Marketing Campaign of the Year

A successful marketing will both excite and inform visitors to visit and return. Marketing encompasses a variety of skills and techniques but is founded on clear objectives, an imaginative approach and detailed analysis of the results.

This category celebrates individual or team excellence within the discipline of marketing. The category is open to any organisation who wants to recognise the contribution of their people to the success of their business through marketing excellence.

Any tourism business who can demonstrate a clear marketing objective to attract visitors matched by deliverable success, recognising the creative talents and hard work of an individual or team.

Clear evidence that a marketing strategy was conceived, managed and delivered with tangible results.

Entry Information

1. Provide a brief overview of your business and describe your campaign. Outline the objectives and targets, how you defined your target markets, the activity undertaken, and explain your creative approach. (10 points)
2. What is innovative about the way you created and managed the campaign? What approach did you take to ensuring that the objectives you set yourself were continually maintained? Provide examples of any risk issues, how you identified them and what specific mitigation strategies do you have in place? (10 points)
3. What mechanisms were used to measure the success of the campaign as it took place? What challenges did you face and how did you ensure that the outcomes remained aligned to your original objectives? Provide evidence of evaluation measurements used during the campaign. (10 points)
4. Describe how you promote sustainability to your customers. How do you ensure that this enhances the customer experience? How do your practices translate into business profitability? Did you engage with other companies in your local area to deliver a joint campaign? What sustainable features did you employ to maximise the benefit of the campaign while controlling resources? (10 points)
5. Provide an evaluation of the project overall. With specific reference to increased visitor numbers, greater customer expenditure and any other measurable business benefits, highlight your achievements and what you have learned and will take forward to your next marketing initiative. (10 points)