BEST USE OF


AFFINITY MARKETING AND SPONSORSHIP


BEST USE OF VIRAL COMMUNICATION


SILVER STANDARD


TW STEEL – THE CALIFORNIA COLLECTION


BLACK DIAMOND FOR VISIT CALIFORNIA AND TW STEEL


To align with a high-end brand and engage with new audiences, Visit California partnered with premium watchmaker TW Steel to create the limited edition California Collection.


Designed to bring together the unique styling of TW Steel’s oversize watches with California’s zest for life, sunshine and the great outdoors, two bespoke ‘his and hers’ watches based on the popular TW Steel CEO Collection were designed, embossed with the Visit California logo.


With media costs covered by TW Steel, The California Collection was advertised in several high-end lifestyle magazines and newspaper supplements and supported by a microsite hosted by TW Steel. In addition, 120 watches were sent to key travel trade contacts to generate goodwill and awareness.


The ad creatives appeared in key publications where Visit California would not otherwise have a presence. With the Collection on sale in leading watch retailers including Harrods, TW Steel and Visit California are looking to expand the range even further.


SECOND PLACE: SILVER STANDARD Redwood Publishing for Virgin Holidays with V Hot Late Deals Holiday Generator


THIRD PLACE: SILVER STANDARD Gyro for Virgin Atlantic with


The Virgin Atlantic Credit Card — Acquisition Campaigns


SECOND PLACE: SILVER STANDARD Koko Digital for Nassau Paradise Island with Escape To Paradise Island


15


SILVER STANDARD HAPPY DAYS AT BUTLINS TAMBA INTERNET FOR BUTLINS


TAMBA’s brief was to support Butlins 75th Anniversary Happy Days campaign, which was primarily targeted at busy mums looking to find fun, family breaks.


Butlins first viral game was created to encourage families to interact with Butlins online, a family-friendly experience set in a virtual version of the resorts. Players were able to explore the Butlins offering and see first-hand the breadth of facilities available.


This SIMs style game saw players move through different levels, earning points and increasing their chances of being awarded their own red jacket. A prize draw element was also included, allowing Butlins to build their contact database.


Within 2 months, the game had been played 1m times, hitting the top of the European viral games charts (and number 2 in the world). The game also saw continuous chatter on social networks driving audiences to the website.


Click here to view the game online.


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