Light Up Their Night
Working on the Lite @ Nite campaign has been one of our most inspiring and satisfying projects.
Over the last few months, Thistle has set up a fundraising project called ‘Lite @ Nite’ to help raise money for 5 amazing children’s charities including:
- British Triathlon Foundation Trust
- Kidscape
- Bernardo‘s
- Kids Company
- The Children’s Society
All these charities work tirelessly to provide support and protection to thousands of kids around the UK and Thistle is committed to giving support and raising as much cash for them as they can.
It’s an on-going project where Thistle is hosting (and taking part in) inspiring events throughout the year. Their aim is to engage the entire company and all their team members, across the country, to be part of something amazing, for the benefit of vulnerable kids.
As well as getting everyone within Thistle to be involved, they are also asking their guests to get involved too. Thistle will be adding (an optional) £1 to every guest’s bill automatically throughout the summer with the hope that they’ll raise a significant amount for these charities.
In order to communicate both the great work that Thistle are undertaking along with the £1 added onto the bill, LAW Creative were asked to develop a suite of in-hotel collateral. This included a cassette banner for the reception areas, postcards for in-room and also posters and tent cards. The creative reflected the look and feel of the Lite @ Nite website, as well as adhering to Thistle brand guidelines. This was key to ensure that the message would clearly be communicated as a Thistle project.
For the hero image, LAW Creative chose to use an image of a happy smiling girl throughout the collateral to engage the audience and to highlight that the fundraising was to help children. The headline ‘Small change. Big smiles. £1 makes all the difference’ was emotive and tied in with the Lite @ Nite proposition, ‘We’re raising big smiles’.
The end result is an impactful and eye catching campaign that will hopefully encourage all guests to approve of the automatically added £1 on their bill. So far, Lite @ Nite has raised a huge amount of money, and fingers crossed this campaign will ensure that they continue to do so.
Get the full story at www.liteatnite.co.uk
LAW Creative is a specialist hotel and leisure integrated marketing communications agency. www.lawcreative.co.uk