Cvent
2019 global positioning campaign for Cvent Supplier Network.
Cvent is a market-leading meetings, events, and hospitality technology provider offering software solutions to event planners for event registration, venue selection, event management, mobile apps for events, e-mail marketing, and web surveys. The business also provides hoteliers with an integrated platform, enabling properties to increase group business demands through targeted advertising and improve conversion through proprietary demand management and business intelligence solutions.
Cvent commissioned Bonsai to develop a global campaign theme for promoting their platforms to both event planners and hotel venues. The task was to drive event planners’ acquisition and attract new hotel venues to register on the platform while positioning Cvent in a stylish and contemporary way, thereby appealing to millennialevent planners and Generation X hotel decision-makers.
Our campaign response selected by Cvent was titled ‘Beautiful Places, Perfect Spaces,’ which we brought to life using photography of spectacular and unique hotels and venues already benefitting from inclusion within Cvent’s platform. This approach allowed us to benefit from using existing photographic assets and provided valuable profile and publicity to Cvent partners. We also added a social media flavour to the design work, making it all very ‘Instagrammable’ to appeal to a younger audience base.
The campaign roll-out spanned America and EMEA embracing a vast range of channels and marcomms, including advertising, performance marketing, webinar and training programmes, a library of e-books, white papers, live and virtual events and social media.
In order for the campaign to be implemented consistently across all regions and by different designers we created a set of guidelines and tools.