Virtual Travel Retail Expo


Best of the best: The Moodies Travel Journey Digital Awards

In a highlight of week one of the Virtual Travel Retail Expo, excellence in digital and social media communication and commerce across the airport and wider travel sectors was recognised in The Moodies annual awards. [An in-depth multimedia report on the winners will appear soon.]

The Moodies Travel Journey Digital Awards 2021 – with the winners revealed during the Virtual Travel Retail Expo – highlighted social and digital media campaigns, communications and commerce that were delivered during one of the most challenging periods in the travel sector’s history. Importantly, they also celebrated the resilience, innovation and excellence of our industry during its most difficult time.

The eighth edition of the prestigious annual awards had a special focus on the industry’s COVID-19 response, and related marketing campaigns, as our list of winners shows.

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

Entries were judged on:

Total budget & objectives Target audience & strategy Implementation & creativity Results & evaluation Quantifiable impact

Customer engagement, quality of content, incentive to spend and impact on the traveller experience were also considered. The Moodie Davitt Report Founder & Chairman Martin Moodie said: “We were overwhelmed by the quality of the entries, as indeed we have been in the previous years.

“Digital communication and ecommerce in our industries has really come so far since we launched this programme and, as you know, the global pandemic, the COVID-19 crisis, has accelerated the role of digital in our world.”

Best Use of Social Platforms

This award examines successful social media strategies and how different social platforms were used to foster community engagement. We also wanted to explore how these social media channels have been integrated into campaign planning and marketing mix, and how they enhanced the brand, retailer, or airport’s key messaging and objectives.

Retail Winner: Dubai Duty Free – Pandemic Response (see right)

Brand Winner: Pernod Ricard Global Travel Retail – Opening ceremony of the Martell boutique at CDFG Haitang Bay, Hainan

Best Use of Website or Microsite

This award highlights the excellence in the development of microsites. It focuses on the functionality, overall structure, navigation, UX and UI design, use of content and the results delivered.

Airport Winner: SEA Group – Milano Malpensa Boutique, First Luxury Airport Marketplace in Italy

Retail Winner: Lotte Duty Free – Lotte Duty Free online store

F&B Retail Winner: Unibail Rodamco Westfield – LAXOrderNow.com (see right)

Brand Winner: Diageo – Delhi Duty Free Store – Home of Whisky

Best Use of Video

This award sought to highlight the best video projects and campaigns from 2020/21. Those that have delivered exceptional audience engagement and moved airport, retailer or brand awareness beyond the business environment.

Retail Winner: Lotte Duty Free – We Want A Duty Free Life Campaign (see below)

Brand Winner: SK-II – VS #CHANGEDESTINY

Best E/M Commerce

This award recognises the most effective use of e-commerce and mobile to achieve a specific marketing outcome within airport travel and retail environment.

Airport Winner: SEA Group – Milano Malpensa Boutique, First Luxury Airport Marketplace in Italy

Retail Winner: Aer Rianta International, Loop Duty-Free at Montréal-Trudeau International – A Pre-Travel Destination

Downtown Retail Winner: Lotte Duty Free – LuxeMall & LuxeMall Live

Brand Winner: Dr. Ci: Labo – Content for Commerce Project (see right)

Best Multichannel Communication

Collaboration Winner: Philip Morris International Duty Free & Play Retail, Discover IQOS (see below)

Brand Winner: L’Oréal Travel Retail Asia – Lancôme Destination Happiness Campaign

Best Content Marketing

Collaboration Winner: LIFEWTR (PepsiCo) – The LIFEWTR Lounge at Philadelphia International Airport (below)

Brand Winner: L’Oréal Travel Retail Asia – YSL Le Cushion Encre De Peau Launch

Best B2B Communications

Retail Winner: Aer Rianta International – Accelerating B2B Marketing in the Digital Space

Brand Winner: Mondelez World Travel Retail – Digital Home of Excellence (see right)

Best Use of Digital to an Internal Audience/Employee Engagement

This award highlights the best digital technologies and initiatives in employee engagement that have contributed ongoing success to the businesses involved.

Retail Winner: Lagardère Travel Retail – Innovation Week

Brand Winner: Shiseido Travel Retail – Engaging Shiseido Travel Retail’s Retail Excellence & Beauty Consultant Community in the ‘Next Normal’ (see left)

Best Virtual Event or Experiential Marketing

Retail Winner: Lotte Duty Free – The 30th Family Concert

Brand Winner: L’Oréal Travel Retail Asia – Kiehl’s CNY Room Escape Live-streaming (see below)

Best Digital Team

This award honours the digital travel retail teams who have embraced new technologies and launched successful campaigns both online and offline throughout 2020/21.

Retail Winner: China Duty Free Group (CDFG) – China Duty Free Member Mini Program Team (right)

F&B Retail Winner: Travel Food Services – Digital Transformation Team

Digital Innovator of the Year

This category recognises the company that has thrived in the digital landscape and has led the way in terms of digital innovation throughout 2020/21. The winner has not only delivered exceptional digital campaigns but has also pushed the boundaries of the virtual world.

Collaboration Winner: JCDecaux Transport – Hong Kong International Airport advertising – Digital Transformation (see below)

Winner: Jessica’s Secret – AItracking Price Analysis System

Individual Winner: Travel Food Services – Vikas Kapoor, CFO & CIO – Leading the Finance Intelligent Automation Transformation

Best Digital Agency

Which was the best digital advertising, marketing or creative agency and how did their work drive brand recognition for their travel retail clients in 2020/21?

Winner: AIR Concepts – Lancôme Travel Retail Asia Pacific, SkinCeuticals Travel Retail Asia Pacific, Givenchy Travel Retail Asia Pacific (see below)

Best Integrated Campaign

The winning campaigns needed to demonstrate creativity, innovation and best practice across multiple platforms and channels across more than one organisation.

Retail Winner: Qatar Duty Free – Tobacolor By Maison Christian Dior (see right)

Brand Winner: L’Oréal Travel Retail Asia Pacific – SkinCeuticals Travel Retail Asia Pacific Chinese New Year

Best Multimarket Campaign

Retail Winner: Aer Rianta International – Light Up Their Christmas campaign

Best CSR or Cause Advocacy Communication or Campaign

F&B Retail Winner: Travel Food Services & K Corporation Charitable Foundation – Karuna Seva Initiative

Collaboration Winner: Lancôme Travel Retail Asia Pacific & China Duty Free Group (CDFG) – Let’s Grow Happiness Together (see right)

Best Omnichannel Strategy

Retail Winner: Unibail Rodamco Westfield, Servy, and Los Angeles World Airports – The LAX Omnichannel Concessions Program

Brand Collaboration Winner: Philip Morris International Duty Free & Play Retail – Discover IQOS

Best Creativity and Innovation During COVID-19

Airport Winner: Groupe ADP – Airport Video Shopping (right)

Airport Retail Winner: Dubai Duty Free – Home Delivery Specials Service

Downtown Retail Winner: Lotte Duty Free – Smart Store

Best Use of OOH Media During COVID-19

Collaboration Winner: JCDecaux Transport – Hong Kong International Airport Advertising – Kam Kee Café Programmatic Campaign (see below)

Most Impactful Recovery Promotion

Collaboration Winner: Unibail Rodamco Westfield, Servy, and Los Angeles World Airports – LAX Order Now Contactless Mobile Ordering

Retail Winner: Aer Rianta International – Summer Recovery Plan (see below)

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The Moodie Davitt eZine Issue 302 | 22 October 2021

The Moodie Davitt eZine is published 15 times per year by The Moodie Davitt Report (Moodie International Ltd). © All material is copyright and cannot be reproduced without the permission of the Publisher. To find out more visit www.moodiedavittreport.com and to subscribe, please e-mail sinead@moodiedavittreport.com

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