St. Kitts teams up with British Airways and Telegraph to Impress UK Media Industry

London, UK, 9 December 2011 – The St. Kitts British Airways Telegraph Promotion has once again been recognised by the UK media industry, having secured a second place in the Travel & Leisure Category at the recent Campaign Media Awards for The St Kitts Scratch and Sniff Campaign. Representing brand new technology through the innovative use of aromatic ink as a holiday competition mechanic, ‘Scratch and Sniff’ was used for the very first time in the St. Kitts British Airways Supplement which appeared in the Telegraph on 19th March 2011.

The Campaign Media Awards are widely known as the Oscars of the Media Industry and the latest nomination of the St. Kitts British Airways Telegraph Promotion represented a huge kudos for the destination. At the Awards dinner and presentation held at Lancaster London, on Wednesday 23 November, highlights of the promotion, including the supplement, St. Kitts web page and supporting videos were presented to an influential audience made up of the media as well as travel and other representatives.

Lisa Elmes-Bosshard, UK Consultant to the St. Kitts Tourism Authority, said, “We were delighted to have made it to the shortlist in the Travel & Leisure category alongside such major brands as Virgin Holidays and Alton Towers. A huge thank you goes to the Telegraph Create team for making such a brilliant entry presentation of the ‘Scratch and Sniff’ promotion to the judges, while congratulations go to the Telegraph newspaper for winning the award of Digital Sales Team of the Year.”

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 still 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 been reproduced as a 16-page magazine and distributed at major events including the more recent World Travel Market.

Campaign’s Media Awards have established themselves as the most prestigious event in the media calendar and the most coveted of media trophies. The awards are judged by an independent jury of senior client marketers, media owners and agency practitioners who looked for evidence of Creativity, Originality, Outcome and Relation to objectives and cost-effectiveness.

This year’s Campaign Media Awards represents a series of 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 more recent Media Week Awards for ‘Best Media Idea Long Term Small’ in the Media Owner Category.

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