CIMTIG: Travel Advertising Awards 2001 - 'As always, the true victors were the ads engaging enough to rent space in our brains for longer than it took to view them.' Will Awdry, chairman of the judges

A journey of a thousand paces, the Chinese sage said, starts with a

single step. The test for the jury in the swirly carpeted glory of The

Hilton was to see whether it might start with an advertisement.



This jury worked hard. The air conditioning bust after an hour or so. By

the end we were deliberating in conditions approximating Panama.



Going in, I'd thought we might be wowed by notions of escape,

exploration, excitement, the exotic - the sort of positive values you

might associate with travel.



It's fair to say that (with honourable and extremely welcome exceptions)

we weren't. There seemed to be many reasons for this. By their nature,

the Awards consider a spectrum of ads from the reactive, tactical end to

those selling the Big Dream. It wasn't just the destinations but the

approaches that were poles apart. Finding common ground on which to

judge one against another wasn't always easy.



All too often, we faced entries that had put everything into one ad:

heart, soul, kitchen sink, beach, mum, dad and rental car. The work

suffered from overload. The schizophrenia in the travel sector, where

advertisers can't decide on whether to focus on the dream destination,

or the men, women and logistics involved in getting you there, defeats

the sale. Confusion reigns.



Throughout, I believe we were fair, favouring recognition as much as

competition.



The winners employed imagination and simplicity in the service of the

client company. Those same big companies who win year after year appear

here because they continue to employ single-minded messages in clearly

branded communication. There are some refreshing newcomers too.



Those receiving prizes deserve real congratulations. As always, the true

victors were the ads engaging enough to rent space in our brains for

longer than it took to view them.



THE JUDGES

Will Awdry - Partners BDDH (chairman)

Kevin Stark - Bartle Bogle Hegarty

Jo Moore - WCRS

Lorraine Thomson - Excite UK

Steve Hopper - Hooper Galton

Peter Judge - Ginsters

Roger Beckett - Treatment

THE ORGANISERS

The Chartered Institute of Marketing Travel Industry Group:

www.cimtig.org

traveladawards@genie.co.uk

MULTIMEDIA CAMPAIGN OF THE YEAR

Sponsor: Travel Channel

Gold: American Airlines

Agency: BMP DDB

Silver: Club 18-30

Agency: Saatchi & Saatchi, Bobbett Design, Studio Six, The Works

Bronze: Virgin Atlantic

Agency: RKCR/Y&R, Start Design

COLOUR PRESS ADVERTISEMENT

Sponsor: Reader's Digest

Gold: British Airways

Agency: M&C Saatchi

Silver: Club 18-30

Agency: Saatchi & Saatchi

Bronze: Virgin Atlantic

Agency: RKCR/Y&R

DISPLAY CLASSIFIED

Sponsor: Daily & Sunday Telegraph

Gold: Skydeals

Agency: Senior King

Silver: Virgin Atlantic

Agency: RKCR/Y&R

Bronze: Nexus (Newcastle Metro)

Agency: cwg

MONO PRESS CAMPAIGN

Sponsor: Express Newspapers

Silver: American Airlines

Agency: BMP DDB

Bronze: Club 18-30

Agency: Saatchi & Saatchi

COLOUR PRESS CAMPAIGN

Sponsor: MGN Ltd

Gold: British Airways

Agency: M&C Saatchi

Silver: Virgin Atlantic

Agency: RKCR/Y&R

Bronze: Malta Tourist Office

Agency: HDM Agency

BUSINESS PRESS CAMPAIGN

Silver: British Airways

Agency: M&C Saatchi

Silver: Virgin Atlantic

Agency: RKCR/Y&R

Bronze: Aer Lingus

Agency: AMV BBDO

RADIO

Bronze: Thomas Cook

Agency: TBWA/London

BROCHURE

Silver: Club 18-30

Agency: Bobbett Design

Bronze: Residence International

Agency: Tayburn Ltd

Bronze: STA Travel

TRAVEL TRADE PROMOTION

Sponsor: Travel Weekly

Gold: Virgin Atlantic

Agency: Start Design

Silver: British Airways

Agency: Claydon Heeley Jones Mason

Bronze: British Regional Airlines

Agency: Barrington Johnson Lorains

CREATIVE MEDIA PLAN

Sponsor: Guardian and Observer

Silver: Thomas Cook

Agency: BLM

CONSUMER PROMOTION

Gold: bmi British Midland

Agency: Brookes & Vernons

Silver: Club 18-30

Agency: The Works

Bronze: Eurostar

Agency: TBWA/London

DIRECT MAIL

Gold: Brymon Airways

Agency: Frank the Agency

Silver: Virgin Atlantic

Agency: Start Design

Bronze: Center Parcs

Agency: Euro RSCG Direct

Bronze: Thomas Cook

Agency: TBWA/London

LOW BUDGET TV ADVERTISEMENT

Sponsor: Campaign

Gold: Hoverspeed

Agency: Delaney Lund Knox Warren & Partners

Silver: Club 18-30

Agency: Saatchi & Saatchi

OUTDOOR CAMPAIGN

Sponsor: More Group

Gold: British Airways

Agency: M&C Saatchi

Silver: American Airlines

Agency: BMP DDB

Bronze: Multimap.com

Agency: HDM Agency

OUTDOOR ADVERTISEMENT

Gold: Club 18-30

Agency: Saatchi & Saatchi

Silver: Exodus Travel

Agency: Virtual Circle

Bronze: Virgin Atlantic

Agency: RKCR/Y&R

TRANSPORT MEDIA CAMPAIGN

Bronze: American Airlines

Agency: BMP DDB

LEISURE TV ADVERTISEMENT

Sponsor: Campaign

Gold: Priceline.com Europe

Agency: Lowe Lintas

Silver: Club 18-30

Agency: Saatchi & Saatchi

Bronze: South West Trains

Agency: Burkitt DDB

BUSINESS TV ADVERTISEMENT

Sponsor: Campaign

Gold: American Airlines

Agency: BMP DDB

Silver: Virgin Atlantic

Agency: RKCR/Y&R

Bronze: Virgin Atlantic

Agency: RKCR/Y&R

TRAVEL WEBSITE

Silver: Eurocamp

Agency: Barrington Johnson Lorains

Bronze: Expedia.co.uk

Agency: Euro RSCG Wnek Gosper

Bronze: Destination Quebec

Agency: HDM Agency

INTERNET CAMPAIGN

Silver: Lunn Poly

Agency: WCRS

Silver: Virgin Atlantic

Agency: Zinc