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CATEGORY 6:
13
Best live initiative
WINNER: Thales
AGENCY: AGA/GRAVITY CAMPAIGN: ‘THE NEW REALITY’
F
rench defence giant Thales is one of manufacturing site – for the unveiling of the
Europe’s biggest companies, selling new simulator. At the event, a real time
mission-critical systems to aerospace holographic presentation of the simulator
and defence companies internationally. concept was put on display before the
But it had a troubled division, selling flight simulator itself, the Reality 7, was unveiled.
simulators to train pilots. Research Ross conducted face-to-face interviews with
suggested that customers felt Thales was industry giants and hosted a Question
not committed to the business and didn’t Time-style panel session with key speakers.
understand the inherent issues: which After the event, guests returned to the
were that it was no longer just about Hilton for a gala dinner and a chance to
buying flight simulators but about the network with peers. At the dinner, each
whole ethos of pilot training. Airlines guest was presented with a model Reality 7
looking to buy the product also wanted to as a gift.
be offered training solutions. After the event, follow up material –
As part of an overall new business available to both attendees and those who
strategy, a plan was actioned to position could not make it – included a short film
Thales as an industry leader by re- showing highlights from the day and
launching the Thales Simulation product. dedicated microsite, which was
The biggest names in pilot training from continually promoted with industry
the world’s airlines and airframe advertising.
manufacturers, including C-suite and Thales took orders for 14 new
training decision makers, were invited to a simulators, worth a total of £250 million,
live event, which was compered by TV collateral hinted that ‘all will be revealed’ having spent £1.2 million putting the
presenter Nick Ross. at the ‘Flight simulation industry event campaign together. In the longer term,
In the run up to the event, attendance of the year’, and promised a line up of Thales says the feedback tracking opinions
was built through both email and traditional guest speakers that read like a who’s who and attitudes of the target audience will
advertising methods. Personalised emails of the industry. benefit the long term health of its simulator
and teaser postcards were sent to targets, On the day itself, Thales took over the division.
as well as larger invitations that folded out Gatwick Hilton hotel, turning it into the The event attracted considerable praise
from an A5 to A2 poster size. Ads were run Thales Hilton. Guests were welcomed with from veteran presenter Ross, who dubbed it
in various international trade press titles lunch, before being transported by coach to “the most well organised and professional
and a PR campaign rolled out. Marketing a secret destination – Thales’s new event I have covered in the past 20 years.”
Highly commended: ESRI
AGENCY: MGA CAMPAIGN: ‘EMEA USER CONFERENCE ‘08’
E
SRI (UK) is part of the ESRI global such as ‘GIS 24/7’ and ‘GIS 360’, which
business network, holding the single, were designed to enhance the
largest pool of Geographic Information communication of the conference
Systems (GIS) expertise in the UK. Its messaging and understanding of the main
solutions and products meet a range of theme. The themes became part of the
business needs in markets including local conference tone of voice used by keynote
and central government and speakers and delegates.
telecommunications and cater for system The ‘everyday’ theme gave rise to a
integrators and public developers through number of initiatives that supported the
the ESRI Developer Network. event – from securing free teabags to
A flagship event was planned to promote getting local restaurants to offer discounted
new product releases, case studies and rates to delegates. Direct mail, trade press
solutions to a wide variety of audiences, advertising, promotional and conference
including EMEA customers, prospects and literature, a microsite and e-bulletins were
the media. GIS technology is becoming all underpinned by a PR campaign to
more of a mainstream IT tool, widely used promote it.
within the public, private and charitable Sixty five sponsors and exhibitors were
sectors – so to reflect this the event was attracted, plus over 1600 delegates – 33
built around the theme ‘GIS for everyday per cent ahead of target. Ninety-five percent
life’. This was supported by sub-themes, of those rated the conference as useful.
B2B Marketing Awards 2009 - www.b2bmarketingawards.co.uk
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