How to create a Winning Award

What can you do to improve your chances of winning a Highlands and Islands Tourism Award?

Here judges chair Freda Newton (FN) and vice chair Laurence Young (LY) provide some advice and their Top Tips  

Q…Why should I enter the Highlands and Islands Tourism Awards?

FN They are the Oscars of the tourism Industry. An award is a real, practical marketing tool: it gives potential customers added faith in the product and brings sales.

It also gives staff a sense of pride in working for an award-winning business.

LYCollaborating on an application is a good team activity. It brings staff together to think about all the positive achievements of the business.  Owners/managers can use the award process to build teamwork and positive energy.
There is a huge buzz when the business gets shortlisted, or even wins.
Having an award is also a great message to share on social media, website, blogs, mailshots etc

Q…What in particular are the judges looking for?

FNIt is all about the customer experience and providing true Highland Hospitality

LY – Judges are looking for the magic!  What makes the business special and why does it stand out from the crowd? Tell your story in the application – make it interesting and compelling.

Q…What information should I include?

FN Tell the story from your heart – you know your business the best. And prove that you do what you say by giving examples.

LY – Only include information that answers the question.  Read the criteria for the award carefully and focus on providing information on what is being assessed. Keep answers relevant and interesting to make your application stand out.

Q…What if I’m unsure which category I should enter?

FNIn most cases it should be clear, but if you are in doubt contact Amanda Robertson amanda@primeeventmanagement.com or 01224 646488 for advice.

LYStudy the criteria for the category and make sure your application complies.    Discuss with your team. If you’re still unsure, speak to the awards’ admin team (see above)

Q…In which categories can I nominate someone for an award?

FNNominations can be made for Tourism and Hospitality Hero, Highland Rising Star and Highland Ambassador