This Online Campaign of the Year category was new for this year and Flightglobal stated it was to honor the website that demonstrates a creative approach to online marketing to promote a brand, product or initiative.

The category was judged by Shashank Nigam, Chief Executive, SimpliFlying, who said: "Great airline marketing strategies are built on the shoulders of smaller successes. Only when multiple niche markets are targeted well, does the airline fill up the plane well. Through this campaign, SAS targeted the LGBT (lesbian, gay, bisexual and transgender) community well - a small, but often rich community, to showcase how friendly the airline is towards this specific group.

"Especially because not too many airlines are daring enough to enter this market so boldly. Moreover, by encouraging participants to create and upload content by themselves, and then requesting votes - the campaign leveraged "the cult" really well. The final success factor was the real-world completion of the contest. Once again, closing the loop with something that is often overlooked in online marketing. Overall, a commendable niche marketing campaign," says Mr Nigam.