Scottish Thistle Awards 2001 - Marketing Initiative

Winner - British Trust Hotels: ''Easy Breaks''
With 22 hotels in Scotland and a core market of coach groups, British Trust Hotels needed a marketing strategy to compensate for changes in market trends and shorter lead times. A number of research strategies were implemented to confirm feasibility of the target age group and locations, involving ideas and feedback from managers, staff and customers. With excellent use of competitor analysis, test marketing, advertising and evaluation, the promotion has generated a 361.5% increase in business for this new market segment over a three year period, with direct advertising spend now generating on average 11 per pound spent.

Finalist - Glasgow Restaurateurs Association
The Glasgow Restaurateurs Association was set up in April 2000 to promote the commercial success of the city''s independent quality restaurants. They are committed to the continual development of quality to maximise the competitive advantage of Glasgow''s independent restaurants, thereby advancing Glasgow as a general centre of excellence. Targeting the local market (40%), tourist market (10%) and the corporate market (50%), a high quality colour guide was produced and distributed, combined with media promotion and special offers. The judges were particularly impressed by the media coverage received and the design and distribution of promotional material. The initiative has generated a significant number of first-time visitors to Glasgow member restaurants and many members are currently experiencing 5% increases in monthly turnover during the first year.

Finalist - wannabethere.com
Initiated by the Highlands of Scotland Tourist Board, wannabethere.com is the only campaign of its kind in Scottish tourism aimed specifically at the young (16-35) market. Made possible by European regional development funds and ATB funds, the campaign is now self-financing after one year. The campaign aimed to not only increase visitor numbers to the Highlands, but also create a new loyalty market and new brand identity. The highly creative and effective use of marketing techniques included extensive use of the internet, WAP technology, popular youth media and student / university mediums. The judges were very impressed by the enormous energy and creativity in the campaign itself, and the level of information presented in the entry. Excellent results to date have proved the success of this initiative which is expected to run for a further 3-4 years.

Award Description
Open to businesses with over 20 employees and a turnover greater than 1million, this award seeked to recognise those businesses that could demonstrate a successful and creative marketing initiative.

Judges were looking for an initiative that has clear objectives, is well researched, uses creative marketing techniques and can clearly demonstrate success using rigorous evaluation procedures.