The journey of a lifetime
In 2015, Alder Hey Children’s Charity were invited to be the chosen charity of the year for the Institute of Travel and Tourism (ITT). The ITT is a major body for travel professionals and includes all the large brands in the industry, their smaller colleagues, in addition to many businesses that support the industry, including consultancies, accountants and tech firms. Alder Hey recognised that this was a brilliant opportunity to profile their own wonderful work, and enlisted the help of Ethical Goods to help leverage the opportunity to engage in such a vibrant and exciting industry.
Ethical Goods initial work with Alder Hey involved developing a collaborative message around ‘The journey of a lifetime’ as a theme that would resonate with both the travel industry and the charity. We then created built upon key relationships through the various stakeholders at ITT that turned this one off opportunity, into a five year partnership for our charity partner. This partnership has placed Alder Hey firmly in the hearts and minds of the travel and tourism industry who have been incredibly welcoming and generous.
Who are Alder Hey Children’s Charity?
Alder Hey Children’s Charity raises vital funds to help make Alder Hey Children’s Hospital a truly world-class, patient-friendly hospital for the 330,000 patients and families they care for every year. Since April 2013, over £45.9m has been raised for a range of life-saving medical equipment and facilities that make a real difference to families every day and Ethical Goods have been privileged to be part of their wonderful team.
The ITT, the wider travel industry and individuals connected to the industry, have collaboratively raised over £5m in support of the incredible work the charity does. Funds have been spent on transforming sterile treatment rooms into multi sensory rooms, providing beds for parents, enabling the move towards a more ‘Digital’ Alder Hey and so much more.
Ethical Goods was engaged to manage the relationship between the Industry and the Charity and to help build and nurture genuine relationships and friendships between the parties. Acting as an ambassador for the charity brand and being present at all ITT events and other travel industry gatherings was a critical element in building the trust and relationships needed for the strategic partnership that we developed. We have helped with core messaging and strategic asks of brands within the travel industry and then handed over the new ‘accounts’ to the wonderful team at Alder Hey to build and maintain.
If your charity requires some help building inroads into various industries, please get in touch for an informal chat on 0845 643 6412.