Statement of communication

The 2017 Adrian Awards judges examine the Statement of Communication and supporting materials provided with each entry. In an effort to insure impartiality on the part of all judges, agencies should refrain from using their company names within their text. When preparing your documentation keep in mind that you are limited to 1,000 characters per category text box. (7,000 per entry). However, please be as descriptive and concise as possible. Spaces count as characters. Below are more details on the Statement of Communication for each area of the competition. 

STATEMENT REQUIREMENTS FOR ADVERTISING, DIGITAL MARKETING AND PUBLIC RELATIONS DIVISIONS

(The information below appears as text fields within the entry site online form.)

Situational Analysis: Please provide a brief background on the project.

Marketing Objectives: Clearly state your marketing goals. What did you strive to achieve using this piece or program?

Target Audience: Who was/is the target audience? Characterize the composition, size, and location of your target audience.

Research, Planning, and Implementation: What market research was conducted prior to planning the piece/campaign? Describe the production and delivery method.

Message: What is the key message intended for the piece/campaign? What differentiates your piece/campaign in the marketplace?

Results: Which of your original goals did you achieve and how? How did you measure the effectiveness of the piece or campaign? Entrants should provide quantifiable results of their tactics or campaigns. (for example, click through rates or ad equivalency)

Budget: Please include total budget vs. total actual cost. How much revenue has the piece or campaign generated and how does this compare to your goal? What was the return on investment?

 

STATEMENT REQUIREMENTS FOR INNOVATION ENTRIES

(The information below appears as text fields within the entry site online form.) 

Innovation - a new idea, device or method; the application of better solutions that meet new requirements, unarticulated needs or existing markets.

Innovation Analysis: Please provide a brief background on the project and why you feel it fits the definition of innovation, what the breakout implications are and how it was an industry disruptor.

Goals and Objectives: What were the goals of the innovative project, and were they met? Were they tied to a business plan? A larger campaign? Or to get specific result (such as views, shares, influencer engagement, or bookings)? And what obstacles did you encounter in the execution of the project and how did you overcome them?

Target Audience: Who was/is the target audience? Characterize the composition, size, and location of your target audience.

Research, Planning, and Implementation: What market research was conducted prior to planning the piece/campaign? Describe the production and delivery method used to execute the project.

Message: What is the key message intended for the piece/campaign? What differentiates your piece/campaign in the marketplace?

Sources of Innovation: Did the innovative project result from chance, from research, from inspiration from outside the industry, or from some other source?

Budget Continued: Please provide as much of the following information as possible:

a) Include total budget vs. total actual cost. b) How much revenue has the piece or campaign generated and does this amount to your goal? c) What was the return on investment? If this information is confidential, please state as much in the text box provided.

 

STATEMENT REQUIREMENTS FOR LEADER IN SUSTAINABLE TOURISM AWARD (Entrants may upload up to eight (8) files and/or three (3) URL's )

(The information below appears as text fields within the entry site online form.)

Project Analysis : Please provide a brief background on the project and your efforts to preserve the destination’s natural, cultural and historic heritage.

Objectives and Goals: What did the organization set out to achieve in undertaking this project?

Creativity and Innovation: What new and innovative ideas did you incorporate in either your method of outreach or in the implementation of the project that you think could inspire others committed to sustainability in the tourism and travel industry?

Communication: How did you communicate your actions to the public, the media and other key stakeholders and what was the aim of the message? How did you generate publicity in order to build awareness of, or support corporate values on your sustainability initiatives?

Results: How did you measure the effectiveness of your efforts and what direct and tangible results did you achieve?

Leadership: Please list the individual in a leadership role responsible for the project and how would you characterize their commitment to promoting preservation and sustainability best practices in the travel and tourism industry?