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TCP and CNN clinch Gold at ITB Berlin Golden Gate awards

‘Iconic Abu Dhabi’ campaign wins web category; ‘Hangzhou Views’ picks up Bronze

CNN Ad Sales’ in-house creative agency, TCP, has been awarded Gold for its Iconic Abu Dhabi online campaign at the prestigious Golden Gate awards at ITB Berlin.  Another TCP campaign, Hangzhou Views was awarded Bronze in the same category.

TCP created the Iconic Abu Dhabi campaign to encourage people to visit and explore the Emirates, promoting Abu Dhabi as a high-end tourist destination for “culture seekers” who appreciate the Emirate’s natural beauty and iconic offerings. The campaign also leveraged the power of social media to tap into the power of recommendation.

The microsite content was shared and viewed in more than 52 countries, with the site attracting more than 360 competition entries from 52 countries, and more than 350 Facebook ‘likes’. The competition was a huge success with over 320 ‘iconic’ images entered, drawing more than 71,000 votes. The Facebook promotional campaign generated over 55 million impressions.

The Hangzhou Views campaign was created to generate global awareness of the Chinese city and position it as an exotic, must-visit destination for international travellers. The strategic campaign involved two phases, the first of which was the development of a bespoke website providing users with exclusive content, while the second involved both TV and Online platforms and focused on expanded content and increased user interaction.

The Golden Gate awards have taken place since 2001 at the International Tourism Exchange ITB Berlin. The international tourism marketing competition awards Gold, Silver and Bronze accolades across a range of categories.