Read about our QHotels Event Profs Panel campaign, shortlisted in the MIMA (Meeting Industry Marketing) Awards for Best Brand Campaign.
As well as being awarded Consultancy of the Year in the CIPR PRide Awards, our campaign for QHotels also picked up gold for Best Corporate & Business Communications Campaign.
It’s always exciting to have our work recognised by our industry peers but even more so when it’s celebrated in our client’s own industry too.
And that’s exactly what happened this month as our client, QHotels, was shortlisted in the MIMA (Meeting Industry Marketing) Awards for Best Brand Campaign.
Part of QHotels’ shortlisted marketing campaign - which had a key objective to raise awareness of the brand with one of its priority audiences, C&E bookers - was our award-winning QHotels Event Profs Panel project.
The campaign was based on insight highlighting how the events industry has seen a shift towards younger and less experienced professionals. Industry research revealed that personal knowledge and experience was the biggest factor in venue and event partner selection. However, inexperienced bookers were less likely to have a first choice of groups or brands.
With this in mind, our QHotels Event Profs Panel was designed to enable QHotels to gain clear insights from event bookers in the early stages of their careers, as well as creating a clear differentiation for the brand against key competitors.
The campaign focused on the creation of an Event Profs Panel, made up of young events professionals and facilitated by QHotels. The aim of the panel was to bring bookers and organisers with less than five years’ experience together, to help shape the future of the industry.
The panel has attracted 16 young professionals from major agencies and corporates within the events industry and our discussion findings have already grabbed the attention of the media and industry bodies, such as the HBAA.
More than 60 pieces of coverage on the Event Profs Panel have appeared in key trade titles, reaching an influential audience of event bookers, both agencies and corporates.
In the 2016 BDRC Meetings Metrix report, QHotels rose to become a top 10 hotel brand in the UK, and awareness among agents rose to a record 90% in 2016 (79% in 2015), while awareness among corporate bookers reached a record 62% (51% in 2015).
Conference and event enquiries rose by 10 per cent in May 2017, compared with May 2016, while unique visitors to the website’s conferencing section rose 17 per cent over the same period.
And what’s more, QHotels also outperformed almost every ‘midscale’ hotel brand on converting awareness to event venue suitability.