A MARKETING agency in Huddersfield has written the latest chapter in a success story that began just two years ago.
The Sharp Agency, based at the Media Centre, Northumberland Street, took a coveted silver award in the category for Best Consumer Direct Mail Campaign at the 2011 Direct Marketing Awards in London.
Sharp, one of only a handful of northern agencies to figure in the awards, was recognised for an innovative summer campaign run for Best Western Hotels – which was targeted to achieve a 10% rise in bookings, but actually delivered a four-fold increase.
Mandi Taylor, a partner at Sharp, said the two-month campaign took “stories” as its theme – based on the individuality of every Best Western hotel and how each had its own story to tell.
A number of authors were commissioned to write short stories featuring hotels and their finished work was turned into a book featuring a bookmark offering a discount for people booking at Best Western hotels.
The two-month campaign also involved Twitter – with the hotel’s followers invited to contribute towards a “chain” story.
Said Mandi: “Not many northern agencies were represented at the awards. Many of the awards went to agencies that have been long-established and have large numbers of staff, so it was tremendous for us – an agency less than two years old with 12 people – to win an award.”