SECOND PLACE: GOLD STANDARD Details OgilvyOne for British Airways


THIRD PLACE: GOLD STANDARD Virgin Holidays Destination Brochure Table19 for Virgin Holidays


BEST BROCHURE


• GOLD STANDARD • G ADVENTURES ‘EARTH’ 2012 • G ADVENTURES


When Gap Adventures rebranded as G Adventures, its principal brochure needed to feature the company’s product


offering while ensuring that agents and customers alike understood and embraced the new name and brand ethos.


Earth was redesigned to emphasise the traveller experience via the ‘You’ll Never Forget It’ tagline. The magazine-style brochure provided holiday details while reflecting the brand values through content that encouraged readers to ‘step away’ from all-inclusive resorts and bus tours to look at travel in a different way. It featured trip pages that helped agents easily identify experiences, with a call to action that invited readers to share their ‘You’ll Never Forget It Moment’ on a dedicated microsite.


Earth helped generate the highest sales figures in G Adventures history, with customer numbers rising by 19% and revenues increasing by 22%.


BEST USE OF DIRECT MARKETING


• GOLD STANDARD


• COTTAGES4U HYPER-PERSONALISED EMAILS


• EMAILCENTER FOR COTTAGES4U


Emailcenter’s strategy to improve the number of repeat bookings for cottages4u went beyond pure segmentation to identify the most appropriate content for individual recipients.


The email programme was founded on a belief that people use photos to reminisce about their holiday, and that reminders would prove a powerful and emotional marketing tool. Personalised emails featured details and imagery of the customer’s previous holiday, alongside tailored ideas for future holiday homes. Smart use of data ensured that each proposal was truly relevant for each customer, rather than simply being a cottage in the same region as a previous stay.


The number of click-throughs increased by 499%, with 77% of those selecting the personal recommendations section. Booking revenues achieved an incredible 2,822% return on investment.


SECOND PLACE: GOLD STANDARD Picture Your Upgrade Promotion Atomic London for Star Alliance


THIRD PLACE: SILVER STANDARD Real Time Pricing Havas Media and Intermarketing for East Coast


BEST USE OF DIGITAL COMMUNICATION


• GOLD STANDARD


• BRITISH AIRWAYS DON’T FLY SUPPORT TEAM GB


• BBH FOR BRITISH AIRWAYS


As the official airline partner of the London 2012 Olympic and Paralympic Games, British Airways asked the nation to show their support by not flying during the Games. Its TV ad showed a passenger plane driving through the streets of London.


BA’s inventive use of digital used Google Street View to offer everyone the chance to see the plane drive past their own address via a customisable commercial. The ad, which lived on a branded Facebook page and dedicated microsite, finished with the campaign message and #HomeAdvantage to further leverage social media engagement.


5 million users spent 60,000 hours personalising the commercial, with 400,000 mentions on Twitter. BBC News Magazine lauded the campaign as ‘a bit of genius’.


BEST PR STRATEGIC CAMPAIGN


• GOLD STANDARD • DE-TECH BECOMES THE NEW DETOX


• FOUR BGB FOR ST VINCENT AND THE GRENADINES TOURISM AUTHORITY


Four bgb designed a campaign that saw St Vincent and The Grenadines labelled the laid-back alternative to high-tech destinations. The initiative used research to promote the islands as a place for people to switch off and relax. The ‘digital detox’ was packaged and sold by tour operator partners.


Positioned as an escape from the modern day ‘addiction’ to gadgets and technology, the campaign was leveraged across print, radio and video news releases, generating over 85 pieces of print and online coverage.


A Twitter #detechSVG and Facebook page generated buzz in the social space with web traffic rising by 66%. The destination also featured in a Mintel report on changing trends in consumer habits and mobile technology.


SECOND PLACE: GOLD STANDARD Hotels.com


Hotel Price Index Hotels.com


THIRD PLACE:


GOLD STANDARD The Spare Seat Kayak Expedition


Aviacircle for IloveNY (New York State


Division of Tourism)


SECOND PLACE: GOLD STANDARD Mosaic


OgilvyOne for British


Airways Executive Club THIRD PLACE:


GOLD STANDARD The Getabed Saucy Summer Sale!


Muse Advertising for Getabed.co.uk


OTHER FINALISTS:


Your Thomson Holiday to a T Creator for TUI UK & Ireland


First Choice Holiday Seeker Conversion Programme


Creator for TUI UK & Ireland


MARKETING AWARDS


Sponsored By


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