With the 2019 Effective Mobile Marketing Awards open for entries and celebrating its 10th anniversary, we are taking a closer look at some of the winning campaigns in last year’s Effective Mobile Marketing Awards. In this post, we turn the spotlight on the winners of the Most Effective Travel & Tourism Campaign or Solution.

The award was won by The Richards Group and GumGum for their ‘Go RVing’ campaign, which was designed to promote the appeal of RVing to younger audiences, including two specific target groups: people aged 30 to 49 with kids; and people aged 25 to 39 who are thinking about or starting a family. Within these age groups, it was looking to meet people from a place of shared interest in things like travelling, road trips, being outdoors, spending time with family, camping, visiting national parks, outdoor activities, and sightseeing.

“We shared our standard RFP with GumGum and they came to the table with multiple ideas that would spread our message in a non-disruptive way,” the Brand Media team at The Richards group told us.

GumGum used its computer vision and image recognition technology to place Go RVing’s message within hyper-relevant content. This content was placed in contextually relevant environments where the target audience were primed for engagement and interest. The campaign achieved a clickthrough rate 15 times higher than the industry standard and a view conversion rate of 31.8 per cent. The judges described the campaign as: “A well thought-out, well-executed campaign that offers undeniable proof of the effectiveness of computer vision applications.”

The Brand Media team told us that they were hopeful, but not over-confident of winning, but once they had won, they leveraged their win in their communications, including a mention in the company’s Annual Report.

The partnership with GumGum has continued into 2019. “We are excited about the new execution we’re rolling out. We continue to push creative boundaries and are very happy with the work GumGum produces,” the Brand Media team told us.

2019 Awards
This years Awards, staged in partnership with our Headline Sponsor, Dynata,  are open for business.

To celebrate the 10th anniversary of the Awards, In addition to the 30 main categories,there are also four special Best of the Decade Awards. These are the Most Effective Mobile Marketing Campaign of the Decade; Mobile Marketing Agency of the Decade; Mobile Marketing Brand of the Decade; and Disruptor of the Decade, which could be a person or a company.

The Most Effective Mobile Marketing Campaign of the Decade is open for companies to enter in the usual way. The other three, for the best Agency, Brand and Disruptor will be chosen by a public vote after nominations from the industry. If you would like to nominate an agency, brand or disruptor of the decade, please send your nomination to awards@mobilemarketingmagazine.com with a few words in support of your submission. Companies are allowed to nominate themselves.

The entry deadline for all awards is midnight UK time Friday, 26 July 2019, with an Early Bird deadline two weeks earlier, Friday 12 July. The cost to enter an award is £180 plus VAT per submission. There is a 50 per cent discount to enter any campaign into additional categories after the first category. There is also a £30 discount per entry submitted before the Early Bird deadline.

There are more details here.  And you can submit your entries here.