Inntel is the UK’s largest independent meetings and travel management company.
Inntel wanted to persuade their clients they did not have to give up international travel – meetings and conferences – to meet their sustainability goals. e.g. a client has sales teams from three continents. Do they meet in Amsterdam or Atlanta?
The starting point – Inntel carried out a survey which highlighted a desire for greener travel but also pinpointed concerns that sustainability could be expensive.
The survey was a complex and valuable piece of work so Inntel wanted to capitalise on its findings to create a white paper as marketing collateral.
Working together with the brilliant design team at the creative marketing agency Valiant Design we:
To make the white paper relatable to the reader, we found human examples such as: McCormick Place Hotel in Chicago, where a rooftop garden spreading over 2.5 acres produces more than three tonnes of seasonal vegetables and herbs used in the kitchens; British Airways offsetting all domestic flight emissions; and Scandinavian Airlines (SAS) allowing passengers to buy biofuel to cut CO2 emissions by up to 80%.
A white paper provided the perfect medium to leverage the results and key takeaways of Inntel’s survey to a) showcase Inntel’s thought leadership on this topic and b) build a narrative that underlined the value Inntel brings to its clients.
Additionally, the white paper met Inntel’s purpose by showcasing how its clients could benefit from international travel whilst also being able to support the environment.
“Proving your green CSR credentials provides superb opportunities to polish your organisation’s reputation: you can enhance its image by promoting your commitment to sustainable development through PR. Doing so can raise the profile of your meeting, attract attendees and increase awareness of your company in general.”
White papers serve the same purpose – presenting complex concepts, information, trends and innovations in a clear, logical and attractive way. The research and insights presented can position you as a thought leader on the subject and a source of valuable information for your clients.
Contact us at Editing Edge today.