Quintessentially British

How did we put the Great in Great Britain?

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The brief was for a gold-standard brand experience for attendees from around the world. For this event, great could only be the start.

The Challenge

The client wanted an event that allowed 40 of their best customers and account managers from all over the world to meet and socialise. It had to be a once-in-a-lifetime experience that would inspire and help nurture key relationships that were crucial to the success of its objectives. The event must be of an automotive theme but had to offer a different experience to previous years. The guests would be travelling from Europe, Saudi Arabia, South Africa and North America. The host venue needed to be close to a hub airport and offer superior quality for attendees.

The BIG idea

We discovered that many of the attendees had never been to the UK, so we pitched a Quintessentially British event that would showcase the country in 48 hours. The event would be the ultimate British weekend and would have the world-famous Goodwood Revival at its heart. The once-in-a-lifetime weekend would also feature accommodation at the grand Stoke Park Hotel, featured in Goldfinger and Tomorrow Never Dies, 20 supercars for the guests to drive to Goodwood, VVIP hospitality at the Revival, helicopter transfers back to the hotel and a James Bond-themed gala dinner. Dressing in period outfits at the Revival would be encouraged, as would black tie for the dinner. A coffee table photobook with pictures from the day would be created for guests to take away.

The Highlights

The delegate journey went without a hitch and the multinational group arrived on schedule in the UK and enjoyed a truly unforgettable experience. The group embraced the theme, dressing in period outfits for the Revival and doing their best Bond impressions at the gala dinner. The supercars were a big hit, as were the helicopter transfers (for which we had to gain permission from Heathrow) – both elements were a key part of the once-in-a-lifetime feel to the event. We signed off the weekend with branded goody bags for each member of the group.

The Upshot

A once-in-a-lifetime experience was successfully delivered and made a huge impression on the guests. It generated valuable brand engagement and a long-lasting positive connection with the brand that will help to drive performance. It helped strengthen relationships between regional offices, providing a platform for valuable knowledge-sharing opportunities (strategies, success stories, etc.) and for networking opportunities with international partners and regional account managers.

The campaign generated 15% YoY
uplift with 23% YoY uplift post-event

1 new high value account secured

Net Promoter Score of +100