Judging

Entries are evaluated in five equally weighed categories: Marketing Objectives, Creativity, Quality, Content, and Results. Entries are scored based on a graduated point system ranging from 0-50. Judges are asked to evaluate each entry based on its own merit and success with achieving its objectives as outlined in the entry's Communication Statement. Entries are not judged against other entries in their category. Therefore, it is possible to have multiple winners, as well as no winners in a single category. Judges are comprised of marketing, advertising, public relations and Internet professionals, as well as leading members of the travel community who determine category scores independently of one another. Scores are then added cumulatively and an average score is determined. All scores are computed electronically online and verified by officials of HSMAI, and final scores are not revealed.