As QHotels’ retained PR agency, our brief in the first year was to promote the group’s proposition and point of difference within the UK conference and events (C&E) industry.
Our objective was to increase awareness of the brand among event bookers and organisers and, ultimately, help drive C&E enquiries at QHotels’ 26 hotels across the UK.
Starting with the target audience, we conducted in-depth research with C&E bookers, organisers, delegates and the C&E press, to understand current perceptions of QHotels.
Based on this research, our strategy was to bring QHotels’ ‘Inspired by You’ ethos to life; to go beyond simply communicating the strapline to demonstrating how QHotels is inspired by its C&E customers.
The C&E sector has limited media, so the challenge for us was to create newsworthy and insightful stories to ensure a continual presence in the most influential titles and engage with bookers during key periods throughout the year.
With this in mind, we created a series of ‘inspirational events’ and news stories, each demonstrating a greater understanding of bookers’ needs to, in turn, make QHotels synonymous with a great experience for event organisers and delegates alike.
Building close relationships with the C&E media, we conducted research into the sleep, exercise and eating patterns of event organisers to launch the QHotels wellbeing guide and explored the most inspirational moments and people of 2015. But one of the main campaigns in the first few months of the first year was The QHotels Brainwaves Experiment.
Using hi-tech EEG headsets – with sensitive pads to monitor brain activity – we tracked and analysed the changing thoughts and behaviours of event organisers, speakers and delegates during events at QHotels – getting us into the minds of C&E customers for the first time.
The findings, contained in ‘The Brainwaves Report’, resulted in both news and feature coverage across the C&E media.
And beyond media coverage, the findings allowed QHotels to make recommendations for organisers, communicated in the Brainwaves Report and through a series of useful guides. The experiment also allowed us to create wider content – such as blog posts, advice guides and social media posts – to drive the audience to QHotels’ website and communicate across all of QHotels’ marketing channels.
Our campaign helped contribute to an 11% increase in traffic to the C&E pages of QHotels’ website compared to the previous year, during a period which saw an impressive 66% increase in C&E enquiries YOY via QHotels’ website.
Our Brainwaves Report received over 200 unique visits during the launch phase. In nine months our C&E campaign secured 140 pieces of national and regional C&E coverage, reaching almost three million industry professionals.
The campaign won the 2016 CIPR PRide Award for Best Corporate and Business Communications Campaign.