INTERNATIONAL. The winners of ‘The Moodies’, airport digital, mobile and social media awards have been announced today via various social media platforms and TheMoodieReport.com website.
A shortlist of 82 individual entries across 14 categories was generated from over 150 submissions made via a mix of self-nomination and a call for submissions from the industry, as well as judges’ nominations.
The Judging Panel was made up of Mighty Media Group Pty Ltd Chief Enabling Officer Stephenie Rodriguez, SimpliFlying CEO Shashank Nigam, The Moodie Report Executive Director – Business Development & Innovation Matt Willey and The Moodie Report Founder and Chairman Martin Moodie.
The Moodie Report Executive Director Business Development & Innovation and Head of the Judging Panel Matt Willey commented: “The quality and breadth of submissions really demonstrates that the travel retail industry is utilising digital and social media to engage with travellers in an increasingly effective and successful manner.
“The impressive levels of impact and engagement generated by the shortlisted candidates this year represent an impressive raising of the bar with regards to social and digital media execution.
“There were some very tough decisions across all categories, with often the narrowest of margins deciding the overall winner,” Willey concluded.
The Moodie Report Founder & Chairman Martin Moodie said: “The ‘Moodies’ were created to champion and reward thought leadership, innovation and consumer interaction in the social media environment. The winners of this year’s awards rank among the best exponents of social and digital media campaign anywhere in the world, across any industry.
“We would like to offer our warmest congratulations to the winners of ‘The Moodies’ and to also thank all the entrants this year who delivered an incredible array of high-quality nominations for the judging panel to deliberate over,” Moodie added.
A forthcoming issue of The Moodie e-Zine will profile the winners of the 2015 Moodies.
The Moodies – Winners 2014
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Best Facebook Page – Airport
Winner – Copenhagen Airport
Highly Commended – Amsterdam Airport Schiphol
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Best Facebook Page – Concessionaire
Winner – Duty Free Stores NZ (LS Travel Retail)
Highly Commended – World Duty Free Group
Highly Commended – Hellenic Duty Free Shops
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Best Twitter Feed – Airport
Winner – Dublin Airport
Highly Commended – Amsterdam Airport Schiphol
Highly Commended – London Heathrow
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Best Twitter Feed – Concessionaire/Retailer
Winner – Delhi Duty Free Services
Highly Commended – World Duty Free Group
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Best Travel Retail YouTube Video/Campaign
Winner – Dallas/Fort Worth International – Terminal A Grand Opening
Highly Commended – Philips – Secret Santa
Highly Commended – Duty Free Philippines – Christmas TVC
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Best Single Social Media Marketing Campaign
Winner – JR/Duty Free – #JRLoveHolidays Summer Snaps
Highly Commended – Denver International Airport – DIA Midpoint Event
Highly Commended – Dublin Airport – Tweeting for Godot
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Best Mobile App
Winner – Amsterdam Airport Schiphol
Highly Commended – Dallas/Fort Worth International
Highly Commended – Dublin Airport
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Best Use of Digital Media In-Store
Winner – Anthon Berg – The Generous Chocolate Upgrader
Highly Commended – Silhouette International – Silhouette Kiosk
Highly Commended – World Duty Free Group
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Best Use of Social & Digital Media – Airport
Winner – Singapore Changi Airport
Highly Commended – Copenhagen Airport
Highly Commended – Dublin Airport Authority
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Best Use of Social & Digital Media – Concessionaire
Winner – World Duty Free Group
Highly Commended – Delhi Duty Free Services
Highly Commended – OTG
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Best Use of Social Media/Digital – Brand
Winner – Heineken USA – Departure Roulette
Highly Commended – Sugar Mountain – Beecher’s Handmade Cheese
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Best Use of Social Media – Airline
Winner – Qatar Airways
Highly Commended – KLM
Highly Commended – WestJet
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Best Concourse Advertising Campaign
Joint Winner – oOh Media – Google Play
Joint Winner – JCDecaux – Swarovski Christmas Tree
Highly Commended – Dallas/Fort Worth International – 2013 More Miles Campaign
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Best Airport/Concessionaire Website
Winner – Sydney Airport
Highly Commended – Hellenic Duty Free Shops
The criteria by which finalists were judged fell under six broad headings, making up the Moodie 100 scoring system, as follows:
QUANTIFIABLE IMPACT
Here, 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’; while 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 too 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, to the level of interaction they achieve, and to the quality of the conversation they are able to generate.
VISUAL APPEAL
Visual quality and impact is critical across all categories, and especially so for the crucial On-Airport, In-Store Digital Media category. Our judges will look for quality of imagery, creativity and excellence in execution.
QUALITY OF CONTENT
The ways in which companies use digital and social media diverge considerably. Our judges will focus on originality and breadth of content and on methods employed to win the traveller’s attention. Extra merit will be earned by those companies aiming to do more than merely sell a product or service, but that 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 then ensuring 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 trend to make their customers’ experience easier and more enjoyable, whether through practical information, gift incentives or other initiatives.