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CATEGORY DESCRIPTORS

Recognises organisations that have harnessed the power of AI to revolutionise their marketing strategies, delivering exceptional personalised experiences, optimising content, and enhancing customer engagement.

Judges will be looking for creative use of AI to solve marketing challenges and a commitment to leveraging technology for superior customer experiences. Results should be measurable and directly linked to the objectives.

Recognises a brand that has effectively introduced or reintroduced itself to the market with a compelling strategy, innovative marketing, and a strong brand message.

Judges will look for a brand that has not only captured attention of their target audience but also delivered tangible business outcomes. The winning entry will demonstrate clear objectives, creative execution, and measurable results that have significantly enhanced the brand's presence and reputation.

Recognises an activation that has successfully captured public attention, generated buzz, and created memorable experiences for the target audience.

Judges will look for an entry that has not only entertained and engaged participants but also delivered tangible results and positively influenced the brand's position in the industry.

Entries should showcase high-quality content consistently delivered over time to a well-defined target audience.

Judges will be looking for content across various mediums and channels that serves a clear purpose, met objectives and demonstrated measurable results.

This award is uniquely positioned to recognise creative brilliance.

Judges will be looking for brands that fearlessly pioneer new frontiers, inspiring their peers with innovative creative that challenges the boundaries.

Entries can be for any piece of work, not constrained by budget; so it could be as simple as an extraordinarily brave post on social media or as complex as a bold 360 campaign.

Recognises outstanding achievements in leveraging CRM systems to enhance segmentation, email, direct mail, and loyalty programmes. It celebrates innovative strategies and implementations that have significantly improved customer engagement, personalised experiences, and overall business performance.

Judges will be looking for a comprehensive approach that not only leverages technology but also places the customer at the heart of the marketing strategy. Results should be measurable and directly linked to the objectives.

Recognises a campaign that highlights a brand’s dedication to diversity, equity, and inclusion.

Judges will look for how the entrant integrated diverse values into the campaign and attracted more diverse audiences, even if there is still progress to be made. Results should be measurable and directly linked to the objectives.

Recognises a campaign that has successfully partnered with influencers to create authentic, engaging, and impactful content that resonates with the target audience.

Judges will look for campaigns that have not only leveraged the influencers' reach and influence but also delivered tangible results.

Recognises an organisation that has successfully promoted a more responsible and sustainable way to travel; whether a one-off campaign or an organisation with sustainability at its heart.

Judges will be looking for an organisation that has genuinely made a positive impact on the planet, and whose long-term strategies have been well

marketed to the consumer. A brand with legitimate credentials and results, and who view Sustainable Travel as a strategic vision, not a short-term tactical initiative. The judges will be mindful of over-stated sustainability claims, including green-washing.

Recognises innovative and effective partnerships between travel brands and media outlets including print, digital, tv, radio etc.

The judges will be looking for measurable outcomes of the partnership , metrics could include increased bookings, website traffic, social media engagement, and overall return on investment.

Recognises a travel brand working in partnership with another brand to promote their product and increase their customer base. Alternatively, a travel brand that successfully connected visions and values through sponsorship.

Judges want to see evidence of successful partnerships, including the impact on the business. Results should be measurable and directly linked to the objectives.

Recognises a campaign that has successfully leveraged OOH mediums, such as billboards, transit ads, digital displays, and other outdoor formats, to capture the attention of the target audience and deliver a compelling brand message.

Judges will look for campaigns that have not only stood out in the crowded OOH landscape but also delivered tangible business outcomes.

Recognises the most original and best-performing advertising on audio feeds.

Judges are looking for audio advertising that showcases creativity, memorability, resonance and a clear call to action. A successful entry will reflect the ethos of a brand/product/service, increase awareness and generate strong results in line with objectives.

Recognises the effective use of search engines as a marketing tool, including paid and natural search strategies.

Judges want you to demonstrate creative thinking, strategy, and technological innovation that delivered on your campaign's objectives. Results should be measurable and directly linked to the objectives.

Recognises effective use of social media to raise awareness, change perceptions, engage audiences and ultimately drive sales.

The judges will be looking for evidence of how the use of social media impacted on the objectives and results

Recognises an innovative and fun digital or in-person trade engagement.

Judges will be looking at how the campaign met objectives to deliver a successful connection between the brand and the UK travel trade. Results should be measurable and directly linked to the objectives.

Recognises excellence in the strategic use of a travel brand’s owned platform, whether a single flagship channel or a connected ecosystem of owned media, including websites, apps, podcasts, brochures, blogs, magazines and other brand-controlled environments.

Judges will be looking for organisations that have leveraged outstanding brand platforms which effectively engage audiences, deliver compelling and purposeful content, and drive meaningful business impact. Entries should demonstrate how the platform has contributed to increased customer satisfaction, consideration, conversion, loyalty or repeat behaviour, and how it has supported revenue growth and long-term brand equity.

Recognises outstanding TV advertisements, whether aired on television, streaming, online, or in cinemas. This could be a one-off or a series of advertisements.

The campaign will have effectively captured the audience's attention with compelling storytelling, creative execution, and a strong brand message.

Judges will be looking for advertisements that have not only entertained and resonated with viewers but also delivered tangible business outcomes and reinforced the brand's identity.

Recognises the most effective and creative use of video content to captivate and engage the target audience. This could be a one-off video, programme or series.

Judges will look for videos that have delivered tangible business results and strengthened the brand's connection with its audience.

CAmpaigns

Coming soon

Recognises campaigns delivered either entirely to non-UK markets, or across various markets. A successful international campaign will combine a consistent marketing message with insight into its target markets.

Judges are looking for an international campaign that has increased brand awareness, customer engagement and produced impressive results within budget. The final results should be measureable and link back to initial targets.

Recognises the most original and best-performing integrated campaign. The campaign should maintain a consistent message and utilise multiple mediums and must include an element of paid advertising.

Judges will seek an omni-channel campaign with clear objectives and outstanding creative content. Results should be measurable and directly linked to the objectives.

Entries may highlight a single PR initiative as part of a larger campaign or a long-term campaign comprising multiple initiatives aimed at a common goal.

Judges will seek PR campaigns that exhibit a strong rationale and deliver results that positively impact the brand, its market segment, or the broader industry.

Entries may highlight a single PR initiative as part of a larger campaign or a long-term campaign comprising multiple initiatives aimed at a common goal.

Judges will seek PR campaigns that exhibit a strong rationale and deliver results that positively impact the brand, its market segment, or the broader industry.

OF THE YEAR AWARDS

This award recognises a technology company that has developed the most impactful software, platform, or hardware solution designed to enhance how travel products are discovered, marketed, and sold.

Judges will be looking for evidence of how your technology solved a specific marketing friction point while delivering a measurable competitive advantage to travel brands.

This award recognises the outstanding achievements of a destination in creating a compelling and memorable brand that attracts and engages travellers.

Judges will be looking for destinations that met their yearly objectives. The entry should demonstrate the measurable impact the branding has had on tourism to their destination. Metrics could include increased visitor numbers, extended stays, and overall economic impact.

Recognises marketing agencies that demonstrate excellence and can provide evidence of successful travel marketing work. Whether a large or small agency, entrants should demonstrate what makes them outstanding and sets them apart from their competitors.

Judges are looking for evidence of impact, excellence and measurable value and growth.

Recognises PR agencies that demonstrate excellence and can provide evidence of successful travel marketing work. Whether a large or small agency, entrants should demonstrate what makes them outstanding and sets them apart from their competitors.

Judges are looking for evidence of impact, excellence and measurable value and growth.

Recognises a travel brand, no more than five years old, that has achieved standout growth and visibility through clear positioning, creative excellence and effective marketing. The award celebrates emerging brands that have successfully built relevance, loyalty & momentum in a competitive market.

Judges will be looking for a young travel brand with a distinctive proposition and a high-quality, consistent brand experience, supported by smart, well-executed marketing. Entries should demonstrate innovation and resilience, strong customer engagement, and measurable impact against clearly defined objectives, including evidence of commercial performance, brand growth & positive influence within their category.

Recognises an in-house team - Marketing, PR, Digital, Media or Brand - that has successfully and creatively managed to raise the profile of its organisation or brand.

Judges will be looking for evidence of high performance, positive impact, commitment to team development, originality and excellent measurable results.

Recognises a travel brand that has demonstrated exceptional innovation, customer engagement, and market presence.

The brand must demonstrate remarkable resilience and creativity in navigating the competitive travel industry, delivering outstanding experiences and building a loyal customer base. Their commitment to excellence and strategic marketing initiatives must have set them apart as a leader in the travel sector.

Judges will be looking for brands that have achieved their annual goals and positively influenced their target audience. Evaluations should span various disciplines, each demonstrating tangible results.