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The results
COntents
Marketing Awards
Best Brochure Best use of Digital Communication Best use of Direct Marketing Best PR Strategic Campaign Best PR Tactical Campaign Best use of Social Media Best Website Best use of Integrated Search Best use of Affinity Marketing & Sponsorship Most Innovative Marketing
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As President of CIMTIG, it is my pleasure to introduce the 2013 Travel Marketing Awards Results Brochure. Now in their fifth year, the Awards have evolved into one of the most prestigious and credible events in the travel industry calendar as we promote the discipline of marketing in travel by recognising the finest work being accomplished today. In an era where marketing is being pushed ever harder to deliver, good practitioners really earn their spurs and these awards celebrate those marketers that truly understand the consumer and have developed relevant and effective campaigns that get results. CIMTIGs highest accolade is not just highly coveted, but also a true reflection of the way we market travel. Indeed, the quality of entries this year has been so high that we have introduced a new standard in addition to Gold, Silver and Bronze: Platinum.
Advertising Awards
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By celebrating the evenings winners and learning from their success, our organisation aims to continue developing our industrys marketing edge while attracting and retaining talent. On behalf of the CIMTIG Council, I would like to thank all the agencies and companies that entered these Awards. Although there can only be so many winners, all are to be applauded for their excellence across the travel marketing spectrum.
Best Poster Advertisement / Campaign Best Press Consumer Advertisement / Campaign Best Trade Media Advertisement / Campaign Best Online Advertisement / Campaign Best Radio Advertisement / Campaign Best Budget TV Advertisement Best TV Advertisement / Campaign
Campaign Awards
Advertising Campaign of the Year up to 250,000 Media Spend Advertising Campaign of the Year over 250,000 Media Spend Integrated Campaign of the Year up to 1,000,000 Media Spend Integrated Campaign of the Year over 1,000,000 Media Spend
Second Place: gold Standard Details OgilvyOne for British Airways third Place: gold Standard Virgin Holidays Destination Brochure Table19 for Virgin Holidays
Best brochure
gold Standard G Adventures Earth 2012 G Adventures
When Gap Adventures rebranded as G Adventures, its principal brochure needed to feature the companys product offering while ensuring that agents and customers alike understood and embraced the new name and brand ethos. Earth was redesigned to emphasise the traveller experience via the Youll Never Forget It tagline. The magazine-style brochure provided holiday details while reflecting the brand values through content that encouraged readers to step away from all-inclusive resorts and bus tours to look at travel in a different way. It featured trip pages that helped agents easily identify experiences, with a call to action that invited readers to share their Youll Never Forget It Moment on a dedicated microsite. Earth helped generate the highest sales figures in G Adventures history, with customer numbers rising by 19% and revenues increasing by 22%.
Second Place: gold Standard Mosaic OgilvyOne for British Airways Executive Club third Place:
gold Standard The Getabed Saucy Summer Sale! Muse Advertising for Getabed.co.uk other finalists: Your Thomson Holiday to a T Creator for TUI UK & Ireland First Choice Holiday Seeker Conversion Programme Creator for TUI UK & Ireland
third Place:
gold Standard The Spare Seat Kayak Expedition Aviacircle for IloveNY (New York State Division of Tourism)
Silver Standard
Real Time Pricing Havas Media and Intermarketing for East Coast
Marketing Awards
Sponsored By
Best website
silver Standard peligoni.com London Creative for peligoni club
With a brief to keep navigation simple, London Creative redesigned Peligonis website as a non-flash, tablet-friendly site that provided users with a straightforward browsing experience. With a limited budget, images were identified as being key to conveying a Peligoni Club holiday via a full screen image design across all web pages. Conceived to incorporate a variety of simple features aimed at enhancing consumer engagement, the redesign included gallery tabs and a favourites filter that cross-referenced pricing, sizes and time period to ensure that visitors received the very best accommodation choices. With features complementing one another to provide
Second Place:
silver Standard Secretescapes.com Secret Escapes
Other Finalists:
O2 Travel: Postcards on the Edge Hope&Glory PR for O2 Virgin Holidays Longest Swimwear Queue Launch Group for Virgin Holidays
With a synchronized global PR launch, the CSI generated widespread coverage across key target media including the Economist, The Times and the Financial Times which even drew parallels from the findings to general economic trends.
an elegantly flowing website, the simple and attractive redesign has led to a significantly enhanced Peligoni.com visitor experience.
Second Place:
gold Standard Kuoni by LBi
third Place:
gold Standard Digital Migration Absorb Digital for Direct Travel Insurance
Silver Standard
Social Symphony OgilvyOne for British Airways
Other Finalists:
Europcar: VANquishing the Competition Starcom Mediavest Group & LBi for Europcar Accor Hotels by Kenshoo
Other Finalists:
Picture Your Upgrade Promotion Atomic London for Star Alliance O2 Travel: Gone Roamin on Instagram Hope&Glory PR for O2
Marketing Awards
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Congratulations
Award Winners
Your creativity & innovation are the best in the industry. And your outstanding efforts have resulted in substantial gains on behalf of your customers. THATS the best reward of all.
Silver Standard
Best of Australia Collection OMD and Digital Spring for Tourism Australia
Other Finalists:
The First Choice Holiday Seeker Conversion Programme Creator for TUI UK & Ireland Real Time Pricing Havas Media and Intermarketing for East Coast
Learn how to partner with Expedia Media Solutions to create successful, award-winning campaigns for all members of the travel industry. www.advertising.expedia.com
Marketing Awards
Sponsored By
Second Place:
bronze Standard Visit California SuperFAM 2012 Black Diamond for Visit California
Second Place:
silver Standard 15th Anniversary Competition Atomic London for Star Alliance
Silver Standard
Well Give You More of a Holiday Indigo Total Communications for Mark Warner
third Place:
silver Standard Real Time Pricing Havas Media and Intermarketing for East Coast
Other Finalists:
The Scotsman Partnership Havas Media for East Coast Mumbai Route Launch RKCR/Y&R and MG OMD for Virgin Atlantic
Other Finalists:
Performance Display Campaign for Thomas Cook Criteo for Thomas Cook Definitely Dubai Orchestra for Dubai Tourism
advertising Awards
Second Place:
gold Standard First Choice The Walk Beattie McGuinness Bungay for TUI UK & Ireland
third Place:
gold Standard Holidays at Home are GREAT M&C Saatchi for VisitEngland
advertising Awards
Second Place:
silver Standard Tyler & Amys 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
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
Silver Standard
Holidays at Home are GREAT M&C Saatchi for VisitEngland
campaign Awards
Sponsored By
and
Sponsored By
Marketing Judges
Sarah Bartlett Lastminute.com CMO Ian Bates Indicia Creative Director Nigel Huddleston Google Industry Head, Travel Alex Incorvaja Malta Tourism Authority Director UK & Ireland Pippa Isbell PRCo Ltd Chief Executive Julia Kemp Avis Director of Partnerships & Leisure Sales Gretchen Moore Qatar Airways Regional Marketing Manager Europe Charlie Osmand Fresh Networks Strategy Director David Price Weve Travel Sales Manager Victoria Sanders Martin Smith Neolane Head of Marketing UK & Ireland Richard Tams British Airways Head of UK & Ireland Sales and Marketing Sally Ann Wilkinson Merlin Entertainments Head of Corporate Affairs and Managing Partner, The Firm
Advertising Judges
Rebecca Swift Getty Images Creative Planning Manager Joss Croft VisitBritain Head of Marketing Anneli Ritari-Stewart LBi Associate Client Partner John McEwan ABTA Chairman Andrew Shelton Virgin Holidays Marketing Director Simone Clark Iglu.com Managing Director Adele Hegarty Royal Caribbean International On-line Marketing Manager Adam Hill Designate Chairman
Campaign Judges
Mike Ashton Ashton Brand Consulting Group Managing Director Richard Carrick PrivateFly Chairman Keith Cartwright Boost Media Director Richard Curtis Cunard Line Head of Brand Marketing Gary Grieve Capela Travel Training Managing Director Stephen Hahn-Griffiths Protobrand Chief Strategist Tom Rowntree InterContinental Hotels Group Vice President of Brand Management Mark Roalfe RKCR Y&R Chairman
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