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INTERNATIONAL. The Moodie Davitt Report today revealed the winners of The Moodies Travel Journey Digital Awards 2021. The eighth edition of the prestigious annual awards place the spotlight on digital, social media and marketing excellence across the airport and travel sectors. The winners were announced in an online ceremony at the Virtual Travel Retail Expo.

The Moodie Report Founder & Chairman Martin Moodie highlighted the outstanding quality of The Moodies entries

The awards highlight campaigns delivered during one of the most challenging periods in the travel sector’s history. And, importantly, as we move into a recovery phase, they celebrate the resilience, innovation and excellence of our industry during this time.

With that in mind, The Moodies 2021 included categories that related specifically to the industry’s COVID-19 response.

Introducing the winners, The Moodie Davitt Report Founder & Chairman Martin Moodie said: “We were overwhelmed by the quality of the entries, as indeed we have been in the previous years.

“Digital communication and ecommerce in our industries has really come so far since we launched this programme and, as you know, the global pandemic, the COVID-19 crisis, has accelerated the role of digital in our world.”

The Moodies Travel Journey Digital Awards 2021 – Winners List

Best Use of Social Platforms

This award examines successful social media strategies and how different social platforms were used to foster community engagement. We also wanted to explore how these social media channels have been integrated into campaign planning and marketing mix, and how they enhanced the brand, retailer, or airport’s key messaging and objectives.

Retail Winner: Dubai Duty Free – Pandemic Response

Brand Winner: Pernod Ricard Global Travel Retail – Opening ceremony of the Martell boutique at CDFG Haitang Bay, Hainan

Best Use of Website or Microsite

This award highlights the excellence in the development of microsites. It focuses on the functionality, overall structure, navigation, UX and UI design, use of content and the results delivered.

Airport Winner: SEA Group – Milano Malpensa Boutique, First Luxury Airport Marketplace in Italy

Retail Winner: Lotte Duty Free – Lotte Duty Free online store

F&B Retail Retail Winner: Unibail Rodamco Westfield – LAXOrderNow.com

Brand Winner: Diageo – Delhi Duty Free Store – Home of Whisky

Best Use of Video

This award sought to highlight the best video projects and campaigns from 2020/21. Those that have delivered exceptional audience engagement and moved airport, retailer or brand awareness beyond the business environment.

Retail Winner: Lotte Duty Free – We Want A Duty Free Life Campaign

Brand Winner: SK-II – VS #CHANGEDESTINY

Best E/M Commerce

This award recognises the most effective use of e-commerce and mobile to achieve a specific marketing outcome within airport travel and retail environment.

Airport Winner: SEA Group – Milano Malpensa Boutique, First Luxury Airport Marketplace in Italy

Retail Winner: Aer Rianta International, Loop Duty-Free at Montréal-Trudeau International – A Pre-Travel Destination

Downtown Retail Winner: Lotte Duty Free – LuxeMall & LuxeMall Live

Brand Winner: Dr. Ci: Labo – Content for Commerce Project

Best Multichannel Communication

Play Presents. Discover IQOS from Play Retail on Vimeo.

Collaboration Winner: Philip Morris International Duty Free & Play Retail, Discover IQOS

Brand Winner: L’Oréal Travel Retail Asia – Lancôme Destination Happiness Campaign

Best Content Marketing

Collaboration Winner: LIFEWTR (PepsiCo) – The LIFEWTR Lounge at Philadelphia International Airport

Brand Winner: L’Oréal Travel Retail Asia – YSL Le Cushion Encre De Peau Launch

Best B2B Communications

Retail Winner: Aer Rianta International – Accelerating B2B Marketing in the Digital Space

Brand Winner: Mondelez World Travel Retail – Digital Home of Excellence

Best Use of Digital to an Internal Audience/Employee Engagement

This award highlights the best digital technologies and initiatives in employee engagement that have contributed ongoing success to the businesses involved.

Retail Winner: Lagardère Travel Retail – Innovation Week

Brand Winner: Shiseido Travel Retail – Engaging Shiseido Travel Retail’s Retail Excellence & Beauty Consultant Community in the ‘next Normal’

Best Virtual Event or Experiential Marketing

Retail Winner: Lotte Duty Free – The 30^th Family Concert

Brand Winner: L’Oréal Travel Retail Asia – Kiehl’s CNY Room Escape Live-streaming

Best Digital Team

This award honours the digital travel retail teams who have embraced new technologies and launched successful campaigns both online and offline throughout 2020/21.

Retail Winner: China Duty Free Group (CDFG) – China Duty Free Member Mini Program Team

F&B Retail Winner: Travel Food Services – Digital Transformation Team

Digital Innovator of the Year

This category recognises the company that has thrived in the digital landscape and has led the way in terms of digital innovation throughout 2020/21. The winner has not only delivered exceptional digital campaigns but has also pushed the boundaries of the virtual world.

Collaboration Winner – JCDecaux Transport – Hong Kong International Airport advertising – Digital Transformation

Winner: Jessica’s Secret – AItracking Price Analysis System

Individual Winner: Travel Food Services – Vikas Kapoor, CFO & CIO – Leading the Finance Intelligent Automation Transformation 

Best Digital Agency

Which was the best digital advertising, marketing or creative agency and how did their work drive brand recognition for their travel retail clients in 2020/21?

Winner: AIR Concepts – Lancôme Travel Retail Asia Pacific, SkinCeuticals Travel Retail Asia Pacific, Givenchy Travel Retail Asia Pacific

Best Integrated Campaign

The winning campaigns needed to demonstrate creativity, innovation and best practice across multiple platforms and channels across more than one organisation.

Retail Winner: Qatar Duty Free – Tobacolor By Maison Christian Dior

Brand Winner: L’Oréal Travel Retail Asia Pacific – SkinCeuticals Travel Retail Asia Pacific Chinese New Year

Best Multimarket Campaign

Retail Winner: Aer Rianta International – Light Up Their Christmas campaign

Best Omnichannel Strategy

Retail Winner: Unibail Rodamco Westfield, Servy, and Los Angeles World Airports – The LAX Omnichannel Concessions Program

Brand Collaboration Winner: Philip Morris International Duty Free & Play Retail – Discover IQOS

Best CSR or Cause Advocacy Communication or Campaign

F&B Retail Winner: Travel Food Services & K Corporation Charitable Foundation – Karuna Seva Initiative

Collaboration Winner: Lancôme Travel Retail Asia Pacific & China Duty Free Group (CDFG) – Let’s Grow Happiness Together

Best Creativity and Innovation During COVID-19

Airport Winner: Groupe ADP – Airport Video Shopping

Airport Retail Winner: Dubai Duty Free – Home Delivery Specials Service

Downtown Retail Winner: Lotte Duty Free – Smart Store

Best Use of OOH Media During COVID-19

Collaboration Winner: JCDecaux Transport – Hong Kong International Airport Advertising – Kam Kee Café Programmatic Campaign

Most Impactful Recovery Promotion

Collaboration Winner: Unibail Rodamco Westfield, Servy, and Los Angeles World Airports – LAX Order Now Contactless Mobile Ordering

Retail Winner: Aer Rianta International – Summer Recovery Plan

Final Judging Criteria

The judges were looking for clear objectives, creative and effective implementation and tangible and demonstrable results in the campaign award categories.

Entries were judged:

• Total budget & objectives
• Target audience & strategy
• Implementation & creativity
• Results & evaluation
• Quantifiable impact

Customer engagement, quality of content, incentive to spend and impact on the traveler experience were also considered.

INTERNATIONAL. The Moodie Davitt Report is proud to reveal the winners of The Moodies – the airport and travel retail digital, social media & marketing awards – for 2019. The winners are being announced today through The Moodie Davitt Report website and across the title’s various social media platforms.

The awards, now in their sixth year, recognise best practice in social, digital media & marketing among the airport and wider travel retail community.

The winners were drawn from 170 shortlisted finalists across 21 categories announced earlier, generated via a mix of self-nomination or nomination by independent parties. The Moodie Davitt Digital Awards cover digital, mobile, social media and marketing activities across airports overall, plus airport retail and food & beverage.

“This year’s winners represent a masterclass of digital innovation and excellence. They also underline some pivotal trends in the industry’s use of digital media.”

Commenting on the winners list, The Moodie Davitt Report Chief Technology Officer Matt Willey said: “This year we had a record response to The Moodies, receiving around 250 direct nominations across 21 diverse categories.”

“The standard of those nominations has surpassed all the judges’ expectations. The quality, diversity and technological sophistication was far beyond previous years. The volume of material we had to sift through to deliver our awards winners list truly reflects the pivotal role that social and digital media now plays across travel-related commercial sectors –  and, we believe, the esteem in which The Moodies are held.”

“The major talking points include the popularity of the new KOL-led Campaign category, mirroring the heavy investment that brands and retailers have been pouring into such programmes; the rise and rise of Instagram – to a marked degree at the expense of traditional social media channels Twitter and Facebook; and the emergence of more focused and tactical marketing campaigns.

“Additionally, the entries underline the vibrancy of airport communication in general as a means of reaching out to the consumer – those prophets of doom who predicted the decline of airport advertising in the mobile-centric age will have to think again.”

A forthcoming special edition of The Moodie Davitt eZine will profile the winners of The Moodies. Winners are being invited to a special one-day event in London that will honour the winners while also presenting a state-of-the-nation examination of social and digital media best practice in our industry. Details to be revealed soon.

The Moodies 2019 – Winners List

Best Use of Facebook

This award examines successful Facebook strategies and how the platform was used to share messages and create an engaged community around the brand or airport.

• Cork Airport – Winner, Airport

• Delhi Duty Free-  Winner, Commercial Operator

• Copenhagen Airport – Highly Commended

Best Use of Twitter

We wanted to find the best examples of how Twitter was utilised within an overall marketing strategy, how did it deliver against objectives and how was success measured?

• Dublin Airport – Winner, Airport

• Delhi Duty Free –Winner, Commercial Operator

Best Use of Instagram

In this category we wanted to explore how Instagram has been integrated into campaign planning and the marketing mix. How did it enhance the message and how did it exceed objectives?

• Copenhagen Airport – Winner, Airport

• BTA Havalimanlari – Cakes & Bakes –Winner, Commercial Operator

• Dublin Airport – Highly Commended

Best YouTube/Video Campaign

This award sought to highlight the best video projects and campaigns from 2018/19, those that have delivered exceptional audience engagement and moved airport, retailer or brand awareness beyond the business environment.

• Aeropuerto Internacional de Carrasco – Navidad – Winner, Airport

• Beauty Unlimited – The Shilla Duty Free– Winner, Commercial Operator

• You’re So Beautiful – Lotte Duty Free –Highly Commended

Best Use of WeChat

This award examines how WeChat has featured within a campaign or business to enhance the business or marketing message and deliver increased audience or spend.

• King Power International (Thailand) –Winner, Commercial Operator

• L’Oréal Travel Retail Americas – Giorgio Armani Lip Vibes – Winner, Brand

• Lagardère Travel Retail – Red Pockets – Highly Commended

Best Agency

Which was the best digital advertising, marketing or creative agency and how did their work drive brand recognition for their travel retail clients in 2018/19?

• PSI – Winner

Best Collaboration Campaign

The winning campaigns needed to demonstrate creativity, innovation and best practice across multiple platforms and channels across more than one organisation.

• Cartier – Santos Cartier x DFS Big Bang – Joint Winner

• The Shilla Duty Free – The Beauty House with LaPrairie – Joint Winner

Best Omnichannel Campaign

This award recognises organisations that have successfully integrated various digital and social channels into a highly successful and cohesive campaign.

• L’Oréal Travel Retail Americas – Lancôme L.A Lip Art – Winner

• Shiseido NARS Lip Gallery – Highly Commended

• L’Oréal – #YSLBeautyHotel – Highly Commended

Best Competition

In this category we were seeking a competition or contest in 2018/19 that delivered exceptional results and contributed to sustainable business growth.

• Kempegowda International Airport – 10 Week Celebration – Winner, Airport

• HMSHost – Channel Your Inner Chef –Winner, Commercial Operator

• George Best Belfast City Airport in partnership with Lighthouse Communications – 12 Days of Christmas – Highly Commended

Best Launch/Relaunch

We wanted to recognise examples of exceptional strategies used to support the launch/relaunch of a new product or service by a brand, retailer or airport.

• Copenhagen Airport – New Shopping & Restaurant Area – Winner, Airport

• JCDecaux – HKIA Huawei Mate 20 Pro – Winner, Agency

• Diageo – White Walker – Joint Winner, Brand

• Cartier – Santos Cartier X DFS – Joint Winner, Brand

Best KOL-Led Campaign

This award recognises the best partnership between KOLs (Key Opinion Leaders) and airports, retailers and brands in campaigns that clearly demonstrate exceptional results in terms of audience, influence and return on investment.

• Changi Airport Group – #BelanjaDiChangi – Winner, Airport

• The Shilla Duty Free – Beauty Class –Winner, Retailer

• HMSHost – Eat Well Travel Further – Winner, Food & Beverage Operator

• L’Oréal Travel Retail Americas – YSL Dare to Stage – Winner, Brand

Best Branding Advertising

This award recognises the biggest, brightest and most impactful advertising executions by airports, retailers and brands in the travel retail channel in 2018/19.

• Mumbai Duty Free/Flemingo Travel Retail – MDFIF Shopping Festival –Winner, Commercial Operator

• Shiseido Travel Retail – Ultimune #StrongSouls – Winner, Brand

• Diageo – White Walker  – Highly Commended

• Schiphol Group – Rituals – Highly Commended

Best Tactical Advertising Campaign

This award recognises the best examples of an innovative short-term advertising campaigns that delivered significant exposure for the client or brand.

• Autogrill Belgie – Black Pearls Brussels Airport –Winner, Commercial Operator

• oOH! – Lexus Melbourne Cup – Winner, Agency

• PSI/Gyro – Workplace by Facebook – Highly Commended

• JCDecaux – Tmall New Retail Concept – Highly Commended

Best Native Campaign

This awards highlights innovative native solutions that integrated seamlessly into the business and campaign and drove significant ROI for the client.

• Schiphol Group – UnionPay GoldenWeek – Winner

Best CSR-Focused Campaign

This category awards recognised the most innovative Corporate Social Responsibility initiatives and how digital platforms were used to advocate for important social causes.

• HMSHost – Food Fight for Veterans – Winner, Commercial Operator

• Distell – Amarula World Elephant Day – Winner, Brand

• Aeropuerto Internacional de Carrasco – First Flight School of Football – Highly Commended

Best Employee Engagement

This award highlights the best technologies and initiatives in employee engagement that have contributed ongoing success to the businesses involved.

• Lagardère Travel Retail – The Innovation Boosters –Winner, Commercial Operator

• Ethos Farm – Worklife App – Winner, Technology Platform

• 27 Stella/FlyinStyle – BNA Insiders – Highly Commended

• Versilia Solutions – JetSMART Crew Engagement – Highly Commended

Best Use of Real-time/Geolocation

In this category we were looking for the best examples of campaigns that delivered an impressive audience level to an event or launch in real-time or by using Geolocation technology.

• Shiseido Travel Retail – Dolce & Gabbana Light Blue & The One – Winner

• William Grant & Sons – Make it Monkey – Highly Commended

Best e/M Commerce

This award recognises the most effective use of e-commerce and mobile to achieve a specific marketing outcome within airport travel and retail environment.

• AOE – Heathrow Boutique – Winner

• Aberdeen Airport – Frictionless Online Booking – Winner, Targeted

Best Use of Mobile

For this awards entries were required to demonstrate how they used the mobile platform to offer innovative, useful or engaging mobile content, services, applications or utilities.

• Groupe ADP – Paris Airport Application – Winner, Airport

• Jessica’s Secret  – Beijing Miracle Capital Investment Consulting – Winner, Consumer Technology

• Ethos Farm – Worklife App – Winner, Business Technology

Best Website Overall

This awards highlights the excellence in the development of websites and microsites. It focuses on the functionality, overall structure, navigation, UX and UI design, use of content and the results delivered.

• Aberdeen Airport – Winner, Airport

• Delhi Duty Free –Winner, Commercial Operator

• Ireland West Airport – Highly Commended

Best Use of Social/Digital Media

This final category recognises the best campaigns, initiatives or programmes that use digital, mobile and social to build strong relationships while driving core business objectives.

• Copenhagen Airport – Winner, Airport

• Delhi Duty Free – Winner, Commercial Operator

• L’Oréal Travel Retail Americas – Winner, Brand

• Mondelez World Travel Retail – Highly Commended

• Heretix360 – Highly Commended

Final Judging Criteria

The judges were looking for clear objectives, creative and effective implementation and tangible and demonstrable results in the campaign award categories.

Each entry was judged under the following headings:

•   Total budget & objectives

•   Target audience & strategy

•   Implementation & creativity 

•   Results & evaluation

Additional criteria:

Quantifiable impact
Judges used quantifiable yardsticks to measure the impact of each nomination. For instance, nominated Facebook pages were rated by the number of ‘likes’ and ‘check ins’; YouTube presence was rated by the number of ‘views’; and the number of ‘followers’ generated by a Twitter account was noted. For airports, annual traffic was 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 rated nominations according to how well companies engaged with their customers through digital and social media, the level of interaction they achieved, and the quality of the conversation they generated.

Visual appeal
Visual quality and impact is critical across all categories, our judges were looking 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 focussed on originality and breadth of content, and on the methods employed to win the traveller’s attention. Extra merit was earned by companies that did more than merely sell a product or service, but used new media to create excitement and interest in the location in which they operate.

Incentive to spend
Our judges were looking at how airports and operators are using digital and social media to win spend from travellers? And how they ensure that those travellers become loyal customers?

Impact on the traveller experience
Today most travellers use mobile devices when they travel. The Moodie Davitt Digital Awards examined 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.