The Adrian Awards judges will examine the Statement of Communication and supporting materials provided with each entry. Innput your answers into the online submittal form. In an effort of insure impartiality on the part of all judges, Agencies should refrain from using the 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:
New for 2010
Entries for The Leader in Sustainability Award will be require to provide information in their Statement of Communication for the following:
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 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?
Entrants may upload up to 12 files of supporting creative material in print, video and audio, as well as URL's for each entry in the Leader is Sustainable Tourism category.
All other entries will provide the following:
ADVERTISING
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? Was an outside agency, consultant, or graphic design firm used? 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.
Budget: Please include total budget vs. total actual cost. How much revenue has the piece or campaign generated and does this amount to your goal? What was the return on investment?
PUBLIC RELATIONS
Situational Analysis: Please provide a brief background on the project.
Marketing Objectives: Clearly state your public relations goals. What did your company strive to achieve through this piece or campaign?
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? Was an outside agency, consultant, or graphic design firm used? 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/campaign? Entrants should provide quantifiable results of their tactics or campaigns
Budget: a. Please include total budget vs. total actual cost. b. What was the return on your investment?
DIGITAL MARKETING
Situational Analysis: Please provide a brief background on the project.
Marketing Objectives: Clearly state your marketing goals. What did your company strive to achieve using this specific type of media?
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 execution? Was an outside agency, consultant, or graphic design firm used? Describe the production and delivery method.
Message: What is the key message and what action is expected of the consumer? What differentiates your entry?
Results: Which of your original goals did you achieve and how? (Entrants should provide quantifiable results of their tactics or campaigns, such as unique visitors, click through rates, revenue and results specific to the type of media entered. you are entering i.e., web site, e-mail, etc.)
Budget: Please include total budget vs. total actual total cost. How much gross revenue has the tactic, campaign or strategy generated and does this amount to your goal? What was the return on investment?
