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.
Recognising the best campaigns, initiatives or programmes that use digital, mobile and social to build strong relationships while driving core business objectives.
We aim to highlight excellence in the development of websites and microsites. Exploring the functionality, overall structure, navigation, UX and UI design, use of content and the results delivered.
Recognising the role data and analytics play in the service of customers, seeking teams that use data to further growth for their organisation or clients.
Recognising the best partnership between KOLs (Key Opinion Leaders) and brands in a campaign that clearly demonstrates mutual benefit to all parties.
We are looking for a brand, agency, retailer or airport that orchestrated an impressive response to an event or launch in real-time or by using Geolocation technology.
Which was the best digital advertising, marketing or creative agency and how did their work drive brand recognition for their travel retail clients in 2018.
The winning campaign should demonstrate creativity, innovation and best practice across multiple platforms and channels across more than one organisation.
Recognising brands, retailers and airports that have successfully integrated various channels into a highly successful and cohesive campaign or roll-out.
This award will recognise the best example of an innovative short-term advertising campaign that delivered significant exposure for the client or brand.
This award recognises the biggest, brightest and most impactful advertising executions by airports, retailers and brands in the travel retail channel in 2018
Recognising innovative native solutions that integrated seamlessly into the business and campaign and drove significant ROI for the client.
Seeking the best competition or contest in 2018 that delivered exceptional results and contributed to sustainable business growth.
Recognising an exceptional strategy to support the launch/relaunch of a new product or service by a brand, retailer or airport.
Recognising the most effective use of mobile and e-commerce to achieve a specific marketing outcome within travel retail.
What was your strategy for using Facebook to share your message and create an engaged community around your brand or airport?
How did you integrate Instagram into your campaign, how did it enhance your message and how did it exceeded your objectives.
How did you use WeChat’s features to enhance your message and how did it integrate into your overall campaign?
How did you utilise Twitter within your campaign, how did it deliver against your objectives and how did you measure success?
We are seeking projects which have shown the best use of video content development and have recognised new possibilities in visual/video generated content.
Entries should demonstrate how they used the mobile platform to offer innovative, useful or engaging mobile content, services, applications or utilities.
Recognising technologies and initiatives in employee engagement that have contributed ongoing success to the business.
Recognising the most innovative CSR initiatives and how digital platforms were used to advocate for important social causes.
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:
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.
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 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.