Business event advertising

Venue marketing is a busy and complex marketplace. New and unusual spaces offered by a wide range of new players entering the fray and constant competition from the more established hospitality industry providers.

To retain and increase market share, hotels have been reinventing themselves to keep one step ahead of the business event requirements.

Thistle Guoman Hotels are one such chain, having invested in a wide ranging and multi-million pound series of refurbishments for their range of unique and individual hotels throughout the British Isles.

Creating the incentive

To promote the user benefits of this investment, they needed to initiate ongoing dialogue with the event booking community through standout, OOH business event advertising.

The business event adverts were scheduled to appear at rail and bus stations close to each of their key locations in the UK as well as through direct mail and in-event & room leafleting.

The underlying strategy was to initially establish the point of difference and a discount & loyalty scheme was put into place.

The result

The key message was the offer a much better than standard commission rate of 12% and the business event advertising campaign featured a series of food and drink – inspired illustrations that would help to promote this message.

The advertising campaign was highly effective and depicted designs showing the desirable benefit of the extra commission. The campaign was titled ‘Commission on Top and included designs showing:
‘the cream in the coffee’,
‘the cherry on the top’
‘the icing on the cake’