Travel website, TripAdvisor, has announced the winners of its 2012 creative advertising challenge, which offered the travel industry the opportunity to showcase their creativity and compete for the chance to win from a total prize fund of $1.5 million in advertising revenue on TripAdvisor.
The top entry was Thomson Holidays submission by Beattie McGuinness Bungay, which beat off competition from Sandals and Tourism Australia, winning $300,000 in CPM advertising media value on TripAdvisor. Thomson Holidays winning idea was the development of a Thomson Radio which will create music radio stations specific to the location the user is researching on Trip Advisor. The radio stations content would be generated from both Thomson’s Facebook page and submissions from TripAdvisor users.
Speaking of the win, Nathan Timmins, head of online marketing for Thomson, commented: “We are thrilled to win this competition with such a creative idea from BMB. Every great holiday has a great soundtrack and Thomson is delighted to be able to provide an innovative way bringing holiday and music together.”
VP display sales at TripAdvisor, Martin Verdon-Roe, added: “The judges for the UK competition really liked this novel creative approach, and it delivers added value to the user experience when planning their travel on TripAdvisor, while the heart of the creative is driven by user feedback and recommendations.”
TripAdvisor also awarded a ‘highly commended’ prize to Sandals for their entry created by, the7stars UK. Their “Discover the world of Sandals” creative, which involved a virtual treasure hunt to win an all-inclusive holiday for two people at a Sandals resort, was awarded $100,000 in equivalent display media value. Jenny Anderson, online marketing manager for Sandals, said: “We’re delighted to have been highly commended and have this opportunity to increase our brand presence on TripAdvisor, which is a brilliant platform for us. We couldn’t be more thrilled.”
Winning campaigns will now run on TripAdvisor between October and December 2012. The campaigns were judged by a panel of CIMTIG representatives, as well as TripAdvisor sales and marketing experts.