Each of the award categories is sponsored and has its own dedicated judging panel made up of:

• A representative from the category sponsor
• An independent industry representative who has experience in the category discipline
• A member of VisitScotland staff who has experience in the category discipline

Each panel works completely independent of each other. They are not aware of:

1. Who sits on the other judging panels.
2. Who has entered other categories.
3. If someone has entered more than one category.
4. When or where other panels are meeting.
5. The outcome of other panels’ deliberations.

The Scoring System - every entry is scrutinised and the judges work to a strict scoring system. The details of the criteria vary to be appropriate to each category. However there is consistency across the categories in the requirements to demonstrate and score on certain elements such as research, delivery and evaluation.

Geographic location, size of company or budget size are not deciding factors. The return on a campaign with a £5,000 budget can be more effective, in relevant terms, than a campaign with a budget of £100,000 – it’s why/what you do with it and the results you achieve that count.

The way the entry is presented does not feature in the scoring system. However, the more concise and relevant the entry, the easier and clearer it is for the judges to score.

Back up material is useful to paint the picture and provide evidence but is not essential and, if presented, requires to be pertinent to the entry.

In the initial stages and only as appropriate to the category, the panel may decide to conduct one/some/all of the following:

1. Invite feedback/references from VisitScotland Network Offices/Local Enterprise Companies/Quality Assurance reports or any other relevant source.
2. Pay an anonymous visit and sample the product/service on offer.
3. Declare a visit and conduct an interview with the entrant.

These actions do not constitute shortlisting. They are conducted to help the panel reach a decision on the shortlist of three entries, which go forward to the final judging panel.

The Final Judging Panel is hosted by a senior member of VisitScotland and consists of a representative from each category sponsor who must present the recommendations of their category panel. This final step is designed to be industry led and to ensure that the panels’ reasoning behind the recommendations are robust and if deemed necessary, questioned by their peers.