THE RESULTS 2015

The Travel Marketing Awards is one of the most prestigious events in the travel

industry calendar, recognising the finest work being accomplished in travel and

tourism marketing today.

The Awards not only recognise and reward marketing excellence in our sector,

but also help the industry to raise standards. And by learning from the success

of this year’s winners, CIM Travel Group aims to further develop the industry’s

marketing expertise and edge.

Today, marketers are more accountable more than ever before and they

are being charged with the task of developing new markets, as well as new

business. Marketing activity needs to demonstrate real bottom line value, with

travel companies and their agencies under great pressure to deliver on all these

fronts.

The Awards are graded from Bronze to Gold standard, with many winners of

these coveted Awards, achieving a fantastic Gold grade. The grades achieved

are shown alongside each shortlisted and winning entry highlighted in this

Winners Catalogue

On behalf of the CIM Travel Group Council, I would like to thank every agency,

travel and tourism organisation that entered this year’s Awards. All entrants

are to be applauded for their great work.

Richard Carrick

President

CIM Travel Group

CONGRATULATIONS!

WINNERS CATALOGUE

GROSVENOR HOUSEA JW MARRIOTT HOTEL

19 MARCH 2015

THE RESULTS 2015

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THE RESULTS 2015

BEST MICROSITE OR WEBSITE

TOUR DE FRANCE GRAND DEPART

• The fully interactive map received 157,000 page views, from 58,583 visits, in just one day• The site has now received over 3.2 million views, up 2 million since the launch• Page views increased by 22,000 on average, per day

CREATIVE SPARK FOR WELCOME TO YORKSHIRE

SECOND PLACE:

Belmond.com

Nevado for Belmond

THIRD PLACE:

Transforming The Customer Experience Online

Netflights.com

BEST USE OF SOCIAL MEDIA

‘STORIES ARE WAITING’

• One million visitors to the ‘Stories Are Waiting’ hub• 651,000 interactions generated across the campaign• Brand advocacy increased by 5%

DIGITAL AWARDS

ARENA FOR EUROSTAR

BEST USE OF MULTI-CHANNEL

THE MONARCH VIRTUAL REALITY MOUNTAIN

• 1 in every 5 visitors to the Virtual Reality photosphere booked• Family bookings up 33%• Generated £1.6million of non ski bookings

WDMP FOR MONARCH AIRLINES

SECOND PLACE:

Thomson Holiday Design Store

20:20/SCC/Scala for TUI UK & Ireland

THIRD PLACE:

Our Stage, Your Story

OMD UK for Hilton Hotels & Resorts

SECOND PLACE:

Your Big Day

TUI UK & Ireland

BEST USE OF MOBILE OR APP

MYTHOMSON APP GOES GLOBAL

• Developed a total of 14 apps in 12 months• Available in eight countries and six languages across seven different brands• No.1 free travel app in the UK, Germany, Norway, Sweden, Denmark and Finland

SECOND PLACE:

Secret Escapes App

Secret Escapes

THIRD PLACE:

Expedia Tablet App

FleishmanHillard for Expedia

AKQA FOR TUI UK & IRELAND

SPONSORED BY

#SeeCantabria

Designate for Brittany Ferries & The Cantabrian Tourist Board

OTHER FINALISTS:

#Wightlive – Putting Wightlink Ferries...

Flagship Consulting for Wightlink Ferries

THIRD PLACE:

TREK LIVE

KMP Digitata for Trek America

THE RESULTS 2015

BEST USE OF CONTENT MARKETING

ALL ABOARD EAST COAST TRAINS

• Delivered a 16:1 ROI • 63% increase in brand preference• New household bookings increased by 26%

BEST USE OF VIDEO OR FILM

TOURISM AUSTRALIA AND BRITISH AIRWAYS

• 1.2 million views, exceeding 400,000 target• 7,253 likes, exceeding 2,573 target• 70,000 unique visitors, exceeding 35,000 target

TOURISM AUSTRALIA

DIGITAL AWARDS

BEST USE OF SEARCH

GOOGLE STREET VIEW – A WORLD FIRST ON THE WORLD’S LARGEST SHIP

• Highest daily traffic to Royal Caribbean’s website; up 50% to 97,842 visits• At least 1,091 linking websites• Over 1 million landing page views

OMD UK FOR ROYAL CARIBBEAN INTERNATIONAL

SECOND PLACE:

An Amazing Recovery

OMD UK for James Villas Holidays

THIRD PLACE:

Creating Authority With A Data-Led Publishing Strategy

DigitasLBi for Kuoni

OTHER FINALISTS:

Great British Stories

DigitasLBi for Premier Inn

Engaging User To Increase Performance

DigitasLBi for Etihad

SECOND PLACE:

The #LoveCornwall Film Series – Trailblazing In Destination Marketing

De Facto Films and Soundview Media Films for Visit Cornwall

THIRD PLACE:

Selfie Stories

Brave Spark for Cosmos Holidays

OTHER FINALISTS:

Thomson – Simon The Ogre, Draw A Dad

BMB & Red Engine for Thomson

The Energy That Awaits You

DEC Comunicación-BBDO for Promotur – Turismo de Canarias

HAVAS MEDIA FOR EAST COAST

SECOND PLACE:

Expedia’s Search For The Modern Explorer

PHD International For Expedia

THIRD PLACE:

#myweek

Designate For Mark Warner

OTHER FINALISTS:

The Way

Atomic London for Star Alliance

Stories Are Waiting

Arena For Eurostar

YHA - The Almanac

The Hub for YHA

SPONSORED BY

THE RESULTS 2015

BEST PR TACTICAL

FIRST EVER SELFIE WITH JESUS

• Went viral in the UK in 24hrs and Global in 48hrs with just a £700 spend• High profile Twitter interaction, including Richard Branson• Well over 100 million photo views

THE FLASH PACK

SECOND PLACE:

The Left Hand Driving School

Mischief PR for Skyscanner

THIRD PLACE:

A World First On The World’s Largest Ship

OMD UK for Royal Caribbean International

OTHER FINALISTS:

Flagship Gives Norwegian Getaway A Great Send-Off

Flagship Consulting for Norwegian Cruise Line

BEST PR STRATEGIC

UNVEILING THE SECRET LIFESTYLE BEHIND UK TRAVEL TRENDS

• Prompted awareness rose to 70% • A 300% increase in media opportunities YoY from 2013• Generated an estimated reach of 327,145,036

DIFFUSION FOR SECRET ESCAPES

MARKETING AWARDS

BEST EXPERIENTIAL MARKETING

RUN YHA

• Generated £28K worth of earned media • Festival sold out in one day and YHA fully booked with new visitors• 100% of runners said that they would come back again

THE HUB FOR YHA

SECOND PLACE:

I Love Trains Week

Intermarketing Agency for East Coast Main Line

THIRD PLACE:

Around The World In 80 Scoops

iD for InsureandGo

SECOND PLACE:

Poolside Playlist

Hill and Knowlton for First Choice

THIRD PLACE:

Virginia: One Governor, Two Bands and a Wine Expert

KBC PR & Marketing for Virginia Tourism Corporation

BEST USE OF AFFINITY MARKETING AND SPONSORSHIP

FIRST CHOICE AND VUE CINEMAS

• 33% increase in likelihood to purchase an all-inclusive holiday • 42% more likely to agree that First Choice ‘provides better service than other holiday companies’• 150% believe that the brand is ‘different from other holiday companies’

BMB & MEDIACOM FOR FIRST CHOICE

SECOND PLACE:

Thomson & STV Weather Sponsorship

BMB & Mediacom for Thomson

THIRD PLACE:

Doing Our Personal Best

The Leith Agency for First Scotrail

Capital London Breakfast Promotion with British Airways in Cancun

Carat for British Airways

SPONSORED BY

THE RESULTS 2015

BEST IN-HOUSE MARKETING OR PR TEAM

TUI UK & IRELAND MARKETING TEAM

• Out perfomed biggest competitors• Holiday Design Store’ won ‘Digital Store of the Year’ at the Retail Week Technology Awards• Customer retention increased another 2% to 43% in 2014

TUI UK & IRELAND MARKETING TEAM

MARKETING AWARDS

MOST INNOVATIVE MARKETING

GOOGLE STREET VIEW – A WORLD FIRST ON THE WORLD’S LARGEST SHIP

• First ever cruise ship on Google Street View • Journalists and bloggers loved the idea, featuring it in national and tech news• 8,705 likes, shares and tweets

OMD UK FOR ROYAL CARIBBEAN INTERNATIONAL

SECOND PLACE:

The Monarch Virtual Reality Mountain

WDMP for Monarch

THIRD PLACE:

Holiday Open Day

BMB for Thomson

BEST DIRECT MARKETING

THE MONARCH VIRTUAL REALITY MOUNTAIN

• Monarch’s best performing direct campaign to date • Generated £1.8million incremental revenue at an ROI of 12:1• 16% of the targets contacted actually booked

WDMP FOR MONARCH AIRLINES

SECOND PLACE:

Virgin Atlantic Airlines Credit Card January Campaign

Naked Communications for Virgin Atlantic

THIRD PLACE:

Membership Passport

The Hub for YHA

SECOND PLACE:

Skyscanner

THIRD PLACE:

TUI UK & Ireland PR Team

SPONSORED BY

THE RESULTS 2015

Don’t be left behind, travel with your customers.In the 30 minutes it takes to get a 360 degree view of London, ADARA sees...

35,5oo bookings confi rmed & itineraries viewed

200,000 travellers planningtheir trip

11,000 passengersin the sky

1.3 million travel events

www.adara.com

THE RESULTS 2015

BEST BUSINESS TO BUSINESS PRESS ADVERTISING

THE GLOBE TRAVEL AWARDS 2013 - DSD DONUTS

• Tongue-in-cheek campaign helped secure first ever Globe Travel Award• Won Best Trade Friendly Award• Distributed 5,000 donuts!

MERCIECA FOR ATD.COM

ADVERTISING AWARDS

BEST ONLINE ADVERTISING

DIGITAL DUBAI

• 13,535 unique browsers from telegraph.co.uk• National Geographic Traveller’s 2nd most successful campaign to date• 397,658 4OD and 337, 869 ITV player views

ORCHESTRA FOR DUBAI TOURISM AND COMMERCE MARKETING

SECOND PLACE:

TripAdvisor Holiday Finder

Mediacom for TUI Travel

THIRD PLACE:

Contiki

Accord Group for Contiki Holidays

BEST OUTDOOR ADVERTISING

WHY GO HIGH COST?• 54% increase in sales • 30% increase in direct traffic, sales calls and branded searches • Long-haul sales increased by 98% YoY

BETA (CREATIVE) AND HAVAS (MEDIA) FOR LOWCOSTHOLIDAYS

SECOND PLACE:

What’s Your Tour de France?

SOUK for Atout France

BEST CONSUMER PRESS ADVERTISING

THOMSON LIVE ADS

• Consumers invited to submit holiday snaps for use in campaign• 15,000 interactions across social channels• Enjoyable KPI rose to 71%, from 57%

BMB & MEDIACOM FOR THOMSON

SECOND PLACE:

Bring Your Holidays Out of the Closet

DEC Comunicación-BBDO for Promotur – Turismo de Canarias

SPONSORED BY

THE RESULTS 2015

BEST RADIO ADVERTISING

THE MAGIC OF BOTSWANA

• Delivered 139% of promised impacts • Reached a total of 2,464,000 Adults 15+ at a frequency of 2.7 • Reached a total of 2,028 Adults 25+ at a frequency of 3.0

BAUER MEDIA CREATIVE FOR BOTSWANA TOURISM

ADVERTISING AWARDS

BEST TV ADVERTISING

THOMSON & SIMON THE OGRE

• Profits rose 9% YoY for Summer 2014 bookings• ‘Talk about with friends’ rose to 47% (vs. a norm of 25%)• Won a Cannes Silver Lion for Film Craft

BMB & MEDIACOM FOR THOMSON

SECOND PLACE:

Why Go High Cost?

Beta (Creative) And Havas (Media) for lowcostholidays

THIRD PLACE:

Britain’s Favourite Seaside Holiday

SOUK for Haven Holidays

ADVERTISING CAMPAIGN OF THE YEAR (UP TO £250K MEDIA SPEND)

SEE AUSTRALIA... THE EXPLORER’S WAY

• Admissions reached 165% of target• Digital activity achieved CTR of 0.36%• Bookings up 32% during the campaign period

ORCHESTRA FOR SOUTH AUSTRALIA TOURISM AND NORTHERN TERRITORY

SECOND PLACE:

I Love Trains Week

Intermarketing Agency for East Coast Main Line

THIRD PLACE:

Selfie Stories

Brave Spark for Cosmos Holidays

ADVERTISING CAMPAIGN OF THE YEAR (OVER £250K MEDIA SPEND)

THOMSON & SIMON THE OGRE (ME AGAIN)

• Recognition rose by 12%• ‘Brand as different’ registered at 10 points above norm• Won nine consumer awards at the British Travel Awards

BMB & MEDIACOM FOR THOMSON

SECOND PLACE:

British Airways Today. Tomorrow.

Bartle Bogle Hegarty for British Airways

THIRD PLACE:

Keep Glasgow Moving

The Leith Agency for Glasgow 2014

SPONSORED BY

THE RESULTS 2015

INTEGRATED CAMPAIGN OF THE YEAR (UP TO £1M MEDIA SPEND)

DINOSAURS UNLEASHED

• 25% increase in revenue for the summer season • 215,154 visitors during the summer (exceeding target by almost 50,000 visitors)• 91% rated the experience as ‘Excellent’ or ‘Good’

CAMPAIGN AWARDS

SECOND PLACE:

When Was The Last Time You Had A First Time

Front for Visit York

THIRD PLACE:

Jonathan Saunders for Thomson

Hill & Knowlton Strategies for Thomson (TUI UK & Ireland)

SPONSORED BY

GENDALL FOR EDEN PROJECT

INTERNATIONAL CAMPAIGN OF THE YEAR

EXPEDIA’S SEARCH FOR THE MODERN EXPLORER

• 54% lift in users engaging in a brand-related activity• Over 12 million people were exposed to the campaign• 13.5k hours spent engaging with the content

SECOND PLACE:

Why Go High Cost?

Beta (Creative) and Havas (Media) for lowcostholidays

THIRD PLACE:

The Way

Atomic London for Star Alliance

PHD INTERNATIONAL FOR EXPEDIA

INTEGRATED CAMPAIGN OF THE YEAR (OVER £1M MEDIA SPEND)

THOMSON & SIMON THE OGRE (ME AGAIN)

• The campaign ran across TV, digital and press• ‘Likelihood to use’ came in at +9 above the norm• Cost per PAX of £17, compared to £22 previously

SECOND PLACE:

Feel At Home

BMB for East Coast Trains

Be A Great Westener

The Leith Agency for First Great Western

BMB & MEDIACOM FOR THOMSON

SPONSORED BY

DIGITAL MARKETING CAMPAIGN OF THE YEAR

GOOGLE STREET VIEW – A WORLD FIRST ON THE WORLD’S LARGEST SHIP

• Reached over 10 million people in the UK• Campaign was picked up across 37 countries• Reached a new audience, younger and more tech-oriented than the usual cruise audience

OMD UK FOR ROYAL CARIBBEAN INTERNATIONAL

SPONSORED BY

THE RESULTS 2015

TRAVEL BRAND OF THE YEAR EXPEDIA• Expedia is the UK’s most trusted OTA according to Millward Brown metrics• The first travel company to accept Bitcoin• Led the way in the wearable space with travel support through the Samsung Gear 2• 91% of customers reviewed service as good or very good based on over 160,000 Feefo reviews• Through its Expedia Cares Programme launched a campaign to support the Philippines after typhoon Haiyan, generating an immediate 45% uplift in searches vs previous year

TRAVEL BRAND OF THE YEAR

EXPEDIA

SECOND PLACE:

lowcosttravelgroup THIRD PLACE:

TUI UK & IRELAND

FOURTH PLACE:

Skyscanner

SPONSORED BY

Our mission at CIM Travel Group is to promote, enhance and facilitate the knowledge and practice of marketing within the UK travel and tourism industry.

We are looking for partners who share our vision and want to play a part in the future of the travel industry.

For details, please contact Giles Harper on 07771 812 372 or email giles.harper@travega.co.uk

EXPLORE A WORLD OF OPPORTUNITY

THE RESULTS 2015

HEADLINE SPONSORS

LEAD PARTNER

AWARD SPONSORS

The Travel Marketing Awards • Tel: 01920 444832 • Email: ttma@dellardavies.com

ORGANISED BY