For our client, QHotels, one of its priority audiences is event bookers and organisers. By increasing awareness of the brand among this audience we ultimately aim to help drive C&E enquiries at QHotels’ 26 venues across the UK.
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, we came up with the QHotels Event Profs Panel. 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.
Aberfield engaged with young events professionals in order to secure members for the panel. We also organised roundtable events which the panel members attended to discuss industry issues and developments, as well as producing reports on the findings of the events.
The panel was designed in a way to allow 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 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 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.
To top it off the campaign was recently shortlisted for a Meeting Industry Marketing Award (MIMA), which aim to recognise the standards of marketing in the meetings and events industry.