNERS COMPANY

MDSG • Contributed for three industry awards won and nominated for another.

• Involved in speaking at numerous business events (e.g. Panel Member at 2019 Brand USA Conference, Account Planning Group Conference, Google Firestarters) • Information leadership (in collaboration with The Digital Filter): Weekly travel, cultural and digital news distributed weekly to the industry.

• Secured 14 new clients.

• Increased client retention to 87%.

• Social media management for nine clients.

• 25% of total revenues came from digital (£470,000).

• Contributed to the five industry awards won in 2019.

SECOND PLACE:

THIRD PLACE:

SECOND PLACE:

Lotus

Black Diamond

One Black Bear

CREATIVE AGENCY VIVID

WE ARE ACCORD

MARKETING AGENCY OF THE YEAR 2020

MARKETING AGENCY ACCORD MARKETING

The UK’s leading travel marketing agency.

• Company goals: ‘innovation’, ‘sustainability’, ‘voice of the client/partners’ and ‘voice of the traveller’.

• 15% YOY revenue growth.

• Promoting responsible Tourism at events e.g. The Tourism Society and Manchester Digital.

• Secured four new clients.

• Mentoring students and contributing to white papers, to revolutionise tourism campaigns and transform travellers’ behaviours.

• 144 travel events attended.

• 80 digital training modules completed.

• 20 new clients and 12 new team members.

• Achieving predicted growth of 10%.

• Classified in the top one per cent of UK agencies by Google Pathfinder.

A company of creative thinkers, digital strategists, planning experts and problem-solvers, the strength and depth of our expertise is second to none.

From initial ideas, through to branding and positioning, demographic targeting and campaign planning, it’s our job to brilliantly blend strategy, creativity and content into successful campaigns that drive audience engagement and commercial success.

Working with a wide range of cruise lines, tourist boards, tour operators, airlines and online travel companies, we are proud to represent some of the finest brands and destinations in the world.

3 offices | 120 staff

EST

1988

SECOND PLACE:

THIRD PLACE:

SECOND PLACE:

Studio Black Tomato

One Black Bear

Vivid

THE RESULTS 2020

PR AND AGENCY AWARDS

EXPERTS

DIGITAL AGENCY OF THE YEAR 2020

DIGITAL AGENCY ACCORD MARKETING

K’s go-to g specialists.

• £40m in online revenue.

• Ads shown over 400m times.

• Over 220m PPC ads, producing 1.6m clicks.

• Organic traffic up 31% YOY. • Paid digital traffic up 85% YOY.

nkers, digital ts and problemepth of our e.

our

s ‘Pathfinder’ e top 1% of UK for both on.

ays front of mind t access to upport, research d invites to elping our clients tion.

EST

1988

SECOND PLACE:

THIRD PLACE:

Digital Visitor

3Sixty Digital

THE RESULTS 2020

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

@londonhiltonpl

THE RESULTS 2020

CAMPAIGN AND BRAND AWARDS

INTEGRATED CAMPAIGN ‹£500,000 MEDIA SPEND

SPONSORED BY

INTEGRATED CAMPAIGN ݣ500,000 MEDIA SPEND SPONSORED BY

INTERNATIONAL CAMPAIGN

SPONSORED BY

CHALLENGER TRAVEL BRAND OF THE YEAR

TRAVEL BRAND OF THE YEAR

SPONSORED BY

TRAVEL BRAND OF THE DECADE DESTINATION BRAND OF THE DECADE

THE RESULTS 2020

CAMPAIGN AND BRAND AWARDS INTEGRATED CAMPAIGN ‹£500,000 MEDIA SPEND

INTEGRATED CAMPAIGN ݣ500,000 MEDIA SPEND

CANINE CRITICS CANINE COTTAGES (PART OF THE TRAVEL CHAPTER)

TRAVEL WORTH TALKING ABOUT O&G AND DESIGNATE FOR KUONI

Taken from our list of applicants

#1. Princess Miriam Mobbs-Carter, Duchess of Flintshire

• Responses exceeded expectations by 500+%

(51,850 applications). #3. Hattie Von Schnauzer #4. Professor Dexter T. Doodles • 553,000 estimated views from the PR outreach.

McDoody Face #5. Dr• 41p BlueBearMcDiggington cost per lead.

• Social drove 95% of applications, 8000 social shares and social followers increased by 41.6%.

• Campaign achieved 6m brand exposures.

• Print advertising gained an ABC1 45+ reach of 3.2m.

• Stores with local OOH ads saw a +13.3% increase in direct sales.

• Ad awareness increased by 107% from 2017.

• 1,500,000 sessions on Kuoni website, creating an uplift of 17% YOY in appointment bookings.

#2. Jasmine bay-leaf princess caramel Choo Choo

GOLD STANDARD SECOND PLACE (JOINT):

SECOND PLACE (JOINT):

A Better Way to Fly

Scotland Routes Campaign

agenda21 & Sound for Air New Zealand

OTHER FINALISTS: Meet Your South Africa

The Brighter Group, a Finn Partners Company for Manchester Airport South African Tourism

See the Show, Now Visit the Set

GOLD STANDARD SECOND PLACE:

THIRD PLACE:

OTHER FINALISTS:

Take The Train

Reunite

Legends of Catalonia

LIDA for Stansted Express

TUI

Aftershare.TV for Catalan Tourist Board

All About the Story and Mail Metro Media for Come From Away and Destination St John’s

INTERNATIONAL CAMPAIGN

CHALLENGER TRAVEL BRAND OF THE YEAR

SCUBER HERD MSL IN PARTNERSHIP WITH PUBLICIS WORLDWIDE FOR TEQ

GOLD STANDARD

• Peak-time spot TV. • Most watched digital channel for 16-­34 year olds.

• Most popular digital channel with ABC1 adults.

• Awareness of the icelolly.com brand is 40% – (up five per cent since 2019).

• 4,694 pieces of coverage.

• 4,707,992,760 reach.

• $131,266,417 ASR value.

• VNR: 53 countries globally.

• 1,932 broadcast media hits.

• 59% opt in rate of competition entrants to the Queensland database.

SECOND PLACE:

THIRD PLACE:

OTHER FINALISTS:

The Canine Critic

We’ve Come a Long Way

Manchester Airport Chinese New Year Campaign

One Green Bean London for Hotels.com

ICELOLLY.COM

Jago for Tourism Northern Ireland

Ensana Brand Launch

SECOND PLACE:

THIRD PLACE:

OTHER FINALISTS:

Travelsphere

Point A Hotels

Playitas

Humphreys of Henley

Jiminy Creative for Ensana

Manchester Airport

THE RESULTS 2020

CAMPAIGN AND BRAND AWARDS TRAVEL BRAND OF THE YEAR

TRAVEL BRAND OF THE DECADE

INTREPID TRAVEL

EASYJET

• Largest certified travel B Corp and adventure travel company.

• Carbon ­neutral since 2010, a market leader in sustainable tourism practice.

• On track for fourth consecutive year of record growth, with one per cent of revenue earmarked for Purpose.

• Financially supported events such as Women in Travel in Australia and Iceland/TTG’s Diversity conference. Has 314 female leaders leading trips globally.

• Raised AUD $8m+ for over 125 charities.

• easyJet app voted Best Airline App. • Number one airline for customer satisfaction in the UK. • Look&Book: the world’s first­ever photo­based flight search functionality.

• ‘Amy Johnson Initiative’ to encourage more female pilots.

• First major airline to be net zero by offsetting the carbon emissions.

SECOND PLACE:

THIRD PLACE:

OTHER FINALISTS:

Cookson Adventures

National Express

ANA - All Nippon Airways

Aviate

SECOND PLACE:

THIRD PLACE:

OTHER FINALISTS:

Thomson/TUI

Princess Cruises

Kuoni

On the Beach

DESTINATION BRAND OF THE DECADE TOURISM NORTHERN IRELAND • Revenue from GB holidaymakers to NI is up +85% since 2012.

• 1.425m GB visitors in 2018.

• 128 liners docked in Belfast in 2018 compared to 62 in 2013.

• Domestic trips contributed £300m to economy.

• Industry employed 65,000 (representing one in every 11 jobs in NI).

SECOND PLACE:

THIRD PLACE:

OTHER FINALISTS:

Japan National Tourism Organization

Malta Tourist Authority

Tourism Western Australia

Turismo Centro Portugal

THE RESULTS 2020

SPONSORSHIP OPPORTUNITIES

CALL FOR ENTRIES THE 2021 CALL FOR ENTRIES

IF YOU ARE INTERESTED IN SPONSORING

WILL LAUNCH IN SEPTEMBER 2020.

THE 2021 AWARDS, PLEASE CONTACT GILES HARPER ON 07771 812 372 OR EMAIL GILES@DELLARDAVIES.COM

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