St. Kitts-British Airways Telegraph Campaign secures a finalist nomination for the 2011 Media Week Awards
London, UK, 1 November 2011 – The acclaimed St. Kitts British Airways Telegraph Promotion was given its due recognition at last week’s prestigious 2011 Media Week Awards, as one of five Campaigns to have been shortlisted for the award for ‘Best Media Idea Long Term Small’ in the Media Owner Category.
During the glittering ceremony held at London’s Grosvenor House, representatives of St. Kitts joined over 1,000 guests from the media and other industries to hear the nominations and winners announced. While the St. Kitts British Airways Campaign was not the overall winner in its category, the Telegraph Create team had very aptly highlighted the campaign’s success in stimulating bookings on the UK to St. Kitts British Airways route, while shortlist judges were impressed with the overall implementation, creativity and impact of the promotion.
The Media Week Awards represents the second of three significant nominations for the St. Kitts British Airways Telegraph Campaign, having been shortlisted as a finalist in the earlier Newspaper Awards in the category for ‘Best Use of Colour’ and in the Campaign Media Awards this November for the unique ‘Scratch and Sniff’ Campaign. Representing brand new technology through the inclusion of aromatic ink as a holiday competition mechanic, ‘Scratch and Sniff’ was used for the very first time in The Telegraph St. Kitts Supplement.
Speaking about the nomination for the award, Lisa Elmes-Bosshard, UK Consultant to the St. Kitts Tourism Authority, said, “Whether one wins or loses, being shortlisted as a finalist was a huge kudos for St. Kitts, British Airways and the Telegraph Create team. We are proud to have made it as a finalist in our category. The Campaign captured the very essence of St. Kitts while representing one of the most successful initiatives yet for the destination measured through audience reach and impact on bookings. We look forward to success at the Campaign Media Awards in November.”
St. Kitts, British Airways and Telegraph Media Group (TMG) project was launched on 19 March 2011 with an eight-page St. Kitts destination supplement in the Daily Telegraph newspaper. The supplement is supported by an online campaign featuring an exclusive St. Kitts micro-site, five online videos shot on location in St. Kitts and a photo gallery of the island. An additional 10,000 glossy copies of the supplement have also been reproduced as a 16-page magazine.