BEST USE OF DIGITAL COMMUNICATION


CHAIR OF THE MARKETING PANEL OF JUDGES


JEREMY ELLIS,


TUI TRAVEL UK & IRELAND, MARKETING DIRECTOR


Marketing has never been more important to our industry.


The competition for discretionary expenditure is greater than ever and anyone working in travel marketing has to be at the top of their game — as illustrated by the incredibly high standard of entries for this year’s Marketing Category awards.


Social media is increasingly important in the marketing mix, and there’s been a substantial increase in innovative uses of social and digital using rich content. Personalisation is becoming more critical to deliver stronger ROIs, while the integration of behavioural targeting with email is making campaigns ever more powerful.


It was my job to ensure that all entries were judged fairly and squarely against a mixture of criteria including creativity, execution, rationale and results.


Over the course of our deliberations, the panel were amazed by the incredibly effective marketing techniques the travel industry is adopting in a world that is growing in complexity and clutter.


There is some terrific work being done across the board, nowhere more so than by the well-deserved winners whose work you’ll see highlighted in the following few pages…


SILVER STANDARD FIND BARRY’S KEY


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.


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.


The microsite received almost 27,000 unique visitors, with over 500 STA Travel discount codes redeemed on bookings.


Best use of Digital Communication Best use of Direct Marketing (Email) Most Innovative Marketing Best use of Mobile Technology Best use of Pay Per Click


Best use of Search Engine Optimisation Best use of Social Media Best Website


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SECOND PLACE: SILVER STANDARD Zodiak Active for Tourism Australia with 30 Days In Oz


MARKETING AWARDS


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