Educate, Inform, Persuade

Our clients are diverse by industry, region and culture yet they share three core characteristics: they are commercially astute, they have a clear sense of direction and they enjoy strong leadership. In this section you can explore some of the projects we have delivered.

Task:
To launch and build awareness of, and engagement with, Women 1st, an initiative providing Continuous Professional Development (CPD) and mentoring to help women achieve their career aspirations in the Hospitality, Leisure, Travel and Tourism (HLTT) industry.  Created by People 1st, the Sector Skills Council for the (HLTT) industry, the initiative has been designed to redress the balance in an industry where women make up nearly 60% of the industry’s workforce but hold only 6% of senior director level posts.

Approach:
An evidence based thought leadership campaign was pursued including:

  • National press launch event hosted by Cherie Blair at The Langham Hotel
  • Dual national/specialist trade press media outreach
  • News generation and commentary
  • Story development, placement and fulfilment
  • Expert spokesperson engagement
  • Case study generation evidencing programme effectiveness

Result:
The launch was well attended by both national and trade journalists and both The Times and The Guardian covered the event as did almost all of the key trade journals.  Women 1st thought leadership articles have been placed in national, trade and management publications to reach decision makers and demonstrate industry best practice. Case studies have proved popular with the press and with women working in the industry. Substantial coverage followed the launch of the Female Chefs’ Development programme, including an opinion piece with the Independent in collaboration with Michelin starred chef Michael Caines.

Verdict:
Lesley Potter, communications and marketing director at People 1st:  “The team at Emmett & Smith is very results-driven. They set challenging targets and are analytical in their approach to identifying and evaluating their achievements within the strategic objectives of the campaign. We have had great coverage for the Women 1st programme and the team has been committed and creative in finding new and interesting ways to engage the media.”