The 11th annual Hotel Marketing Awards will take place at the Savoy hotel, in London, on 13 December 2004. Entrants, who must submit their applications by 22 November, will do battle in six categories, as follows:
Best marketing activity on a small budget
Rewards those who prove that effective marketing is not always tied to a big budget. The upper limit is £5,000 and judges recognise entrants who have achieved measurable results through their campaign – be it electronic or more conventional. Last year’s winner was the Gleneagles hotel for its “Friends of Gleneagles” campaign.
Best hotel brochure
Judges are looking for brochures that have been designed to suit the target market, accurately portraying the property and firing the imagination of potential guests. Last year the Gleneagles hotel walked off with the prize.
Best fully integrated marketing campaign
The winning campaign will involve various strands, for example staff training, sales and shareholders. Corus Hotels won the award in 2003 for its FANtastic Summer Campaign 2003.
Best leisure marketing activity
The winner will have created a strong and effective campaign for a leisure programme. Last year won by Hilton for “Hilton Family Breaks.”
Best use of technology in marketing
Technology will have played an integral part of the winning campaign. Last year won by the Savoy group for its integrated electronic customer relationship management internet programme.
Best public relations activity
The media must be relevant to the target. Judges will look for activities that generate coverage and use the budget wisely. This award was won last year by Moat House Hotels for its “Tour de Club Moativation” campaign.