Event Awards 2005: Most Effective Event Activity Travel and Leisure


GOLD - London - A Different City Every Day

Visit London asked SML to create a campaign that would highlight reasons to visit London and position it as a fun, contemporary, great-value destination.

The first initiative saw the first live performance on the Underground with the Rambert Dance Company on the Jubilee Line and Decks on Deck, a party on HMS Belfast to highlight the club and music scene.

Working with the Tate SML turned the 'Lady of Shalott' into a 22m x 24m giant jigsaw with various pieces displayed around London in select galleries and museums. The campaign reached more than 1.5 million people with extensive PR pick up.

SILVER - Trader Kick Off 2005

The George P Johnson Company needed to create an event that would build on Trader Classified Media's previous successful Kick-Off events. For 2005 new ideas and delivery methods were added to the event in Cancun.

Delegate evaluation showed 99.2% still rating the event as 'outstanding'.

SILVER - Mathew Street Music Festival

The Liverpool Culture Company built on the previous success of the event, and welcomed more than 350,000 visitors in 2004. Some 250,000 pocket sized brochures were distributed to promote the event. The TMP Survey showed an economic impact of £25m.


GOLD - International Luxury Travel Market

For the International Luxury Travel Market (ILTM) Reed Travel Exhibitions sought to bring together the senior key players in the luxury travel industry to buy and sell their products in an efficient business environment.

It needed to guarantee to its paying exhibitors the highest calibre of buyers to meet over three days of pre-scheduled appointments. Leading heads of the luxury travel industry needed an environment conducive to conducting real business.

A flight was provided to Nice with four nights' accommodation, helicopter/limousine transfers from Nice to Cannes plus pre-scheduled appointments for the best corporate, leisure and MICE buyers.

All the attendees came to ILTM to meet the providers and suppliers of finest forms of luxury travel in an exhibition format.

Some 35,000 pre-scheduled appointments were arranged over three days for the buyers and sellers. A total of 839 hosted buyers and 950 exhibitors were in attendance. 95% of exhibitors from 2004 have rebooked for ILTM 2005.

GOLD Agency: Small, Medium, Large Client Visit London Event: London - A Different City Every Day SILVER Agency: The George P Johnson Company Client: Trader Classified Media Event: Trader Kick Off 2005 SILVER Agency: Liverpool City Council Culture Company Event: Mathew Street Music Festival 2004 FINALISTS Agency: Grass Roots Client: MGN (Mirror Group) Advertising Event: Art of the Possible Agency: Liverpool City Council Culture Company Event: HUB-Celebrating Street Culture GOLD Organiser: Reed Travel Exhibitions Exhibition: International Luxury Travel Market 2004

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