AsiaOne wins highest honour at Communicator Awards 2017 for story on cruise ship meals

AsiaOne wins highest honour at Communicator Awards 2017 for story on cruise ship meals
PHOTO: AsiaOne, Royal Caribbean International

AsiaOne has won the award of excellence - the highest honour possible - at the 23rd Annual Communicator Awards, for an original travel feature on how meals are prepared on cruises in the category of general travel websites or tourism for websites.

The award-winning feature, "How a cruise ship prepares 15,000 meals a day out at sea", came about after AsiaOne was invited by Royal Caribbean for a behind-the-scenes food tour on board its luxury cruise liner Mariner of the Seas.

AsiaOne also picked up the award of distinction for other original projects in five other categories: Content & Marketing-Community Building & Engagement for Social (AsiaOne Travel Instagram Page); Video-Documentary for Online Video (Brothers battle rare health condition); Features-Copy or Writing for Websites (He's not broken, he's my brother); Features-Structure and Navigation for Websites (AsiaOne Travel Planner); Features-Video or Moving Image for Websites.

An editorially driven project, the team behind it decided to present content in a different way to typical AsiaOne articles, with greater emphasis on visual storytelling elements such as infographics and videos to complement the article and enhance reader experience.

Photo: AsiaOne

The team decided to use an infographic to convey a large amount of numeric data, providing an easy overview without having to increase the article's length.

The accompanying video - shot and edited by the AsiaOne team - was also posted natively on Facebook for greater reach.

Published on Jan 16 this year, the story itself was widely shared and managed to garner almost 5,000 page views within 48 hours.

The video views on AsiaOne also received over 2,400 views since it was published, and remained among the top 10 most viewed AsiaOne videos for the month of January.

The article and its presentation were entirely conceptualised and executed by the AsiaOne team, with no input from any advertisers.

In terms of social media reach, both the video and the article were well-received on Facebook. The video has since garnered close to 3,000 views, with an estimated reach of 12,000.

The article and its presentation were entirely conceptualised and executed by the AsiaOne team, with no input from any advertisers.

AsiaOne editor Karen Lim said: "The team did a great job pulling together pieces of information and delivering a well-thought-out package.

"Our strength lies in delivering comprehensive story packages and we will continue to do so for our new website."

.Corporate communications manager at Royal Caribbean Cruises, Ms Chin Ying Duan, said they were delighted that AsiaOne won an award for "this eye-opening, informative yet bite-sized feature on our ship".

"Our thumbs up for telling one of the biggest food stories at sea in such a creative and palatable way.

"We really like how the video, photos and infographic come together nicely to present the rarely-seen world of these crew working behind the scenes, which add a lot of colour and soul to their operations and culinary creations."   

Founded over two decades ago, The Communicator Awards is an international programme that recognises big ideas in marketing and communications and it receives over 6,000 entries from all over the world every year.

The Communicator Awards is sanctioned and judged by the Academy of Interactive & Visual Arts (AIVA), a by-invite only group comprising top-tier professionals from acclaimed firms such as Conde Nast, Apple, Microsoft and more.

ssandrea@sph.com.sg

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