An A2 poster featuring a table plan showing an award winner heading towards the stage. Congratulations are offered by nearby tables: ‘Well done mate’, ‘Well done mate’ etc.However tables just out of earshot are not so kind, making bitchy and jealous comments typical of such awards nights: ‘Never ran’ cries one, ‘Cheat’ another and even ‘It’ll get nothing at Cannes’.Recipients were encouraged to display the poster in a prominent position within their organisation to stimulate ticket sales.The final copyline/letter invited them to ring the Creative Circle and book their table.

All tables were booked for the event. The 100% take up of tables in marked contrast to the previous year when only 65% of tables were booked, an increase of 35%.