'The Open Golf Championship' for Sodexo Prestige by Cyance

About the client company
Sodexo Prestige is the UK's leading specialist event caterer and provider of corporate hospitality packages. They provide catering and event logistics services at prestigious events such as the RHS Chelsea Flower Show, golf's Open Championship and Royal Ascot.

Strategy - Broader business issues the company is facing
The economic climate has meant that providers of corporate hospitality have seen a huge decline in sales. This has been an area that many client organisations have cut back on, leaving the market in tough times. This means that Sodexo has to work harder and smarter to find new markets for its products. Coupled with the hiatus around Tiger Woods, the world's leading golfer and sales tool for such an event; Sodexo were going to have to work hard to meet their tough business targets.

Objectives of the campaign
The approach taken with this campaign was different to any other that Sodexo had undertaken in the past. Sodexo had previously tried email acquisition campaigns, renting data from other data owners but achieved disappointing results. This meant there was reluctance on the part of Sodexo to replicate past failures.