As an annual event, the challenge is to increase awareness and excitement about the event year on year. 2012’s destination was Singapore. fatfish was required to create an event brand and allencompassing aesthetic to promote Singapore as the ultimate destination for top achievers to celebrate their hard work during the financial year. The brand was to be rolled out across all manner of print and web platforms including promotional material, email campaigns, video blogs, collateral for the event itself, stage design as well as corporate literature prior to the event to attract sponsorship
2012’s destination offered fatfish an opportunity to explore Asian culture and blend it with the unique personality of Flight Centre. Impactful and playful applications generated a huge volume of branded collateral that was used to adorn offices and stores around the globe. These promoted interactivity with the event website as well as the dedicated Facebook page, both of which were used to run competitions, host sponsors’ promotions and facilitate general networking opportunities for all delegates.
As with any job, fatfish worked closely with the client at all times to ensure demands and expectations were always met and exceeded wherever possible. This meant developing a 12-month marketing plan with critical dates and execution deadlines before the first sketches were even done. Once that was agreed upon, the key themes addressed in the brief were: fun, engagement, excitement and reward for 12 months of hard work. The approach was, “let’s make this a memorable experience at the event but also in everything we produce to promote it.” Having access to some of Flight Centre’s brands was critical in determining the effectiveness of designs and execution. Research into the attending demographic returned the result: “we want lots of colour!”
Essentially the entire campaign was mapped out by fatfish before its inception with both preplanned and reactive email blasts created on a regular basis. The client’s confidence in fatfish’s method of execution and delivery resulted in a very successful working relationship.
The final result was deemed highly successful, more than doubling the pre-event delegate interaction on previous years across all marketing activities.