Meet the team:
Having worked in the property sector for more than 15 years, Jennifer Hazlehurst, Marketing and Events Coordinator within the Activate Destination Marketing team, explains how she applies creative thinking to get the best results from clients’ destination marketing campaigns.
Q: What three words describe Activate?
A: Refreshing, energetic, collaborative.
Q: What has been your standout moment at Activate so far?
A: Activate has allowed me to develop and utilise my creative skills, finally using that A-Level in Art & Design. One of my standout moments was first seeing my creative designs come to life on both social media and websites, and following the social media engagement they allowed us to generate for our clients.
Q: Tell us about a time you’ve put your skills to their best use on an Activate destination marketing campaign?
A: Earlier in the year, with restrictions in place, we ran a lot of online campaigns around calendar events. Producing digital designs for these allowed me to use my creative skills, with one online Valentine’s competition reaching more than 16 thousand people, generating 2300-plus engagements, and proving a great campaign highlighting the site and its offers.
Q: Tell us about a time you’ve felt most challenged while working at Activate, and how you overcame that challenge?
A: Working on the destination marketing service from its launch has been exciting but trying to have that push in growing the business while also working from home, often alone with three children, has probably been my biggest challenge. A supportive and fantastic team, as well as seeing the great opportunity that was ahead of me, kept me focused to keep going and take one day at a time.
Q: In what ways do you think the pandemic has permanently impacted destination marketing?
A: The pandemic has focused marketers on achieving more with less. Following so many budgetary and physical restrictions, the pandemic has driven more innovation, seen in some brilliant digital campaigns over lockdown. Hopefully this will continue an increase in marketing campaigns that are unique and exciting, both in content and delivery.
Q: What change would you make to a single aspect of the property sector and why?
A: Having worked within the property sector for more than 15 years, there are various areas that could benefit from change. The business rates system is archaic and does no favours for either landlord or tenant. It is slow in revaluations, which then negate any savings, and has no accurate reflection on the current retail market.
Q: What are your spare time pursuits and how do they influence your role at Activate?
A: Three small children keep me busy with little real time for my own pursuits, but they do allow me to indulge my love of the outdoors and exercise by keeping them active. I love DIY and I am an avid reader. My children help develop my organisation skills (and help me stay calm in difficult situations) and I think my own pursuits encourage my innovative and creative side.
Q: What is your favourite building / retail experience worldwide, and why?
A: Having visited retail experiences as different as the mall in Dubai and the old markets in Budapest, I find it fascinating looking at how different and yet successful retail experiences can be. Whether it be an expansive, gleaming mall like Dubai’s or a crowded market steeped in history like Budapest, they can be equally emotive for such different reasons.
Q: What book or podcast do you recommend, and why?
A: As part of my degree, I studied a book called True Tales of American Life, which is a collection of stories written by people throughout America and edited by Paul Auster. It was one of the most moving books I’ve ever read. It made me laugh and cry, and showed a true insight into all aspects of human experience in an honest and refreshingly written text by everyday people.