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outsourcing - consultancy - projects


about us


Who are Hume Whitehead? Hume Whitehead delivers outsourced marketing solutions to travel and leisure industry clients of all sizes and needs. We provide expert marketing support to organisations in the increasingly competitive UK travel and leisure industry – either because they don’t have their own in-house team or need additional skills or manpower. We offer: • A single resource that can act as the marketing department for small and mediumsized organisations that don’t have one. • A UK marketing team for organisations based overseas that need sales and marketing representation in the UK • Additional resource at “crunch” times in the calendar • Cover for temporary shortfall of in-house marketing staff. • Tailor-made solutions – either fully outsourced or just what you need. All services can be delivered on an outsourcing, consultancy or project basis.


Sue Whitehead • An award-winning travel and hospitality industry marketer with over 20 years’ public and private sector experience. • During ten years with the renowned Orient Express organisation, Sue was responsible for the global launch of the Eastern & Oriental Express luxury rail service between Singapore and Bangkok. • As Marketing Director of two of the UK’s largest hotel groups – Thistle Hotels and Regal Hotels – she cemented her reputation for brand-building and strategy alongside the delivery of strong financial results, winning Advertising Campaign of the Year for the launch of the Corus brand. • While Regional Director for Europe, Africa and M.East at the Hong Kong Tourism Board, she presided over record-breaking arrivals from her region. • Sue has worked for two high profile industry specialist consultancies – London’s Brighter Group and Strategic Vision International in New York. Her clients included tourism boards, hotel groups and tour operators. • Sue’s strengths lie in branding, strategic planning and the delivery of impactful and results-driven marketing communications campaigns. She has extensive contacts across the industry and has been an active member on the executive committees of both the Hotel Marketing Association and PATA.


Richard Hume • A classically educated marketer with a background encompassing both fmcg and travel industry marketing • Richard has worked in a number of overseas roles, including Paris and Africa, the latter giving him particular knowledge of developing markets. • After beginning his travel industry career with Usit Campus Travel – a student travel specialist – Richard spent five years with the Magic Travel Group (part of TUI UK) where he achieved record sales and revenue for the award-winning Magic of Italy brand and successfully launched the Magic Collection product • Richard was UK Director of Marketing & PR for Tourism Authority of Thailand from 2003-2006 and during this time visitors from his markets reached record levels. • Following the tragic tsunami in December 2004, Richard became a regular media and industry spokesman, helping Thailand’s UK visitors bounce back quickly. • As Director, Northern Europe & Middle East for the Hong Kong Tourism Board, Richard once again presided over record-breaking visitors from his markets. • His highly commercial approach and industry-wide connections enable Richard to forge effective marketing alliances and achieve measurable return-oninvestment. He is a skilled PR practitioner, delivering creative campaigns with real impact.


What makes us different Our style is open and straightforward and we will only commit to what we know we can deliver. We will not make unrealistic promises and then fail to follow through. We will offer the right solution for you – not the right solution for us – and will always be on hand when you need us. Our difference is: • Experience – we are seasoned industry professionals with extensive knowledge of both the public and private sectors • Understanding - having been clients ourselves we fully appreciate the needs and demands of our customers • Delivery - we focus on results, not activity for its own sake • Reliability - the Directors approve all work personally, so you can be sure your marketing is in safe hands • Connections – our extensive network of contacts means we can access the key players you want to reach • Passion – we love what we do and are fully committed to delivering the results you need


How we work We want you to feel as if we are your in-house marketing department rather than an outside agency so we will work closely with you to ensure that we fully understand your needs and the culture of your organisation. We are small enough to ensure that you receive the personal attention of the two Directors – yet by working with a network of specialist associates as required, we can offer expertise right across the marketing mix and deliver the exact solutions that your business needs. We offer all marketing disciplines and are not biased towards one discipline over another (for example, recommending advertising when PR is a better option). We will suggest the solution that is right for your business rather than trying to convince you to go down any one route because that’s where our specialisation lies. And we will work with you in whichever way suits you best …


three ways of working


Outsourcing • We provide a full or partial outsourcing service for clients with little or no in-house marketing capability. • Some clients wish to outsource their entire marketing function, while others opt to outsource specific activities to limit their central overhead costs. • Outsourcing gives you a flexible resource that can be tailor-made to meet the changing needs of your organisation. You can tap into a range of marketing skills which can be adjusted to your particular requirements at any one time. It is this flexibility, coupled with the experience and industry knowledge of its founders that gives us our unique advantage. • Outsourced marketing is particularly useful for small or medium-sized organisations with limited resources of their own, those going through rapid growth or for overseas clients wishing to have a presence in the UK without the costly overheads of setting up their own office.


Why outsource your marketing? • Cost-effective – outsourcing removes the need for expensive internal overheads • Expertise – access to senior level marketers with in-depth industry experience • Speed – we have the infrastructure and network already in place to hit the ground running, saving you the time of recruiting extra staff when you need to move quickly • Flexibility – you can turn the extra resource on and off as needed without long-term commitment • No waste – you only pay for what you need, when you need it • Focus – your company can concentrate on what you do best and leave the rest to us • Simplicity – co-ordination via one point of contract; you don’t have to juggle multiple suppliers in an increasingly complicated marketing environment • No bias – unlike specialist agencies, we will always recommend the best solution based on your unique needs rather than our preferences • Integration – by channelling your activities through one supplier, your communications will work harder, with a consistent look and tone across all audiences


Consultancy • When you want unbiased, expert advice on anything from industry trends to strategy development or improving your marketing performance, we can help. • No buzzwords – no jargon – no stating the obvious. Just realistic, effective recommendations that can help make a real difference to your organisation. With our outside perspective, we will work with you to identify the issues and come up with innovative, carefully considered solutions that are tailor-made for your organisation. • In order to optimise the results of our recommendations, why not let us work with you on the implementation of our proposals through our Outsourcing or Project services? By establishing a close, ongoing relationship we can follow through to ensure we achieve measurable results and long term benefits.


Projects • For those clients that do not need ongoing marketing support, we are happy to work on ad hoc projects, offering bespoke solutions to any marketing need or additional resource at times of extra demand. • With our backgrounds in destination marketing, hotels and tour operating we provide in-depth experience and fast, cost-efficient solutions to both client companies and other marketing agencies. • Our ad hoc services are ideally suited for organisations that have an increased workload at certain times of year, that need short term cover for a temporary shortfall within their own team (eg to cover maternity leave or a sudden increase in workload) or when specific expertise is needed that is not available in-house. • And whatever we do for you, you can be assured of a high quality result… delivered on time and on budget.


what we do


Strategy and planning The key to effective marketing is great strategy and detailed planning. Hume Whitehead will help you understand the market, identify the customers that you can service most profitably and advise you on the best ways to reach them for true competitive advantage, including: • Target markets – effective customer segmentation strategies and advice on which approach will deliver the highest margins and desired results • Marketing objectives – translating your business needs into an action plan that delivers measurable success • Positioning - how you can differentiate your business from your competitors … and help your customers understand why those differences matter to them • Branding and corporate identity – how to develop a powerful brand image and integrate it into every element of your business • Contact strategies - the most effective ways to reach your key target audiences. • Communications strategies - messages that will compel your target audience to notice you and take action!


Research, analysis and market reports • Hume Whitehead guarantees that all projects we undertake are meticulously researched and planned to ensure our recommendations are tailor-made to the unique needs of your company. • We can deliver one-off or regular market reports to give you a snapshot of the market at any one time, provide insight into current or future trends in the industry or monitor perceptions of your key accounts. • We are also able to commission and undertake bespoke market research for you or your clients in line with your specific requirements.


Marketing communications In the ever-changing travel and leisure industry, you need to find increasingly creative ways to attract your audience. We specialise in helping our clients differentiate themselves from the competition in this crowded and competitive environment. Our services include the following: Advertising - from media buying to execution, we can deliver targeted, creative and cost-effective advertising campaigns Affinity marketing - we can source high profile partners to help you access new audiences and leverage on complementary brands Direct marketing – for highly targeted direct marketing, we can advise you on digital versus traditional print campaigns and how to source the most suitable databases Design, print and creative services – we can provide high impact yet cost-effective solutions to everything from corporate brochures to newsletters, point-of-sale material to direct mail pieces Promotions - whether you need to raise your profile or drive sales conversion, we can manage impactful promotions from concept to final campaign launch and follow up


Public Relations PR is one of the most cost-effective yet powerful ways to communicate your messages to your target audience. We can help your PR needs through: Planning – we can formulate creative and impactful PR strategies to raise your profile and deliver key messages Press trips – we can source relevant media and organise all the logistics of a press trip for you Media events – from press conferences to media workshops, we can help you get your message directly to your target media Press releases – we can write and distribute press releases and media updates Speech writing, copywriting – we can advise on or write speeches and other material that requires powerful prose Campaign evaluation – we can measure the success of your campaigns so you can evaluate return on investment Crisis management – with hands-on experience of crisis situations such as SARS and the tsunami, we can develop and deliver crisis management plans to help protect your reputation when trouble strikes


Online and multimedia With consumers increasingly researching and booking their travel online, we are able to offer our clients the latest online services from website development to e-mailings, viral marketing campaigns, search engine optimisation, online advertising, podcasting and blogging. We work with experts at the forefront of technology, enabling us to recommend the most up-to-date solutions. Our services include: • Existing site appraisal • Developing strategic objectives for websites and e-commerce • Project management of site construction or development • Graphic design input into site construction • Website promotional strategies As well as online marketing solutions, we have experience and expertise in a wide range of multimedia options, from the production of DVDs to the preparation of innovative Powerpoint presentations.


Tradeshows, events and launches We can organise a wide range of events to help you engage with your customers first hand. From a local hospitality event to a major international tradeshow, we can take all the hassle of event management away from you. As well as handling the organisation, we can also represent you at shows and events - and our excellent contacts will ensure that we can also deliver a wide and targeted audience to match your exact requirements. Our experience includes: • VIP promotions and hospitality • Tradeshows • Product launches • Trade press conferences • Workshops • Large scale consumer events Whatever you need you can be assured of a professional and comprehensive programme that has been carefully thought through from conception to implementation and feedback.


Training • Through our extensive network of contacts, we are able to offer a wide range of training and coaching to help you get the best out of your people. • From off-the-shelf courses to bespoke training solutions, we can help you develop and motivate your teams towards improved performance and measurable results. • Whether you want to develop high performing managers, improve the sales skills of your frontline staff or address specific technical needs, our training will be driven by you - what you want to achieve, what your people need and what you can afford. We will work with you to understand, create, deliver and ensure success through training and developing your people and your business.


Sales and distribution • No matter how great your strategy and marketing campaigns, it is essential that your product is easily accessible to your target audience. • We have the contacts to ensure that your product gains maximum coverage where it needs to be seen – whether that is tour operator brochures, in retail travel shops or online. • And when the distribution is in place, we will work to train and motivate the people responsible for dealing with your customers – from travel agents to tour operator reservations teams – to maximise their sales conversion.


Who we work for Hume Whitehead’s services are ideally suited to the following: • UK-based small to medium sized organisations with limited in-house marketing resources • Public or private sector organisations based overseas who require sales and marketing support in the UK • Public and private sector organisations and agencies needing extra resource to cover a busy period or temporary shortfall in their in-house manpower. • Any organisation that needs additional expertise or a bespoke solution for an ad hoc project.


Contact us Hume Whitehead Limited GDA House 1 The Mews Bridge Road St Margarets TW1 1RE United Kingdom +44 (0)20 8941 8333 Sue Whitehead sue@humewhitehead.co.uk Richard Hume richard@humewhitehead.co.uk www.humewhitehead.co.uk


www.humewhitehead.co.uk


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