SECOND PLACE: GOLD STANDARD Wimdu Live Stunts Diffusion for Wimdu


THIRD PLACE: GOLD STANDARD Pawprint Christine Ball Public Relations for Wightlink


OTHER FINALISTS: O2 Travel: Postcards on the Edge Hope&Glory PR for O2


Virgin Holidays Longest Swimwear Queue Launch Group for Virgin Holidays


BEST PR TACTICAL CAMPAIGN


• GOLD STANDARD


• HOTELS.COM CLUB SANDWICH INDEX


• HOTELS.COM


One of the world’s leading online accommodation providers, Hotels.com sought to devise an engaging yet simple initiative that would resonate across all cultures and strengthen the brand’s positioning as the hotel expert.


The Club Sandwich Index (CSI) compared the costs of the hotel catering staple. Desk research was conducted in 26 markets incorporating the ten leading hotels in the 3, 4 and 5 star categories. The story was adapted to each territory, with celebrity chef John Torode fronting the UK campaign.


With a synchronized global PR launch, the CSI generated widespread coverage across key target media including the Economist, The Times and the Financial Times – which even drew parallels from the findings to general economic trends.


SECOND PLACE: SILVER STANDARD G Adventures Creates Happiness and Community G Adventures


THIRD PLACE: SILVER STANDARD Social Symphony OgilvyOne for British Airways


OTHER FINALISTS: Picture Your Upgrade Promotion Atomic London for Star Alliance


O2 Travel: Gone Roamin’ on Instagram Hope&Glory PR for O2


BEST WEBSITE


• SILVER STANDARD • PELIGONI.COM • LONDON CREATIVE FOR PELIGONI CLUB


With a brief to keep navigation simple, London Creative redesigned Peligoni’s website as a non-flash, tablet-friendly site that provided users with a straightforward browsing experience.


With a limited budget, images were identified as being key to conveying a Peligoni Club holiday via a full screen image design across all web pages. Conceived to incorporate a variety of simple features aimed at enhancing consumer engagement, the redesign included gallery tabs and a ‘favourites’ filter that cross-referenced pricing, sizes and time period to ensure that visitors received the very best accommodation choices.


With features complementing one another to provide an elegantly flowing website, the simple and attractive redesign has led to a significantly enhanced Peligoni.com visitor experience.


SPECIAL RECOGNITION WEBSITE • GOLD STANDARD


• M6TOLL.CO.UK • SOUK RESPONSE FOR M6 TOLL


The M6 Toll road is a technically advanced road with much less traffic than the M6. Souk Response focussed on the emotional benefits of the road when redesigning the website, illustrating how a lack of congestion meant it was a stress-reduced experience.


The website illustrated the free-flowing nature of the road with the tagline ‘The M6 Toll, It Doesn’t Take Its Toll’, and highlighted four key areas.


From how to use or join the road to its cost, how to pay and even children’s games, the user-friendly site was designed to be easy navigable. The redesign saw an uplift in the average visit duration of 13%, with mobile site usage accounting for 30% of all visits.


SECOND PLACE:


SILVER STANDARD Secretescapes.com Secret Escapes


BEST USE OF SOCIAL MEDIA


• GOLD STANDARD • THE BIG 175 SURPRISE • DESIGNATE FOR P&O FERRIES


With P&O Ferries wanting to put its


customers, fans and followers at the heart of its 175th anniversary celebrations, Designate designed The Big 175 Surprise – a fun and engaging social campaign aimed at generating ‘Likes’ for the P&O Ferries Facebook page.


The colourful six-week summer celebration rewarded passengers with random gifts. Weekly on-board surprise parties were filmed and edits posted onto the P&O Ferries YouTube channel, Facebook and Twitter accounts, with online fans offered the chance to win prizes.


Through the P&O Ferries Facebook page alone, the campaign reached an audience of 4m. The initiative also generated over 7,000 new Facebook ‘Likes’, 7,500 competition entries and 127,000 YouTube views of the onboard celebration videos.


MARKETING AWARDS


BEST USE OF INTEGRATED SEARCH


• GOLD STANDARD • LASTMINUTE.COM BY LBi


LBi sought to re-establish Lastminute. com at the top of SERP’s most competitive travel keywords as part of an initiative aimed at improving rankings and traffic. With a view to amplifying branded content and advertising campaigns online, LBi delivered a content strategy that ensured that users visited only the most relevant search pages.


LBi worked on developing an SEO strategy which concentrated on positioning Lastminute.com as the key player for a variety of searches, as well as small link-building activities to create new and unique off-site content.


Integrated search activity was planned to coincide with on and offline marketing campaigns. By collaborating across multiple channels, rankings and revenue improved significantly.


Sponsored By


SECOND PLACE: GOLD STANDARD Kuoni by LBi


THIRD PLACE:


GOLD STANDARD Digital Migration Absorb Digital for


Direct Travel Insurance OTHER FINALISTS:


Europcar: VANquishing the Competition


Starcom Mediavest Group & LBi for Europcar


Accor Hotels by Kenshoo


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