Northcote wins ‘Best Innovation’ at Hotel Marketing Awards

In collaboration with marketing agency Umi Digital, Northcote’s marketing team have been awarded ‘Best Innovation’ at the Hotel Marketing Awards 2021.

The awards, in their 26th year, were held at London’s Renaissance St Pancras and celebrate those who champion and inspire marketing excellence within the sector.

During the uncertainty of the first lockdown, Northcote came up with a creative and innovative way to generate revenue while closed. As one of the first hotels to consider selling pre-prepared meal boxes, recipes were developed by Executive Chef Lisa Goodwin-Allen and handcrafted each week by Lisa and the small brigade in Northcote’s kitchen using the finest seasonal ingredients.

Almost 10k gourmet food boxes have been sold, contributing to the goal of retaining all staff throughout the pandemic.

Harry Fielder, Managing Director at Umi Digital, shares that “Winning the Best Innovation award at the HMA this year was a testament to the resilience of both of our teams and I couldn’t be more proud. It was a joy to work alongside the open-minded, forward-thinking team at the hotel. The project stretched both parties from technical requirements to logistical packing challenges!”

Northcote’s Marketing Executive Kim Greaves (l) and Digital Manager Cilla Lowe (c) collect the innovation award

Stuart Procter, Chief Operating Officer at The Stafford Collection, expressed that “I’m delighted to see the team at Northcote recognised for their innovation on the launch of their gourmet boxes. It’s been a challenging year for all in hospitality, and the Northcote team adapted quickly when the hotel was forced to close, to create a stunning dining experience, delivering the same quality and standards they offer in the restaurant, for guests to enjoy at home.”

Through great teamwork among the Northcote marketing team, kitchen team and Umi Digital, they were able to deliver high-quality boxes and ensure that the purchase process was efficient and seamless, enabling Northcote to provide excellent customer service whilst closed. Harry Fielder, Managing Director at Umi Digital, shares that “Following what has been such a tough 18 months, to be a part of such an exciting, innovative campaign has been the breath of fresh air we needed as a team.”

Overwhelmingly positive customer feedback, as well as very impressive sales stats, website traffic and room bookings, confirmed this success. The Gourmet Food Boxes have had a lasting impact on the hotel’s luxury positioning in the industry and have created a new, permanent revenue stream for the hotel. 

Northcote is a Stafford Collection hotel and is situated on the edge of the Ribble Valley, in the heart of Lancashire. Managing Director Craig Bancroft, high profile Executive Chef Lisa Goodwin-Allen and the team are dedicated to their vision of ensuring the perfect experience at Northcote: a renowned small luxury hotel with a Michelin star restaurant. The hotel, a member of the exclusive Pride of Britain Hotels and Preferred Hotels and Resorts, offers 26 individually styled luxurious bedrooms and suites. Northcote’s Michelin star restaurant is renowned for its seasonal dishes, created from the finest produce.

In regards to this project, Harry Fielder, Managing Director at Umi Digital, shares that “Innovation is at the core of our offering and we are excited for the future of Umi’s long-standing collaboration with The Stafford Collection.”