Tel: +44 (0) 7958 335985

appleyard logo_aw
IMG_9791 DSC9_0076 lsu902

Emirates Scottish Food Fayre

It is vital to get under the skin of a brand

Reward & Recognition

Trade stands


Cabin crew incentives

We were responsible for co-ordinating  the highest profile & award winning employee reward & recognition programme in the travel retail industry - it was called Alpha Heroes and ran for 3 years. The programme was a key part of the Alpha Airports Group Plc pioneering people strategy to encourage positive behaviours within a culture commensurate with the brand values.


We managed the entire internal communications strategy which involved developing the brand, developing the communications campaign using all appropriate media (to a diverse and international employee community), appointing champions, engaging employees, developing the judging process, the award criteria, organising roadshows - all building up to an Oscar style awards ceremony for 600 people.


A comprehensive integrated internal and external communication strategy on many levels ensured maximum involvement from employees, suppliers and partners. Alpha Heroes was a high energy, hugely motivational programme that won numerous awards and generated much press coverage.

A brand new MINI One was the top prize in a Thomas Cook cabin crew super incentive sponsored by Cecil Macdonald & Portfolio Partners and Alpha Inflight Retail with a further 10 runner up prizes of £100 in John Lewis vouchers.


The super incentive,  designed exclusively for Thomas Cook and which ran for 6 months was aimed at cabin crew across the UK  to drive onboard sales of Magners Irish Cider, Stella Artois, and Pringles. For 3 consecutive years we have been retained to co-ordinate the awards event, POS, showreels, photography & PR.

We have the insight and contacts to devise communications strategies designed to increase brand exposure leading to improved brand profile and sales.


Transformulas is a cosmeceutical brand that is growing in the travel retail sector but was looking for increased brand exposure to the retail buyers in particular.


The team engaged Appleyard Communications to help define the objectives and carry out a stakeholder survey which led to us implementing a media relations strategy to increase industry share of voice.


In advance of key trade events our role was also to provide consultation on communications strategy and generate & schedule meetings with buyers in order to help to promote their new product launches to the B2B audience.

We create brand experiences that deliver objectives on every level; the vision, the brand, the furnishings, the message, use of space, people, and we have even built fully operational kitchens and bars. Our thinking extends to pre-awareness campaigns, social media and networking ideas to generate business opportunities.

Alpha Flight Services, part of the dnata group, recently hosted an exclusive food event, branded “Scottish Food Fayre”  showcasing fresh local produce to the Emirates catering team. A select group of food development partners and suppliers were invited to attend and present their products at Cameron House on Loch Lomond and also featured a cookery demonstration by celebrity Scottish chef Nick Nairn.


We were asked to design the event identity, produce the marketing materials and co-ordinate the event from start to finish.


"Thank you for your amazing contribution to the success of our recent Scottish Food Fayre at Cameron House. I thought that your work on the room, the pull up banners and the table runners just re-enforced the message and set the scene for the day; and I’m glad to say Emirates thought so too." Gerry Delaney, Business Development Director, Alpha LSG.


With a tight deadline of just one week from brief to showtime, Appleyard Communications created and co-ordinated a CNN media/press rally to promote support for the UK CNN Heroes nominee in London.


This involved finding & negotiating a venue, the catering, organising the AV technology and stage set, "rallying the troops", engaging with related NGO's and managing the order of play.


The campaign generated substantial national press coverage in the run up to the awards.



We have written many tenders, brochures and award entries for companies including LSTR, Alpha LSG, Monarch Airlines, Theo Fennell and ANA Aeroportos de Portugal. The process involves gaining a quick understanding of your story, and the key messages that need to be distilled in order to present the key messages in an instantly compelling way.


We are always looking out for innovative ways to present information in a fast engaging manner and produced the first ever 'video brochure'. When opened, it instantly played a video which was quick & easy for judges to digest.You have to see it to believe it so give us a call for a demonstration.




Luxury brochures, tenders, award entries


ISPY inflight conference

The founders of iSPY (“Inflight Sales Person of the Year”) commissioned us to organise and market a new initiative - a 3 day business conference targeted at key decision makers from the Inflight Retail sector. We secured attendance from over 40 senior global airline executives and concessionaires plus a 6 figure sum in sponsorship from brand owners to be involved in conferences & workshops focused on ancillary revenues and customer service innovations.


We developed a new identity (ispyPLUS), created the conference programme, booked the speakers (including the design guru & founder of Red or Dead, Wayne Hemingway), wrote & produced the marketing materials, directed the ad campaigns, delivered a comprehensive marketing & PR strategy for the entire event and facilitated the 3 day event.  


An inaugural event such as this required a fully integrated external communications strategy to raise the profile of the event within the industry and thus meet targets leading to a successful event.


Publicity stunts

Alpha LSG has enlisted our services to organise the last four 'OMG!' cabin crew sales conference and awards events for their airline customers Monarch Airlines, Thomson Airways and Thomas Cook Airlines. We designed and co-ordinated every aspect of these a high energy 2 day motivational sales conference and awards ceremony for the top performing cabin crew.


We co-ordinated everything from conception to finish, including sourcing the venue, appointing all contractors, creating the brand, designing the conference programme, sourcing the speakers, creating the theme, designing stage sets, stage managing the awards ceremony, booking the talent and writing the speeches.

Here's a video we directed and produced for ANA Aeroportos de Portugal to showcase their new store at Lisbon Airport.


We wrote the storyboard, directed the shoot and produced this video for an industry award submission.


The video was included in an innovative communication medium that combines miniature LED screen technology with print. This made it very easy for the judges to assimilate the information.


Retail consultancy

LSTR UK appointed us on a consultancy basis to help them develop the standard of their UK airport in-store marketing. They also requested our insight and expertise to build upon their luxury fashion brand portfolio through research, production of tender submissions and presentations.


Brand consultancy

The overall effect of brand re-alignment can be compelling.


We work with clients to define and create their brand proposition strategy in line with their business strategy, values & mission as the starting point for identity design.


Only then do we consider the brand elements - logotype, colour palette, house font, photographic style, tone of voice, brand hierarchy.


All of which make communications more adaptable in a meaningful way across the needs of the business as a whole.  And if you want us to co-ordinate production of the brand roll-out we can do that do.

RP2 logo_50mm TF compl slip tfstat4 LookLuxe logo square no fill alpha lsg the encompass centre 308642 rec5_RGB

Alpha LSG is setting new standards in airline catering with the launch of a pioneering Premium Kitchen facility at London-Heathrow. The £10million complex at Heston incorporates a hospitality lounge for airline customers, conference and presentation facilities plus highly-optimised production and logistics centres. Over 40 airlines will be serviced from the new centre which has a capacity for producing 76,500 meals each day. Around 24,500 flights will be catered from the facility each year.


We were invited to manage the interior design process, the branding and the marketing plan plus co-ordinate a high profile media launch.


Attendees included Alpha LSG's top airline customers, suppliers, the local MP and press. The event started with a drinks reception in the customer lounge, followed by a tour of the facility in a golf buggy, culminating in an indoor street food market where guests could enjoy a selection of global cuisine cooked by the Alpha LSG chefs.


"The part you played in formulating and delivering the PR plan, the launch event coordination and the website has been invaluable. Not to mention the parallel project of coordinating the OMG Awards which has roved to be such a huge success." Lance Hayward, Integration & Strategy Development Director

The future face of flight catering

Looking Luxe

LOOKLUXE is a high end business partnership that combines the talents of celebrity makeup artist Rosie Scott and Photographer Sarah J Martin to create beautiful bespoke magazine style headshots for business people who want their personality to shine through. Clients receive a personal photography shoot after a professional hair, makeup and styling session that show cases their individuality and personality.


We created the LOOKLUXE brand, helped them develop their marketing and business strategy including social media and expos and worked with them to develop an initial sales pipeline.   .