INTERNATIONAL. The Moodie Report is proud to reveal the winners of ‘The Moodies’, the 2015 airport digital, mobile and social media awards. The winners are being announced today via The Moodie Report.com and across the title’s various social media platforms.
The winning and highly commended awards were selected from 97 shortlisted entries across 14 categories, based on self-nomination and judges’ nominations.
‘The Moodies’ are the only industry awards dedicated to digital, mobile and social media activities across airports overall, plus a specific focus on airport retail and food & beverage. Next year they will be extended to embrace the sector’s growing range of e-commerce offers.
Copenhagen Airport took the coveted Best Facebook Page title in this year’s awards |
‘The Moodies’ 2015 Winners
Best Facebook – Airport
Winner – Copenhagen Airport
Highly Commended – Heathrow Airport
Best Facebook – Concessionaire
Winner – Qatar Duty Free
Highly Commended – Dufry Brazil
Highly Commended – DFS Group (DFS Shopping & retail)
Best Twitter Feed – Airport
Winner – London Heathrow Airport, @HeathrowAirport
Highly Commended – Dubai Airports, @DubaiAirports
Highly Commended – Dublin Airport, @DublinAirport
Best Twitter Feed – Concessionaire
Winner – World Duty Free, @WorldDutyFree
Highly Commended – Qatar Duty Free, @qatardutyfree
Highly Commended – Duty Free Americas, @DFA
Best Travel Retail Instagram Feed
Winner – London Heathrow Airport, @heathrow_airport
Highly Commended – Hudson News, @hudsonnews
Highly Commended – FlyLAXAirport, @flylaxairport
Best YouTube/Video Campaign
Winner – Dubai Airports ‘Fly Like a Penguin’ – Surprise Guest at DXB
Highly Commended – OTG ‘Down to the Last Piece of Chalk’
Best Single Social Media Marketing Campaign
Winner – Mondelez World Travel Retail ‘Making Social Media Traveler-Centric’
Highly Commended – Copenhagen Airport ‘Tax Free Hero’
Best Mobile App
Winner – Singapore Changi Airport
Highly Commended – Amsterdam Airport Schiphol
Highly Commended – Copenhagen Airport
Best use of Digital Media In store
Winner – Pacific Gateway Concessions, FLOAT Anything, San Francisco International
Highly Commended – Aelia Auckland Airport, ACE Robot Collect
Best Use of Social Media – Airport
Winner – London Heathrow Airport
Highly Commended – Copenhagen Airport
Highly Commended – Singapore Changi Airport
Best Use of Social Media – Concessionaire
Winner – Hudson Group, Group-wide
Highly Commended – World Duty Free Group
Highly Commended – Qatar Duty Free
Best Concourse Advertising
Winner – JCDecaux, Sponsoring Wi-Fi Hello Bank, Paris Airports (CDG, ORY)
Highly Commended – DOOH, Comparison Generator, Heathrow Airport
Best Website – Airport
Winner – Copenhagen Airport
Highly Commended – Amsterdam Airport Schiphol
Highly Commended – Manchester Airport
Highly Commended – iShop Changi
Best Website – Concessionaire
Winner – World Duty Free, UK, uk.worlddutyfree.com
Highly Commended – Heinemann Duty Free, European Locations, www.heinemann-dutyfree.com
Pacific Gateway Concessions FLOAT system at San Francisco is best in class |
London Heathrow Airport’s Twitter feed and its engagement levels impressed the judges |
World Duty Free’s website impressed the judges with its crisp user experience |
The Judging Panel comprised The 7c Group Director Adda RodrÃguez, The Moodie Report Chief Creative Officer Matt Willey and The Moodie Report Founder & Chairman Martin Moodie.
“Once again this year we had an overwhelming response to our call for nominations,” commented Matt Willey, the head of the Judging Panel. “The quality of submissions gave us a real insight into just how integral digital & social media has become to airports – and particularly to their commercial offer and customer experience.
“Measuring campaign impact across digital and social media is becoming ever more vital with airports, concessionaires and brands all seeking demonstrable return on investment for their efforts. We believe ‘The Moodies’ help underline the value of a quality social and digital media proposition.
“There were some profoundly impressive entries in this year’s awards across all categories, which made our job as judges, as you would hope, very tough,” Willey concluded.
https://youtube.com/watch?v=gGcRXhKjyns
Dubai Airport’s ‘Surprise Guest at DXB’ YouTube video garnered impressive engagement levels |
The Moodie Report Founder & Chairman Martin Moodie said: “‘The Moodies’ were created in 2012 to champion and reward thought leadership, innovation and consumer interaction in the social media environment. The winners of this year’s awards rank among the best exponents of social and digital media campaign anywhere in the world, across any industry.
“Next year we will extend the awards to recognise best practice in e-commerce, a growing and clearly vital channel for the travel retail business 21st century-style.
“We would like to offer our warmest congratulations to the winners of ‘The Moodies’. We also thank all this year’s entrants, who delivered an incredible array of high-quality nominations for the judging panel to deliberate over,” Moodie added.
A forthcoming issue of The Moodie e-Zine will profile the winners of ‘The Moodies’.
The strong levels of follower interaction stood out for London Heathrow Airport on Instagram |
Qatar Duty Free’s Facebook page ranked the highest in the concessionaire category |
The criteria by which finalists are judged fall under six broad headings, making up the Moodie 100 scoring system, as follows:
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 too 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 so for the crucial On-Airport, In-Store Digital Media category. Our judges will look 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 will focus on originality and breadth of content and on methods employed to win travellers’ attention. Extra merit will be earned by companies which aim to do more than merely sell a product or service, but which 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 will look in detail at the methods deployed to encourage spend and their effectiveness.
IMPACT ON THE TRAVELLER EXPERIENCE
Most travellers today use mobile devices when they travel. ‘The Moodies’ will look 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.
