p16-17 Cimtig Mar16 11/3/09 09:34 Page 16
news Cimtig Awards 2009
ttglive.com
New media takes
very difficult trading conditions, it is important
that every penny of marketing spend is made to
count. And those organisations that demonstrate
a creative flair linked to the achievement of solid
results will ultimately prosper.”
starring role in
Global Radio chief executive Stephen Miron:
“Those companies which have applied
creativity in the current climate, with response-
based activity, have done well, and much better
than those who haven’t focused on a particular
message.
marketing battle
“The thing about travel is it reflects the mood
of the country, so the creative that’s impressed
us most is that which has captured moods.”
Tui Travel marketing and product director
Tim Williamson: “Generally speaking, we don’t
A diverse range of promotional campaigns was judged by a host
harness our power in travel and brands are
of leading industry names at London’s Haymarket Hotel for the
generally weak. But one breakthrough this year
Cimtig Travel Marketing Awards 2009. Lucy Huxley reports
has been that two of our highest scores were for
viral marketing and social media, techniques that
probably weren’t previously recognised – maybe
ENTRIES for this year’s revamped Pinpoint Communications chairman some companies were doing it before, but we
Cimtig Travel Marketing Awards Gwyn Hughes said: “The quality of certainly weren’t celebrating it.”
included a diverse range of creative entries was variable – some good,
approaches – from cute singing some weak. The weak ones were Ace director Andy Harmer: “What we see
animals and slapstick humour to those who hadn’t analysed their occasionally is little sparks that people are
celebrity endorsements and ploys to objectives. trying to get their message across using new and
turn around travel’s negative issues. “Some of the smaller companies exciting media, and there are others that are still
A variety of advertising and mar- had come up with good marketing rather traditional. But companies are starting
keting techniques included brochures, solutions at relatively low cost, to realise who their target markets are, which
print and TV advertising, and affiliate perhaps through affinity marketing makes campaigns far more effective.”
and online viral marketing campaigns
TRADE MEDIA PARTNER
or riding on the back of other issues.
to get messages across. There were some superb viral
Some were deemed more success- marketing campaigns, for example.
ful than others by the expert judges “The whole area of web marketing
recruited to assess their merits. is still in its infancy; the rules
TTG was on hand to gain feedback haven’t been set yet. It’s quite hard
on this year’s standard, the state of to be creative in TV advertising
travel advertising and marketing in because it’s been going for 50 years,
general compared with other sectors, and how but online it’s an open door.”
companies should be regarding such activity in
an economic downturn. Travelzest chief executive Chris Mottershead:
The winners will be revealed at a prestigious “The creativity of the advertising that we’ve seen
ceremony at the Sheraton Park Lane Hotel in has been much better. There seems to be
London on Monday evening (March 16). a general improvement in travel advertising.
In the past it was very traditional, but people
What the judges said are starting to use different techniques now
Hoseasons’ Richard Carrick said: “The quality and some are really powerful. Some smaller
was mixed. Some of the ads were reflective of operators have introduced real innovation and
the genre without doing a job for the company humour to capture the imagination.”
in question – they sold the idea of going on
holiday or taking flights but not the actual brand. Advantage sales director Colin O’Neill: “Overall,
“That’s where travel has fallen down over the I thought the standard was good with a fair
years. We’ve done a good job for the travel sprinkling of new and innovative ideas. I was
sector, but rarely get to the heart of what each pleased to see the awards covered all elements
company is offering. Measuring of results has of marketing activity, including use of social
also been traditionally poor. Everything that we media networks which, if executed properly, do
do must be able to be tracked.” not need to be expensive. At a time when we face
16 13.03.2009
Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52  |  Page 53  |  Page 54  |  Page 55  |  Page 56  |  Page 57  |  Page 58  |  Page 59  |  Page 60  |  Page 61  |  Page 62  |  Page 63  |  Page 64  |  Page 65  |  Page 66  |  Page 67  |  Page 68  |  Page 69  |  Page 70  |  Page 71  |  Page 72  |  Page 73  |  Page 74  |  Page 75  |  Page 76  |  Page 77  |  Page 78  |  Page 79  |  Page 80