There are many different marketing activities that may be relevant in this category. It may be aimed at specific M&E segments e.g. Weddings, hybrid events, exhibitions, conferences etc or it may be innovative ways to promote revenue generation from your meeting space. The activities may just use one channel or approach e.g. PR, or may be multi-faceted campaigns. They may incorporate marketing partners or segment-specific events.
Judges will be looking for creativity and relevance to both the specific target audience and your brand values. They will expect an approach that really stands out in this highly competitive, diverse and long-suffering segment as well as demonstration of an understanding of the needs of bookers and bookings-based results.
Objectives will be SMART and will have been appropriately measured.