Direct ATPI

Direct ATPI delivers world-leading corporate travel to organisations operating in a variety of specialist sectors around the world. 

What they wanted our help with:

• Increasing brand awareness for Direct ATPI at Business Travel Show
• Increasing on stand engagement at the event 
• Developing the creative theme for marketing activity around the event

Here’s how we achieved this...

We first ran a workshop with the team to develop the ‘hook’ or ‘the big idea’ for the event. We helped the client to understand their key points of difference, the messages their audience wanted to hear and what success would look like.

From our workshop we were then able to distil this insight to develop: 

Bringing the idea to life

We had the idea, we had the proof points, we had a visual. We now needed marketing ideas to bring this to life. We developed interactive marketing ideas for use on stand to increase engagement, awareness and capture contact details, these included:

• Green Carbon Tokens - votes to support projects Direct ATPI were supporting across the globe
• World Map Corkboard - postcards to be pinned to the map with ‘what really matters to me’ from the prospective client
• Brand Video - showcasing brand messaging and sustainability commitment 
• Videography - on stand videography asking staff/clients - what really matters
• Drinks Area - free drinks to ensure time on stand was increased 
• iPad Demo’s - demos of Direct ATPI software and ability to sign up/capture contact details on stand

We proposed the best additional marketing channels needed to support the event. All of this activity was tied together with the creative messaging and theme:

Campaign planning for maximum impact

Now it was a case of pulling together the ideas into a structured plan of activity to ensure we could deliver on time and on budget. This included:

• Email Marketing Plan - subject lines, content topics, frequency, databases
• Social Media Plan - which channels, content topics, frequency
• Content Plan - content topics, key messages, assets required 

Design 

Now we had to bring everything together visually to support all marketing activity. This is when we started to bring the brand to life through the invites, email marketing banners, social media graphics and most importantly the event stand itself. 

Campaign Delivery 

The final stage - ensuring all planned marketing activity was delivered on time ahead of the event. We ensured invites landed on the right date, emails regularly provided expert insight, social media grabbed attention ahead of the event and the event team kept the stand buzzing throughout the event.