Travel Retail
GO for GOLD
awards
Judging process
RE-OPENING MARCH 2024
A Gold, Silver or Bronze achievement will be awarded to all products that meet the relevant criteria within their category.
Reflecting the specialised needs of travel retail - our judges assessment will comprise four key criteria.
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Product Design & Development
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Doing the Right Thing
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Customer Touch Points
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KPI's & Outcomes
Our judges will evaluate your written submission. For each product and people category, we have created a detailed 'Guide to Gold' to help you submit an award winning entry.
Your guide and application form will be available to download as soon as payment is completed.
Check the last page of your category entry form for where to send sample.
1. Product Design & Development
Product design and development strategies rely on developing new products and/or modifying existing products, so they appear new, and offering those products to current or new markets.
In Travel Retail we often see modification to existing products, thus creating ‘Travel Retail Exclusives’ and provide a perceived ‘special offering’ from well-known brands to the travelling consumer.
These brand extensions are a popular strategy within TR product because it is easier and more cost effective than launching a new one. However, to work, the brand extension must provide a logical link between the original product and the new item. If there is a mismatch, or the new products creates a negative association, this can lead to brand dilution.
This doesn’t mean that only modified products find their way into Travel Retail. There are products which have been developed from scratch, purely for the Travel Retail sector.
Both modified and new to market products (since 2019) are eligible for these awards
Entry Guide
This section (section 1) represents 25% of your overall score.
Make sure you refer to the Guide to Gold to ensure you include the evidence required to attain a TR GO for GOLD award. This includes but is not limited to:
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Product design (creating and/or meeting a need)
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The product development process
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Identifying target audience
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How your product will stand out above its competitors
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KPIs attributed to this product
As these awards are 'evidence' led, please ensure the evidence you include is substantiated as much as possible.
Customer Touch Points
When we think of the traveller’s journey, we think about, booking websites, airport and airport retailer websites, airport and onboard advertising, pop-up stores, activations, merchandising, staff interaction, aftercare, aftersales and loyalty programmes to name just a few! As the TR ‘GO for GOLD’ awards focus on the product and not the retailer, we are not critiquing customer touch points that the actual product has no control over.
Before the pandemic the ‘hop topic’ was omni channel marketing. The pandemic definitely served to speed up this development and we now see more and better digital initiatives that lead to aligned online and offline customer touch points which make your product stand out and connect with the customer.
This section critiques how far you have gone to ensure yours is a stand-out product and truly connects with the travelling consumer.
Entry Guide
This section (Section 2) represents 35% of your overall score.. Once again we strongly advise you to refer to the Guide to Gold to ensure you include the evidence required to attain a TR GO for GOLD award.
This includes but is not limited to:
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Pre travel touch points such as social media and online
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During travel such as: Travel friendly; guarantees; Trained and motivated staff; USPs; Instore/onboard activations; Consistent branding; POS.
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Post travel such as: After sales service; Satisfaction survey.
As these awards are 'evidence' led, please ensure the evidence you include is substantiated as much as possible.
Doing The Right Thing
It's critical for companies whatever sector they operate in, to address compliance, which includes responsibility for energy efficiency, pollution, and waste management. Creating and implementing sustainability practices allows brands to respond to regulatory constraints and makes it easier to stay on top of these factors and enhance performance.
In this section we will critiquing how far you have gone to achieve or exceed, doing the right thing.
Entry Guide
This section (section 3) represents 15% of your overall score.
Your Guide to Gold will explain in greater detail what evidence is required to attain a TR GO for GOLD award. This includes but is not limited to:
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Sustainability
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Impact on our environment
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Recycling
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Allergy testing
As these awards are 'evidence' led, please ensure the evidence you include is substantiated as much as possible.
Success & KPI Outcomes
Having demonstrated how you have bought your product to the Travel Retail market successfully; it leaves us with just one more type of evidence required to complete your submission.
This section critiques the success of the product you have entered for the Travel Retail ‘GO for GOLD’ awards. Key Performance Indicators (KPIS) are likely to differ from company to company, from product to product. That is why we are asking you to describe what ‘success’ looks like to you.
Confidentiality:
We know that information sharing is extremely sensitive, and we want to assure you that confidentiality is very important to us. Our judges have signed a confidentiality agreement to ensure your information remains 100% confidential.
This section reflects back to section 1 where we asked about the KPIs for the product you have entered for this award. What were the outcomes? Which of the KPIs were successfully reached? Why do you consider consider this product as successful?
Entry Guide
This section (section 4) represents 25% of your overall score.
To achieve a GOLD award, you will need to reflect on the KPIs included in section 1 and include evidence on which of those KPIs you have accomplished and how.
In addition to this were there any other stories of success which relate to this product that were unexpected?
As these awards are 'evidence' led, please ensure the evidence you include is substantiated as much as possible.
INTRODUCING THE JUDGES
Our judges have been carefully selected for their depth of knowledge and extensive experience of their chosen category. Your award submission will be personally reviewed by the relevant judge, and along with your award, you will receive detailed feedback from their evaluation.
All submissions remain completely confidential.
