BEST BROCHURE
BEST PR STRATEGIC CAMPAIGN
SILVER STANDARD THE LITTLE RED BOOK GYRO FOR VIRGIN ATLANTIC
With a brief to reinforce and increase member engagement with Virgin Atlantic’s Flying Club and Flying Co, gyro created the Little Red Book as a platform for the company’s rewards programmes. This online brochure allows customers to browse all their benefits in one place, showing members exactly what they can earn and what those miles can get them using clear, visual navigation.
Rather than creating a bespoke microsite, gyro opted for a proven publishing platform that delivers a personalised, magazine-like experience across the web and tablet devices. The Little Red Book is designed to resemble a personal notebook or brochure, which is easy to understand for new and existing members. Preferred choices and interests can be tracked, meaning that future messaging can be tailored to meet members’ expectations and interests.
Between May and November 2011, The Little Red Book garnered over 14,000 users, generated over 3,000 click-throughs and delivered a ROI of more than 500%.
View the online brochure at:
Virginatlantic.com/explore
GOLD STANDARD
USHUAIA IBIZA BEACH HOTEL LAUNCH 2011
LOTUS UK FOR FIESTA HOTEL GROUP
To launch an all-new hotel concept which combines hotel, music venue and outdoor club, Lotus UK created a PR campaign aimed at embedding the brand within the minds of the UK’s travel, music and fashion media. Lotus created a three-pronged approach to support the launch and build the hype: pre-season, opening and high season.
To achieve maximum coverage for a property designed to ‘recreate the outdoor, free spirited and decadent Ibiza of the 1970s’, pre-opening press visits targeted high-profile publications including Elle and Condé Nast Traveller. The opening party extended coverage to a broader audience such as The Sun, fast response coverage (Times Online) and fashion publications for longer term positioning. Over high season, MTV and BBC Radio 1 broadcast live from the hotel, with visiting celebrities featuring in OK! Magazine, Heat, the Daily Mail and the Express.
With a minimal media spend, print coverage in the British media exceeded £450,000 — a 15:1 return on investment.
SECOND PLACE: SILVER STANDARD
Acorn Tourism Consulting for Falkland Islands Tourist Board with Tour Guide Handbook: Second Edition
THIRD PLACE: BRONZE STANDARD Wild Dog Design for Noble Caledonia with ‘MS Island Sky’ Launch Brochure
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SECOND PLACE: SILVER STANDARD KBC PR & Marketing for Capital Region USA with On The Trail Of The American Civil War
THIRD PLACE: SILVER STANDARD and TOP UK ENTRY Christine Ball Public Relations for Wightlink with Secret Wight
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