INTERNATIONAL. The shortlisted finalists for The Moodies – the only travel retail and airport digital, social media & marketing awards – are revealed today via various social media platforms and the MoodieDavittReport.com website.

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

Some 170 shortlisted finalists across 21 categories have been announced, generated via a mix of self-nomination or nomination by independent parties. The Moodie Davitt Digital Awards cover digital, mobile, social media and marketing activities across airports overall, plus airport retail and food & beverage.

The overall winners will be announced later this month after extensive evaluation by an in-house panel led by The Moodie Davitt Report Chief Technology Officer Matt Willey.

Commenting on the shortlist, Willey said: “This year’s final line-up represents a diverse geographical masterclass of digital innovation and excellence. It also throws up some intriguing trends in the industry’s use of digital media.

“The major talking points include the popularity of the new KOL-led Campaign category, mirroring the heavy investment that brands and retailers have been pouring into such programmes; the rise and rise of Instagram – to a marked degree at the expense of traditional social media channels Twitter and Facebook; and the emergence of more focused and tactical marketing campaigns. Additionally, the entries underline the vibrancy of airport communication in general as a means of reaching out to the consumer – those prophets of doom who predicted the decline of airport advertising in the mobile-centric age will have to think again.”

The shortlist is as follows:

Best Use of Facebook

  • Copenhagen Airport
  • Cork Airport
  • Delhi Duty Free Services
  • DFS Group
  • Duty Free Philippines
  • Ireland West Airport
  • The Shilla Duty Free

Best Twitter Feed

  • Amsterdam Airport Schiphol – @Schiphol
  • Cork Airport – @CorkAirport
  • Dallas Forth Worth – @DFWAirport
  • Delhi Duty Free Services – @DelhiDutyFree
  • Dubai Airports – @DubaiAirports
  • Dublin Airport – @DublinAirport
  • Duty Free Americas – @DFA

Best Use of Instagram

  • Bristol Airport – @bristolairport
  • BTA Havalimanlari –Cakes & Bakes – @cakesandbakestr
  • Changi Airport Group – #BelanjaDiChangi campaign
  • Copenhagen Airport – @copenhagenairport
  • Cork Airport – @CorkAirport
  • Delhi Duty Free Services – @delhidutyfree
  • Dubai Duty Free – @dubaidutyfree
  • Dublin Airport – @dublinairport
  • Duty Free Phillipines – @dutyfreephils
  • Lotte Duty Free – @lottedutyfree
  • OTG – @OTGexp
  • The Shilla Duty Free – @shilladutyfree

Best YouTube Video/Campaign

  • Airport Butler – Your Airport Concierge
  • Beauty Unlimited – The Shilla Duty Free
  • Cinema in HEL – Helsinki Airport
  • Security Top Tips – Aberdeen International Airport
  • #ReasonToShop – Delhi Duty Free Services
  • The Heathrow Bears Return – London Heathrow Airport
  • You’re So Beautiful – Lotte Duty Free

Best Use WeChat

  • King Power International Co
  • Lagardère Travel Retail – Red Pockets Augmented Reality
  • L’Oréal Travel Retail Americas – Giorgio Armani Lip Vibes
  • Qatar Duty Free – Golden Week
  • The Estée Lauder Companies – Your Beautiful Travel Moments

Best Agency

  • Big Bad Wolf
  • PSI
  • Smart Project Agency
  • Xplanck Marketing

Best Collaboration Campaign

  • Cartier – Santos Cartier x DFS Big Bang
  • Casual Dining Group – Bombay Sapphire Augmented Reality
  • Delhi Duty Free Services – Celebrating 110 Years of Striding Man
  • HMSHost – Food Fight for Veterans
  • Lagardère Travel Retail – Clinique Gifting
  • Mondelēz World Travel Retail – Cadbury Premier League
  • Schiphol Group – Bombay Sapphire Campaign
  • Starboard Cruise Services – Celebrity Cruises Collaboration
  • The Shilla Duty Free – ThankYou Fanmeet
  • The Shilla Duty Free – The Beauty House with LaPrairie

Best Omnichannel Campaign

  • Aeroports De la Cote D’Azur – Digital Growth Strategy
  • JFKIAT – Multi-Platform Development
  • Lagardère Travel Retail – Airport Million’Air
  • L’Oréal – YSL Beauty Hotel
  • L’Oréal Travel Retail Americas – Lancôme L.A Lip Art
  • Qatar Duty Free – The Lucky Million Campaign
  • Shiseido Travel Retail – NARS Lip Gallery

Best Competition

  • Bristol Airport – Facebook Competition
  • Cork Airport – 12 Days of Christmas Giveaway
  • George Best Belfast City Airport in partnership with Lighthouse Communications – 12 Days of Christmas
  • HMSHost – Channel Your Inner Chef
  • Kempegowda International Airport – 10 Week Celebration

Best Launch/Relaunch

  • Aberdeen International Airport – Northern Lights Lounge
  • Autogrill Belgie – Starbucks 10th Anniversary – Antwerp Central Station
  • Cairns Airport – Standby Zone
  • Cartier – Santos Cartier x DFS Big Bang
  • Copenhagen Airport – New Shopping & Restaurant Area
  • Diageo – White Walker
  • Heinemann Asia Pacific – Sweet Dreams by Heinemann
  • HMSHost – Eat Well Travel Further
  • JCDecaux – HKIA-Huawei Mate 20 Pro – Christmas Sparkling Interactive Zone
  • King Power International – Chinese Web/Mobile Revamp
  • L’Oréal Travel Retail Americas – Atelier Cologne
  • PSI – Dell Technologies
  • Qatar Duty Free – Dior Les Parfums Podium
  • TRUnblocked.com
  • Unibail Rodamco Westfield, LAX & Southwest– The New Terminal 1 at LAX

Best KOL-led Campaign

  • Changi Airport Group – NAS Daily
  • DFS – The Craft Festival
  • Heretix360 – HIMPUN Proudly Malaysian
  • HMSHost – Eat Well Travel Further
  • L’Oréal –Armani Box Sydney
  • L’Oréal Travel Retail Americas – YSL Dare to Stare
  • OTG – IAH Tour & Taste
  • The Estée Lauder Companies – Yang Mi Chinese New Year
  • The Shilla Duty Free – Beauty & You HKIA
  • The Shilla Duty Free – Beauty Class
  • The Shilla Duty Free – Binging on Beauty

Best Branding Advertising Campaign

  • Aeropuerto Internacional de Carrasco – Navidad
  • Beam Suntory – Maker’s Mark Sydney Airport
  • Diageo – White Walker
  • Ireland West Airport – New Brand Identity
  • JCDecaux – BP Keep Advancing
  • JCDecaux – Giorgio Armani HKIA
  • JCDecaux – MIA Dinosaurs
  • L’Oréal Travel Retail Americas – Kiehl’s Loves
  • Mumbai Duty Free, Flemingo Travel Retail – MDFIF Shopping Festival
  • PSI – Johnnie Walker From Booking to Flight
  • Schiphol Group –Rituals
  • Shiseido Travel Retail – Ultimune #Strong Souls
  • Sydney Airport – American Express Wideopen Wrap
  • The Estée Lauder Companies – Jo Malone Travelling Townhouse

Best Tactical Advertising Campaign

  • Aeropuerto Internacional de Carrasco – Navidad
  • Autogrill Belgie – Black Pearls Brussels Airport
  • Delhi Duty Free Services – #ReasonsToShop
  • HMSHost – The Art of Holiday Travel
  • Ireland West Airport – County Mayo Gaelic Football
  • JCDecaux – Soccer Fiesta, Xiaomi
  • JCDecaux – TMall New Retail Concept
  • LOréal Travel Retail Americas – Ralph Lauren Father’s Day
  • oOh! – Lexus Melbourne Cup
  • PSI/Gyro – Workplace by Facebook

Best Native Campaign

  • Bristol Airport – Facebook Competition
  • HMSHost – The Last Straw
  • Schiphol Group – UnionPay GoldenWeek

Best CSR-Focused Campaign

  • Aeropuerto Internacional de Carrasco – First Flight – School of Football
  • Delhi Duty Free Services – CSR Initiatives
  • Distell – Amarula World Elephant Day
  • Hatti Food and Beverages – Employment Principles
  • HMSHost – Food Fight for Veterans
  • L’Oréal – Sharing Beauty With All
  • The Shilla Duty Free – Overseas Chinese Engagement Programme

Best Employee Engagement

  • 27 Stella / FlyInStyle – BNA Insiders
  • Ethos Farm – Worklife App
  • Greater Toronto Airport Authority (GTAA) – I Am Toronto Pearson Movement
  • HMSHost – #HMSHostShoutOut
  • Kempegowda International Airport – Employee Celebration Initiative
  • Lagardère Travel Retail – The Innovation Boosters
  • Versilia Solutions – JetSMART Crew Engagement

Best Use of Real-Time/Geolocation

  • Changi Airport Group – NAS Daily
  • Delhi Duty Free Services – Multiple Promotions
  • Ferrero – Nutella
  • Shiseido Travel Retail – Dolce & Gabbana Light Blue & The One
  • William Grant & Sons – Make It Monkey

Best e/MCommerce

  • Aberdeen International Airport – Frictionless Online Booking
  • AOE – LHR Boutique
  • King Power International – Web/Mobile Platform
  • Lagardère Travel Retail – WeChat Mini Programme
  • MyDutyFree.net – Travel Retail Marketplace
  • The Shilla Duty Free – Internet Duty Free

Best Use of Mobile

  • Jessica’s Secret  – Beijing Miracle Capital Investment Consulting
  • Casual Dining Group – Bombay Sapphire CDG Augmented Reality
  • Ethos Farm – Worklife App
  • Groupe ADP – Paris Airport Mobile Application
  • King Power International – Mobile Website
  • OTG – Digital Amenities, flo

Best Website Overall

  • Aberdeen International Airport – AberdeenAirport.com
  • BTA Havalimanlari – BTA.com.tr
  • Copenhagen Airport – cph.dk
  • Delhi Duty Free Services – delhidutyfree.co.in
  • Ireland West Airport – irelandwestairport.com
  • Shoppair.com
  • Skyport – bermudaairport.com

Best Use of Social & Digital Media

  • Aircommerce
  • Copenhagen Airport
  • DAA/Dublin Airport
  • Delhi Duty Free Services
  • DFS Group
  • George Best Belfast City Airport
  • Heretix360
  • Ireland West Airport
  • JCDecaux
  • King Power International
  • Lagardère Travel Retail
  • L’Oréal – Le Défilé with Lotte Duty Free
  • Mondelez World Travel Retail
  • Shiseido Travel Retail
  • The Shilla Duty Free

 

Final Judging Criteria

The judges will be looking for clear objectives, creative and effective implementation and tangible and demonstrable results in the campaign award categories.

Each entry will be judged under the following headings:

•   Total budget & objectives

•   Target audience & strategy

•   Implementation & creativity 

•   Results & evaluation

Additional criteria:

Quantifiable impact
Judges will use quantifiable yardsticks to measure the impact of each nomination. For instance, nominated Facebook pages will be rated by the number of ‘likes’ and ‘check ins’; YouTube presence will be rated by the number of ‘views’; and the number of ‘followers’ generated by a Twitter account will be noted. For airports, annual traffic will be 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 often they fail to update that presence or use it to create a meaningful relationship with their customers. Our judges will rate nominations according to how well companies engage their customers through digital and social media, the level of interaction they achieve, and the quality of the conversation they are able to generate.

Visual appeal
Visual quality and impact is critical across all categories, and especially for the crucial Best Concourse Advertising Campaign and Best Use of Digital Media In-store categories. Our judges will look for creativity, quality of imagery and excellence in execution.

Quality of content
The ways in which companies use digital and social media vary considerably. Our judges will focus on originality and breadth of content, and on the methods employed to win the traveller’s attention. Extra merit will be earned by companies that aim to do more than merely sell a product or service, but 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 ensuring that those travellers become loyal customers? Our judges will look 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 Moodie Davitt Digital Awards will look at how airports and retailers have tapped into the SoLoMo – Social, Local and Mobile – trend to make their customers’ experience easier and more enjoyable, whether through practical information, gift incentives or other initiatives.