Judging Criteria
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 component of entries should not exceed 1000 words in total and should relate to work undertaken between 1 January 2020 – 28 February 2021.
In addition, entrants will be able to upload supporting documents, information, images and video onto the nomination portal once registration and payment are complete.
Each entry must include information under the following headings:
• Total budget & objectives
• Target audience & strategy
• Implementation & creativity
• Results & evaluation
Additional criteria:
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. 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.
Quality of content
The ways in which companies integrate digital into campaigns varies 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 is the travel sector using digital 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 Awards will look at how the sector has embraced digital to make their customers’ experience easier and more enjoyable, whether through practical information, gift incentives or other initiatives.
THE MOODIES CATEGORIES 2021
This award examines successful Facebook, Twitter, Instagram and WeChat strategies and how the platforms were used to share messages and create an engaged community around the brand or airport.
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.
This award will recognise the best standalone digital publications, native apps, podcasts or blogs focus on related content.
This award seeks to highlight the best video projects and campaigns, those that have delivered exceptional audience engagement.
This award recognises the most effective use of e-commerce and mobile to achieve a specific marketing outcome within the travel and retail environment.
This category recognises the use of digital technology to deliver to a travel related target audience, actionable information and data across multiple channels.
This award will recognise the best digital content marketing strategies that successfully reinforced and enhanced brand positioning during 2020.
Examples that show innovation and creativity in delivering strategic digital B2B Communications are rewarded in this category.
This award highlights the best technologies and initiatives in employee engagement that have contributed ongoing success to the businesses involved.
This category recognises either and external facing or internal event programme that was delivered digitally in 2020. The winner will be the entry that can best demonstrate how they delivered an online event seamlessly with high engagement levels and exceptional participant satisfaction.
This category will recognise Digital communications campaigns that excelled in the travel sector in 2020, delivering innovation and a revolutionary approach not seen before across the industry.
The winner of this category will demonstrate how it has delivered best-in-class community management and networking (either internally or externally) for its audience.
The Best Digital Team award looks to highlight the efforts of a group, department or business that has championed digital innovation over the last 12 months.
The Digital Innovator of the Year award will recognise and individual who has made a significant contribution to digital landscape in travel related industries.
This award will recognise the best digital advertising, marketing or creative agency in 2020/2021. Examining how their work drove brand recognition and awareness for their travel clients.
The winning campaign needs to demonstrate creativity, innovation and best practice across different touch points: airport, inflight, cruises, digital – showing a unified message, brand position/identity and objectives. We are looking for campaigns that have been created and executed for different environments and platforms.
The winning campaign will showcase how, across multiple markets, it delivered powerful business results that met pre-defined objectives via a digital-focussed strategy.
The winning campaign needs to demonstrate creativity, innovation and best practice across multiple platforms and channels across an organisation.
This award highlights innovative native solutions that integrated seamlessly into the business and campaign and drove significant ROI for the client.
This category recognises the most innovative Corporate Social Responsibility initiatives and how digital platforms were used to advocate for important social causes.
This award recognises the best partnership between KOLs (Key Opinion Leaders) and the travel industry in campaigns that clearly demonstrate exceptional results in terms of audience, influence and return on investment.
This award will recognise the best in travel industry digital innovation seen throughout the COVID-19 period. It seeks to highlight examples of the most creative strategies seen during the pandemic.
This award will recognise the best examples of media in the OOH space with the coronavirus crisis as its focal point. Either brand or organisation-led, entries will centre on positive messages during the pandemic.
This category recognises campaigns that display exceptional close collaboration between one or more brands, organisations or agencies. Entrants should show how this collaboration directly lead to results.
This award will recognise brand or organisation-led initiatives and campaigns that centre on post-pandemic recovery messages.