Using branding to change perceptions
The Australian Hotels Association NSW is a political lobby group seeking change for the benefit of the hotel industry. The Awards for Excellence are one of the most respected and widely recognised awards in the country. Prior to 2010 however, the Awards had experienced a downturn in popularity, and AHA NSW looked to Freckle to turn that trend around.
Our approach was to focus on design excellence. The hospitality industry is a design-savvy audience, so being able to create something on trend and aspirational was key. Using typography and imagery which oozed prestige helped to revitalise the marketing campaign and encourage a large quantity of
entries and participants.
We provided Creative Direction from brand development and theming through to supporting marketing material, invitations and event collateral. We worked closely with our event partner to manage the running of the event.
It was a pleasure to work with the AHA for three years running, helping them lift the profile and reputation of their brand to new heights.