DIGITAL digest

Although most of the top honorees this year were foreign companies, one entry from the United States was picked as a Best Practices winner—The Maine Office of Tourism in the Direct Marketing category. It worked in partnership with DMM Inc., Xerox’s 1:1 Lab and Terminal Van Gogh to offer custom travel guides based on the interests of people responding to questions on the tourism office’s Website. Adding personalization was said to have resulted in a 24.1 percent increase in response rate.