SECOND PLACE: SILVER STANDARD Tourism NT & KISS FM ‘Big Outback Adventure’ #3 RHA for Tourism NT


THIRD PLACE: BRONZE STANDARD Radio Advertising (Capital FM Campaign) Mirabelle Communications Limited for The Malta Tourism Authority


BEST RADIO ADVERTISEMENT / CAMPAIGN


• SILVER STANDARD • THOMSON – TIME FOR A HOLIDAY?


• BEATTIE MCGUINNESS BUNGAY FOR TUI UK & IRELAND


Thomson’s radio campaign reignited consumer interest in the brand and package holidays at a time when consumers can book hotels, transfers and flights themselves.


The radio campaign centred on quality time while on holiday rather than sales messages. Combining an emotional push with rational reasons to purchase, it focussed on stress and worry-free elements as well as the organisational benefits of a package travel company. Key elements of the Thomson offering were tailored to different UK regions, and a national promotion on the Absolute Radio Breakfast Show also pushed product points.


The balance of rational and emotional messages in the radio campaign exceeded all expectations, with the perception that Thomson offer ‘holidays which meet your needs’ positioning the brand as market leader.


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COURSE STARTS SEPTEMBER 2013 CONTACT US FOR A PERSONAL CONSULTATION


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SECOND PLACE: SILVER STANDARD Southern Habit Campaign fst for Southern Railway


THIRD PLACE: BRONZE STANDARD Merlin Annual Pass M&C Saatchi for Merlin Entertainments Group and VisitEngland


BEST BUDGET TV ADVERTISEMENT / CAMPAIGN


• SILVER STANDARD • ARCTIC ADVENTURES


• MR.H FOR INNOVATION NORWAY AND HURTIGRUTEN


To promote Hurtigruten’s winter cruises to Norway, Mr H devised a low budget TV campaign aimed at capturing the excitement of a Northern Lights cruise and excursion while generating increased brochure requests.


The campaign, which was co-funded by Innovation Norway, used footage that highlighted Hurtigruten’s long heritage and how an Arctic Circle cruise is more accessible – and comfortable – than ever. Beginning in black and white before bursting into colour, the nostalgic feel of the ad was further emphasised with a ‘Pathe News’ style voiceover and music.


With airtime restricted to satellite stations over the course of its run, the ad generated almost 700 cruise nights and £162k in revenue.


BEST TV ADVERTISEMENT / CAMPAIGN


• PLATINUM STANDARD • THOMSON – KID


• BEATTIE MCGUINNESS BUNGAY FOR TUI UK & IRELAND


Thomson aimed to create standout by showing consumers how it had the holiday that was ‘just right for them’. The brief for the TV spot was to communicate the message through engaging and emotional creative. It featured evocative holiday moments filmed in a documentary style set to Sunday Girl’s ‘Where Is My Mind’.


A young boy’s perspective was used to reinforce the idea that holidays offer an opportunity to completely relax and enjoy uninterrupted time with friends and family. ‘Designing The Holiday That’s Right for You’ was the ad’s emotional rather than price-based call to action.


The belief that Thomson offers holidays which meet your needs reached market leader levels. Campaign remarked ‘this has got to be the best ad for a holiday company ever made’.


SECOND PLACE: GOLD STANDARD


First Choice – The Walk


Beattie McGuinness Bungay for TUI UK & Ireland


THIRD PLACE: GOLD STANDARD


Holidays at Home are GREAT M&C Saatchi for VisitEngland


ADVERTISING AWARDS


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