SECOND PLACE: SILVER STANDARD 15th Anniversary Competition Atomic London for Star Alliance


THIRD PLACE: SILVER STANDARD Emirates Air Line Launch on Capital FM Global Radio for Emirates


ADVERTISING CAMPAIGN OF THE YEAR – UP TO £250,000 MEDIA SPEND


• SILVER STANDARD • SLOW • ORCHESTRA FOR INNTRAVEL


Orchestra designed ‘Slow’ to make it clear that Inntravel holidays aren’t just ‘any old walking or cycling holiday’. With Inntravel adopting the strapline ‘The Slow Holiday People’, Orchestra directed a new look and feel across all consumer touch points, from website to brochures, direct mail to walking notes.


Bringing emotional rewards to the fore, the campaign highlighted how Inntravel offered customers the opportunity to take their time to enjoy and appreciate the ‘little things’. A TV ad that dramatized the experience was filmed in Portugal, with stills forming the basis of a wider print campaign.


‘Slow’ allowed the company to engage with new audiences, leading to an 8% increase in first time buyers and 3% increase in overall customer numbers.


INTEGRATED CAMPAIGN OF THE YEAR – UP TO £1M MEDIA SPEND


• GOLD STANDARD • MOSAIC • OGILVYONE FOR BRITISH AIRWAYS EXECUTIVE CLUB


When British Airways re-launched their loyalty programme, OgilvyOne devised a campaign that illustrated the benefits and showed how the service was not just for high flyers.


A global acquisition programme invited members to send in their reason for joining, along with a recent photo. These were tiled into striking mosaic images that highlighted different aspects of the Executive Club. Messaging was tailored to specific channels and in-journey touch points, with email, airport posters, leaflets, digital posters and display ads all driving prospects to a landing page on BA.com.


With over 50,000 submissions collected, membership increased 2.7% year on year, with new acquisition emails experiencing an uplift of 50%. The campaign enjoyed a ROI of 25:1, resulting in an additional 17,745 members with £13.7m in potential incremental value.


SECOND PLACE: SILVER STANDARD Thomson – Time for a Holiday? Beattie McGuinness Bungay for TUI UK & Ireland


THIRD PLACE: SILVER STANDARD Holidays at Home are GREAT M&C Saatchi for VisitEngland


ADVERTISING CAMPAIGN OF THE YEAR – OVER £250,000 MEDIA SPEND


• GOLD STANDARD


• FIRST CHOICE – NOTHING FEELS AS GOOD AS ALL INCLUSIVE


• BEATTIE MCGUINNESS BUNGAY FOR TUI UK & IRELAND


When First Choice repositioned to become the ‘Home of All Inclusive’, BMB sought to raise awareness by positioning the business as offering consumers a week or two of ‘carefree indulgence’.


All comms, from the TV ad to online and press, were designed to reflect a fun, upbeat brand personality as well as the benefits of all-inclusive, from the big dream-like crowd scenes in the TV ad to the over saturated colours in press and digital projects.


The overall campaign delivered an ROI of 23:1. The key measurements of brand awareness, differentiation and category leadership rose significantly with trust levels increasing by more than double that of First Choice’s closest competitors.


INTEGRATED CAMPAIGN OF THE YEAR – OVER £1M MEDIA SPEND


• GOLD STANDARD


• FIRST CHOICE – NOTHING FEELS AS GOOD AS ALL INCLUSIVE


• BEATTIE MCGUINNESS BUNGAY FOR TUI UK & IRELAND


When First Choice made the bold move of becoming the ‘Home Of All Inclusive’, the job of the integrated campaign was to educate consumers about the benefits in a fun and upbeat way.


Indulgence on an all-inclusive holiday was the ‘hero element’ extended across all communications. The TV ad was emotionally-led, with press highlighting good value, digital focussing on educating, and owned media – DM, eCRM, shops and websites – using TV assets to showcase differentiated product.


Recognition of First Choice as being particularly good for all inclusive holidays rose by 6 points, with the company positioned as a trustworthy and preferable holiday provider. Campaign noise spread beyond traditional media with 1.1m YouTube hits and the Flo Rida single going to number one.


CAMPAIGN AWARDS Sponsored By and SECOND PLACE:


SILVER STANDARD Thomson – Time for a Holiday?


Beattie McGuinness Bungay for TUI UK & Ireland


THIRD PLACE: SILVER STANDARD


Holidays at Home are GREAT M&C Saatchi for VisitEngland


SECOND PLACE: SILVER STANDARD


Tyler & Amy’s Ireland Mystery Tour


Indicia for Tourism Ireland THIRD PLACE:


SILVER STANDARD Modal Shift


AMV BBDO and Havas Media for East Coast


OTHER FINALISTS: Allez en Vacances mr.h for Atout France


Jordan Reassurance Campaign


The Brighter Group for Visit Jordan


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