INNOVATIVE AND ENGAGING MARKETING
A clever campaign that uses innovative or unusual methods to encourage personal engagement with a travel product, while staying true to the independent, experiential ethos of the brand.
TOP TIPS FOR A WINNING APPLICATION
SHORT IS SWEET
Keep your entry short and to the point, ensuring it’s within the character limit.
Ensure your copy is descriptive, interesting and shows that the initiative worked – not just a simple copy and paste from a press release.
KEEP IT RECENT
Your initiative must have been introduced after 1 July 2017 in order to be eligible.
Showcase your product with good quality, high-resolution, JPEG images. PDFs, videos and other formats will not be accepted.
GO OLD SCHOOL
Use old-fashioned words only – no URLs, links, hashtags or the like, as the judges won’t be able to view them during the Shortlisting Event.
GREAT PLAINS CONSERVATION
Prior to the modern, slick, digital-era PURE, there were old-school trade shows that were like lifting a needle carefully onto a vinyl record to be heard. That’s what a Berlin show is still like, where you need to manually grab your target listeners by creative packaging to get the listen. A campaign of four pre-show emails followed a vinyl theme of new tracks on Side 1 and classic hits on Side 2, inspired by everything from Bowie’s Berlin Trilogy to Great Plains’ classic tracks. The result? A sell-out show; maverick brand awareness; great feedback from the non-trade show audience.
- BUTTERFIELD & ROBINSON
- TERRAMUNDI VIAGENS – BRAZIL
Great Plains Conservation/ Great Plains Foundation
GoPro were invited to join the Rhinos Without Borders team at the end of 2015 to document what a live rhino relocation and release actually entailed using their brand new Spherical VR equipment. This was the first time that Virtual Reality had been used in a wildlife capture environment, allowing people to immerse themselves into the midst of the action with Dereck Joubert’s narration.
- African Bush Camps
Launched in May 2014, The Tailor TV has proved to be a game-changer for the Australian high-end experiential travel company. Rather than posting travel videos, Drew commissioned Luke Pike, an award-winning Discovery Channel filmmaker, to create a series of mini documentaries. Each captures the colour, excitement and energy of Australia. The 33-strong catalogue has already attracted over 50,000 unique views; new documentaries are continually being added. The project has been an astonishing success and places Drew at the forefront of innovation. The Tailor TV is the perfect vehicle for showcasing the company’s unique range of bespoke travel experiences in Australia.
- DuVine Cycling + Adventure Co.
- Ocean Blue International Oman
Butterfield & Robinson – The Slow Road (blog)
Butterfield & Robinson’s blog, The Slow Road, provides discerning travellers with the insight, experience and expertise they need to fully immerse themselves in a country or particular region. Using strong imagery, B&R’s irreverent brand voice and a joke or two, they leverage B&R’s years of travel experience to provide a resource that can turn would-be travellers into savvy world wanderers, as well as creating a more human brand identity and facilitating personal relationships between their staff and customers.
From a business perspective, the blog constitutes the foundation of B&R’s content marketing strategy, serving as a content engine that allows them to demonstrate their deep and longstanding regional expertise and provide a value-added resource to existing customers, as well as increasing their audience and brand saturation. Their Accolades section allows them to share feedback and positive reviews from both press and travellers.
Content is rolled out according to a monthly editorial calendar that reflects B&R’s monthly and quarterly sales trends, with a focus on two to three key regions per month. The blog is pushed out via monthly emails to over 60,000 subscribers and the brand’s various social media platforms. In addition, each of the trip pages on the B&R website and the online confirmation packages sent to customers who’ve booked with B&R are supplemented with a ‘Notes from the Road’ section that pulls in links to relevant blog posts, providing visitors to the main website with supplemental information about the regions they’re considering visiting.
ORANGE COUNTY RESORTS & HOTELS LTD: STORYTELLING WITH LIFESCAPES
Lifescapes is a fortnightly chronicle of natural and cultural photo-stories that was launched as online marketing campaign to promote ‘conversations about conservation’. After three years and 100 issues, Lifescapes has become a success story in itself, boasting an audience that has grown to a stupendous 61,000 active subscribers who don’t just enjoy the tales, but also pass them on to their friends. Besides being extremely popular, this innovative campaign has also created new business and a more premium equity for Orange County.
“A wide-reaching and effective campaign. Visual and written narrative connects travelers to each other and to the destinations.” – Edward Norton