WORLD ROUTES Marketing Awards

While the shortlist of additional entrants for the World Routes Marketing Awards 2016 was still being drawn up, four of the finalists are known. The overall winners of each of the regional competitions are already on the list and are setting high standards for those who want to compete

Routes Americas

Nassau Paradise Island Promotion Board came top in the Americas when it won the regional award of the Routes 2016 Marketing Awards. The tourism body won, having already

taken the Destination Marketing award in the February event in San Juan, Puerto Rico. It had impressed by its work with airline

Amsterdam Airport Schiphol’s Marcel Lekkerkerk and Lotte Harbers with UBM’s Adrian Newton (right)

Routes Europe

The Routes Europe edition of the Routes 2016 Marketing Awards was won by Amsterdam Airport Schiphol. The airport picked up the award at the event in Kraków in April, having already been named as the winner in the over 20 million passengers category. Judges gave it the top score in

recognition of the 10 airlines that signed up with it in 2015, while the airport’s growth has been shared out equally in all sectors, from key hubs to low-cost traffic. The airport’s aviation marketing

Routes Asia

Auckland Airport was crowned winner of the Routes Asia section of the Routes 2016 Marketing Awards. The airport had already come

top in the 4-20 million passenger section before scooping the top prize in Manila in March.

A 7.1% increase in passenger numbers in 2015 had impressed the judges, while seven new airlines started or announced new routes in the same period.

They also singled out the market

research they had undertaken on Chinese high-value travellers and how best to attract them. Auckland Airport also undertook

work to establish how best to drive the regional dispersal of tourists within New Zealand as well as spread visits across the year. The other winners were Guam’s

From left: Auckland International Airport’s Scott Tasker and Peppy Adi-Purnomo with Christopher Eve, UBM Asia


AB Won Pat International Airport for the under four million passengers award; Changi Airport Group for the over 20 million passengers award; and Tourism Australia for the Destination Marketing award.

team was also singled out for maintaining good relations and the airline support it offers. Lotte Harbers, director of aviation

marketing at Amsterdam Airport Schiphol, said: “We like to give the airlines the personal touch and not a general approach.” In winning the award, Amsterdam beat 4-20 million passengers category winner Athens International Airport; City Airport Bremen, which won the under four million passengers category, and Innovation Norway, which topped the Destination Marketing category.

partners to initiate new routes and by investing significant resources to create the demand for services and driving 42,000 customers to their airline partners’ websites. Fred Lounsberry, CEO of Nassau

Paradise Island Promotion Board, said: “To be recognised by our airline partners for our efforts is a great endorsement of the hard work we put into maintaining healthy and positive relationships.” The winners in the other categories were

Aruba Airport Authority in the under four million passengers category; Vancouver International Airport in the 4-20 million passengers category and Las Vegas McCarran International Airport in the over 20 million passengers category.

Routes Africa

Cape Town Airport was the overall winner of the Routes Africa edition of the Routes 2016 Marketing Awards in Tenerife in June. The airport had already won the over

four million passengers category before scooping the top award. Cape Town Airport reported a 10% increase in 2015 to 9.7 million passengers and looks set to break the 10 million mark this year. Provided regulatory approval is granted, the

airport also has a $210 million plan to realign its runway to allow it to handle larger aircraft. Other developments include a new domestic

arrivals terminal and an extended international departure lounge. To win the award, Cape Town Airport beat

off competition from the under four million passengers champions Abidjan Port Bouet Airport in the Ivory Coast, while the Seychelles Tourism Board topped the Destination Marketing category.

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