The Revolution Awards 2003 saw pan-European online travel service, Opodo, collect 2 awards for best brand-building by an online business as well as the prestigious å“Revolution Awardå” at the 2003 industry event on Friday evening at the Le Meridien Grosvener House Hotel.
were launched six years ago to recognise those who have achieved excellence in their use of digital channels for business and marketing. Now recognised as being one of the top events in the digital industry and with over 400 entries this year, competition for the 16 awards was fierce
beat off competition from Vodafone, News International, Egg, The Sun, Argos, AA, Rimmel, Overture, and Weightwatchers, amongst others, to be awarded the evening’s top accolade for best overall use of digital media.
After the ceremony, Lorraine Twohill, Head of Marketing at Opodo commented: “We were absolutely delighted to have been awarded The Revolution Award at this year`s event. We were thrilled enough when we won Best Brand Building by an Online Business, earlier on in the evening, but to have been recognised by the judges, as being the company who has made best overall use of digital media, was a wonderful surprise and a great honour.
“Digital media has played a key role in our marketing strategy since launch, enabling us to build our brand online, identify and segment our target audience and generate sales. This year it will continue to be a major focus of our campaigns, as we move from a start-up to a fully operational company and focus on meeting the differing travel needs of our customers.”
Philip Smith, editor of Revolution magazine commented: “This year it was felt that Opodo had overcome obstacles that did not face many of the other category winners. It entered the online travel market late, and, despite the backing of big names and money, it was starting from scratch with a new brand. Doubtless, if it could have launched at a better time, it would have done so, but the fact is, post September 11, Opodo launched into a really unpromising market.
“Ultimately, in its first year, it managed to tackle two volatile markets - travel and new media - and still bring its brand to the masses in an innovative and effective manner. Not only that, with the loss of its chief executive early on after its launch, it had some unnecessary problems but still managed to build its marketshare and keep a cohesive identity as it built the business.
“It has been particularly impressive in the way that it has tested its advertising online before bringing the brand to mass market and mainstream advertising offline. Digital media is not just a delivery mechanism but also a marketing tool for the business and we felt that was also worth recognising. As Opodo would doubtless admit, there is a lot more for it to do (particularly in Europe) but Revolution felt it should be recognised for its achievements to date”.
Opodo is a pan-European online travel service created by nine of Europe`s leading airlines - Aer Lingus, Air France, Alitalia, Austrian Airlines, British Airways, Finnair, Iberia, KLM and Lufthansa.