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Impact has been working with Thistle Hotels since 2002, providing a full agency service since 2004.
In 2006 we were invited to pitch against 6 other major agencies to carry out a substantial strategic and creative rebrand. The group was to invest in the repositioning of its brand and property portfolio over a two-year period.
Impact won the strategic and creative roll out of all the marketing material for the transition including interim brand material.
As part of the strategy that included change management, Impact identified the need to communicate the new brand values not only to the external market but also to its internal audience. Without the buy-in of its team the transformation to a 4-star plus offering would only have been in bricks and mortar.
Nicknamed Thistle Culture, a strategic approach was created and executed by a 20-minute DVD, filmed on location in Brighton and Liverpool, an exhibition led road show and a range of literature designed to appeal to a wide range of ages and nationalities.
The Thistle Culture Campaign successfully conveyed its desire to transform the brand to those who would have a huge impact on delivering its success.
Looking at projects strategically often leads you down unexpected paths and finds you making unexpected recommendations to clients.
To advise producing a major internal campaign, right in the middle of a national rebrand, was an interesting suggestion to make.
It was, however, accepted by the Thistle marketing team as absolutely fundamental to the rebrand, despite the additional investment required.
The internal campaign was hugely successful.
disciplines used
Research
Strategy and positioning
Brand values
Tone of voice
Change management
Internal culture
Creative
Copywriting
Location photography and video
Design
Digital
Exhibition Material
Print production
We translate leading strategic thinking into an advantage for your business and your brand through creative and design excellence.