Case Study Institute of Directors
Background
With the approach of 2012 royal Diamond Jubilee and Olympic year the events industry and the world are looking at London. Event venues have a once in a generation opportunity and a challenge to match. Design Incorporated are specialists in venue marketing and currently work with several members of the Westminster Collection.
The marketing need
The Institute of Directors event spaces at 116 Pall Mall are a bit special and represent a unique part of English and London's history. As venue marketing specialists we were asked by the IOD how could a small taste of this tradition be delivered to a targeted prospect list comprising former Soviet Union hospitality industry clientele? By using another distinguished English brand, Royal Mail of course.
The creative
Creating a hard working direct mail design in terms of visually striking, translated and high perceived value personalised 'invitation style' letter and envelope with the stamp of unique character of the IOD had to be the answer.
The technology
Inviting an incentivised response via a special translated campaign landing page on the IOD corporate hospitality website and a Russian speaking event co-ordinator. Direct mail design integrated into a digital marketing solution represent the brand values of service, attention to detail, and quality in a tactile and special way. View our venue portfolio
The results
The venue webstats demonstrate that the venue site has received a marked increase in traffic with a respectable number of Russian users landing on the tailored page before going on to make enquiries via email and telephone. To date the venue has already confirmed 3 majpr event bookings for 2012 based on this campaign.The return on investment being met at the point of confirmation of the first contract.
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