Wyboston Lakes resort shortlisted for national marketing award

 Louisa Watson, Director of Marketing at Wyboston Lakes
Wyboston Lakes, the UK’s largest privately owned single site conference and leisure venue, has been selected as a finalist in the category of ‘Best Integrated Marketing Campaign’ in the Meetings Industry Marketing Awards (MIMA) 2017. 

MIMA was launched in 2002 to raise the standards of marketing in the meetings and events industry and to recognise marketers: its annual awards are seen as the most prestigious in the discipline.

Established for 35 years as a premium provider of conference and event facilities, five years ago Wyboston Lakes embarked on a multi million pound investment programme to enhance its existing facilities and to extend its opportunities in the leisure sector.  A major element of the investment was the creation of a premium spa facility - the Y Spa - within the Waterfront Hotel, which is one of three distinct venues on the company’s 380 acre site between Cambridge and Milton Keynes.

“Our submission for the MIMA awards detailed our Y Spa Re-Humanise campaign in Q1 of this year.  Rather than doing the normal New Year campaign to promote the Spa and leisure we decided to focus on feeling human again after Christmas.  We worked closely with our Spa product brands to create unique packages. It was a hugely successful campaign for us and one we are very proud of.” said  Louisa Watson, Director of Marketing.

The campaign was primarily geared around the Spa with a lead in to other leisure options. It was supported by a wide ranging marketing campaign. Called “Re-Humanise”, it was a fully integrated campaign, using a variety of communication tools to maximise the chances of engaging with the target audience. Running for a period of three months from January to March 2017, the campaign employed a variety of online, offline and social media tools. Creative collateral was also produced and included adverts, posters, banners and flyers. The campaign was supported by visually powerful e-shots and a well-targeted PPC campaign.

For the first year the Meetings Industry Marketing Awards (MIMA) has also teamed up with EVCOM in a move that will see the two events share a stage on 17th November at the Park Plaza Westminster.

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