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BEST POSTER ADVERTISEMENT/ CAMPAIGN


BEST PRESS CONSUMER ADVERTISEMENT/ CAMPAIGN


Glen Plake, pioneer of extreme skiing, is always taking his “go big” attitude and going even bigger. Join Glen on the sunshine-soaked slopes of the Sierras and find out why there’s no snow like California snow.


Elevate your sense of adventure at visitcalifornia.co.uk


GOLD STANDARD TRUE CALIFORNIANS


MERING CARSON AND BLACK DIAMOND FOR VISIT CALIFORNIA


While Visit California’s TV spots feature well-known celebrities, the aim of Black Diamond’s ‘True Californians’ initiative was to focus on four individuals whose achievements and passion for life demonstrated that California has more to offer than Hollywood and A-list hangouts.


Icons from the worlds of skiing, wine production, water-sports and food were chosen to represent the best of California on four separate posters, their lifestyles illustrating the diverse landscapes and range of activities available to visitors. Given that London has the highest proportion of California target markets in the UK, the campaign focussed on the Capital’s Underground stations, with ads also placed in Sunday supplement magazines


Each execution reached over 2 million ABC1 adults, generating 17% national awareness and 63% in London. More than 40% of those who saw the creatives were seen as more likely to actively plan a trip to California, and the campaign contributed to an ROI of 39:1 for above-the-line advertising.


GOLD STANDARD UPPER CLASS


RKCR/Y&R AND MG OMD FOR VIRGIN ATLANTIC


The last year has seen Virgin Atlantic continue to focus on brand-led demand with its ‘Your Airline’s Either Got It Or It Hasn’t’ multi-channel campaign. In parallel, RKCR/Y&R were charged with running a sales promotion on the airline’s Upper Class service offering. The campaign needed to communicate the product benefits whilst supporting the rebrand, as well as cut through to the cash rich/time-poor Upper Class audience.


Celebrated fashion photographer Tim Bret-Day was charged with capturing iconic images of glamorous passengers enjoying Virgin Atlantic services such as the Heathrow Clubhouse or the on-board bar. Sleek photography combined with engaging copywriting such as ‘Je ne sais quo. Defined,’ and ‘It. You can’t bottle it, but weirdly, you can fly it’ on front page strips aimed at key business customers including the first ever cover-wrap of the Sunday Times Business section.


The campaign saw spontaneous consideration of Virgin Atlantic by First/Business Class flyers increase by 63%, with the Upper Class refresh generating 22% more revenue.


SECOND PLACE: SILVER STANDARD Kenyon Fraser for Merseytravel with Saveaway Summer 2011


JOINT THIRD PLACE: BRONZE STANDARD Insureandgo with Feeding Your Passion For Travel


JOINT THIRD PLACE: BRONZE STANDARD Designate for P&O Ferries with Expect Something Big


SECOND PLACE: SILVER STANDARD RKCR/Y&R and MG OMD for Virgin Atlantic with Economy


THIRD PLACE: BRONZE STANDARD Designate for P&O with Expect Something Big


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