BEST USE OF CONTENTS


BEST USE OF


MARKETING AWARDS Introduction


DIRECT MARKETING (MORE THAN ONE MEDIUM)


Best Use of Digital Communication Best Use of Direct Marketing (Email) Most Innovative Marketing Best Use of Pay Per Click


Best Use of Mobile Technology


Best Use of Search Engine Optimisation Best Use of Social Media Best Website Best Brochure


Best PR Strategic Campaign Best PR Tactical Campaign


Best Use of Direct Marketing (Mail)


Best Use of Direct Marketing (More than one Medium) Best Use of Affinity Marketing & Sponsorship Best Use of Viral Communication


ADVERTISING AWARDS Introduction


GOLD STANDARD


Best Business Advertisement / Campaign Best Poster Advertisement / Campaign


Best Press Consumer Advertisement/ Campaign TUI UK AND CREATORMAIL LTD


THOMSON ‘HOLIDAY SEEKER’ PROGRAMME


Best Trade Media Advertisement / Campaign Best Online Advertisement / Campaign Best Radio Advertisement / Campaign Best Budget TV Advertisement Best TV Advertisement / Campaign


CAMPAIGN AWARDS Introduction


Advertising Campaign of the Year – Up to £250,000 Media Spend > Advertising Campaign of the Year – Over £250,000 Media Spend > Integrated Campaign of the Year – Up to £1,000,000 Media Spend > Integrated Campaign of the Year – Over £1,000,000 Media Spend >


With customers typically booking only one holiday a year, Thomson has a relatively short window of opportunity to convert a casual browse into a booking. CreatorMail were charged with engaging customers at the start of the holiday search by providing relevant communications aimed at helping them get the most out of Thomson’s holiday search tools.


TRAVEL BRAND OF THE YEAR JUDGING CRITERIA SECOND PLACE: SILVER STANDARD


By utilising trends held within engagement data, casual browsers, serious holiday searchers and prospects on the verge of booking can now be defined. Emails are personalised in terms of content and frequency, with the tone and aesthetics of communications tailored to reflect each phase of the purchase cycle.


From rich imagery and advertorials to price-led, personalised holiday offers and content, the 1-2-1 nature of the programme allows Thomson to drive sales through service by managing engagement and supporting the decision-making process.


This year we judged entries across 28 marketing disciplines from traditional categories such as brochure production, print, TV and radio advertising and PR through to more recent digital marketing tactics including Pay Per Click, SEO, Social Media, Viral and Mobile.


WESTERN AUSTRALIA EXPLORER MAGAZINE FOR TOURISM WESTERN AUSTRALIA (UK) AND FACTORY MEDIA THIRD PLACE: SILVER STANDARD


This is Y Magazine 2010 by Front for Welcome to Yorkshire.


Email open rate is 64%, and nearly 20% of those that engaged with the Holiday Seeker Programme made a holiday booking.


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AFFINITY MARKETING AND SPONSORSHIP


As President of CIMTIG, it is my pleasure to introduce the inaugural Travel Marketing Awards Results Brochure on the occasion of CIMTIG’s 40th annual awards ceremony.


Since 1972, CIMTIG’s awards ceremony has evolved into one of the most prestigious and credible events in the travel industry calendar, recognising the finest work being accomplished in travel marketing today.


SILVER STANDARD FIND BARRY’S KEY


We understand that the demands placed on marketing departments and their agencies to increase brand awareness, market share, drive repeat business and achieve sales — all at the lowest possible cost — are greater than they’ve ever been.


DDB AND DISQO FOR TOURISM AUSTRALIA


Australia’s Working Holiday Visa scheme (WHV) allows those aged between 18-30 to work and travel in Australia for up to two years. To motivate the youth market to learn more about the scheme and create credible advocacy, DDB developed a unique online promotion called ‘Find Barry’s Key’, offering players the chance to win a campervan holiday in Australia.


Through its awards, seminars and networking events, CIMTIG continues to promote the discipline of marketing in travel. The Travel Marketing Awards not only recognise marketing excellence in our sector, but also help us to raise standards. By celebrating the winners and learning from their success, we aim to continue to develop our industry’s marketing edge while attracting and retaining talent.


Based on a ‘treasure hunt’ mechanic and housed on Australia.com, the campaign followed the adventures of fictional backpacker Barry, who had lost the keys to his campervan somewhere in Australia. Designed to be entertaining, social and rewarding, players were immersed in information about Australian experiences and the opportunities available to them once there. With the user closest to finding Barry’s key by the end of the promotion winning a trip of their own, the campaign used Facebook Connect to support sharing behaviour and drive users to the Facebook page.


Happy reading!


The microsite received almost 27065 unique visitors, with over 500 STA Travel discount codes redeemed on bookings.


Richard Carrick President, CIMTIG


On behalf of the CIMTIG Council, I would like to thank every agency, travel company and tourism organisation that entered the 2012 Travel Marketing Awards. Although there can be only so many winners of these highly coveted awards, all entrants are to be applauded for their excellence in all areas of travel marketing.


The judges awarded marks based on four different criteria — Creativity, Execution, Rationale and Results. The average of the total marks was used to determine whether each entry qualified for a Bronze, Silver or Gold standard. This means it’s possible for an entry with a bronze rating to be an award winner, or an entry with a gold rating to be a runner up, depending on the standard of entries in each category.


SECOND PLACE: SILVER STANDARD


WESTERN AUSTRALIA EXPLORER MAGAZINE FOR TOURISM WESTERN AUSTRALIA (UK) AND FACTORY MEDIA THIRD PLACE: SILVER STANDARD


PLEASE USE THE CONTENT LINKS OR TABS ON THE RIGHT-HAND SIDE TO NAVIGATE YOUR WAY THROUGH THE PUBLICATION.


TABS AT THE TOP OF PAGES CONTAIN AWARD CLIPS. This is Y Magazine 2010 by Front for Welcome to Yorkshire.


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