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The Design
Flame Design created a booklet that encouraged corporate clients to expand their horizons. Communicating on a personal level, attention-grabbing imagery and a ‘reveal’ mechanism created a sense of intrigue and anticipation. Getting decision-makers to think differently about Christmas, the brochure asked people to imagine themselves transported into another country’s culture and cuisine: a far cry from the traditional approach of turkey and trimmings. Because much of the campaign was about letting go of preconceptions, The Brewery’s logo did not appear until the back of the brochure.
The Results
Even six months before Christmas, The Brewery has confirmed bookings that represent an increase of 15.8 per cent year on year. An unprecedented run of sold-out nights means this represents an increase in sales of 18.2 per cent. Following the mail out of the brochure in January 2005, more than half of the total bookings had been confirmed more than nine months before Christmas, with 6,300 covers confirmed by March.
Judges’ Comments
The judges particularly commended the forward thinking shown in this project. ‘The Brewery took a brave step to take control of their own event spaces and by effectively using design have fulfilled their objectives to gain real profits,’ said Joe Ferry, Head of Design, Virgin Atlantic.
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