BEST BUSINESS ADVERTISEMENT/ CAMPAIGN
CHAIR OF THE ADVERTISING PANEL OF JUDGES
ARTHUR PARSHOTAM, OGILVYONE, GLOBAL CREATIVE PARTNER
The higher you raise the bar, the more prestigious these awards become.
It has been my pleasure to chair the Advertising panel for the past two years, and I’m happy to say that we received a good number of entries that continued to show what a great job is being done in the world of travel advertising.
Given the quality of work and the standard of submissions, the judging process had to be thorough. The jury enjoyed some quite robust conversations, but we were pretty unanimous when
it came to choosing the winners.
In a tough economic climate with tighter budgets, we looked for freshness and originality. Some played it safe, producing work that was solid and dependable. However, it was those that took risks who stood out — and reaped the benefits. A lesson to be learnt perhaps?
I would particularly like to congratulate the Gold Award winners, who needed to score highly on all criteria. You could come first in your category but not win a Gold — which makes the top award the benchmark in travel industry advertising and an accolade to be extremely proud of.
Sincere congratulations to all the winners.
SILVER STANDARD MODAL SHIFT
MPG MEDIA CONTACTS AND DENTSU FOR EAST COAST
With significant volumes of business travellers still making frequent high-v alue journeys by air between Edinburgh and Newcastle to London, an opportunity existed to position East Coast as a credible alternative to flying.
Dentsu devised a personable, compelling campaign that focussed on above-the-line activity aimed at raising awareness of the advantages of train travel, with promotional creatives offering business travellers incentives to use the service, such as a free trial of East Coast First Class. From Direct Mail to SMS, radio to wrapped taxis, high-impact burst communication combined with an eight- week print and online collaboration with The Scotsman newspaper, culminating in two journalists racing by train and plane from London to Edinburgh, which the public could interact with via social media outlets.
As a result of the initiative, First Class southbound revenues rose substantially, with East Coast’s market share rising by 6% over the three month campaign period.
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