Last Thursday , the annual Mumbrella Travel Marketing Summit saw more than 150 delegates hear and learn from a group of key travel marketers, agencies and experts. Key topics for the one-day show included behavioural biases, technology diversifying the tour and activities space, and brand purpose for tourism brands.
One of the hot topics discussed by a panel of experts was how marketers can respond during extremely challenging times, such as the recent Australian bushfires.
LATTE and its sister consumer-facing magazine, Signature Luxury Travel & Style, were proud to be first-time media partners for the Mumbrella Travel Summit, which in 2020 marked its sixth iteration. (To find out some of the key travel marketing takeaways Signature Media absorbed from the event, click here).
Held at the Four Seasons Hotel Sydney, that evening the event also recognised leaders in their fields at the Mumbrella Travel Marketing Awards evening, emceed by travel doyen Catriona Rowntree.
Among the big winners was Tourism NT, which amassed three gongs, including ‘Best Use of Native or Content Marketing’, ‘Award for Bravery’ and ‘Breakthrough Destination of the Year’.
The South Australian Tourism Commission walked away with two awards for the categories of ‘Best Use of Data’ and ‘Disrupter of the Year’.
GTI, travel marketing communications agency for the likes of Marriott International, LATAM Airines, Travel Texas, Globus family of brands, Las Vegas and more, took the award for ‘Travel PR Agency of the Year’.
‘Travel Brand of the Year’ went to G Adventures, while Intrepid Travel won the ‘Award for Promoting Sustainability’. Travel retail agency, Flight Centre Travel Group’s Travel Associates picked up the gong for ‘Travel Marketing Team of the Year’.The full list of winners is below.
| Award Category | Winner |
| Best Media Strategy | Australia Inc. from Country to Company |
| Best Useof Native or Content Marketing | Top End Wedding |
| Best Influencer Campaign | The Earnbassadors |
| Best Brand Partnership | Vroom Service – QT Hotels & Resorts and MINI Australia |
| Best Use of Face-to-face/Experiential Marketing | scUber- Publicis Worldwide Australia |
| Best Use of Data | South Australian Touirism Commission |
| Award for Innovation | The Ripple Score – G Adventures |
| Publication of the Year | Traveller – Nine |
| Award for Promoting Sustainability | Intrepid Travel |
| Ad Campaign of the Year | Made of Ballarat |
| PR Idea of the Year | Wine Down Pop Up – Visit Victoria |
| Social Idea of the Year | The Earnbassadors – CHE Proximity with FINCH for Velocity Frequent Flyer |
| Award for Bravery | Top End Wedding – Tourism NT |
| Disruptor of the Year | South Australian Tourism Commission |
| Breakthrough Destination of the Year | Top End Wedding – Tourism NT |
| Travel PR Agency of the Year | GTI |
| Travel Advertising Agency of the Year | Town Square |
| Travel Marketing Team of the Year | Travel Associates |
| Travel Brand of the Year | G Adventures |
Lead image: Sarah Stephenson, Lizzy Chadwick and Georgia Gregerson from GTI (Travel PR Agency of the Year).
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