Digital Dynamism

The Moodies Awards, now in their sixth year, celebrate the very best of social and digital media among the airport and wider travel retail community, writes The Moodie Davitt Report Chief Technology Officer and Head of The Moodies judging panel Matt Willey.

This year’s record number of entries [over 250 nominations across 21 categories] represented a huge collective step forward in terms of vision and execution from anything that has gone before.

The Moodies will be celebrated at a special Forum and Awards event on 15 July in London to explore what made the winning entries stand out, while helping to shape a road map for the sector’s social and digital media future.

In this special report, we profile the winners and present the judges’ comments.


Social platforms

Best Use of Facebook – Airport

Cork Airport – Winner

What leapt off the page when evaluating Cork Airport’s nomination document was the sheer attention to detail. An incredibly well-defined audience-targeting strategy, which revolves around 12 key pillars, has delivered against all pre-defined objectives.

The judging panel felt that Cork carefully managed the impact of new GDPR (General Data Protection Regulation) legislation and the implementation of a new digital marketing tool to deliver strong facebook audience growth in innovative and engaging ways.

Highly Commended

Copenhagen Airport

Best Use of Facebook – Commercial Operator

Delhi Duty Free – Winner

Building on what was already a very successful formula, Delhi Duty Free has spent the past 12 months driving traffic and engagement on its Facebook platform via a mixture of quality content, competitions and brand partnerships.

Now boasting over 500,000 followers, it is one of the largest retailer Facebook pages in the channel and one of the most engaged in readership terms. The judging panel were impressed with how the offering integrates seamlessly into the retailer’s broader omnichannel marketing plans and how it consistently delivers against ambitious targets.

Best Use of Twitter – Airport

Dublin Airport – Winner

Delivering excellence consistently, as any business knows, is what sets apart the great from the good. Dublin Airport is no stranger to winning awards and this year the quality of delivery of its Twitter feed, allied to impressive growth figures of over 15% year-on-year, saw the airport retain the Best Use of Twitter title.

The panel were impressed with the engagement, audience growth and responsiveness delivered, and especially by the commitment to the platform given changes to privacy laws and algorithm alterations that impacted on the effectiveness of the channel.

Best Use of Twitter – Commercial Operator

Delhi Duty Free – Winner

Brand partnerships, retail promotions and customer-facing enagagement are at the heart of Delhi Duty Free’s strategy. It is a strategy that has seen the retailer firmly position itself as one of the leading accounts on the platform.

As with all the entries from Delhi Duty Free, the judging panel were impressed with the depth of thinking that had gone into the overall social and digital strategy and how well the retailer had delivered against its objectives for the platform over the past 12 months.

Best Use of Instagram – Airport

Copenhagen Airport – Winner

With the aim of increasing travellers’ interest in Copenhagen Airport and of encouraging people to spend more time at the airport on the outward leg of the journey, the marketing strategy is a simple one, but is delivered against expertly.

With year-on-year audience growth of more than 25% and with its hashtags #cphairport and #cphtravel delivering consistently high-quality engagement and airport visibility, the panel felt Copenhagen Airport’s transparency and approachability shone through in this best of class feed.

Highly Commended

Dublin Airport

Best Use of Instagram – Commercial Operator

BTA Havalimanlari – Cakes & Bakes – Winner

A new entrant to The Moodies this year, BTA Havalimanlari, via its Cakes & Bakes brand, expertly delivered against a well-defined strategy. Recognising the marketing effectiveness of the platform, the retailer made the most of a modest budget to deliver strong ROI and stellar engagement rates.

Best YouTube/Video Campaign – Airport

Aeropuerto Internacional de Carrasco – Navidad – Winner

Delivering an effective brand message at the same time as engaging content is not always as straightforward as it seems. It is even more difficult when video is your chosen medium and your budget is modest.

The panel felt that Aeropuerto Internacional de Carrasco managed to deliver a heartfelt and engaging campaign with its Navidad video. Impressive viewing figures and an even more impressive cost per interaction ensured the airport took the title.

Best YouTube/Video Campaign

– Commercial Operator

Beauty Unlimited – The Shilla Duty Free – Winner

Perhaps at the other end of the scale in terms of cost per interaction, The Shilla Duty Free takes video marketing to another level. In the channel, the Korean retailers really understand the power of the medium and deliver high-production values and incredible viewer engagement.

The Shilla Duty Free's Beauty Unlimited series succeeds in firmly positioning travel retail shopping at the very heart of aspirational lifestyle marketing.

Highly Commended

You’re So Beautiful – Lotte Duty Free

Best Use of WeChat – Commercial Operator

King Power International (Thailand) – Winner

Firmly positioning WeChat as a fundamental part of its 'No Cash Day' campaign, the retailer succeeded in expertly drawing spend from travelling Chinese consumers.

Seamlessly weaving its WeChat mini-platform into its retail and food & beverage marketing ensured that visitors from China could navigate the shopping and dining transaction process with ease, which the judging panel felt was a masterstroke.

Highly Commended

Lagardère Travel Retail – Red Pockets

Best Use of WeChat – Brand

L’Oréal Travel Retail Americas – Giorgio Armani Lip Vibes – Winner

WeChat is an important focal point for L’Oréal Travel Retail Americas when creating campaigns for brands across multiple platform touchpoints. The judges were impressed with how the brand owner uses WeChat to deliver rich optimised content alongside targeted campaign tracking.

Recognising the importance of communicating with Chinese global shoppers, the Giorgio Armani Lip Vibes digital campaign delivered over 22 million impressions and 176,000 engagements. Some 8 million impressions linked directly to WeChat, bringing in over 100,000 reads and raising interest in shopping duty free in the Americas.

Partner's Message

The Moodie Davitt eZine | Issue 260 | 7 May 2019