The 11th anniversary

Author: James Braithwaite is an independent, highly researched interactive travel guide, offering boutique hotels and hip hideaways to discerning travellers.

We worked closely with i-escape last year for their 10th year anniversary competition, and returned to us again this year requiring ideas for their 11th. They came to us with the plan to run a competition to win a unique holiday for you and up to 10 of your friends (11 winners in total, 11th anniversary)

We came up with a concept ‘Who Deserves, Wins’ – a play on the old adage ‘Who Dares, Wins’. The idea being the competition entrant must give thought to who among their friends & family circles actually deserve to accompany them on the once-in-a-lifetime trip.

We created a microsite to house the competition, which introduced entrants to the competition, the prize on offer and provided a way to collect entry details.

Entrants could also be considered for a bonus prize (a chef on-site to cook for the guests during their stay) by sharing the competition on their social networks, which in turn helped to proliferate the competition.

Gathering Data

We tracked all entries, their invites, and social shares using Gravity Forms (a WordPress plugin) that allowed us to use custom hooks to manipulate entry data.

Ensuring Delivery: Postmark

In order to ensure prompt and reliable delivery of the invites, we used Postmark to manage outbound email delivery.


3107 entries
1609 social shares
21610 friends & family invited



Early concept work