Monarch Airlines commissioned WDMP to help it build its reputation and revenue in the ski market. The resulting direct mail campaign brought the slopes to life by using mobile image recognition platform Blippar, and featured British Triple Olympian and brand ambassador Chemmy Alcott.
Designed to highlight the fact that, through Monarch’s new routes, skiers and snowboarders have new ways to access the best snow in Europe, the campaign delivered more than £2.2m in sales for the airline.
Last year’s Grand Prix winner, OgilvyOne London led the pack, with three golds, eight silvers and seven bronzes in the DMA’s 37 categories. Other big winners on the night included Creator, Lida and Ogilvy & Mather which each won four golds, Havas EHS who won three golds and Arthur London, M&C Saatchi, MRM Meteorite and Publicis Chemistry which each claimed twogGolds.
Mark Runacus, chair of the DMA Awards committee and director of loyalty & relationship management for Karmarama, said: “The Grand Prix was very hotly contested, so I congratulate WDMP for showing how a genuinely insight-driven, multi-channel approach – without a huge budget – can deliver impressive ROI.
“For two years running the number of entries to the DMAs has increased and this year we saw a much broader range of entries than before. The Awards are clearly a bellwether for our industry, so we should continue to be optimistic for the future of our businesses.”
Acclaimed British playwright, director and screen writer, Stephen Poliakoff, served as the chair of the 2013 DMA Awards panel of judges. Commenting on this year’s Awards, Poliakoff said: “Many of the entries in this year’s DMA Awards exemplify how deftly marketers are using short story telling to engage with their audiences. For me, the entries that stood out from the crowd were the ones that had the irresistible combination of strong narrative, clever copywriting and arresting images.
“Britain’s creative industries are thriving and are the envy of the world. Our writers, artists and musicians are acclaimed not only for the artistic contribution they make to society, but also for the contribution they make to the economy. Your industry is no exception and must be recognised and celebrated. Winning a DMA Award is fantastic achievement. Those that walk home with a trophy should be satisfied that they do so because of the real difference they have made.”
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