The Belfry Hotel & Resort’s innovative campaign for the launch of its flagship new events space, The Masters Suite, has been shortlisted for Campaign of the Year at the industry-leading miaList Awards 2024. The resort’s Head of Event Sales, Rekha Lyons, who was crucial in helping secure £80+million funding for the project, has also been named as a finalist in the Individual Award.
Highly targeted and immensely successful, the launch campaign has so far reached over six million people and generated more than £15 million of enquiries for The Masters Suite, which is due to open one month earlier than planned in September 2025. From crafting bespoke press releases and securing high-profile interviews, to creating powerful video and speaking at renowned industry events, The Belfry’s Marketing Team devised an impactful multi-channel approach to raise awareness of the new venue.
Commenting on the nomination, The Belfry’s Marketing Director, Gail Aldridge, said: “My team and I are delighted to be recognised for our all-encompassing marketing campaign and are incredibly proud of the results it has driven for the resort and the national impact it has had in raising awareness of our fantastic new venue.”
An indispensable part of The Belfry’s operations, Rekha’s strong leadership and outstanding expertise were integral to the resort achieving the investment needed for its bold expansion project. Her passion, dedication and tenacity have seen Rekha lead The Belfry to record-breaking Christmas sales, create job opportunities, and nurture multiple members of her team to internal promotions. This is as well as reducing team staff turnover and driving the resort’s overall revenue.
Reflecting on her shortlist, Rekha said: “I love my job - it’s inspiring, engaging, fast-paced and immensely fulfilling - and I’m honoured that my passion for what I do has led to me being named as a finalist in awards as renowned as the miaList. It only fuels my drive to work even harder and lead The Belfry’s Sales Team to ever greater heights.”
The Belfry is sponsoring the Event of the Year category at the awards, which are designed to celebrate phenomenal teams and individuals shaping the meetings and events industry, as well as championing achievements in the sector. The winners are due to be announced at a gala event at the Hilton Liverpool on November 7.
Katie Niland, Commercial Director at The Belfry, said: “We are proud supporters of mia, the tireless work it does in connecting and growing the UK events market, and its industry-leading awards which set the bar for excellence across the sector. Rekha, Gail, and the Sales & Marketing teams have all worked incredibly hard, not only to showcase the remarkable potential of The Masters Suite, but also to amplify the resort as a foremost meetings and events destination in the Midlands.”
For more information, please visit: https://www.thebelfry.com/meetings-events/.