INTERNATIONAL. We are proud to reveal the winners of ‘The Moodie Davitt Digital Awards, the annual airport-specific and travel retail digital, mobile and social media awards. The winners are being announced today via The Moodie Davitt Report website and across the title’s various social media platforms.moodie_davitt_digital

The awards, now in their fourth year, recognise best practice in social & digital media among airports and their commercial partners.

Some 133 entries across 21 categories were submitted, generated via a mix of self-nomination, reader feedback and judges’ selections. The Moodie Davitt Digital Awards cover digital, mobile and social media activities across airports overall, plus airport retail and food & beverage.

The Judging Panel comprised The Moodie Davitt Report Founder & Chairman Martin Moodie, Chief Creative Officer Matt Willey, newly-appointed UK Managing Editor Ben Sillitoe and Brands Editor Helen Pawson.

A forthcoming issue of The Moodie Davitt e-Zine will profile the winners of The Moodie Davitt Digital Awards and detail the rationale behind the judges’ decision in each category.

“The standard of submissions to this year’s awards was by far the most impressive to date,” commented The Moodie Davitt Report Chief Creative Officer Matt Willey, who headed the Judging Panel. “The judges had a difficult time reaching their final conclusions, having reviewed a catalogue of impressive entries. Each year the quality of digital initiatives we see increases, and this year set a new benchmark.

Willey added: “Airports, concessionaires and brands are increasingly understanding and embracing the power of digital and social platforms and using them to drive the business while bringing added value to the travelling consumer.

“The ability to measure and benchmark campaign and platform impact is critical and we believe The Moodie Davitt Digital Awards give organisations an important opportunity to benchmark against the best the industry has to offer.”

The Moodie Davitt Digital Awards 2017 – Winners List

BEST USE OF FACEBOOK – AIRPORT

Winner – London Heathrow Airport

Highly Commended – Amsterdam Airport Schiphol

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London Heathrow Airport took the top honours in the Facebook category for 2017

BEST USE OF FACEBOOK – CONCESSIONAIRE/RETAILER/FOOD & BEVERAGE

Winner – Lotte Duty Free

Highly Commended – DFS Group

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Lotte Duty Free’s social influence can be seen first hand on the retailer’s Facebook page

BEST TWITTER FEED – AIRPORT

Winner – London Heathrow Airport – @HeathrowAirport

Highly Commended – Dubai Airports – @DubaiAirports

Highly Commended – Dublin Airport – @DublinAirport

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BEST TWITTER FEED – CONCESSIONAIRE/RETAILER/FOOD & BEVERAGE

Winner – Duty Free Americas – @DFA

Highly Commended – The Loop (Ireland) – @TheLoopDutyFree

DFA_Twitter

Duty Free Americas’ Twitter feed shows strong engagement for a concessionaire and a responsive, reactive attitude to its audience

BEST USE OF INSTAGRAM 

Winner – Singapore Changi Airport – @changiairport

Highly Commended – London Heathrow Airport – @heathrow_airport

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Singapore Changi Airport’s Instagram feed has deeply impressive engagement rates and is used to highlight all elements of the airport commercial mix

BEST YOUTUBE VIDEO/CAMPAIGN 

Winner – First Kiss for the Seventh Time – Lotte Duty Free

Highly Commended – #BestGiftOfAll – London Heathrow Airport

Highly Commended – Mannequin Challenge – Dubai Duty Free

Lotte Duty Free’s web drama ‘First Kiss for the Seventh Time’ has generated over 100 million online views, extraordinary success for the film series only released in late November. Watch it and you’ll never view a duty free store in the same way again.

BEST OMNICHANNEL MARKETING CAMPAIGN

Winner – Shiseido Rouge Rouge Campaign – Shiseido Travel Retail

Highly Commended – Consumers Schiphol – Amsterdam Airport Schiphol

Highly Commended – Delhi Duty Free Malt Festival – Delhi Duty Free Services

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Winner of the Best Omnichannel Marketing Campaign – Shiseido Rouge Rouge

 BEST DIGITAL LOYALTY CAMPAIGN

Winner – Heinemann & Me – Gebr Heinemann

Highly Commended – Trinity Partnership: Heathrow Rewards, Heathrow Retailers and Emirates Skywards – Heathrow Airport Limited

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The Heinemann & Me loyalty initiative presetns a true omnichannel experience

BEST IN-HOUSE DIGITAL CAMPAIGN OR INNOVATION

Winner – Finnair & Helsinki Airport – Match Made in HEL

Highly Commended – Sydney Airport Digital Advertising Strategy – Sydney Airport

Match Made in HEL

Helsinki Airport & Finnair combined to present the innovative  – ‘A Match Made in HEL’ fashion campaign

BEST DIGITAL AIRPORT ADVERTISING CAMPAIGN

Winner – Porsche recognition campaign – Melbourne Airport – oOh! Media 

Highly Commended – Eat.Shop.Travel – OTG Management

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oOh! Media’s Porsche recognition campaign delivered an innovative digital take on the airport billboards

 MOST IMPACTFUL INDIVIDUAL DIGITAL ADVERTISING EXECUTION

Winner – Shinsegae Duty Free Beauty Floor – Myeong-dong, Seoul

Highly Commended – Marriott Installation HKIA – JCDecaux 

Highly Commended – The Halo Lands at Melbourne Airport – oOh! Media 

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Shinsegae lights up Korean duty free

BEST MOBILE APP – ALL STAKEHOLDERS

Winner – Singapore Changi Airport

Highly Commended – Copenhagen Airport

Highly Commended – London Heathrow Airport

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Singapore Changi Airport’s redesigned app provides an easy to use interface, behind which is contained a vast array of information and promotion

BEST IN-STORE DIGITAL EXECUTION 

Winner – ShiShi – Travel & Happiness – Shiseido Travel Retail & DFS Group

Highly Commended – Kebaya QIKSERVE – HMSHost International

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The Hysan Happiness booth formed part of the ShiShi – Travel & Happiness campaign

 BEST USE OF SOCIAL & DIGITAL MEDIA – AIRPORT 

Winner – London Heathrow Airport

Highly Commended – Amsterdam Airport Schiphol

Highly Commended – Dublin Airport

social-media-channels

BEST USE OF SOCIAL & DIGITAL MEDIA – CONCESSIONAIRE & RETAILER

Winner – Lotte Duty Free

Highly Commended – Aer Rianta International – TheLoop.ie

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BEST USE OF SOCIAL & DIGITAL MEDIA – FOOD & BEVERAGE

Winner – OTG

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BEST USE OF SOCIAL MEDIA/DIGITAL – BRAND

Winner – Mondelez World Travel Retail – ‘Turning Like into Buy’

Highly Commended – Shiseido Travel Retail (in partnership with DFS Group)

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Mondelez delivered deeply impressive levels of impact with its amplified digital strategy

 BEST WEBSITE – AIRPORT 

Winner – Copenhagen Airport

Highly Commended – ANA, Aeroportos de Portugal/ Vinci Airports

Highly Commended – Perth Airport

Copenhagen_airport_website

Copenhagen Airport’s website offers a seamless user experience

 BEST WEBSITE – CONCESSIONAIRE/RETAILER

Winner – Lotte Duty Free

Highly Commended – iShop Changi – Singapore Changi Airport

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The Lotte Duty Free not only presents a vast shopping opportunity, it also provides a window into the sheer scale of the organisation

BEST WEBSITE – FOOD & BEVERAGE

Winner – Bistrot.com – Autogrill Europe

Highly Commended – HMSHost.com – HMSHost North America

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Autogrill Europe’s Bistrot.com website stood out in the Best Website Concessionaire category

DIGITAL DISRUPTOR OF THE YEAR

Winner – Mighty Media Group Pty Ltd – Stephenie Rodriguez

Highly Commended – Hi Duty Free

Highly Commended – Shiseido Travel Retail (in partnership with DFS Group)

Mighty Media Group and its CEO Stephenie Rodriguez took the Digital Disruptor of the Year title

Mighty Media Group and CEO Stephenie Rodriguez took the Digital Disruptor of the Year title

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 operators 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 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.