Entries are now being invited for The Moodies, the sixth edition of the annual awards that spotlight digital, social media and marketing excellence across the airport and travel retail sectors. The awards, embracing airports, airport travel retail and airport food & beverage, will be judged by an expert panel, based on submissions from the industry.
All categories are open to airports, retailers, food & beverage operators, agencies and brands.
Upon completing the online entry form, entrants will be provided access to a Google Drive folder, where they can upload documents, supporting information, images and video.
The judges will be looking for clear objectives, creative and effective implementation and tangible and demonstrable results in the campaign award categories.
They will also consider the structure, presentation and clarity of each entry.
The written summary element of the entry should not exceed 1000 words in and should relate to work undertaken between November 2017 – December 2018.
Each entry must include information under the following headings:
• Total budget & objectives
• Target audience & strategy
• Implementation & creativity
• Results & evaluation
Entries will also be judged under six broad headings:
Quantifiable impact
Judges will use quantifiable yardsticks to measure the impact of each nomination. For instance, nominated Facebook pages will be rated by the number of ‘likes’ and ‘check ins’; YouTube presence will be rated by the number of ‘views’; and the number of ‘followers’ generated by a Twitter account will be noted. For airports, annual traffic will be taken into account when assessing the number of ‘likes’, ‘views’ or ‘followers’ their social media presence generates.
Customer engagement
Many companies are present in social media, but often they fail to update that presence or use it to create a meaningful relationship with their customers. Our judges will rate nominations according to how well companies engage their customers through digital and social media, the level of interaction they achieve, and the quality of the conversation they are able to generate.
Visual appeal
Visual quality and impact is critical across all categories, and especially for the crucial Best Concourse Advertising Campaign and Best Use of Digital Media In-store categories. Our judges will look for creativity, quality of imagery, and excellence in execution.
Quality of content
The ways in which companies use digital and social media vary considerably. Our judges will focus on originality and breadth of content, and on the methods employed to win the traveller’s attention. Extra merit will be earned by companies which aim to do more than merely sell a product or service, but use new media to create excitement and interest in the location in which they operate.
Incentive to spend
How are airports and operators using digital and social media to win spend from travellers? And how are they ensuring that those travellers become loyal customers? Our judges will look in detail at the methods deployed to encourage spend and their effectiveness.
Impact on the traveller experience
Today most travellers use mobile devices when they travel. The Moodies will look at how airports and retailers have tapped into the SoLoMo – Social, Local and Mobile – trend to make their customers’ experience easier and more enjoyable, whether through practical information, gift incentives or other initiatives.
