PR for TMCs - Redfern, part of the global CTM group

Redfern

Case Study

“Cream’s idea for the SOLO campaign was brilliant. From planning to delivery, the campaign went well and positioned Redfern as a company which cares deeply about the experience of female travellers. Cream’s relationships with key journalists ensured coverage was achieved in industry leading titles. In the four years of working with Cream we’ve consistently been impressed by the team’s ability to grasp what we’re about and how to convey this with key audiences.”

Kate Wimpeney, COO Redfern.

The Brief

To position Redfern as a forward-thinking, compassionate Travel Management Company (TMC) focused on delivering an excellent customer experience whilst strengthening relationships with other key stakeholders, including hotels.

Approach

The number of women travelling for business continues to increase as more women take on more senior roles within the workplace. We identified a real opportunity for a TMC to stand out by recognising some of the challenges facing female travellers and championing the organisations that are making female business travel more simple, safe and straightforward.

From our research, we created, developed and launched the SOLO awards – a new, innovative campaign to find the hotels that go above and beyond to meet the needs of the UK’s increasing army of female business travellers.

This wasn’t about fluffy robes and fancy hand cream. This was about the hotels that are actively taking on the challenge of making sure all women feel safe and comfortable when they travel for work.

Results

There were three key stages to this campaign; gathering nominations, engaging with shortlisted hotels and championing the winner.

More than 100 women who travel for business found the time to nominate the hotels they felt went above and beyond when it comes to ensuring the needs of female corporate travellers are met.

A wide range of hotels from across the country were nominated, with eight shortlisted and undergoing a mystery shop before Crowne Plaza Newcastle- Stephenson Quarter was named the UK’s most female friendly hotel.

The potential PR reach was more than 1,000,000 and included coverage in key titles such as PA Life, Hotel Owner and Buying Business Travel.

The SOLO awards received such great feedback, Redfern decided to make it an annual campaign.