INTEGRATED FOLD
CAMPAIGN OF THE YEAR – UP TO £1,000,000
INTEGRATED FOLD
CAMPAIGN OF THE YEAR – OVER £1,000,000
Piers Bramhall ate a sandwich here.
Dunraven Bay GOLD STANDARD FOLD WE WANT PIERS BRAMHALL Visit Wales
5 September 2011 11:10 AM BS
Final Artwork X X
3mm/flat size:148x665 finished: 148x210 61010211 VW Piers Bramhall_DM_FAW
W+K LONDON, KITCAT TNOHRDIGITAS, ARENA MEDIA FOR VISIT WALES
Working on the premise that if people go there, they’ll be converted for life, the Visit Wales key message was simple: ‘Wales — For Proper Holidays’. To build credible advocacy and inquiries, a member of the public — Piers Bramhall — was invited to visit Wales by Joanna Page and a male voice choir. The aim was to show him what a Proper Holiday was while following his every move.
The campaign focussed on user-generated content, including 100 clips of Welsh people inviting him to make the trip. The platform was Facebook, where films could be liked, shared and posted, while digital out-of-home screens broadcast daily reports on Piers’ welcome to different regions. Radio competition prizes mirrored his experiences and online banners, DM and inserts drove online conversation.
The campaign reached 34 million UK adults, with the Visit Wales Facebook community growing by 14,000. 196 pieces of AV content were produced and over 3m Londoners saw the week-long daily update.
Click on the tab at the top of this page to view.
SECOND PLACE: SILVER STANDARD DDB for Star Alliance with Upgrade Awards
JOINT THIRD PLACE: SILVER STANDARD JWT for Royal Caribbean International with Pack More In
JOINT THIRD PLACE: SILVER STANDARD
Vivid/Mediacom North for Visit Manchester/Modern History with What Will You Discover? — Questions Campaign
24 FOLD
GOLD STANDARD KEEP EXPLORING
05/09/2011 11:31
DDB CANADA FOR CANADIAN TOURISM COMMISSION
In order to stimulate tourism growth, DDB Canada devised a multi-channel campaign for the Canadian Tourism Commission built around the sharing of authentic ‘traveller to traveller’ experiences, bought to life by the invitation to ‘Keep Exploring’.
Given that travel decisions are significantly inspired by friends and the larger online community, all elements of the social media initiative led to the Keep Exploring blog, which offered consumers shared conversation and a picture of the travel experiences available. To illustrate the breadth of experiences on offer, DDB Canada sourced real travellers’ videos from YouTube for TV advertising, using ‘real’ content to tell a series of stories. Print emulated social media, with QR codes live-linked to content on the Keep Exploring website, while online advertising with Google Maps saw travellers virtually transported onto real Canadian streets.
Since the Keep Exploring launch, Canada has been named number one country brand in the world. The campaign delivered a Government approved ROI analysis of 101:1 in tourism export revenues.
Click on the tab at the top of this page to view.
SECOND PLACE: SILVER STANDARD Elvis Communications for Virgin Holidays with Manifesto
THIRD PLACE: SILVER STANDARD Beattie McGuinness Bungay for Thomson with Questions
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