From left: Sharon May, Helen Burgess, Ruth Hilton, Ian Scott, Lucy Huxley, Sally Dixon and Verity Eyre


WINNER HELEN BURGESS,ADEONA TRAVEL TRAVELS


promotional events and sending monthly emails to the agency’s database. A staff incentive of £10 per booking was also planned. The judges: “It was a great and high-energy pitch and Sally was a close runner-up. InSPEARational Dubai was a great use of the Spear Travels brand with robust marketing channels to drive the campaign. It just needed a little more fleshing out on the target audience.”


Proposal: Helen carried out market research to discover the perceived issues that might put customers off travelling to Dubai and proposed ideas to eliminate these misconceptions. This research highlighted a lack of understanding of the culture in the destination, including a belief that Dubai may not be safe for families. Helen’s campaign aimed to combat such concerns by showing Dubai as a relaxed holiday destination suitable for families. This would involve


creating a character out of the ‘i’ in Dubai that would be central to its marketing. The imagery would see the character around the emirate, highlighting family activities such as water parks or aquariums. The campaign


website would feature information on safety and culture, and highlight the activities available, marketing Dubai as a rival family holiday spot to Florida. Helen had several ideas to promote the


11 December 2014 — travelweekly.co.uk • 17k • 17 4 —


THE OUTCOME


The judges were impressed by the time taken to deliver well-conceived and succinct presentations on how the prize money would be spent on promoting Dubai as a destination. It was decided that,


website through social media, online and offline marketing, and in local and specialist publications. The judges: “Helen had clearly done her research and knew a lot about the destination, even though she hadn’t been there since the 1990s. She understood the audience


that Dubai is looking to target and put together a comprehensive campaign to sell it to the family market and deliver a robust return on investment.”


as well as the prize awarded to winner Helen Burgess, Sally Dixon would also be rewarded for her efforts with a holiday for two to Dubai. And Verity and Sharon didn’t go away empty- handed either: they each received £250 of Farebank rewards, marketing collateral and a guaranteed place on a Gold Medal fam trip in 2015.


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