Principal Hayley wins award for
Most Improved Brand
RELEASE DATE: 25 OCTOBER 2010
Photograph: Helen Coles
collecting the award for ‘Most Improved Brand'.
Harrogate-based hotel group, Principal Hayley, has beaten
more than 40 of the UK's leading hotel and conference centres to
claim the title of ‘Most Improved Brand', based on the results of
the 2010 UK Meetings market Survey, conducted by sector research
specialist BDRC Continental.
In recognition of the accolade, Principal Hayley was presented
with the main award at the Meeting Industry and Marketing Awards
(MIMA), in front of 300 leading industry figures and hotel
operators.
BDRC Continental conducted its annual survey among 500 corporate
meeting organisers, third party event managers, venue finders,
event bookers and associations. The research assessed levels of
brand awareness, usage and preference of each brand across a
nationally representative sample of bookers. Principal Hayley
improved on every one of these metrics amongst each customer
segment, achieving particularly eye-catching advances amongst
associations.
Principal Hayley's achievements were reinforced when it
collected a further award for the ‘Best Integrated Marketing
Campaign' for its Le Tour de Principal Hayley, a booking incentive
designed to raise awareness of Principal Hayley and encourage event
bookings within the group.
According to BDRC Continental, the strong scores recorded for
Principal Hayley resulted in the group, "rocketing up the brand
ranking index in 2010 with a four position rise last year, followed
by an impressive further seven position rise this year."
Principal Hayley's Head of Marketing Elspeth Beattie, said that
the ‘Most Improved Brand' award is a real team effort across all
departments and demonstrates that the marketing efforts are
generating excellent results.
"We are absolutely delighted that independent research has shown
that we have made such a positive impact on the people and
organisations responsible for booking hotels and venues," she said.
"This award therefore goes to everyone working in our 23 hotels
across the UK and Europe, as they are all key to making each event
a success.
"This proves that we are continuing to make an extremely
positive impression and our increased awareness has resulted in
significantly more business."
Commenting on the Gold marketing award for Le Tour de Principal
Hayley, Elspeth said,
"This is great recognition for the marketing team who have
completed some significant projects this year including a rebrand
for the group, the creation of a new website and the progression of
a number of digital campaigns, as we have re-defined our approach
to marketing.
"To bring the various elements together to win the best
integrated marketing campaign demonstrates how well the team works
together across the different disciplines."
Helen Coles, Principal Hayley's Regional Director of Sales for
London, collected the two awards on the evening on behalf of
Elspeth Beattie.