Title	WHEN X MEETS Y
Brand	THE LSG GROUP
Product/Service	LSG GROUP COMMUNICATIONS FOR WTCE 2016
Category	A01. Creation of a new Brand Identity: Consumer / Corporate / Non-profit
Entrant	PINK CARROTS COMMUNICATIONS Frankfurt, GERMANY
Idea Creation	PINK CARROTS COMMUNICATIONS Frankfurt, GERMANY

Name	Company	Position
Jana Apostolopulu	PINK CARROTS Communications GmbH GWA	Chief Creative Officer
Briana Bolger-Schuth	PINK CARROTS Communications GmbH GWA	Creative Director
Aleksandra Hertzog	PINK CARROTS Communications GmbH GWA	Senior Copywriter
Andreas Horx	PINK CARROTS Communications GmbH GWA	Chief Operating Officer
Charly Cyris	PINK CARROTS Communications GmbH GWA	Creative Director
Krisztina Meggyesy	PINK CARROTS Communications GmbH GWA	Art Director
Jörg Böhme	PINK CARROTS Communications GmbH GWA	Final Artwork
Rehana Ali	PINK CARROTS Communications GmbH GWA	Senior copywriter
Kathleen Gebert	PINK CARROTS Communications GmbH GWA	Account Director
Ester Villalobos	PINK CARROTS Communications GmbH GWA	Account Management

The Campaign

The WTCE 2015 concept -“meet their needs”- focused on a deep understanding of consumer needs and a practiced method of translating these needs into successful products and services for their customers. For WTCE 2016, the adapted concept needed to include the new LSG Group positioning- the perfect teamwork between its global brands (LSG SKY Chefs amongst others) under one group. The concept reflected upon the integrated approach the company was taking, and also simplify the message to the customer. We created “when X meets Y” concept under the LSG Group umbrella brand, which was designed to express the perfect interaction and how this union makes it possible to use the wide range of services along the whole travel chain that the LSG Group provides to their customers.

Creative Execution

The key visual, featuring lines that move dynamically towards each other, represents streams within the service chain under the LSG Group umbrella. Two pairs of lines, differing in colour and strength are just about to fit perfectly together. They symbolize the precise interactions between the different specialty brands, abstracted by two variables in the message. This opens up the imagination to solutions that arise when they come together. The logo and brand colours are deliberately understated to provide space for their individual brands. Typographic elements contrast a rather formal approach with Helvetica – which is part of the mother company’s corporate design – with the dynamic and lively News-character of Times italic. “X” and “Y” each directly refer to one of the two groups of lines by their colouring. Multiple motives of the campaign were rolled out in print and web ads, as well as spatial communication on fair stands.

Indication of how successful the outcome was in the market

The trade show appearance was warmly received by experts and clients. It helped LSG Group to stand out against a cluttered field of their competitors. The launch of the umbrella brand LSG Group strengthened their other non-catering subsidiaries and enabled a clarified communication. In surveys sent out to visitors after the WTCE, over 50 % of the customers rated the concept as very good or excellent. And 47% of the visitors rated the design of the booth as excellent. The campaign continues to be used for corporate communication, the conceptual design developments for the booth and the communication materials for the next trade show are already in the making.

The “When X meets Y” campaign at WTCE 2016 focused on the new group positioning and ensured a credible continuation of the 2015 concept to LSG Group’s target audience: -Customers’ Senior Management and decision makers in the sectors of Airlines/Train/Retail -In-flight/Service Management, Procurement, Product Development and Marketing A clear storyline through the development of several communication ideas/materials for before, during and after the trade show was established. To create customized experiences that evoke the customer’s positive emotional responses and experiences, before, during and after the congress. We personalized the messaging based on different lifestyles and travel segments. The approach was designed to help the LSG Group stand out against a cluttered field of competitors, creating a memorable visual appearance that is graphically outstanding and exceptional within the market segment.