categoryNine

CATEGORY 9

DESTINATION MARKETING CATEGORY


Category Description:
This category recognises creativity and innovation in a fully integrated marketing campaign that is proven to be successful in the international marketplace.  A campaign can be a single promotional activity or a series of related promotions, initiated in the last 12-18 months.


Eligibility
Entry is Open to, but not limited to, all tourism operators, tourism organisations and marketing alliances.
JUDGING CRITERIA
PART A
Strategic Rationale -10 points
Business Case - 20 points
Strategy - 20 points
Tactical Delivery & Integration - 20 points
Measurable Results - 15 points

PART B
Additional information -15 points

Entry Guidelines Criteria Assessment:
Background / Rationale- 10 points
Outline the rationale and objectives behind the marketing activity. I.e. how have you sought to gain a strategic competitive advantage through the activity and why was this required?


Business Case - 20 points
What were the objectives and KPIs for the marketing program?  Explain the types of resources (if local or exported) you had to collate for this purpose?  What were the expected returns (ROI) for the program and how were these forecast and evaluated?


Strategy - 20 points
Explain the strategy used to implement the activity?  Who were your target markets & how did you identify them? How did you develop/coordinate the resources and plans to create the desired outcome/s. Did the program involve other partners and what actions did you undertake to establish and coordinate those partnerships


Delivery & Integration - 20 points
Describe the approach taken with your creative execution of the activity and demonstrate how you have integrated this into the actual creative.?  Were there any challenges encountered operationally and how were they resolved?


Measurable Results - 15 points
Explain the system that your organization employed to be able to measure outcomes of the program? Identify the measurable outcomes from the marketing program.   How effective it was in meeting the strategic goals?


General Rules and Conditions of Entry:
  • Entry into this Award is open to any entity in the tourism arena that has been trading for a period of 12 months prior to the Entry close-off date.
  • The Award will be presented at the discretion of the judges, based on the submissions received;
  • If at any time following submission of an entry, the business/organisation being put forward goes into administration, voluntary receivership, liquidation or bankruptcy, the entrant is required to advise the Secretariat in writing and accepts that the submission will no longer be eligible for an award.
Read and Understand thoroughly instructions on How to Enter & General Rules and Conditions of Entry

Key Contact
For any questions or clarifications about your entry/submission process, please contact the Secretariat on:


 
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