→ How clear is the statement of the film?
→ How well does the film fit to the target group?
→ How creative/innovative is the film?
→ Does the film encourage the audience to visit the destination/hotel or to buy the product?
→ Is the overall impression harmonious and authentic to the topic?
→ How long does the film remain in your memory?
→ Rating print (creativity, design, appealing)
→ Rating internet (rapidity, creative, clear structure, layout)