campaign achieves stand out in travel market and with IMAA judges

Tribal DDB has won at this year’s Interactive Marketing and Advertising Awards (IMAA) for its high profile pre-launch campaign for, the new low-fares airline.

Hosted by NMA and Marketing Week, the IMAAs showcase the best interactive advertising and marketing campaigns. The awards were held last night (10th November). This is the first year these awards have been held.

The integrated campaign used high-impact online advertising, based on a brand new look and feel, developed by Tribal DDB, which included two 30-second Flash-animated TV executions.

Neil Hughston, Head of Client Services at Tribal DDB, comments, “The strategy was to ensure stand out for’s communications in a cluttered marketplace, whilst preserving the brand image as a quality airline. The creative, therefore, needed to be less ‘shouty’ and brash than other low-fares airlines, but still capable of clearly delivering tactical price and destination messages across a range of media. The campaign has been extraordinarily successful and we are delighted to be recognised at the IMAAs for our achievements.”

The campaign was described by the judges as ‘simple, imaginative, witty and creative: a well-thought-out idea on a small budget that delivered great results’. It also showed an integrated approach, which was appreciated by the judges.

Results from this successful campaign revealed that online advertising was directly responsible for 28% of all online bookings. Tribal used a combination of Millward Brown quantitative tracking research and focus groups to evaluate the growth of the brand and its resonance with its target market. In direct terms, the online activity has generated a 400% return on investment.

Editor’s notes

About Tribal DDB
Tribal DDB is a top ten international digital marketing agency, with a strong reputation for strategic thinking and excellent creative work. Tribal DDB delivers the full spectrum of digital services from online marketing, media buying and planning and strategic direction through to web design and programming.

Tribal DDB clients include: Volkswagen, Harvey Nichols, Guardian, Nationwide, Camelot, BT Yahoo!, Philips & TUI.

Anna Vickerstaff
immediate future
0845 408 2031
07810 308 426

Published on: 12:00AM on 11th November 2004