INTERNATIONAL. The Moodie Davitt Report is proud to reveal the winners of The Moodies – the airport and travel retail digital media awards – for 2018. The winners were announced today through The Moodie Davitt Report website via a live feed and across the title’s various social media platforms.
The awards, now in their fifth year, recognise best practice in social & digital media among the airport and wider travel retail community.
The awards have been judged from 173 shortlisted entries across 22 categories, generated via a mix of self-nomination, reader feedback and judges’ selections. The awards cover digital, mobile and social media activities across airports and travel retail overall, plus airport retail and food & beverage.
The Judging Panel comprised The Moodie Davitt Report Founder & Chairman Martin Moodie, Chief Technology Officer Matt Willey, Editor-in-Chief Kapila Ireland, Senior Editor Jason Holland and Brands Editor Helen Pawson.
A forthcoming issue of The Moodie Davitt e-Zine will profile the winners of The Moodies.
“This year we had a tremendous response to our call for nominations,” commented The Moodie Davitt Report Chief Technology Officer Matt Willey, the head of the Judging Panel. “The quality of submissions and the sophistication of the supporting material was incredibly high, which is a testimony to the way in which the airport and travel retail sectors are increasing traveller engagement via digital and social technologies.”
The Moodies 2018 – Winners List
Best Use of Facebook – Airport
Bristol Airport – Winner
Copenhagen Airport – Highly Commended
Ireland West Airport – Highly Commended
Best Use of Facebook – Travel Retailer
DFS – Venice 360 Campaign – Winner
Best Twitter Feed – Airport
Dublin Airport – @DublinAirport – Winner
Best Twitter Feed – Retailer
Delhi Duty Free Services – @DelhiDutyFree – Winner
Best Use of Instagram – Airport
Dublin Airport – @dublinairport – Winner
Best Use of Instagram – Retailer
Lotte Duty Free – @lottedutyfree – Winner
Best Use of Instagram – Brand
Ferrero/TicTac – @tictacglobal – Winner
Best YouTube Video/Campaign
#LIFEINHEL: The story of the world’s longest layover – Helsinki Airport/Ryan Zhu – Winner
Best Use of Paid Social – Airport
#LIFEINHEL: The story of the world’s longest layover – Helsinki Airport/Ryan Zhu – Winner
We’ve extended our Runway! – Ireland West Airport – Highly Commended
Best Use of Paid Social – Brand
‘Declaring Happiness’ – Lancôme Travel Retail Asia Pacific – Winner
Best Omnichannel Marketing Campaign
Shiseido Travel Retail – Beauty of Thailand – Winner
L’Oréal Travel Retail Americas –Lancôme La Vie Est Belle – Highly Commended
Mondelez World Travel Retail – #SayItWithToblerone – Highly Commended
Best Loyalty Campaign
RED by Dufry- Winner
LOYAL T by DFS – Highly Commended
Best Marketing Campaign – Airport
The Journey is On – Copenhagen Airport – Winner
Best Marketing Campaign – Travel Retailer
First Class Beauty – DFS Group – Winner
Best Marketing Campaign – Food & Beverage Provider
#HMSHostLove – HMSHost – Winner
Best Marketing Campaign – Brand
L’Oréal Travel Retail Asia Pacific – Haitang Bay Pop-Up – Winner
Best CSR-Focused Campaign – Retailer
Da-san Seoul Citywall Festival – Hotel Shilla – Winner
Best CSR-Focused Campaign – Brand
#IFWECARE- House of Rémy Martin and Louis XIII Cognac – Winner
Best Contest or Competition
DFS Group – Michael Kors Competition – Winner
HMSHost – Channel Your Inner Chef – Highly Commended
Best Live Chat or Stream
DUDA – Dufry – Winner
Haitang Bay Pop-Up –L’Oréal Travel Retail Asia Pacific – Highly Commended
Best Airport Advertising Campaign
Martell Single Estate – JCDecaux Singapore – Winner
Dyson Supersonic – oOhmedia! – Highly Commended
The Whiskey Festival – DFS Group – Highly Commended
Most Impactful Individual Advertising Execution
Creative Corridor – JCDecaux China – Winner
Beauty Truck Pop-up – Hotel Shilla – Highly Commended
Deloitte Immersion – JCDecaux Airport – Highly Commended
Best Mobile App
Grab – Winner
Copenhagen Airport – Highly Commended
Best e-Commerce Platform
AOE/Frankfurt Airport – Winner
Grab – Highly Commended
Best Website – Airport
Copenhagen Airport – Winner
El Dorado Airport – Highly Commended
JFK Terminal 4 – Highly Commended
Best Website – Retail Customer Facing
iShop Changi – Winner
Delhi Duty Free – Delhi Duty Free Services – Highly Commended
Best Microsite or Custom Website – Airport
Dallas Fort Worth – DFW’s Journey Planner – Winner
Best Microsite or Custom Website – Food & Beverage Retailer
HMSHost – AirportRestaurantMonth.com – Winner
Best Microsite or Custom Website – Brand
Shiseido Travel Retail – #FindYourStrength – Winner
Best Use of Social & Digital Media – Airport
Dublin Airport – Winner
Bristol Airport – Highly Commended
Copenhagen Airport – Highly Commended
Best Use of Social & Digital Media – Retailer
The Shilla Duty Free – Winner
Delhi Duty Free Services – Highly Commended
Best Use of Social Media/Digital – Brand
Mondelez World Travel Retail – #TravelwithOREO – Winner
L’Oréal Travel Retail Asia Pacific – Highly Commended
Judges Special Recognition Award
Ireland West Airport – Winner
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 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’; while 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 too 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 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 looked 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 focused on originality and breadth of content and on methods employed to win the traveller’s attention. Extra merit was 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 travel retailers/restaurateurs using digital and social media to win spend from travellers? And how are they then ensuring those travellers become loyal customers? Our judges looked 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 judges looked at how airports and travel 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.