law creative brochure
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LAW Creative BrochureTRANSCRIPT
CREAT IVE
At LAW Creative we blend passion and instinct with rigorous strategic know-how.
We align brand marketing skills in offline, digital and social media channels with leading
edge technology.
We mix planning with agile implementation.
We are an agency that cares and ignites action amongst customers and inspiration
amongst internal stakeholders.
We have proven capability to build brands and create, manage and implement effective
multi-channel campaigns.
We offer integration in the truest sense. We are not a collection of disparate companies
with competing objectives, but a single team with one objective: to maximise your return
on investment.
Benefits we deliver through planning:
• Insights that reveal brand opportunities
• Robust and inspiring brand positioning, communication, innovation strategies and ideas
• Coherent integration of all communication channels
• Increasing your organisation’s commitment to the brand
– We use proven methods of creating real engagement between business teams,
the brand and the consumer
WINNERHMA AWARDSBEST AGENCY CAMPAIGN
lawcreative.co.uk
BroadstockBurt’s BeesButlinsCaesars Entertainment Café BarCaffè NeroCaffè RitazzaCharing Cross HotelCool SpacesDavid Lloyd LeisureDavid Lloyd StudioeasyCar ClubEcobatGirlingGoodwood Estate
Grosvenor CasinosGuoman HotelsHarbour ClubHoliday InnInterContinental Hotels & ResortsJam TreeJurys InnLucasMaruMassarella Catering GroupMecca BingoOPROPlayboy Club LondonRank Group
Royal CaribbeanRoyal Veterinary CollegeSpirit Health ClubsStreamline FoodsThe CumberlandThe GrosvenorThe Royal Horseguards HotelThe Tower HotelThistleTRWValue RetailVirgin Limited EditionWeetabix
Virgin Limited Edition appointed LAW Creative to conceptualise, design and create social
media assets for Facebook and Twitter, search engine marketing display ads and a fully
integrated campaign to promote Christmas dining occasions at the London flagship
destination ‘The Roof Gardens’.
A combination of our strategic approach to problem-solving, ability to get straight to the
heart of a brand and outstanding creative concepts demonstrated just why we are so
well-placed to support our client on an array of exciting marketing briefs.
99 Kensington High Street London W8 5SA 0207 368 3993 roofgardens.virgin.com
Celebrate in style in our enchanted winter garden
LUNCH PARTIES Include a welcome glass of bubbles, 3-course lunch or buffet menu with wine, unlimited still and sparkling water, venue hire from 9am – 5pm and all the festive trimmings, from only £69PP.
EVENING PARTIES with Champagne on arrival, 3-course dinner or a buffet menu, 5-hr unlimited beverage package, DJ to deck the halls, venue hire from 7pm – 1am and all the Christmas trimmings, from just £165PP.
minimum numbers apply, prices are inclusive of VAT. Available: November – December 2015
Early in 2016 LAW Creative worked with Caesars Entertainment to help them with the
launch of a brand new restaurant, Tasty, with TV chef Tony Singh.
Tasty is a spectacular 120 seat restaurant in its own unique setting in the Alea Glasgow
casino overlooking the Clyde and the Glasgow skyline. It offers a vibrant, fun, relaxed
atmosphere reflecting Tony’s take on life.
Tasty offers an exciting menu with a mash-up of flavours that captures freshness and
energy. Tony is a firm believer on using what is on your doorstep and as far as he is
concerned Scotland has the best larder in the world, from beef and lamb to the scallops
and salmon and even a wee tot of Whisky!
HMA AWARDS 2014SPECIAL COMMENDATION
The IHG Sales Team required an effective, interactive
and intuitive digital sales tool to showcase their 65
centrally managed Holiday Inn and Crowne Plaza
hotels to corporate customers, at the touch of a
button. We scoped, designed and built what has
been coined a ‘game changing and best in class’
web app, fully optimised for desktop, mobile and
tablets. The sales team have used it to attract high
profile clients, including BP, GSK, CISCO and
Amex Travel.
LAW Creative has recently conducted a strategic brand
project for the OPRO Group.
The objective was to work together to determine a future
branding model. This model would be suitable for both
the current product and service offer and sustainable
for future growth, either organically or via acquisition,
and to identify process improvements that needed to be
implemented for the resulting recommendations to be
successfully delivered.
TRW Automotive Aftermarket is the leading safety
products Original Equipment manufacturer for the
world’s vehicles. Now part of the ZF Group, the
business is the second largest in the Global
Aftermarket (the part of the business that supplies
parts to cars already on the road).
With sales of more than €30 billion, the company has the skills, coverage and resource
to be able to take advantage of explaining the brand benefits of being a leading OE
manufacturer to the aftermarket.
Our campaign umbrella theme of ‘True Originals’ reflects that fact. It reminds aftermarket
buyers that they can do no better than to specify parts that the car makers themselves
buy. The result is product innovation, optimum safety and prolonged life. To make the
point relevant to both the brand and its products, we involved the staff of the company
from global locations to find individuals who themselves are true individuals – originals –
to reflect the fact, for example, that they are as passionate about their work for TRW
as they are for the jazz band that they play in, or the equestrian trail riding that they
compete in.
A strategic mix of targeted digital media planning has driven high viewing figures for our
True Originals video campaigns across Europe. With over 50 million impressions, and
views driving towards one million, 18% of viewers have watched the videos all the way
through and an impressive 42% have watched over 75% – proving the large figures being
reached have been targeted with relevant and engaging content.
Hotel Indigo is a brand that is different. Their hotels are all about neighbourhoods and they take every opportunity to share them with their guests.
Neighbourhood Guides
To drive awareness of the hotel’s local neighbourhood story, a bespoke display system was installed in hotels featuring cards with content gathered from the hotel team. From art and culture to local attractions to where to enjoy the best cappuccino. The concept has delivered great results, with positive mentions on TripAdvisor.
Hotel Indigo and the World Photography Organisation
To promote the Hotel Indigo World Photography Organisation partnership, photography masterclasses were hosted advising guests how to take great local photographs on their smartphones. LAW Creative has produced video content with Dan Rubin, Photographer and Instagram expert. The engaging, informative and shareable video content was used online, socially and within the hotel properties themselves.
Top photography tips from Dan Rubin & Hotel Indigo.
Neighbourhood story packs.
A brand synonymous with motor racing, Girling has a long history of pioneering on the
biggest stage. From F1 to Le Mans, the world’s greatest drivers have relied on Girling.
LAW Creative worked closely with the Girling team to help refresh the brand and generate
a new wave of interest to show just why Girling is still the last word when it comes to
quality and safety in braking performance.
Our launch campaign ‘The power to stop is everything’ features dynamic photography,
emphasising how exceptional attention to detail can enhance the braking system.
A second route utilises the brands rich heritage to make a strong statement about
safety; the products Girling offers today are built on exceptionally strong foundations,
because Girling brakes have stopped the fastest cars on the planet.
Loyalty schemes are beneficial to both companies and individuals. Player Rewards is a
very generous loyalty scheme and the only one that rewards members in the UK and
Las Vegas.
This refresh of the Player Rewards identity needed a consistent message and execution
across the casino estate, with the objective of encouraging more customers to join as well
as reminding existing members of the benefits.
A suite of ‘stand out’ promotional graphics and digital communications has been created
by LAW Creative.
Caffè Nero Group is one of the leading coffee house operators with over 600
stores worldwide.
LAW Creative has worked alongside Caffè Nero to create a new ‘look’ for the brand,
specifically for their seasonal product promotions, including the launch of new muffins
and a summer frappé range. This has been achieved via fresh new photography and
design, which has been well received throughout the whole business.
Our unique blendof espresso, milkand ice
100% Pure Fruit Juiceblended with ice
In the competitive modern marketing landscape, making the most of every opportunity can be the key to success. IHG and LAW Creative have developed an idea that does just that for IHG Business Rewards, a relatively new loyalty scheme that’s been extremely successful in attracting meeting and event bookers.
We created an interactive microsite to celebrate Business Rewards’ 1st Birthday. The objective was to celebrate the scheme’s 1st birthday with members, thank them for their loyalty and raise awareness of the rewards programme and IHG itself.
Make new friends. Come and make a weekend of it at Holiday Inn. With 57 locations across the UK from London to Edinburgh, there’s plenty of choice for the perfect family getaway.
Book direct for our best price. Book today: hilondonbloomsburyhotel.co.uk/weekend
Make a weekend of it.Best PriceGuarantee
In the four years that I have been working with LAW Creative they have operated
very much like an in-house agency – understanding our business, providing quality
work against brief and acting as an extension of our team. What has been refreshing
is their genuine passion for creating campaigns that not only deliver the message but
which generate true returns on investment.
David Collyer
Marketing Director, InterContinental Hotels Group
Spend quality time.Come and make a weekend of it at Holiday Inn. With 57 locations across the UK from London to Edinburgh, there’s plenty of choice for the perfect family getaway.
Book direct for our best price. Book today: hilondonbloomsburyhotel.co.uk/weekend
Make a weekend of it.Best PriceGuarantee
The easyCar Club lets owners make money by renting out their cars and helps drivers
save money through cheaper, more convenient, local car hire.
Branding, website design and promotion by LAW Creative.
The social way to hire
The social way to hire
LAW Creative created a fully co-ordinated promotional campaign to launch ‘Mecca
Millionaire’ for Mecca Bingo. The promotion aimed to create the first millionaire bingo
player in the UK and a highly visible campaign was developed to generate interest from
new and existing players. This proved to be highly successful in achieving excellent levels
of attendance and there were four winners of the million pound jackpot.
LAW Creative delivers to all of our demanding Mecca Marketing deadlines with
several design options and achieves the balance of pushing the boundaries but
remaining within our brand guidelines. With strong account management, creativity on
new ideas and always delivering on a brief it is a pleasure to work with the LAW team.
Carla Morley – Mecca Bingo
coffeeloveas much as we do
for those who
BULK BREW THE POWER TO DELIVER MORE FILTER COFFEE
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Café Bar, the UK’s leading hot beverage solutions company, appointed LAW Creative to
launch a new brand look and feel into the marketplace. LAW has quickly and effectively
designed a new brand identity via evocative photography, bundles of personality and a
passion for coffee. It’s what we call ‘coffee art’.
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Good Food Group is a major food producing company based in Denmark.
LAW Creative helped to build their ever-popular product range of reduced sugar
and 100% fruit jams, marketed by Streamline Foods in the UK, into a sought-after
and even more successful brand.
In support of InterContinental Hotels & Resorts’ Winning Ways and Responsible Business,
LAW Creative is proud to have created and produced a ‘Make A World Of Difference’
General Manager Toolkit to promote Responsible Business Day and latterly Responsible
Business Week for three consecutive years. This is a global initiative in association
with National Geographic. The campaign has encompassed channels including film,
social media, website and e-marketing.
WINNERHMA AWARDSBEST INTERNAL MARKETING COMMUNICATIONS
LAW Creative has assisted in building Grosvenor Casinos into a strong and sustainable
brand to establish the business at the forefront of the casino market. The brand has been
built on the vision of escaping through play, creating unexpected twists and being serious
about fun. The ultimate aim is to create a brand with the potential for further national and
international roll-out.
LAW Creative was appointed as lead
agency, to bring strategic and creative
integration to all of Grosvenor’s marketing
activity and drive synergy through the
creation of an integrated marketing plan.
We held a series of planning workshops and
collaborative working sessions to re-frame
the business challenge and stimulate new
ideas and thinking. Our workshops also
fostered a more synergetic process and
brought ideas together from across all the
agency and client teams.
Working this way, we were able to help the
client develop an integrated plan under a
single umbrella theme, consisting of five
months worth of communications. This
covered everything from PR and content
generation, through to celebrity involvement
and social media, plus broad reach media
(including mobile and SEO), sponsorships
and promotions.
In addition to winning the Hotel Marketing Association Award for ‘Best Agency Campaign
or Promotion’ and the many successful consumer-facing campaigns that LAW Creative
runs on behalf of its clients, there are other areas of communications where the agency is
able to assist. Areas that are just as potent in the delivery of the brand message and the
success of the brand.
LAW Creative is able to offer on-brand creation and delivery of a myriad of internal
communications and business-to-business tasks for on and offline projects: brand
framework; bids and tenders; management and staff engagement; video messaging;
content creation and copywriting; presentations; outsourcing and project management.
LAW Creative is working with Butlins to promote their
conference and events facilities.
Traditionally a leisure destination, C&E is a key focus
for the Butlins team looking to drive bookings and
increase revenue. LAW Creative has produced an
entire strategy and complete marketing plan. A new
sales pack, website, email campaign, press ads
and PR campaign are just a few of the items that
will deliver for Butlins, each with a highly segmented
target audience and item content.
This events campaign has generated a 200%
increase in enquiries, a contract worth £500k and
is on target to achieve a 30% increase in events
business for the company.
conference
&EVENTS
LAW Creative has completed a major international rebranding programme for David
Lloyd Leisure. The new ‘look and feel’ touches every aspect of membership. In addition
to the modernisation of the famous David Lloyd logo, the creation of a new strapline and
a complete marketing communications relaunch, the new style seeks to reinforce the
company’s excellent reputation, encourage loyalty and assure quality. At the same time
a new CRM programme and continuous customer research programme has ensured that
the scene is set for successful future membership acquisition and retention.
LAW Creative is a fully integrated and proactive marketing partner for David Lloyd
Leisure (DLL). They have been a core asset in enhancing David Lloyd Leisure’s position
as Europe’s leading premier Health, Sport and Leisure business. DLL has worked
together with LAW for a number of years, to arrive at an innovative and competitive
positioning for our core brand, sub brands and products.
LAW have been highly effective in communicating the David Lloyd Leisure proposition
to acquire and retain members with results in both disciplines being testimony to the
added value that LAW bring to the table. Their ability to work at pace and at multiple
levels, from strategic planning to simple stationery requests, ensures that DLL has
what it requires to continue to perform and maintain its position in the market.
Huw Davies-Thomas
Marketing Director, David Lloyd Leisure
Already underway with various digital and email projects, our first challenge for Value Retail
was to promote their concierge programme, which rewards hotel staff that successfully
endorse Bicester Village and encourage guests visits.
We were tasked with creating a database of 400 London hotels that suited Bicester
Village’s discerning clientele. Following this we recruited and briefed brand ambassadors
to visit the hotels to collect data, discuss the programme and leave uniquely QR coded
trackable collateral to empower hotel staff to promote the village to their guests.
The response at hotels was overwhelmingly positive, with some running out of collateral
almost immediately. The end result for Value Retail is a vast and detailed contact
database, a quick start to a positive relationship with leading London hotels, and easily
measurable results from the collateral left behind.
Goodwood briefed LAW Creative to deliver a powerful email solution to broadcast
newsletters and promotions to their members.
We configured our LAW AMP email solution for them to allow their staff to easily create
and broadcast creative, appealing and consistent communications.
These emails have been incredibly successful, achieving outstanding figures, which can
be tracked using the powerful reporting functionality of LAW AMP.
Figures:
• Open rates of up to 67%, double the industry average
• Click rates of up to 48%
• 1 million emails are broadcast each year
• 17 email templates created for the various parts of the Goodwood Estate including
Racecourse, Golf, Festival of Speed, Aero Club, etc.
Goodwood
CHRISTMASTHE PLACE TO BE SEEN THIS
& New Year 2014/2015
TASTEGOOD HONEST SEASONAL FOOD & DRINK
LOVELAZY MORNINGS? BOOK A ROOM
SHINETOP TIPS FOR PERFECT PARTIES
Strategic planning and implementation of integrated brand building campaigns.
Burt’s Bees has launched its first natural body care pre-pack into UK independent
pharmacies offering a selection of ‘straight to shelf’ best selling products from the range.
The new campaign and packaging has been created by LAW Creative.
Says LAW Creative Director Keith Sammels:
The Agency has literally been buzzing! Everyone here already knew and liked the
Burt’s Bees brand. We are proud of our work on the campaign and we are pleased to
be taking the range to a wider audience in the UK.
We have captured the natural elements of the product within our design. All of the
packaging and promotional items have been produced from recyclable material and I
am sure that our targets will find the pre-packs an ideal and innovative way to offer the
products for sale.
Massarella Catering Group works with LAW Creative on café development, in-store
restaurant and bar promotion, product development and direct marketing.
The scheme illustrated can be found at selected House of Fraser department stores
throughout the UK.
Harbour Clubharbourclub.com
The Harbour Club is London’s finest health and racquets club, with exclusive venues
in Chelsea and Notting Hill. LAW Creative has been working with the Harbour Club to
produce high-end, elite and effective campaigns that never fail to look premium and
evocative and, perhaps most importantly, have consistently delivered return
on investment.
Last year saw the Harbour Club embark on targeted direct mail and email activity to niche
audiences that has resulted in all sales targets being met or exceeded. All activity has
delivered the brand promise.
youtube.com/lawcreativeUK
LAW Creative has
conceptualised, scripted,
produced, directed, shot and
edited films on location in the
UK, USA, Germany, Belgium
and China.
These films have been seen
by millions of viewers and
have achieved great
commercial success.
In the first in a series of LAW Creative ‘Head to Head’ films, Brett Sammels hosts a
Jay Rayner Masterclass. Fifteen minutes of advice on menu design and content, kitchen
sinking, blue chipping, increasing guest diner ratios, menu science and much more.
Jay Rayner is one of the most influential food writers around. He is an award winning
journalist, broadcaster and food critic and regularly appears for the BBC on MasterChef
and The One Show.
Says, LAW Creative Director, Brett Sammels:
As part of our ongoing commitment to our clients we are constantly building upon
our knowledge base in every area of operation. LAW Creative is one of the UK’s
leading hotel and leisure based integrated marketing agencies. We are award winning
and constantly strive to build both our client’s brands and revenue. Jay Rayner is an
industry thought leader, hugely insightful and influential. This interview will be of great
interest to anyone who operates a restaurant.
LAW AMP is a game-changing automated marketing platform with CRM capabilities, built
specifically to manage customer data and broadcast targeted email campaigns.
LAW AMP collects and stores data enabling you to create powerful and personalised
email campaigns.
LAW AMP currently broadcasts around three million emails per month for a variety of clients.
We can provide you with a dedicated data insights manager to analyse your campaigns
and make recommendations to improve ROI.
LAW CREATIVE
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lawcreative.co.uk
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CREAT IVE