PATA Grand and Gold Award 2012 Winners

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MarketingAllied Partnerwww.germany.travel: Multilingual Web Site for Destination GermanyGerman National Tourist Boardwww.germany.travelThe German National Tourist Board (GNTB) launched a multilingual website for destinationGermany www.germany.travel in April 2011. Designed in 26 languages for the Asian market, theweb site uses over 2,000 visually stunning images, 300 videos, panoramic shots, slide showsand a video gallery. The web site delivers convenience through automatic optimisation for smartphones and tablet PCs. The web site offers powerful tools to increase the GNTB publications’range of coverage. Content is available completely or selectively in print, in PDF format, via email,shared on social media platforms, and can also be used offline (e.g. on CDs and USB sticks). Theprimary target groups are international consumers, journalists, tour operators, young people,families, barrier-free travellers, honeymooners, and travellers aged 50+.“It is a high quality look and feel web site. Top marks for image quality and image selection anddiverse information about Germany. The interactive map invites the user to play with its variousfeatures. The web site creates real interest and makes one want to travel to Germany” - Judge’scomment
MarketingIndustry5th Anniversary Integrated Travel Trade Marketing CampaignHong Kong Disneyland Resort, Hong Konghttp://park.hongkongdisneyland.comHong Kong Disneyland Resort launched the “Anniversary Celebration in the Air” marketingcampaign to mark the attraction’s 5th anniversary. The resort leveraged the occasion to thank travel tradepartners. The marketing initiative generated sales momentum over the event’s year-long duration.To build Anniversary buzz early, an integrated travel trade marketing campaign engaged trade partnerson multiple phrases and on multiple levels. Some 200 leading trade partners were invited for apre-launch “Disney Travel Trade Summit – Celebrating 5 Magical Years.” In overseas markets, thetrade launch helped partners convey the 5th Anniversary message to guests with a series of briefingevents with a total attendance of more than 1,600 trade partners and more than 1,200 travel agentsacross Asia. Throughout the year, trade advertising, cooperative marketing activities, and specialevents and promotions with airline partners were all carried out.By leveraging Disney’s creativity, innovation and imagination, the campaign achieved quantifiablebusiness results and further strengthened relationships. It also laid the foundation for a future whichwill include a US$460 million expansion programme with three new themed areas.“Disney’s integrated marketing campaign was an effective showcase of its core values of creativity,innovation and ability to deliver magical moments” - Judge’s comment
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PATA Grand and Gold Award 2012 Winners

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