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Jellybean Creative Solutions - Foodservice Marketing and PR Agency

Hotelympia 2016

The Task

To yet again take up the PR mantle of the UK’s biggest hospitality event, Hotelympia, helping drive awareness, promoting new and existing features, driving pre-registration, and creating a compelling mini-campaign that would find and forge an emotional link between the heritage event and its visitors.

The Solution

For over 80 years Hotelympia has reigned as the undisputed champion of the sector – the only show with the breadth of exhibitors to deal with every aspect of a hospitality business. With so much sector-specific expertise on show, Jellybean created the #Yourshow campaign to ensure that each and every Hotelympia visitor felt like they were at a show bespoke to their needs and requirements.

The mantra: Whatever day you choose to spend with us, and whichever attraction, innovative new product, key exhibitor or insightful speaker is on your hit list, this experience will be individual to you, all about your needs, the requirements of your business and your customers. Your show.

To support the campaign and launch Hotelympia proper, Jellybean created a highly compelling video ‘The Welcome’ – shooting on location at some of the capital’s best known spots including The Oxo Tower and The Royal Garden Hotel. The video placed the viewer into these locations using an immersive POV technique – created using a highly impressive, cinematic MOVI system –  culminating with them being welcomed into the home of the show, ExCeL London.

The resultant video was featured across trade titles, social media and the Hotelympia website as a hook for show pre-registration but was also used to persuade potential exhibitors that Hotelympia was the show for them.

Fresh Group Marketing and Content Director, Mina Booth: “We had a potential exhibitor who couldn’t decide either way on whether to get involved. They saw the video (at a well-known industry conference) and signed up that day.”

The hard-yards come in the months where the Jellybean PR team kick into gear, ensuring every media outlet is kept up-to-date with the latest speaker programme, details of high octane culinary competitions and brand new, show-stopping features.

Once Hotelympia opens, Jellybean is in charge of making sure the press office – a dedicated hub for journalists – runs without a hitch, as well as ensuring the wider show audience is kept abreast of all things Hotelympia via photography, Vine, Facebook and Twitter!

The Campaign & Results

With almost 1000 innovative Food and Drink, Technology, Catering Equipment, Interiors and Waste Management companies set across the show’s 300,000 square feet, Hotelympia 2016 saw a 15% surge in numbers through the doors during its four-day run with some 26,000 people in attendance. The promise of the very latest products, new features and big names was fulfilled with Hotelympia 2016 hailed by Fresh Montgomery MD, Toby Wand as a “huge success”.

The five-month PR campaign saw:
•       72% increase in total coverage including previews, diary dates, news stories and reviews
•       Coverage to date resulting in a Return on Investment of 93:1 – the best ROI Jellybean has ever produced!
•       An Equivalent Advertising Value of nearly £3 million
•       12.7 million opportunities for potential visitors to see the Hotelympia name with 295 articles in total

Allied to this the social media campaign reached online audience of over 1.4 million users in just four days with #Yourshow the second most used hashtag after #hotelympia2016

On working with Jellybean, Toby Wand said: “The whole team entrench themselves in our shows and understand acutely what it takes to run a successful press office. They’ve achieved some outstanding press coverage this year and with their impressive contacts, relationships, industry knowledge and strategic thinking, we make a fantastic partnership.”