Best Independent Marketing Campaign

The Caterer & Hotelkeeper annual awards, or Cateys, continue to go from strength to strength, earning respect as the only industry awards to be judged by the industry………………………………….. Each year, a special award is made for the Best Independent Marketing Campaign, unique in that it is the only category in which businesses nominate themselves. Once again, Kellogg's Food Services has agreed to sponsor this category in 2000.

The panel of independent judges will be looking for commitment and invention. Any idea or medium can be used, as long as they succeeded in bringing business through the door. The Gibbon Bridge Hotel in the Forest of Bowland, Lancashire, won in 1997 by targeting the wedding market with publicity centred on a specially constructed bandstand!

In 1998, the Alexander brothers and their wives at the Castle Green Hotel in Kendal won over the local market with a series of events, including a summer garden party and a hard-hat tour of the building works, which generated positive press coverage and brought in function bookings.

To enter themselves for the Best Independent Marketing Campaigncategory, businesses must be a single-unit hotel, pub, restaurant or catering outlet, directly controlled by the owner. Single outlets owned by chains are not eligible, but individually owned outlets that are members of a consortium can enter.

The winner last year was "Brazz", a brasserie-bar-café in the centre of Taunton, with a menu created by chef Phil Vickery. Judges were impressed by the energy of the communications employed, even through the recruitment advertising, which conveyed a unique sense of a vibrant, chic and sleek operation.

Alan Shakeshaft, Commercial Manager, UK Food Services at Kellogg's, also felt that Brazz had paid good attention to market segmentation. "This venue is open at 10am until late and so needs to appeal to a range of audiences", he commented.

"We felt they were successful at attracting customers for a morning espresso, a meeting in the long bar or a full meal in the 100-seat brasserie, and this diversity will serve their business well".

You don't have to be big to compete with the best, but you must act early and get those entries in to make 2000 your breakthrough year. Independents should contact Jane Cartwright, Group Projects Manager at Caterer & Hotelkeeper on 020 8652 3659 for entry forms, which will need to be returned by Friday 31 March. n