G Adventures’ YNFI Campaign Receives Advertising Awards
By David Cogswell
June 18, 2012 10:24 PM
G Adventures received three Telly Awards and an award in the Internet Advertising Competition for its “You’ll Never Forget It” (YNFI) campaign. The YNFI program was designed to inspire people to look at travel and travel agents in a different way. The Telly Awards were founded in 1979 to honor outstanding local, regional, and cable TV commercials and programs, video and film productions and online commercials, video and films.
“The Telly Awards has a mission to honor the very best in film and video,” said Linda Day, executive director of the Telly Awards. “G Adventures’ accomplishment illustrates their creativity, skill and dedication to their craft and serves as a testament to great film and video production.”
Winners of the 33rd annual Telly Awards were selected by a panel of 500 accomplished industry professionals and drawn from a pool of 11,000 entries from five continents. The one-minute, 30-second "Earth" spot, which introduced the YNFI campaign to the world, received a bronze award for Internet/Online Video in the Travel/Tourism division, as well as a pair of copywriting bronze awards in the overall Internet/Online Commercial and Internet/Online Video categories.
“We are humbled by the awards we have received,” said Jaymie Bachiu, G Adventures’ global brand manager. “The campaign’s original intention was to highlight the growing interest travelers have in seeking more meaningful and memorable experiences that go beyond all-inclusive resorts and big bus tours. Today’s travelers want to connect with the people and places they visit and clearly our ‘You’ll Never Forget It’ campaign resonated with both travelers and travel agents.”
The YNFI campaign invited travelers to submit memorable travel moments in the form of stories, images and videos. More than 1,000 entries from six continents were received defining what makes them a traveler not a tourist. Three winning submissions were selected to grace the covers of G Adventures’ 2013 brochures. The YNFI campaign drove more than 100,000 votes over the course of the campaign and contributed to G Adventures’ nearly 270,000 Facebook “likes” and 43,000 Twitter followers as well as hundreds of thousands of website visitors.
Soon after receiving the Telly Awards, the tour operator was also recognized at the 2012 Internet Advertising Competition. The same “Earth” video earned the award for Best Travel Online Video.