04/18/2013
Ruby Awards
Recognizing Uncommon Brilliance
Sponsored by:
Overview
The RUBY Awards, sponsored by Ohio Magazine, are the Ohio Travel Association's way of honoring those who have found the most innovative ways to market their destination, experiences or services. In the 20th year of the RUBY Awards, OTA will recognize and reward outstanding artistry in the diverse field of travel and tourism marketing and advertising. Ohio tourism businesses and organizations are invited to submit their best work.
RUBY Awards Categories
Print-Based Categories |
Marketing Campaigns,Advertisements and Video Categories |
Web-Based Marketing Categories |
Guide/Planner |
Marketing Campaign |
Website |
Brochure |
Print Advertisement |
Digital Campaign |
Newsletter |
Radio Advertisement |
E-Newsletter |
Annual Report |
Television Advertisement |
Blog |
Direct Mail/Free Standing Insert |
Promotional Video |
Social Media Campaign |
Mobile Applications |
Each category award is presented in three Annual Marketing Budget categories. The budget categories for 2017 are:
1. $0 - $50,000
2. $50,001 - $200,000
3. $200,001 or Above
When and Where
The 2017 RUBY Awards are formally sponsored by Ohio Magazine at the RUBY Award Luncheon at the Ohio Conference on Travel, Wednesday, Nov. 1. The Ohio Conference on Travel features top-notch and relevant educational and networking sessions for Ohio travel professionals.
Winning Awards Types
Judges designate three awards:
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RUBY Awards are given to a single recipient in each category within marketing budget size. They represent the best-in-class for the industry and receive a customized plaque and listing on the website.
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Citation of Excellence Awards recognize standout performance by industry businesses and organizations. They receive a customized plaque and listing on the website.
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Finalists are recognized through certificates.
*OTA reserves the right to not designate an award recipient in any category where the judges conclude the level of entries was not of a quality that merit an award.
Award Selection
Judging Panel:
The award selection jury consists of a panel of judges with expertise in marketing. Experts are chosen from corporate marketing departments, as well as agency marketing and advertising professionals.
Entry Scoring:
Judges score an entry based on the following criteria:
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Relevance (Objective) - What is the objective of the entry? Does it reflect a targeted approach directed to an audience's needs, values and interests?
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Focus & Differentiation (Strategy) - Is there instant recognition that "there is something here for me"? This is the five-second test. Does the entry clearly separate itself from the competition? Does the entry clearly state advantages of its proposition versus any other options?
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Action (Execution) - How well did the entry ask for the sale? Is there obvious communication of "what to do" once the message strikes home? How well does it promote the service or product?
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Breakthrough (Result) - How well did the entry meet the objective? If results can't be determined as of yet, are there preliminary results or plans to measure? Did the entry have stopping power?
Deadline: Monday, Aug. 28, 2017
Companies may enter multiple submissions in one or more award categories. Each submission requires payment of a separate entry fee.
Submitting an Entry
RUBY Awards can be submitted online or via mail, but online submissions are encouraged. Online entries are supported with up to 10 files or links to the entry. Please submit only the number of files necessary to support your entry. Guidelines and copies of forms can be reviewed by accessing the 2016 Ruby Awards Submission Guidelines And Forms prior to completing the online submission process. Please remember to save the pdf to your desktop before completing the submission.
Guidelines
Who can submit entries?
The competition is open to all Ohio travel-related businesses and organizations. Entries may be submitted by advertising agencies, public relations firms or any other type of communications professional, but the entry must be submitted in the name of the travel business or organization for which the work was performed.
How many entries can I submit?
There is no limit to the number of entries. Entries must not have been entered in any previous RUBY Award competition.
What are the entry requirements?
All entries must have appeared, aired or been published for the first time between Aug. 28, 2016 and Aug. 28, 2017. Entries must not have been entered in previous RUBY Award competitions. Only original work may be submitted. All entries, whether submitted online or by mail, must be submitted in digital format. Submissions in the five Print-Based Categories require a physical copy be mailed to the Ohio Travel Association before Aug. 28. All awards, as determined by the judges, are final.
2017 RUBY Award Categories:
The Ohio Travel Association accepts entries in 16 categories, representing three marketing channels:
Print-Based Marketing Channel Categories
Guide/Planner: This category includes visitor guides, group tour planners and meeting planners that are seven pages or more.
Brochure: This category includes all other printed materials less than seven pages.
Newsletter: This category includes newsletters developed and mailed to clients. Submission requires a minimum of three separate issues.
Annual Report: This category includes annual reports prepared for organizations in the Ohio travel industry.
Direct Mail/Insert: This category includes single promotional pieces designed for direct mail or multiple piece direct mail efforts designed around one theme. This category also includes single promotional pieces designed as a free standing insert/supplement of multiple piece efforts designed around one theme.
Marketing Campaigns, Advertisements and Video Categories
Marketing Campaign: This category includes promotional campaigns that involve more than one medium such as a mixture of direct mail, online presentations, print advertising, public relations, audio visuals, etc.
Print Advertisement: This category includes advertisements which have appeared in a newspaper, magazine, outdoor or other print medium. It includes ads of four color or less than four color. It may be a single ad or a campaign designed around one theme.
Radio Advertisement: This category includes any advertisements which have been broadcast on radio stations.
Television Advertisement: This category includes any advertisements which have been broadcast on television.
Promotional Video: This category includes any videos promoting the destination that are not a traditional advertisement.
Digital Marketing Channel Categories
Website: A website promoting your organization or destination.
Digital Campaign: A campaign that uses innovative creative and channels.
E-Newsletter: Newsletters that are distributed electronically, primarily through email, though other original mediums may be considered.
Blog: Judges will examine design, writing, engagement and topics.
Social Media Campaign: This category includes a campaign using social networking sites such as, but not limited to, Facebook, Twitter, Instagram and Pinterest.
Mobile Applications: Any mobile application designed to promote a destination.
Submit Your Entries
Entry Fees:
OTA Members
$10 Initial Entry Fee + $40 Per Entry
Non-members
$35 Initial Entry Fee + $55 Per Entry
Option #1: Submit Your Entry Online:
Guidelines:
1. Entries must be submitted online by Midnight, Monday, Aug. 28, 2017.
* Companies may enter multiple submissions in one or more award categories. Each submission requires payment of a separate entry fee.
2. For the Print-Based Category, (Guide/Planner, Brochure, Newsletter, Annual Report, Direct Mail/Insert) you must submit a physical submission in addition to the material submitted through the online entry. Please mail the physical submission to the Ohio Travel Association, .O. Box #189, Pickerington, OH 43147. Online submissions in these categories should include an electronic representation of the submitted material. Please: Do not mount physical submissions in the Print-Based Category.
3. For the Marketing Campaign, Advertisements, Video Category and Web-Based Category, these must be submitted in one of the accepted formats (pdf, doc, zip, mp3, mp4, wma, mpg, flv, avi, jpg, jpeg, png, gif). *Special Note: When possible, especially with large video files, you are encouraged to submit your video files through a video hosting site, such as YouTube or Vimeo. Large video files take several minutes or longer to upload to the server. All video files that are not submitted through a hosted link will be uploaded to a private YouTube channel for judges to view remotely.
4. For the Marketing Campaign, entries should include representative pictures of any physical items (cups, key-chains, tote bags, etc). Describe the execution of these items thoroughly on the online entry form. Please: Do not mail promotional items to the OTA office. Any promotional items that are mailed to OTA will not be presented to the judges.
Submission Process:
Step 1: Prepare an Entry Summary Form:
Prepare an entry summary for each entry PRIOR to beginning the online submission process.
| 2016 Ruby Entry Form |
Input the following information:
1. Category Name
2. Entry Title
3. Company Name (as it should appear on award)
4. Judging-Criteria Summary including relevance (objectives), focus and differentiation (strategy), action (execution) and breakthrough (results)
Step 2: Collect Files to Upload for Each Entry
Recommended: Create a folder named "RUBY Awards" on your desktop
1. Copy files to a "RUBY Awards" folder.
2. Rename the files to indicate the award category (Guide/Planner, Brochure, etc) and entry number, if submitting multiple entries in the same category.
Example File Names:
YourCompanyName_GuideEntry1.pdf
YourCompanyName_Print_Entry2.jpg
YourCompanyName_MarketingCamp_File1.pdf
YourCompanyName_MarketingCamp_File2.jpg
YourComapnyName_MarketingCamp_File3.wav
Step 3: Begin the Submission Process
1. Click "BEGIN MY SUBMISSION"
2. You will be prompted to login.
3. You will complete a separate entry form for each entry. Click the "Entry Form" button below to begin the entry form. The entry form is two pages.
Next:
1. On page one, provide your company name, entry title and entry category.
2. Provide a summary of your entry (Relevance, Focus & Differentiation, Action, Breakthrough).
3. Click Next.
4. On page two, select and upload your supporting files.
5. Click Submit. (File upload may take several minutes. Wait for the confirmation page.)
Please Note: After you click submit, you will not be able to make changes to this entry from the entry form. If you need to make any changes, contact Beatrice Mitchell (beatrice@ohiotravel.org) anytime Tuesdays, Wednesdays or Thursdays.
6. Review the "Confirmation Page". You will receive an email confirmation for each individual entry.
Then:
1. After completing the "Entry Form" and uploading your supporting file, add your entry to the "Submission Cart".
2. Select your Price Category (Member/Nonmember)
3. Confirm your entry type. (Initial Entry or Additional Entry. Select Initial Entry only once)
4. Click "Add to Cart"
5. After adding the entry to your cart, click "<< Continue Shopping" to add an additional entry. If you are finished with your submission, select "Checkout>>" to pay online or to request an invoice for your entry.
**Special Note: If you add the wrong options to your cart during step two, you may remove the items from your cart and correct it. This will NOT impact the entry you submitted during step one. You do not need to resubmit step one to add an item to your submission cart.
Mailing Instructions:
If you need to include supplemental mail-in items for the print-based categories, mail-In entries must be postmarked by Monday, Aug. 28, 2017. Please mail entries, along with payment information, to:
2017 RUBY Awards
Ohio Travel Association
P.O. Box #189
Pickerington, OH 43147
Option #2: Submit Your Entry Via Mail:
Guidelines:
1. Download the 2016 Ruby Awards Submission Guidelines And Forms. Please save the pdf forms onto your desktop before completing.
2. Complete one Summary Form for your business or organization
3. Complete an Entry Form for each entry you are submitting
4. Prepare your entry materials:
*Please note that all entries must include a digital file submission sent to beatrice@ohiotravel.org. Do not mount any physical submissions.
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For the Print-Based Category, (Guide/Planner, Brochure, Newsletter, Annual Report, Direct Mail/Insert) you must send both a physical sample of your entry with your registration forms, as well as a digital file submission (pdf or doc). Please: Do not mount physical submissions in the Print-Based Category.
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For Marketing Campaigns, Advertisements, and Digital Entries, provide entries as one of the following accepted formats pdf, doc, zip, mp3, wma, mpg, flv, avi, jpg, jpeg, png or gif. These may be emailed or loaded onto a USB/Flash Drive or CD/DVD and mailed with your entry. Please name your files in a way that indicates the entry title, category and entry number.
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For large files, including video and radio, please provide URL or send on USB/Flash Drive or CD/DVD.
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For marketing campaigns, please send only representative images of any physical items (cups, key chains, tote bags, etc.) Describe the execution of these items thoroughly on the online entry form. Do not mail promotional items to the OTA office.
Submission Process:
1. Prepare an entry form for each entry, and download the form below.
| 2016 Ruby Awards Entry Form |
2. Save the forms to your desktop before completing.
3. Input the following information:
- Category Name
- Entry Title
- Company Name (as it should appear on the award)
- Judging-Criteria Summary including relevance (objectives), focus and differentiation (strategy), action (execution) and breakthrough (results)
4. Collect files for every entry
Recommended: When possible, please combine all entry files on to one (1) submission medium (USB/Flash. CD/DVD). Name files to indicate award category (Guide/Planner, Brochure, etc) and entry number, if submitting multiple entries in the same category.
5. Prepare an entry summary form
| 2016 Official Summary Form |
Indicate marketing budget, payment amount and payment method. Be sure to add an initial entry fee.
6. Package all materials together and mail, along with payment to:
2017 RUBY Awards
Ohio Travel Association
Watermark Drive, Suite 375
Columbus, OH 43215
Past Winners and Judges
The RUBY Awards, sponsored by Ohio Magazine, recognize outstanding achievements in marketing, advertising and public relations from Ohio’s travel industry each year. RUBY and Citation of Excellence Awards are presented to travel industry members during the annual Ohio Conference on Travel. Awards are presented for excellence in more than a dozen different categories, reflecting the creativity involved with creating new communications strategies using various media.
Congratulations 2016 RUBY Award Finalists and Winners!
(* Denotes RUBY Winner)
Guide/Planner$0-$50,000
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Brochure$0-$50,000
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Newsletter$0-$50,000
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Annual Report$0-$50,000
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Direct Mail/Free Standing Insert
$0-$50,000
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Marketing Campaign
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Print Advertisement
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Television Advertisement
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Radio Advertisement
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Promotional Video
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Website
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Digital Campaign
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E-Newsletter
$50,001-$200,000
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Blog
$50,001-$200,000
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Social Media
$50,001-$200,000
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Mobile Applications
$0-$50,000
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A Special Thank You to the 2016 RUBY Judges!
Betty Clark
Managing Partner, CP Media & Marketing Agency
Betty Clark has several years of experience as an advertising and marketing professional and business owner. As the Managing Partner of CPMedia & Marketing, Betty has expertise in many areas. Prior to this, Betty was the Director of Marketing & Media for McDonald’s Restaurants in the Ohio Region. Betty is recognized by clients and colleagues alike as a consummate professional with a high degree of personal integrity. She is known for having a contagious passion for excellence, a talent for resourceful business solutions, and a capacity for motivational leadership.
Brian Hoyt
Communications & Marketing Manager, City of Columbus, Dept. of Recreation & Parks
Brian Hoyt is a communications and marketing professional with more than 15 years of experience in the areas of media relations and communication. Brian has worked in public relations and public affairs in both the public and private sector, for the US Navy and organizations such as Northlich, the City of Gahanna, Central Ohio Transit Authority (COTA), SBC Advertising and as the communications director for the Ohio Department of Commerce. Brian currently serves as the Communications and Marketing Manager for the City of Columbus, Recreation and Parks Department.
Lara Kretler
Vice President, Frazier Heiby
Lara Kretler focuses on client service, inbound marketing and fun as a VP at Frazier Heiby, a central Ohio leader in strategic marketing communications. Prior to joining FH, she spent six months at the Tony R. Wells Foundation. During her career, she has served global clients at award-winning firms in New York and Columbus, including eight years spent creating and leading the social media practice at one of the nation’s largest independent marketing communications agencies.
Cody Chomiak
Director of Marketing, Tourism Winnipeg
Cody Chomiak is the Director of Marketing for Tourism Winnipeg in Manitoba, Canada. In 2014, Cody received his Certified Destination Management Executive (CDME) designation from Destination Marketing Association International (DMAI) – recognized as the DMO industry’s highest education achievement and in 2012, Cody was selected as one of DMAI’s 30 Under 30 recipients. Cody brings over 10 years of marketing and graphic design experience to the organization and has a passion for growing tourism in his community.
Marla Tambellini
Deputy Director/Vice President of Marketing and PR, Asheville Convention and Visitors Bureau
Marla Tambellini is the Deputy Director/Vice President of Marketing & PR at the Asheville Convention & Visitors Bureau (ACVB), overseeing the destination’s strategic marketing, social and media relations efforts. Previously, Tambellini helped launch an in-house public relations department at Biltmore Estate, one of North Carolina’s top attractions. Prior to moving to Asheville, she worked for a public relations agency assisting diverse clientele, such as the Michigan Department of Treasury, State Farm and the Michigan Licensed Beverage Association. She also spent seven years as a broadcast journalist in Texas and Ohio.
Brad Gillum
President and CEO, Willow Marketing
Brad is the Founder, President and CEO of Willow Marketing, a full-service integrated marketing firm located in Indianapolis, Indiana. He has spent over 30 years in the integrated marketing communication industry, including experiences as a copywriter, creative account executive, account manager and director of client services with in-depth knowledge of marketing including advertising, public relations and media for consumer, trade, business to business and proprietary education.
Michael Caffin
Associate Publisher, Facilities Media Group
Michael Caffin has worked at the Facilities Media Group for 25+ years, first serving as Managing Editor and then, for the past 13 years, as Associate Publisher of Facilities & Destinations and Facilities & Event Management magazines.
John Lotenero
General Manager, Smart Business Magazine
John Lotenero is General Manager at Smart Business, with responsibility for managing day to day operations of the Events & Magazine departments. Prior to joining Smart Business, he worked in business development and marketing at several companies both on the client and agency side. This includes time as Vice President of Business Development for The Ray Charles Group, Marketing Manager for The Field Museum and account management roles at some of Chicago’s most prominent ad agencies.
Katie Montgomery
Assistant Vice President, Integrated Marketing and Communications, John Carroll University
Katie Montgomery is an award-winning marketing communications and branding strategist with deep roots in communications, advertising, web, media and public relations. Whether launching a website, broadcasting product rollouts, helping product managers cast a wider net for new programs or collaborating with colleagues to create online platforms and programs that raise all partners up, Katie enjoys the challenge of improving ROI on every creative endeavor while also seeing what can be done to maximize results.
Frequently Asked Questions
Do I have to submit my entries online?
No. You may submit your entries by filling out the official summary and entry forms. Then, mail your entry. PLEASE NOTE: Even though you are submitting via mail, you must email a copy of all digital files for your entries.
Where do I send my physical submissions for the Print-based Categories?
After submitting your online RUBY entry, you will receive a confirmation email. Print this email and send this along with the physical submission and any payment that is due to:
Ohio Travel Association
ATTN: 2017 RUBY Awards
P.O. Box #189Pickerington, OH 43147Should I mount the physical submission for the Print-based Categories?
No. The cost of mounting to foam core, wrapping, packing and shipping entries has increased significantly. Mail your physical submissions in an envelope to the Ohio Travel Association. OTA members tell us they would prefer to submit photos of promotional items (such as cups, rulers, etc.) and digital files that represent marketing campaigns. RUBY judges agree that having the physical items available for judging will not alter their ability to evaluate the effectiveness of a marketing campaign.
How do I submit my video submissions?
The preferred method for submitting a video is to submit a link to a video hosting website, such as YouTube or Vimeo. While the mp4 file format is accepted by the online entry form, the size of mp4 files means the upload will take several minutes or longer. Please be patient and wait for the file upload confirmation screen if submitting a video file in the mp4 format.
What file formats are accepted for online submissions?
Accepted file formats are pdf, doc, mp3, mp4, wma, mpg, flv, avi, jpg, jpeg, png, or gif. If you have a file type that is not listed here, please contact Chad Duplain at cduplain@ohiotravel.org in advance to verify that the file can be accepted and to add the file format to the accepted list.
What are the preferred file formats?
When possible, please submit files through third-party links, such as issuu.com or a link to a file embedded on your organization's website.
Have a question that is not answered here?
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