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.
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
BEST USE OF FACEBOOK – CONCESSIONAIRE/RETAILER/FOOD & BEVERAGE
Winner – Lotte Duty Free
Highly Commended – DFS Group
BEST TWITTER FEED – AIRPORT
Winner – London Heathrow Airport – @HeathrowAirport
Highly Commended – Dubai Airports – @DubaiAirports
Highly Commended – Dublin Airport – @DublinAirport
BEST TWITTER FEED – CONCESSIONAIRE/RETAILER/FOOD & BEVERAGE
Winner – Duty Free Americas – @DFA
Highly Commended – The Loop (Ireland) – @TheLoopDutyFree
BEST USE OF INSTAGRAM
Winner – Singapore Changi Airport – @changiairport
Highly Commended – London Heathrow Airport – @heathrow_airport
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
BEST DIGITAL LOYALTY CAMPAIGN
Winner – Heinemann & Me – Gebr Heinemann
Highly Commended – Trinity Partnership: Heathrow Rewards, Heathrow Retailers and Emirates Skywards – Heathrow Airport Limited
BEST IN-HOUSE DIGITAL CAMPAIGN OR INNOVATION
Winner – Finnair & Helsinki Airport – Match Made in HEL
Highly Commended – Sydney Airport Digital Advertising Strategy – Sydney Airport
BEST DIGITAL AIRPORT ADVERTISING CAMPAIGN
Winner – Porsche recognition campaign – Melbourne Airport – oOh! Media
Highly Commended – Eat.Shop.Travel – OTG Management
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
BEST MOBILE APP – ALL STAKEHOLDERS
Winner – Singapore Changi Airport
Highly Commended – Copenhagen Airport
Highly Commended – London Heathrow Airport
BEST IN-STORE DIGITAL EXECUTION
Winner – ShiShi – Travel & Happiness – Shiseido Travel Retail & DFS Group
Highly Commended – Kebaya QIKSERVE – HMSHost International
BEST USE OF SOCIAL & DIGITAL MEDIA – AIRPORT
Winner – London Heathrow Airport
Highly Commended – Amsterdam Airport Schiphol
Highly Commended – Dublin Airport
BEST USE OF SOCIAL & DIGITAL MEDIA – CONCESSIONAIRE & RETAILER
Winner – Lotte Duty Free
Highly Commended – Aer Rianta International – TheLoop.ie
BEST USE OF SOCIAL & DIGITAL MEDIA – FOOD & BEVERAGE
Winner – OTG
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)
BEST WEBSITE – AIRPORT
Winner – Copenhagen Airport
Highly Commended – ANA, Aeroportos de Portugal/ Vinci Airports
Highly Commended – Perth Airport
BEST WEBSITE – CONCESSIONAIRE/RETAILER
Winner – Lotte Duty Free
Highly Commended – iShop Changi – Singapore Changi Airport
BEST WEBSITE – FOOD & BEVERAGE
Winner – Bistrot.com – Autogrill Europe
Highly Commended – HMSHost.com – HMSHost North America
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)
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.