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Destinations Council Destiny Awards – Categories

 

Branding and Integrated Marketing: Destination Marketing Budget  < $500,000

  • Effective integration of two or more components of a marketing campaign.
  • Includes advertising, digital media, print, social etc. for an annual branding and marketing campaign.
  • Your entry must fall into the corresponding destination marketing budget category, not the budget for the individual campaign.

Branding and Integrated Marketing: Destination Marketing Budget  $500,000—$1 million

  • Effective integration of two or more components of a marketing campaign.
  • Includes advertising, digital media, print, social etc. for an annual branding and marketing campaign.
  • Your entry must fall into the corresponding destination marketing budget category, not the budget for the individual campaign.

Branding and Integrated Marketing: Destination Marketing Budget  $1 million—$2.5 million

  • Effective integration of two or more components of a marketing campaign.
  • Includes advertising, digital media, print, social etc. for an annual branding and marketing campaign.
  • Your entry must fall into the corresponding destination marketing budget category, not the budget for the individual campaign.

Branding and Integrated Marketing: Destination Marketing Budget  $2.5 million—$5 million

  • Effective integration of two or more components of a marketing campaign.
  • Includes advertising, digital media, print, social etc. for an annual branding and marketing campaign.
  • Your entry must fall into the corresponding destination marketing budget category, not the budget for the individual campaign.

Branding and Integrated Marketing: Destination Marketing Budget  $5 million—$10 million

  • Effective integration of two or more components of a marketing campaign.
  • Includes advertising, digital media, print, social etc. for an annual branding and marketing campaign.
  • Your entry must fall into the corresponding destination marketing budget category, not the budget for the individual campaign.

Branding and Integrated Marketing: Destination Marketing Budget  > $10 million

  • Effective integration of two or more components of a marketing campaign.
  • Includes advertising, digital media, print, social etc. for an annual branding and marketing campaign.
  • Your entry must fall into the corresponding destination marketing budget category, not the budget for the individual campaign.

Destination Website

  • The entry should include descriptions of features such as mapping, search filters, user-personalization, etc. and the integration of a broad range of social media channels.
  • Creative implementation of the destination’s brand--visually pleasing, unique, captures the spirit of a destination.
  • Demonstrates technological innovation.
  • Results should include the number of unique visitors, bounce rate, time on site and signals of intent to travel.
  • Entries should only reflect a DMO or CVB’s official website, NOT a microsite or promotional site.

 

Digital Campaign

  • Creative and innovative use of multiple digital marketing channels, including (but not limited to) website, digital ads, email marketing, social media, etc.
  • Originality and unique ideas considered.
  • Results should show success through web analytics, paid impressions, click through rates, social media growth, etc.

International Marketing

  • Marketing efforts directed at one or more countries outside the U.S. and U.S. territories.
  • Entries should identify lead creative piece, whether it is consumer or trade focused and include English synopsis of non-English materials.

Niche Targeting

  • Marketing efforts directed to a specific type or category of travel, including but not limited to: cultural heritage tourism, agritourism, ecotourism, adventure tourism, wildlife tourism, voluntourism, LGBT, culinary, girlfriend getaways, etc.
  • MEASUREMENT: Any/all of the above, depending on activation media used.

Public Relations Campaign

  • Campaigns may be directed at niche markets or a general travel audience.
  • Campaigns may also relate to special events, crisis management programs or overall tourism promotion.
  • They must focus on a single, unified theme.
  • Results should include: impressions, results, pick-up and social media (if applicable).

Printed Collateral Materials

  • Entries can include, but are not limited to: print visitor guides, print advertising pieces, brochures, etc.
  • Entry should include information on media plan, targeting, audience and specific results.
  • Metrics should include: print quantity, distribution and audience
  • Entries should include one (1) electronic version of your printed piece and at least one (1) high resolution image (.png or .jpg format).
  • Please send 5 hard copies of your collateral to accompany your entry to:
    • U.S. Travel Association
      • ATTN: ESTO Nora Thomas
      • 1100 New York Ave. NW, Suite 450W
      • Washington, D.C. 20005

Short-Term Marketing Campaign

  • Entry should be based on a seasonal, limited time campaign (4-6 week duration), multi–channel and event specific.

Social Media Campaign

  • Creative use of social media platforms, such as Facebook, Twitter, Four Square, Pinterest, etc.
  • Creativity and appeal of visual components; brand consistency.
  • Originality considered; unique idea or approach.
  • Results should include analytics, performance against targets, dashboard data (e.g. geo-targeting, likes, top posts, re-tweets, pins, shares, growth over period or versus YAG), paid tactics, earned media and engagement level.

Special Projects

  • Any marketing or creative project from a destination marketing organization that does not fit in any other category.
  • Projects may be, but are not limited to: development projects, advocacy campaigns, welcome center projects, employee training projects, socially/environmentally responsible efforts, short films, experiential, trade, B2B, etc.
  • Depending on the activation, results should be communicated with relevant and meaningful metrics.

 

National Council of State Tourism Directors Mercury Awards – Categories

 

 

Branding and Integrated Marketing Campaign: State Marketing Budget < $10 million

  • Effective integration of two or more components of a marketing campaign.
  • Includes advertising, digital media, print, social etc. for an annual branding and marketing campaign.
  • Your entry must fall into the corresponding state marketing budget category, not the budget for the individual campaign.

Branding and Integrated Marketing Campaign: State Marketing Budget $10-15 million

  • Effective integration of two or more components of a marketing campaign.
  • Includes advertising, digital media, print, social etc. for an annual branding and marketing campaign.
  • Your entry must fall into the corresponding state marketing budget category, not the budget for the individual campaign.

Branding and Integrated Marketing Campaign: State Marketing Budget > $15 million

  • Effective integration of two or more components of a marketing campaign.
  • Includes advertising, digital media, print, social etc. for an annual branding and marketing campaign.
  • Your entry must fall into the corresponding state marketing budget category, not the budget for the individual campaign.

Broadcast Advertising: Television

  • Entries should be a TV spot of 60 seconds or less.
  • 1 to 3 spots of a single campaign.
  • Upload spots in the Media Files tab in the entry form or provide URL links.
  • Results should address: How did you aid awareness? What was your media strategy? Who were you targeting?

Co-Op Marketing

  • A marketing effort in which the entrant and another state/province, country, city, county, region, governmental agency, or private enterprise (commercial or non-profit) cooperate to promote travel.
  • Entrant has a principal role in developing, financing and/or executing the project.
  • Results should include clear statement of partnership goals; any/all results, depending on activation media used.
  • *Grant programs do not qualify unless the state is directly involved in the development and execution of the project.

 

Digital Campaign

  • Creative and innovative use of multiple digital marketing channels, including (but not limited to) website, digital ads, email marketing, social media, etc.
  • Originality and unique ideas considered.
  • Results should show success through web analytics, paid impressions, click through rates, social media growth, etc.

International Marketing

  • Marketing efforts directed at one or more countries outside the U.S. and U.S. territories.
  • Entries should identify lead creative piece, whether it is consumer or trade focused and include English synopsis of non-English materials.

Niche Targeting

  • Marketing efforts directed to a specific type or category of travel, including but not limited to: cultural heritage tourism, agritourism, ecotourism, adventure tourism, wildlife tourism, voluntourism, LGBT, culinary, girlfriend getaways, etc.
  • MEASUREMENT: Any/all of the above, depending on activation media used.

Public Relations Campaign

  • Campaigns may be directed at niche markets or a general travel audience.
  • Campaigns may also relate to special events, crisis management programs or overall tourism promotion.
  • They must focus on a single, unified theme.
  • Results should include: impressions, results, pick-up and social media (if applicable).

Printed Collateral Materials

  • Entries can include, but are not limited to: print visitor guides, print advertising pieces, brochures, etc.
  • Entry should include information on media plan, targeting, audience and specific results.
  • Metrics should include: print quantity, distribution and audience
  • Entries should include one (1) electronic version of your printed piece and at least one (1) high resolution image (.png or .jpg format).
  • Please send 5 hard copies of your collateral to accompany your entry to:
    • U.S. Travel Association
      • ATTN: ESTO Nora Thomas
      • 1100 New York Ave. NW, Suite 450W
      • Washington, D.C. 20005

Social Media Campaign

  • Creative use of social media platforms, such as Facebook, Twitter, Four Square, Pinterest, etc.
  • Creativity and appeal of visual components; brand consistency.
  • Originality considered; unique idea or approach.
  • Results should include analytics, performance against targets, dashboard data (e.g. geo-targeting, likes, top posts, re-tweets, pins, shares, growth over period or versus YAG), paid tactics, earned media and engagement level.

Special Projects

  • Any marketing or creative project from a destination marketing organization that does not fit in any other category.
  • Projects may be, but are not limited to: development projects, advocacy campaigns, welcome center projects, employee training projects, socially/environmentally responsible efforts, short films, experiential, trade, B2B, etc.
  • Depending on the activation, results should be communicated with relevant and meaningful metrics.

Travel Website

  • The entry should include descriptions of features such as mapping, search filters, user-personalization, etc. and the integration of a broad range of social media channels.
  • Creative implementation of the destination’s brand--visually pleasing, unique, captures the spirit of a destination and user-friendly.
  • Demonstrates technological innovation.
  • Results should include in addition to the number of unique visitors and bounce rate, time on site, signals of intent to travel.
  • Entries should only reflect a state’s official tourism website, NOT a microsite or promotional site.

 

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