This category recognises creativity and innovation in a fully integrated destination marketing campaign that is proven to be successful in the marketplace. A campaign can be a single promotional activity or a series of related promotions conducted, during the course of the year. This category is open, but not limited to, Regional Tourism Organisations, Local Tourism Organisations and marketing alliances.
- Entrants must ensure their answers refer specifically to the product and category they are entering.
- Entrants are encouraged to answer questions to highlight participation in tourism-related accreditation programs.
- Consider across all questions innovations that have taken place in the development of your marketing initiatives ie improvement, advancement or originality that is unique to your business and marketing initiative
Tip for all questions:
- Prior to using an acronym, please state phrase or name in full followed by the acronym in brackets.
Question 1. Background (20 points)
Outline the rationale and objectives behind your marketing campaign.
What were you trying to accomplish with your marketing campaign? You are encouraged to include measurable targets such as number of campaign partners, number of visitors, length of stay, regional dispersal, expenditure etc.
Question 2. Research (20 points)
Who were your target markets, why and what research did you use to identify them?
This is a three-part question – make sure you answer a) who, b) why and c) what. Consider including geographic markets, demographics, psychographics, media preference, motivations for travel and purchasing patterns.
Question 3. Creativity (20 points)
Describe the philosophy behind your creative strategy and demonstrate how you have integrated this philosophy into the actual creative.
Include images that illustrate your creative approach and explain how they linked to what you wanted consumers to think about your destination.
Question 4. Execution (20 points)
Describe the marketing strategies used.
Include all forms of marketing – print, digital, broadcast, PR etc.
Question 5. Impact (20 points)
Detail the success and outcomes of your campaign objectives and marketing strategies.
Include how this campaign has positively impacted on the destination and/or stakeholders within your region as well as the individual outcomes of each strategy. This should be linked to the objectives identified in Question 1.
Total score: 100 points. No visitation.