The international Content Marketing Awards 2020 in Cleveland proved to be very fruitful for Hearst Create, as our nominations in four different categories resulted in winning two awards. KLM’s iconic in-flight magazine, Holland Herald, walked away with the prize for Best Overall Editorial – Print, and Holland Herald Junior, a special edition for kids, won in the category of Best New Print Publication. The magazine was also nominated in the category of Best Travel Publication. Dremel, another of Hearst Create’s clients, was nominated in the category of Best Content Marketing Video Series.
About the Content Marketing Awards
The prestigious Content Marketing Awards, an international award show in which agencies from all over the world participate, is part of the Content Marketing Institute. The Content Marketing Awards aim to acknowledge and reward the best marketing projects, agencies and marketeers in the international field, from strategy and distribution to design and editorial.
Holland Herald Junior
Being able to offer younger travellers their very own in-flight magazine was a long-held wish of Holland Herald’s editorial team. KLM’s centennial in 2019 granted us the perfect opportunity to make this wish come true. Holland Herald Junior is packed with playful and informative content about travel, aviation and sustainability. It’s targeted at children of all nationalities aged 8 to 14. The publication is the collaborative effort of KLM, Hearst Create and the editorial team of popular science magazine Quest Junior, which is also part of Hearst Netherlands. Hearst Create has been responsible for the creation and production of Holland Herald since 2014. The magazine – which was given a Covid-proof coating in July 2020 – can be found in the seat pockets of all KLM flights and is filled with travel inspiration, interviews, art, lifestyle and up-to-date information about all of KLM’s activities.
The jury for the category of Best Overall Editorial Print praised the creators of the special 100th anniversary issue in October 2019, stating: “Wow. We were so impressed with the October 2019 issue. We can imagine airline customers taking this publication out of their seat-back and making their flight more enjoyable.”
The magazine was applauded for its ‘enjoyable features’ and ‘eye-catching design’. In the category of Hospitality/Travel Publication, the jury was also full of praise. “The Holland Herald contains a lot of content that can appeal to anyone who picks up a copy. I typically read the in-flight magazines and found this one to be one of the nicest and best laid out of any I’ve seen. It would certainly give passengers plenty to read during a long flight. The creative direction is lovely. The copy is brief in all the departments, but the gorgeous imagery sets it off perfectly.”
Reward in challenging times
Holland Herald’s Content Director, Alexandra de Jong, is very proud of winning these awards. “To receive this kind of praise from experts in these challenging times is of great value to our team. Holland Herald Junior was such an exciting project. It’s such a milestone to offer kids their very own magazine on board!”
Daphne Hoogenboom, KLM’s Media Manager (Global Marketing & Brand Identity), is also honoured. “Especially in these difficult times, it’s a blessing to be appreciated by an expert jury, for a magazine that has been valued by passengers for years. The fact that Holland Herald Junior was also rewarded underscores the value of this unique product in our anniversary year.”
For its client Dremel (part of the Bosch Group), Hearst Create was nominated in the category of Best Content Marketing Video Series. Content Lead Loes Evers is proud of this recognition. “The fact that home improvers are finding and highly appreciating our DIY video series for Dremel is already super rewarding. Having an expert jury also acknowledging its quality is like the cherry on top.”
Together with Hearst Create, Dremel is working towards a more focused content marketing strategy that will guide content creation. In addition, Hearst Create have also produced video series based on the brand’s four main target personas. By creating data- and persona-driven content, Dremel has been able to achieve optimal ROI. Estelle Fortunati, Dremel’s Content Marketeer, is pleased with this nomination. “The research results show that Dremel and Hearst Create are offering our consumers relevant and high-quality content that meets their specific needs. It’s great to now also get that recognition for our persona-driven content by an esteemed jury.”
Looking to develop or fine-tune your content, marketing or communication plans for 2021? We would love to help you take your content to the next level. Just get in touch by filling in the contact form on our website!