p21 Trade camp 11/9/09 13:05 Page 21
TRADE CAMPAIGN
OF THE YEAR
SPONSORED BY
WINNER
FINALISTS
GOLD MEDAL
The judges felt Gold Medal’s Golden Ticket Air New Zealand
campaign was the outstanding entrant for
this award. They praised the clarity of its Hong Kong Tourism
objective: to make Gold Medal the UK’s Board with Travel 2
number-one seller for Atlantis, The Palm.
They were impressed by the operator’s Keith Prowse
multi-channel activity to support the Attraction Tickets
campaign, which ranged from Travel TV
slides, agent incentive packs and e-shots Tourism Queensland
to press advertising and sales calls. The
simplicity of the concept – to win a VIP fam Norwegian Cruise Line
trip to Dubai, plus five Minis for a year – also
sparked extensive local marketing of Atlantis, Sandals Resorts
Dubai and Emirates by travel agents
themselves to boost bookings to qualify for Las Vegas Convention
the incentive. Ultimately, the judges were and Visitors Authority
impressed by clear evidence of the campaign’s
success, with Gold Medal bookings for Atlantis
increasing by a huge percentage.
THE TTG TRAVEL AWARDS 2009 21
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