Millennium & Copthorne and Four Communications are celebrating a Gold award at the eighth annual EMEA SABRE Awards dinner for their "Healthy Hotels" campaign. The award was won in the Travel and Tourism category.
The campaign aligned Millennium & Copthorne hotels with the fight against diabetes, a serious problem in the Middle East, as six of the top 10 countries in the world with the highest prevalence of diabetes are in the region. Four worked with Millennium & Copthorne on a cross-property, cross-brand marketing and communications initiative founded upon dietician-approved meals suitable for diabetics, backed by exercise classes and fitness campaigns.
Ray Eglington, Managing director – international, said, "The Middle East hotel market is incredibly competitive and this campaign really allowed Millennium & Copthorne to stand out. By owning the issue, the group was able to reach a wide range of targets and saw demonstrable results on the bottom line."
As well as the win in the Travel & Tourism category, Four Communications and Millennium & Copthorne were shortlisted in the Corporate Media Relations category.
Four offers an integrated service to clients including public relations, public affairs, crisis & issues management, media planning & buying, sponsorship, event management, social media, digital services, film, animation and design. In the last eighteen months Four has acquired the UK’s no.1 Travel PR company bgb Limited and the UK’s no.1 Culture & Campaigning agency Colman Getty Limited, and has extended both offers to its Gulf operations. It is now a leading player in a range of key sectors including real estate, regeneration, culture, sports, travel, transportation, financial services and energy.
The SABRE awards, administered by the Holmes Group, celebrate PR campaigns that demonstrate the highest levels of creativity, integrity and effectiveness. It is the world's largest awards competition for the public relations industry.