CATEGORY DESCRIPTORS
| CATEGORY | DETAILS |
| Best use of Artificial Intelligence in travel marketing |
Recognises organisations that have harnessed the power of AI to revolutionise their marketing strategies, delivering exceptional personalised experiences, optimising content, and enhancing customer engagement. Judges will be looking for creative use of AI to solve marketing challenges and a commitment to leveraging technology for superior customer experiences. Results should be measurable and directly linked to the objectives. |
| Best Brand Launch or Relaunch |
Recognises a brand that has effectively introduced or reintroduced itself to the market with a compelling strategy, innovative marketing, and a strong brand message. Judges will look for a brand that has not only captured attention of their target audience but also delivered tangible business outcomes. The winning entry will demonstrate clear objectives, creative execution, and measurable results that have significantly enhanced the brand's presence and reputation. |
| Best Diversity, Equity and Inclusion Campaign |
Recognises a campaign that highlights a brand’s dedication to diversity, equity, and inclusion. Judges will look for how the entrant integrated diverse values into the campaign and attracted more diverse audiences, even if there is still progress to be made. Results should be measurable and directly linked to the objectives. |
| Best Media Partnership |
Recognises innovative and effective partnerships between travel brands and media outlets including print, digital, tv, radio etc.
The judges will be looking for measurable outcomes of the partnership , metrics could include increased bookings, website traffic, social media engagement, and overall return on investment. |
| Best PR Stunt or Experience | Recognises an initiative that has successfully captured public attention, generated buzz, and created memorable experiences for the target audience.
Judges will look for an entry that has not only entertained and engaged participants but also delivered tangible results and positively influenced the brand's position in the industry. |
| Best Radio / Podcast / Streaming advertising | Recognises the most original and best-performing advertising on audio feeds.
Judges are looking for audio advertising that showcases creativity, memorability, resonance and a clear call to action. A successful entry will reflect the ethos of a brand/product/service, increase awareness and generate strong results in line with objectives. |
| Best Trade Marketing Campaign | Recognises an innovative and fun digital or in-person trade engagement. Judges will be looking at how the campaign met objectives to deliver a successful connection between the brand and the UK travel trade. Results should be measurable and directly linked to the objectives. |
| Best TV / Streaming Advertising | Recognises outstanding TV advertisements, whether aired on television, streaming, online, or in cinemas. This could be a one-off or a series of advertisements.
The campaign will have effectively captured the audience's attention with compelling storytelling, creative execution, and a strong brand message. Judges will be looking for advertisements that have not only entertained and resonated with viewers but also delivered tangible business outcomes and reinforced the brand's identity. |
| Best use of Content Marketing | Entries should showcase high-quality content consistently delivered over time to a well-defined target audience. Judges will be looking for content across various mediums and channels that serves a clear purpose, met objectives and demonstrated measurable results. |
| Best use of Customer Relationship Management (CRM) |
Recognises outstanding achievements in leveraging CRM systems to enhance segmentation, email, direct mail, and loyalty programmes. It celebrates innovative strategies and implementations that have significantly improved customer engagement, personalised experiences, and overall business performance. Judges will be looking for a comprehensive approach that not only leverages technology but also places the customer at the heart of the marketing strategy. Results should be measurable and directly linked to the objectives. |
| Best use of Influencer Marketing |
Recognises a campaign that has successfully partnered with influencers to create authentic, engaging, and impactful content that resonates with the target audience. Judges will look for campaigns that have not only leveraged the influencers' reach and influence but also delivered tangible results. |
| Best use of Out of Home |
Recognises a campaign that has successfully leveraged OOH mediums, such as billboards, transit ads, digital displays, and other outdoor formats, to capture the attention of the target audience and deliver a compelling brand message.
Judges will look for campaigns that have not only stood out in the crowded OOH landscape but also delivered tangible business outcomes. |
| Best Use of Brand Owned Media |
This award recognises excellence in the strategic use of owned media platforms, including websites, apps, brochures, and magazines, to enhance travel marketing efforts. Judges will be looking for organisations that have effectively leveraged their own media platforms to engage audiences, deliver compelling content, and drive business growth. Measures should include how the owned media has increased customer satisfaction, conversion or repeat rates and contributed towards revenue. |
| Best use of Partnership Marketing |
Recognises a travel brand working in partnership with another brand to promote their product and increase their customer base. Alternatively, a travel brand that successfully connected visions and values through sponsorship.
Judges want to see evidence of successful partnerships, including the impact on the business. Results should be measurable and directly linked to the objectives. |
| Best use of Search |
Recognises the effective use of search engines as a marketing tool, including paid and natural search strategies.
Judges want you to demonstrate creative thinking, strategy, and technological innovation that delivered on your campaign's objectives. Results should be measurable and directly linked to the objectives. |
| Best use of Social Media | Recognises effective use of social media to raise awareness, change perceptions, engage audiences and ultimately drive sales. The judges will be looking for evidence of how the use of social media impacted on the objectives and results. |
| Best Video or Programme |
Recognises the most effective and creative use of video content to captivate and engage the target audience. This could be a one-off video, programme or series.
Judges will look for videos that have delivered tangible business results and strengthened the brand's connection with its audience. |
| Marketing Responsible and Sustainable Travel | Recognises an organisation that has successfully promoted a more responsible and sustainable way to travel; whether a one-off campaign or an organisation with sustainability at its heart. Judges will be looking for an organisation that has genuinely made a positive impact on the planet, and whose long-term strategies have been well marketed to the consumer. A brand with legitimate credentials and results, and who view Sustainable Travel as a strategic vision, not a short-term tactical initiative. The judges will be mindful of over-stated sustainability claims, including green-washing. |
| Innovation Trailblazer |
Recognises boldness and bravery in innovative marketing solutions within the travel industry. This category is for brands that have pushed the boundaries to bring something innovative to the industry. What new solutions were used to advance a campaign? How were original approaches implemented to attract and connect with an audience base and attract new customers? Judges will be looking for the "extra" ordinary. Something unique and innovative that has demonstrated a powerful rationale as well as measurable results that have had a positive impact. |
| Creative Trailblazer | This award is uniquely positioned to recognise
creative brilliance. Judges will be looking for brands that fearlessly pioneer new frontiers, inspiring their peers with innovative creative that challenges the boundaries. Entries can be for any piece of work, not constrained by budget; so it could be as simple as an extraordinarily brave post on social media or as complex as a bold 360 campaign. |
CAMPAIGNS
| CATEGORY | DETAILS |
| Digital Campaign of the Year | Campaigns must be solely digital and utilise a range of channels; such as PPC, SEO, display, social media, viral, email, mobile, etc.
Judges will be looking for a digital campaign that had clear objectives, coupled with excellent creative/content. Results should be measurable and directly linked to the objectives.. |
| Integrated Campaign of the Year (up to £500,000 media spend) |
Recognises the most original and best-performing integrated campaign. The campaign should maintain a consistent message and utilise multiple mediums and must include an element of paid advertising.
Judges will seek an omni-channel campaign with clear objectives and outstanding creative content. Results should be measurable and directly linked to the objectives. |
| Integrated Campaign of the Year (over £500,000 media spend) |
Recognises the most original and best-performing integrated campaign. The campaign should maintain a consistent message and utilise multiple mediums and must include an element of paid advertising.
Judges will seek an omni-channel campaign with clear objectives and outstanding creative content. Results should be measurable and directly linked to the objectives. |
| International Campaign of the Year | Recognises campaigns delivered either entirely to non-UK markets, or across various markets. A successful international campaign will combine a consistent marketing message with insight into its target markets.
Judges are looking for an international campaign that has increased brand awareness, customer engagement and produced impressive results within budget. The final results should be measureable and link back to initial targets. |
| PR Campaign of the Year (up to £40,000 spend) |
Entries may highlight a single PR initiative as part of a larger campaign or a long-term campaign comprising multiple initiatives aimed at a common goal. Judges will seek PR campaigns that exhibit a strong rationale and deliver results that positively impact the brand, its market segment, or the broader industry. |
| PR Campaign of the Year (over £40,000 spend) |
Entries may highlight a single PR initiative as part of a larger campaign or a long-term campaign comprising multiple initiatives aimed at a common goal.
Judges will seek PR campaigns that exhibit a strong rationale and deliver results that positively impact the brand, its market segment, or the broader industry. |
OF THE YEAR AWARDS
| CATEGORY | DETAILS |
| Destination Brand of the Year | This award recognises the outstanding achievements of a destination in creating a compelling and memorable brand that attracts and engages travelers. Judges will be looking for destinations that met their yearly objectives. The entry should demonstrate the measurable impact the branding has had on tourism to thier destination. Metrics could include increased visitor numbers, extended stays, and overall economic impact. |
| Travel Brand of the Year (up to £5m million marketing spend) | Recognises a travel brand that has demonstrated exceptional innovation, customer engagement, and market presence. The brand must demonstrate remarkable resilience and creativity in navigating the competitive travel industry, delivering outstanding experiences and building a loyal customer base. Their commitment to excellence and strategic marketing initiatives must have set them apart as a leader in the travel sector. Judges will be looking for brands that have achieved their annual goals and positively influenced their target audience. Evaluations should span various disciplines, each demonstrating tangible results. |
| Travel Brand of the Year (up to £5m million marketing spend) | Recognises a travel brand that has demonstrated exceptional innovation, customer engagement, and market presence. The brand must demonstrate remarkable resilience and creativity in navigating the competitive travel industry, delivering outstanding experiences and building a loyal customer base. Their commitment to excellence and strategic marketing initiatives must have set them apart as a leader in the travel sector. Judges will be looking for brands that have achieved their annual goals and positively influenced their target audience. Evaluations should span various disciplines, each demonstrating tangible results. |
| Marketing Agency of the Year | Recognises marketing agencies that demonstrate excellence and can provide evidence of successful travel marketing work. Whether a large or small agency, entrants should demonstrate what makes them outstanding and sets them apart from their competitors.
Judges are looking for evidence of impact, excellence and measurable value and growth. |
| PR Agency of the Year | Recognises PR agencies that demonstrate excellence and can provide evidence of successful travel marketing work. Whether a large or small agency, entrants should demonstrate what makes them outstanding and sets them apart from their competitors.
Judges are looking for evidence of impact, excellence and measurable value and growth. |
| Team of the Year | Recognises an in-house team - Marketing, PR, Digital, Media or Brand - that has successfully and creatively managed to raise the profile of its organisation or brand.
Judges will be looking for evidence of high performance, positive impact, commitment to team development, originality and excellent measurable results. |
| Travel Marketer of the Year | Recognises an individual who has demonstrated exceptional skill and creativity in travel marketing. Judges will be looking for someone whose work has set new standards, inspired peers, and positively impacted the way travel is marketed. This award celebrates their dedication, expertise, and influence in shaping the future of travel marketing |
| Travel PR of the Year | Recognises an individual who has demonstrated exceptional skill and creativity in travel PR. Judges will be looking for someone whose work has set new standards, inspired peers, and positively impacted the way travel is marketed. This award celebrates their dedication, expertise, and influence in shaping the future of travel marketing |